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