Direct mail: alive and kicking during taxing times

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The most successful direct mail appeal in Peter Mac’s history also kept faith with fundamental fundraising principles, says Carl Young.

 

direct mail Peter MacPeter MacCallum Cancer Centre (Peter Mac) is Australia’s only public hospital solely dedicated to cancer and is the home of Australia’s largest cancer research group.

Peter MacCallum Cancer Foundation is the fundraising arm of Peter Mac, and plays a critical role in funding the specialised technologies and resources needed to discover cancer cures. With a growth of both the size of Peter Mac’s research team and the cost of the specialised technology needed to undertake its work, there has been increasing pressure to rapidly grow fundraising income.

Changing fortunes in direct mail

Underpinning Peter Mac’s strategy for growth of its individual giving income is its direct mail program which, for many years, has played a key role in acquiring new donors; securing repeat gifts; upgrading donors; stewarding cash donors, regular donors and major donors; and identifying new bequestors and bequest prospects.

However, in…

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