TWINTEL Solutions

Daniel Atherton

Account Executive, Interactive Department

Chapman Cubine Adams + Hussey

When we ask for something a prospective donor is not prepared to give, we may not be losing much real money, but we are losing a window of opportunity to convince her to give to us.

Direct marketing is direct marketing – the sense of one-on-one contact that we cultivate right from the opening line of our emails is critical to establishing a sense of trust with our prospective donors. And when we ask for something that a prospective donor is not prepared to give – say, a significant portion of his yearly income – we may not be losing much real money, but we are losing a window of opportunity to convince him to give to us. And with so many other organizations and email lists competing for his attention, we may not get that opportunity back.