Direct Response Fund Raising
A traditional fundraising approach translated into the digital age
This practical guide for nonprofit managers shows how they can reinvent traditional strategies of fundraising by integrating new media techniques and applications. Edited by Michael Johnston, a fundraising consultant, the book argues that direct response remains an efficient approach for outreach and emphasizes the importance of understanding the target audience. It provides concrete advice on using technology to support and enhance fundraising initiatives, including effective use of databases to track donor prospects. Examples of new media applications like the Web, e-mail, and CD-ROMs demonstrate how nonprofit strategies can be applied successfully in the digital age.