August 2015

Published on August 25, 2015 by

What happens when you stop direct mail acquisition


Everyone said they were crazy when the American Cancer Society announced they would stop direct mail acquisition.

A huge decision given they mail 41 million piece of acquisition mail. In 2012, they spent $10 million to generate 252,000 new donors through direct mail acquisition.

But it kind of sounded like they had good reasons for making that decision. So despite the naysayers, I always think it’s courageous to try something different.

Eighteen months after making that decision, ACS reinstated their direct mail acquisition program.

You can read about it here, here, and

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