Know thyself . . . and thy donor

WITH THE proliferation of conferences on direct response fundraising, new techniques are being shared far and wide. But to Diane Bernardini, Direct Mail Manager for Maryknoll Fathers and Brothers (Maryknoll NY), there’s an important caveat:

“Sometimes you go to seminars and somebody will find something. And it’s almost like it’s too gimmicky. You have to be careful with those gimmicks. Because what works for somebody else may not work for you. And I think it’s important to know what your organization is, what kind of donors you’re looking for, and stay right on target.” Because, she adds, “with some gimmicks, you can end up getting donors, but they just won’t respond again.” Read on ...


fundraising