On-Demand Archive: Rethinking Direct Mail Appeals

Recorded on December 12, 2017 (75 minutes)


Marketing, communications, and media have changed dramatically in recent years. Although direct mail is still a primary driver of donors and dollars for most institutions, it's more important than ever to create personalized segments and messages, and to integrate direct mail efforts with other channels. Today's annual giving programs have the opportunity to develop new strategies and improve results without increasing costs.

Register online for your entire team to learn how to go beyond the basics and rethink direct mail to produce effective appeals for your Annual Fund.

This recording is eligible for 1.25 points of CFRE credit.


  • Methods for developing personalized segments based on past giving, interest and affinity
  • Advice for creating effective designs and messages
  • Tips for integrating direct mail with other channels
  • Guidelines for analyzing your efforts and measuring ROI
  • Examples from other institutions, and more!
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    About the Presenter

    Gina Fiorillo is the Senior Director of Annual Giving at the Rutgers University Foundation, where she manages multi-channel fundraising efforts including direct mail, phonathon, and email. Her 18-year career includes work at Kean University and Douglass College as well as several non-profits including Slow Food USA and the George Street Playhouse. She holds a B.A. in English from Rutgers University and is active member of the Association of Fundraising Professionals.