Contributions from individuals account for approximately 85 percent of all philanthropic giving in the United States. Direct mail is one
form of fundraising that almost any organization can accomplish with relative ease, and is the type of fundraising that allows the
organization to reach the most people.
One type of direct mail — acquisition mailing — plays an important role in the overall fundraising program:
What is acquisition mailing and how is it used?
Acquisition mailings are often done by organizations that do not already have a built-in base of constituents who could be likely
supporters of their fundraising efforts. Some organizations might never use acquisition mailing. A college or university, for example,
seldom does acquisition mailing because they have a built-in donor base of alumni. Hospitals, likewise, usually have a significant number
of "grateful patients" to solicit, so they may not need to conduct acquisition mailings. Religious institutions such as churches also
will likely never use acquisition mailings unless they are attempting to reach out to their community for new members. Read more