I have a client whose direct mail fundraising program is in trouble. I think you can profit from his predicament. I know he is going to.

The development officers at his non-profit organization are doing plenty of things right. They attract new supporters by mailing donor acquisition packages a couple of times a year. They solicit gifts from their existing donors many times a year. They thank donors promptly for every gift received. They recover lapsed donors using direct mail. And they watch their numbers.

Yet the return on investment for their best renewal mailing each year has been declining steadily, from 1,500% five years ago to only 700% today. How come?

Because they are trying to raise money only by asking for it. With the exception of their gift acknowledgement letters, every letter they mail to donors asks for a donation. And that