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First, understand who your audience is and what kind of message your organization wishes to accomplish via direct marketing. Is the goal to obtain new donors (acquisition)? Is the goal to renew or upgrade existing donors or maintain relationships with current donors? Or is the goal a combination of both? Next, determine the type of direct marketing program or channel your organization would like to launch. Is it a telemarketing program? Mail program? Email? Or a combination of all three media? The best way for your organization to tell if it is direct marketing-ready is to conduct a feasibility study with a proven direct marketing strategist.
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