About High Fundraising Costs: It’s Complicated - Opinion - The Chronicle of Philanthropy- Connecting the nonprofit world with news, jobs, and ideas: It’s time to make sure everyone understands that direct marketing is about the long run, not the short term.
As an example of what I mean by that, let me take you back to 2001, when the direct-marketing firm I was working at landed a new client. It had a small pool of donors—just 40,000—and raised about $7-million, mostly in small gifts.
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