Direct mail fundraising is a form of direct marketing widely used by nonprofit organizations in North America and Europe to recruit or "acquire" new donors or members and to inform, cultivate, resolicit, and "upgrade" the level of their contributions or dues. The technique has been shown to work equally well in many other countries across the globe. Its use is spreading quickly.
The professional use of direct mail fundraising requires an understanding both of the principles and practice of direct marketing and of the discipline of fundraising. In direct marketing, practitioners view large numbers of prospects or donors through the lens of statistics. Fundraising teaches us how to view prospects or donors as individuals, with unique values, beliefs, and preferences.
Read more about Direct Mail Fundraising: History and Growth in The United States
Famous quotes containing the words direct and/or mail:
“Authority and power are two different things: power is the force by means of which you can oblige others to obey you. Authority is the right to direct and command, to be listened to or obeyed by others. Authority requests power. Power without authority is tyranny.”
—Jacques Maritain (1882–1973)
“We grew up founding our dreams on the infinite promise of American advertising. I still believe that one can learn to play the piano by mail and that mud will give you a perfect complexion.”
—Zelda Fitzgerald (1900–1948)