Last week, Target Analytics released their Target Analytics Index of National Fund Raising Performance for calendar year 2010.
When the terrorist hit the twin towers on 9/11, the United States was changed forever. Even today, we continue to fight terrorists who would destroy us and our way of life. But, we forget about the war most of the time?
Even as our major fund raising channel – direct mail – becomes less and less effective, unless a report like the one from Target Analytics comes out and catches our attention, we pretty much continue the same course.
Perhaps the bigger problem is, "Do we know what to do?" What can replace direct mail as a major source of revenue?
But, before we get to that discussion...and we will get to that discussion...let’s put a big red “X” on the calendar today, or make up a sign and put it on your wall or whatever you need in your office as a reminder that April 13, 2011 was the day that you began to actively move your fund raising organization away from it’s dependence on direct mail.
Okay, that is a big step. Do you feel it? Do you feel the change that has just come over you and soon the rest of your organization?
You have just put a marker down in the sands of time and now you are telling everyone that your organization has moved into the Post-Direct Mail era. This is very exciting...maybe a little scary too...but still very exciting.
Take the rest of the day off. Just kidding. Well, at least go have another cup of coffee and get ready to start talking about new directions in tomorrow’s blog!
-Mike
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