"Almost three years ago, American Cancer Society made either a visionary decision or a massive boneheaded mistake. They did so very publicly, and everyone in the fundraising industry was interested. It was a big deal.

They suspended direct mail donor acquisition. And they generously promised to be open about what happened and why.

They stopped direct mail acquisition in January 2013 and restarted June 2014. "

So what happended? Wait for it…

"New donors dropped by 11%
New donor revenue dropped by $11.3 million in the first year
The five-year impact on income: $29.5 million
The ACS Relay for Life raised $25 million less than the previous year"