September 1, 2005

Charities Urged to Use Marketing to Appeal to Donors' Hopes and Dreams

By Suzanne Perry

CONFERENCE NOTEBOOK
New York

Charities that want to attract and retain donors must develop marketing materials that communicate their values, a keynote speaker told a meeting here sponsored by the Direct Marketing Association.

Kay Sprinkel Grace, an organizational consultant and author in San Francisco, said too many nonprofit organizations emphasize how much money they need rather than telling donors why

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