Direct-Response Appeals That Work

Raising small amounts from lots of donors is just as important for many nonprofits as attracting big gifts. But how can you break through the clutter in a supporter's mailbox or inbox and inspire them to give time and time again?

Join The Chronicle and nonprofit experts for an exploration of successful direct-response campaigns – both direct mail and digital.

You'll learn how Amy Starnes, director of digital fundraising at Best Friends Animal Society who has helped increase revenue from online contributions by 137% to $8.8 million during her five-year tenure.

Ms. Starnes will share examples of successful campaigns, tips for integrating digital and print appeals, and advice on how to coordinate digital and direct-mail teams. She'll also explain how she acquired new online donors and motivated existing donors to give more, resulting in a 25% growth in the number of donors and a 23% jump in revenue from monthly giving.

Christine Newkirk, digital director, and Marisa Martin, senior manager of direct-response giving, at Mercy Corps will explain how the organization integrates online and offline fundraising and develops strategies based on the donor's experience, not its internal divisions of responsibility. By showing appreciation more often, giving donors opportunities to get involved, monitoring responses, and segmenting lists more, Mercy Corps has increased revenue from mass-market donors by 63% in the last five years.

Ms. Martin and Ms. Newkirk will share advice on how to improve your direct-response results without spending more. They'll also explain how, over a recent six-month period, Mercy Corps increased net revenue by $84,000 by testing anniversary cards to donors that recognize the date of their first gift.

Plus, your registration includes two valuable resources: "5 Tips to Boost Online Giving" and a sample schedule for working with direct-mail companies.

What Will You Learn?

• How to craft appeals that convey impact and connect donors to your cause
• Tips for coordinating your online and direct-mail campaigns
• Tactics for inspiring donors to give more

Who Should Attend?

• Online marketers and direct-response fundraisers
• Development directors
• Annual campaign managers

What Resources Will You Receive?