In today’s @AvalonFYI dispatch, you will find MAXI Award winners, an updated case for direct mail acquisition, newsletter fodder, impactful sentences, a call to action, NYC Pride, and more. Read it here!
Dear friends,
Last week, several Avalon team members traveled to New York City, where we collaborated with the VeraData marketing team and met for planning with Faircom leadership. It was especially fun to arrive in the middle of the NYC Pride Parade, which was a block from our hotel. The energy, joy and camaraderie were infectious, and our VeraData colleague Joey Mechelle Farque even had the chance to high five Mayor Mamdani! NYC Pride was everywhere.
Call to Action
The comment window on new rules proposed by the Office of Management and Budget will close on July 13. The Nonprofit Alliance opposes these changes and encourages members to review the proposal and submit comments before the deadline. In addition, nonprofits can sign a coalition letter with the National Council of Nonprofits. As always, I appreciate TNPA’s steady voice and consistent advocacy—and yours! Thank you for making this a priority.
MAXI Awards 🎉
Congratulations to this year’s DMAW MAXI award winners. Special shoutout to Avalon and Smithsonian Women’s Committee on a digital win for their Craft Show Paid Media acquisition/prospecting campaign. And kudos to our partners at Faircom and VeraData for winning four direct mail awards on behalf of FOND (challenge match), International Rescue Committee (special appeal), and Tunnel to Towers (lapsed appeal and special appeal). We will see you at the ceremony on October 2!
Direct Mail ROI
Writing for Moceanic, Jeff Brooks updated the case for direct mail acquisition for the current context, where costs are up, response and retention are less stable, and traditional ROI takes longer. He notes that some nonprofits are pulling back, and he correctly declares the decision short-sighted. Long term ROI holds, he argues, especially when we factor in future sustainers, upgrades, and bequests. It’s a great point, and I would add that multichannel attribution is another critical lens. Calculating comprehensive return on direct mail is increasingly complex; however, it remains essential.
The old metrics still matter—you need to track cost-per-donor, months to break-even, and initial ROI. You can’t ignore cash flow. But if those are the only numbers you look at, you’re seeing a fraction of the picture. The full picture includes the long arc of donor value.
– Jeff Brooks, Moceanic
How Newsletters Connect
Senior copy director David Wolkin shared a great Loyalty Letter from Lisa Sargent, which outlines five actionable “ideas to steal” for your newsletter. She emphasizes that newsletters don’t require breaking news to make an impact. You can also reach an audience through “everyday moments, overlooked conversations, and small details that help donors feel glad they gave, connected, and appreciated.” Here are five techniques your nonprofit can try:
Lisa Sargent’s 5 Ideas to Steal for Your Newsletter
- The Wish List
- The Microscopic View
- By the Numbers
- The Expert Profile
- The Report-Back Story
History Corner
Growing up in my house, dinnertime often involved an on-the-spot quiz from my father, a history teacher who was determined to instill a love of history, even if we never quite memorized all the dates he threw at us. So, I’ve enjoyed the focus on American History this summer, and two features recently caught my eye: First, The Washington Post offered an American history and government quiz that draws from the 2025 study materials from U.S. Citizenship and Immigration Services. And second, The New York Times ran a series on six defining American sentences. Which means the most to you? I expect strong opinions, since fundraisers know great copy when we see it!
