What should a good DONOR plan contain?

  • 1. It should clearly state your fundamental goal (getting new DONORS, introducing a new CAPITAL CAMPAIGN, improving your corporate image, etc.).
  • 2. It should spell out secondary objectives (generating IMPORTANT information, creating an ongoing market perception of your PROGRAM.
  • 3. It should analyze your position in the COMMUNITY and the competition.
  • 4. It should examine your PAST direct response activity.
  • 5. It should carefully articulate your target market and who comprises it's SEGMENTATION.
  • 6.How OFTEN you should approach it. Exactly what do you want it to do for you?
  • 7. Sketch CREATIVE OUTLINES of your proposed campaign.
  • 8. Size of each mailing
  • 9. TIMING of each mailing
  • 10. PRINTING FORMAT and arguments of each mailing package, and of course
  • 11. The budget range.