January 24, 2008
Direct-Marketing Appeals Produce Poor Results for Charities, Study Finds
Charities' direct-marketing appeals are not raising as much money as they have in years past, and charities are losing more donors and attracting fewer new supporters, according to a new survey.
The quarterly survey, conducted by Target Analysis Group, a Boston consulting company, is based on more than 70 million donations of less than $5,000 apiece made by 39 million donors, mostly in response to the direct-mail solicitations of large nonprofit organizations. Those gifts totaled more
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