Using Data and Variable Messaging to Rethink the Direct Marketing 40/40/20 Rule

The 40/40/20 rule was developed over 60 years ago by direct marketing pioneer Ed Mayer to convey the value each element of a direct mail effort contributes toward driving results. The rule purports that 40% of direct mail success is attributed to the mailing list, 40% from the offer and the remaining 20% from the format, design and copy of the mail piece.

'It’s Your Community': VP of Marketing and Research Discusses Marketing for Nonprofit Organizations in WJR Interview

Recently, Mark Gaskill, our vice president of research and marketing solutions, had the chance to sit down and chat with WJR’s Vanessa Denha Garmo. They discussed marketing strategy for nonprofits: how to make the most of your organization’s unique story, and how you can make your donors long-term partners in your organization’s mission. Below are some highlights from Mark and Vanessa’s conversation. 

Animal Welfare Fundraising During Coronavirus and Economic Uncertainty

There is no question that all of us who raise funds for animal welfare organizations are in unchartered waters with the coronavirus and the economic uncertainty it is causing. Organizations are juggling countless priorities to make sure their staffs and volunteers are safe and that the animals continue to receive optimal care. And, they are struggling to make decisions around business continuity, including fundraising plans. Events are being cancelled or postponed resulting in a significant loss of revenue.