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Is your library ready to try direct mail?

Kathryn Covier Hannah (Consultant in private practice in Sacramento, California, specializing in Library Fund Development. Tel: 916‐481‐5089; Fax: 916‐481‐7287; E‐mail: lhannah@aol.com)

The Bottom Line

ISSN: 0888-045X

Article publication date: 1 March 1997

413

Abstract

Libraries should not be put off by the initial investment required to build an annual fund. Although direct mail is expensive, it is the only way to acquire a large number of new donors to launch an annual fund program. Such programs can raise significant revenue for library operations. They work on the premise that a large base of so‐called “small” donors, giving year after year, can provide a level of stable support beyond money raised for special projects. Includes a proven 13‐step plan for building an annual fund using direct mail techniques.

Keywords

Citation

Covier Hannah, K. (1997), "Is your library ready to try direct mail?", The Bottom Line, Vol. 10 No. 1, pp. 16-21. https://doi.org/10.1108/08880459710159528

Publisher

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MCB UP Ltd

Copyright © 1997, MCB UP Limited

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