Tough post-Madoff times for nonprofit direct marketersJerusalem Post article points out that the organization is still having to work hard to get donations in this chaotic time, so small donors are a big target.
From the article:
"Response rates for telephone, mail and on-line appeals - targeting people giving less than $1,000 - have increased dramatically, though the average donation has gone down to $110 from $118 last year, said Leslie Lichter, the UJA's executive director of direct marketing. The organization took a page from US President-elect Barack Obama's hugely successful campaign fundraising playbook and suggested smaller donation amounts - $18 and $36 instead of $54 - to attract people who were feeling strapped.
'We're asking for less money, but we've seen that you can raise more money in smaller amounts from more people,' Lichter told the Post."