Create a comprehensive calendar-year direct mail program. Focus on the overall income generated by an annual schedule of communications, well timed with variation in format or content.

Comprehensive calendars include a multi-channel approach to:

  • Acquisition
  • Renewal
  • Stewardship

Organizations that strategically focus on acquisition, renewal, and stewardship experience sustainable programs more often than organizations with renewal or acquisition only programs.

Fundraising programs have three goals:

  1. Acquire new donors.
  2. Renew donors and turn them into friends that stay with the organization.
  3. Upgrade donors and/or develop relationships so donors don’t just give gifts every year, they give larger gifts, or they give more frequently, or, they become a major donor.

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