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Download free, expert reports of the top-10 postal lists for your fundraising appeal, including Food Banks, Rescue Missions, Veterans, Law Enforcement and more. See our blog post

“Top-10” Direct Mail Lists for Your Fundraising Appeal Download free, expert reports of the top-10 postal lists for your fundraising appeal, including Food Banks, Rescue Missions, Veterans, Law Enforcement and more.

Nonprofits anxious about a potentially rocky economy later in 2023 can build plans now with the right marketing efficiencies and tactics to bolster fundraising against economic headwinds. See our blog post at

Right Tactics Will Bolster Fundraising If Economy Gets Rocky Improving efficiency in these key nonprofit marketing efforts will bolster fundraising if the economy turns rocky in 2023.

Social distancing has turbocharged e-commerce, with online sales up by triple-digits. Is your marketing ready? Most marketers are not, per a recent Profitero and Kantar survey, which found only 17% believe their organizations are leading competitors in e-commerce. Marketers need to prioritize e-commerce strategies, advises Forbes magazine’s CMO Network contributor Sarah Hofstetter. Since the Profitero and Kantar survey found only 11% of organizations have functional-level e-commerce goals, Hofstetter urges making e-commerce a part of everyone’s job, from building e-commerce KPIs into bonuses to website content accountability. Next, boost online profiles and product discovery efforts, including targeted search marketing, strong ratings and reviews and targeted content. Third, embrace speedy online tactics, such as algorithmic matching of competitor price changes, and real-time tailoring of product assortments and promotions by audience. Fourth, boost online agility. Note that 63% of brands do not test and optimize their online content (Profitero and Kantar). So brands that test new products, new traffic-generating variables and new marketing messages gain an edge. Janet Balis, a principal of Ernst & Young LLP, penned a Harvard Business Journal article with more advice. Pay attention to the nuances of creative messaging now; while exploitative brands will not fare well, organizations that promote doing good in the crisis can enhance brand image as long as contributions are seen as material and not solely for commercial benefit. Next, since preferred media platforms have changed, marketers may want to modify the media mix, for example with ad-supported premium video streaming for spiking digital entertainment. Finally, marketers will want to put a greater emphasis on behavior trends and response tracking to adapt messaging and targeting. For more, including how small retailers can use Google tools for online agility, see

Has Your Marketing Adjusted for the Current E-commerce Surge? Pandemic lockdowns across the nation have turbocharged e-commerce, with online sales growing by triple-digits since social distancing went into effect. Many

For fundraising success in the coronavirus crisis, nonprofits need to alter tactics. In a recent "NonProfit PRO" post, two Orr Group agency executives suggest quick shifts. Don't just cancel events, they advise, but reschedule or repurpose. For example, the fundraiser can switch to a digital event, perhaps with livestreaming. Indeed, this is an opportunity to go digital in multiple targeted ways, including social media ads, paid search ads, SEO efforts, digital forums, and articles on social media or e-mailed. And don't forget nondigital communications, such as direct mail or phone calls to top donors. Michael Wasserman, CEO of Tiltify, uses another "NonProfit PRO" post to specifically boost social media. The potential audience is huge: almost 80% of the population uses social media, with Facebook and YouTube having over 2 billion users per platform. Even newer sites like TikTok boast 500 million. Note that the Facebook Fundraisers tool has already raised over $2 billion. So charities that still use elementary fundraising pages with a simple donate button, some text and an image are missing big opportunities. He urges nonprofits to focus on enticing content, such as video, which can leverage YouTube's 2 billion registered users. Nonprofits should also consider livestreaming events for fundraising, and he cites a group that raised in a week the amount it costs to run St. Jude Children's Research Hospital for a day, about $2.7 million. What about the impact of "social distancing" on major-donor connections? A post in "The Chronicle of Philanthropy" offers tips: Show you care and reach out to ask how the donor is faring, and enlist top executives to communicate nonprofit plans via e-mail, social-media platforms, or even “investor calls” if the donor group is small. Highlight how gifts support efforts relevant to the COVID-19 crisis, and, instead of events, try virtual formats, such as a conference call or webinar. For more detail, see

COVID-19 Crisis Alters Tactics for Fundraising Success In a previous post, AccuList joined other experts to stress the importance of nonprofit clients staying the course on fundraising despite the coronavirus crisis