Who could resist reading a blog post with this title — The most deadly error in fundraising — from esteemed fundraising creative Jeff Brooks?!

I jumped right on it.

Jeff’s most deadly error:

“Assuming your donors don’t like to hear from you — and that too much contact (whatever that means) will drive away donors, causing your donor file to erode and eventually collapse.

There’s no evidence that it’s true. In fact, the evidence shows us that decreasing donor contact almost always leads to not only less revenue but worse donor retention.”

But wait a minute … before you rush out to add four contacts a month to your mail/email schedule.

Roger, who’s a pretty astute (I hear) fundraiser himself, has been giving Agitator readers the opposite message. For example, here in The Dangerous Dictum Of “Mail More, Make More”:

“Perhaps no myth is potentially more dangerous for the long-term health of an organization than the clichéd dictum: “Mail more, raise more.” It leads to the callous abuse of donors whose rising disaffection level is generally  unheeded until it’s too late.”

And that post links to several others arguing the same point.

Who’s a poor fundraiser to believe?

Do we need a shoot-out at the OK Corral?

Roger’s just written three great posts — Eminence vs Evidence — on the theme of letting go of reliance on fundraising “myth, folk remedies and pronouncements by the eminent”.

So … more asks, fewer asks? What’s your evidence?



This article was posted in: Communications, Direct mail, Donor retention / loyalty / commitment, Fundraising analytics / data.
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