Description - Direct and Interactive Marketing by Adrian Sargeant
Direct and interactive marketing generates around 15% of the voluntary income for U.S.-based nonprofits. Yet despite its significance, this form of fundraising is often overshadowed by the emphasis on major donor gifts. This special issue discusses varied aspects of direct and interactive marketing, its role in generating and building donor relationships, the impact of data protection legislation in Europe and the US, fundraising trends since September 11, and "face-to-face" marketing, an emerging new fundraising medium that successfully attracts a new generation of charity donors. With a focus on strategies in Internet fundraising, and the lessons learned so far, this issue is also an excellent guide to nonprofits investing in technology or expanding their online presence.
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