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Instruct universities on effective fundraising strategies for their direct mail campaigns
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PP: What are some common mistakes customers make when initiating a direct marketing campaign?
Klassen: It is generally acknowledged that direct mail response is growing more difficult over time as people have a decreasing tolerance for “spam,” and an increasing influx of marketing mail. Some direct marketers respond to this decline in response by simply mailing to larger and larger files. This is not the answer. The answer is in speaking to recipients in a personalized way that is much more relevant to them. In this way, organizations build relationships that pull their communications above the clutter and noise.
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