- You love premium direct mail
- You hate premium direct mail
- Love and hate are irrelevant – what you want is to maximize net revenue and life time value of donors to be able to spend more on the purpose of the charity now and into the future.
- You have no idea what premium direct mail is.
I think any money spent on brand awareness by a charity with a view to increasing fundraising income is absolutely and completely wasted.
I emphasise with a view to increasing fundraising income because I can imagine a scenario where a charity wants awareness for its mission, not for fundraising. (more…)