June 24, 2012

Cutting Back Marketing to Hire Fundraisers

By Holly Hall

Eckerd College gave up most of its telemarketing efforts and now holds a single weeklong phonathon every year. Direct mail has also been trimmed to the bone, with only one annual-fund appeal every December.

Channeling the money Eckerd once spent on phone calls and mailings into salaries for three entry-level fundraisers has made all the difference, says Matthew Bisset, vice president for advancement. He says that after one year on the job, the new hires have achieved a 22-percent