Wednesday, July 8th, 2015
4:00 PM - 5:15 PM: Breakout 4
Direct Marketing Fundraising: Confession Time
Challenge yourself, and your beliefs about direct marketing with this unconventional session.
The science of direct marketing suggests a long-term value to building a donor base through direct marketing to fuel your real development activities such as major and planned gifts. But is it true? Does direct marketing actually serve as the underpinning of the development process? Or does it distract from more cost-effective development efforts? Why should a financially strapped nonprofit allocate precious resources to building a donor base that could take years to simply break even? The session will provide you with a candid, perhaps confrontational, review of the role of direct marketing in today's high pressure fundraising environment.
You'll have a front row seat for a lively debate from which you can determine for yourself how direct marketing should fit into your development plans now and in the years ahead. A panel of three speakers will be asked to discuss the merits and challenges of direct marketing as part of a comprehensive development program. Taking different perspectives on the subject, they will help you consider some of toughest questions facing development professionals today:
Is the value of direct marketing a myth as many MGOs and CFOs believe today? Or can direct marketers demonstrate that their techniques continue to provide the best approach to the long-term sustainability of our nation's nonprofits?
Is annual giving dead? How much is too much to spend on acquiring a donor? Are upgrading strategies effectively moving donors up the giving ladder? How do you accurately measure ROI? Is DM brand building, or brand bashing?
Learning Outcome #1
By attending this session participants will learn: Learn more about the role of direct marketing in a comprehensive development program.
Learning Outcome #2
By attending this session participants will learn: Discover how to measure and justify your nonprofit's investment in direct marketing.
Learning Outcome #3
By attending this session participants will learn: Learn when major gifts become a more viable option, relative to direct marketing, within a comprehensive development program.