It's time to invite your Finance Director to the next fundraising brainstorm. Or have her manage your next donor acquisition campaign (so she can climb the steep learning curve on how difficult it can be).

The days when charities could get away with opposing any hint of restricted donations in their direct marketing might be over!

'Dorothy Donor' gave to charity because we asked. That was all she needed. She believed in what charities stood for and that they would spend her money wisely.

Not so her sons and daughters, the Baby Boomers. They're far more demanding... and they just love ear-marking! They want to know what their gifts will achieve, preferably something tangible which they could even visit one day! (Just to be sure you actually spent their money where you said you would.)

Finance Directors love to tell direct marketers that they can't ear-mark. Oh.. except Corporate and Trust fundraisers; because they've learnt the hard way: no ear-marking means no donation.

Hmmm. I think the Boomers are starting to teach direct marketers the same lesson... it's just harder to see what's happening. If your charity is struggling to recruit new donors of the 40 to 60-year-old variety, maybe, just maybe, you're seeing evidence of their aversion to your 'strictly-unrestricted-funds-from-direct-marketing' policy.

And yet it's not THAT hard to commit to more ear-marking. It just takes a little imagination and engagement from the Finance Director. So, next time you're planning an acquisition campaign, why not invite your Finance Director to the brainstorm?

Steve Andrews

PS. These issues were recently debated by Whitewater's clients at a Business Breakfast meeting. We'd love to see you at our next meeting... you just need to become a client!