Prediction for 1987: A Year of Intense Change

The year 1987 will be one of intense change.  For those organizations that do not change, it may be a year of disaster.  Predictions for 1987 include: 1.  Organizations with a strong public image will experience remarkable growth in prospecting and in net income from their donor file.  2.  Organizations will turn to personalization and list segmentation.  3.  Nonprofits will become realistic about postage, realizing that nonprofit rates will eventually disappear completely.  4.  List users and list brokers will be involved with ''list enhancements.'' 5.  Donor saturation will get worse.  6.  There will be a significant increase in fund-raising costs.  7.  Organizations will be forced to develop an investment strategy that goes far beyond the simplistic goal of breaking even.  8.  Creative letter writers will have to deal with technology and strategy.  9.  The new tax bill will slow down major gifts through direct mail.  10.  Database management will be crucial for organizations of every size.

Full text: Fund Raising Management, Dec 1986
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