Direct Mail Fundraising Tip of the Week (#1)

When building your direct mail acquisition list strategy, focus on behavior-based targeting instead of demographics.  You’ll get higher response rates and greater likelihood of long-term donor retention by targeting people who already behave like donors (i.e., they give to other nonprofits and they’re responsive to direct mail), than you will simply by targeting people who live in wealthy zip codes or have home values of $X+.

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