101: Fundamentals of Direct Appeals

Recorded On: 08/12/2021


Direct mail is a cornerstone of annual gift fundraising. Despite the evolution of new media and technology, direct mail continues to be a primary driver of donors and dollars for most institutions. Understanding (and regularly revisiting) the basics of segmentation, messaging, timing, production, and analysis will help to ensure that your appeals stand out and resonate with your prospective donors.

Register now to learn the fundamentals of effective direct mail fundraising.

This webinar is eligible for 1.25 points of CFRE credit.


  • Methods for developing segments based on past giving, interest, and affinity
  • Advice for creating effective designs and messages
  • Tips for scheduling appeals and integrating efforts with other channels
  • Guidelines for analyzing your efforts and measuring ROI
  • Examples from other institutions, and more!

Prefer to pay by check? Complete this form and we'll send you an invoice.

Gina Fiorillo

Senior Director of Annual Giving, Rutgers University Foundation

Gina Fiorillo is the Senior Director of Annual Giving at the Rutgers University Foundation, where she manages multichannel fundraising efforts including direct mail, phonathon, and email. Her 20-year career includes work at Kean University and Douglass College as well as several non-profits including Slow Food USA and the George Street Playhouse. Gina holds a B.A. in English from Douglass College and an M.P.A from the School of Public Affairs & Administration, Rutgers University.


Fundamentals of Direct Mail Fundraising
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