List Vision: Three Fundraising Tactics to Increase Monthly Giving
August 30, 2006

Garnering monthly donations for your cause can be a more cost-effective proposition if you piggyback this ask onto your current single-gift efforts. Steve Froehlich, director of direct marketing at the ASPCA, a New York-based nonprofit that supports the humane treatment of animals through education, legislation and healing/adoption programs, offered attendees of last week’s List Vision event the following monthly giving program insights from tests conducted by the ASPCA. Insight #1. The inclusion of a monthly giving option on response devices in acquisition efforts has generated response between 8 percent and 12 percent, and helped build up the ASPCA’s sustainer file. Insight #2: When incorporating a monthly

Post-It Note Trumps the Call
August 10, 2006

When readers open this reminder letter sent by the American Institute for Cancer Research (AICR), a nonprofit based in Washington, D.C., the first thing that catches their attention is probably the personalized, yellow sticky note bearing a message that appears to be handwritten (Archive code #604-171950-0605A). The note states that AICR will be telephoning donors in the area who have not renewed their support. “A contribution at this time may save us the cost of a phone call,” it concludes. While the strategy may appeal to readers’ desires to avoid receiving yet another telemarketing call, the message indicates there was a monetary benefit for

Investing in the Future
August 1, 2006

For years, there has been debate in the nonprofit sector about whether it’s possible to “sell brother-hood like soap,” to quote marketing professor Michael Rothschild, who wrote about the challenges of charitable and social marketing in the late 1970s. In 2006, the question is as timely as ever. Buzz continues to increase in the nonprofit world about traditionally corporate concepts—things like lifetime value and long-term return on investment. But, for many, doubts remain. Does a business mindset make sense for charities? And what can it contribute to the cause? Representatives at Atlanta-based CARE, a leading humanitarian organization dedicated to fighting global poverty, say adopting a