Effective Direct Mail: Annual Appeals During A Global Pandemic: Strategies Backed by Evidence

November 12, 2020

12:00 pm - 1:15 pm PT

3:00 pm - 4:15 pm ET

December 17, 2020

12:00 pm - 1:15 pm PT

3:00 pm - 4:15 pm ET


Don't know what to say in your year-end appeal given the COVID Pandemic, economic meltdown, and long overdue racial justice reckoning? Well, you are in darn good company. The year 2020 has left all of us speechless. Join Katherine DeFoyd and Liliana Marques of Growth for Good as they share ideas and evidence about the best approach to annual appeals. Consider new approaches and time-honored best practices - to acquire new donors, renew long time supporters, and raise lots and lots of money!


Katherine DeFoyd, Founding Partner of Growth for Good, has been involved with every aspect of fundraising. She has led clients through board development, fundraising planning, capital campaigns, events and public/private partnerships. She has worked as development director for The Armory Foundation, MOUSE Inc., and on the development team at NYU. She staffed Mayors Koch, Dinkins, and Borough President Messinger. She holds a BA in Economics from San Francisco State University and an MPA from NYU. She has her CRFE and has authored four cookbooks. Liliana Marques has more than 15 years of experience in fundraising, communications, events, and fundraising planning. She served as Director of Development and Communications at Worldwide Orphans, managing a team that raised $4 million annually. At the United Way, she managed corporate relations, communication, and the Young Professionals group. Clients include: Children of Armenia Fund, Fiver Children’s Foundation, and Hip Hop Public Health. She has a B.A. in Communications and French from Rutgers University, and a MBA from NYU’s Stern School of Business.

Who Should Attend?

Nonprofit professionals interested in learning more about building a larger donor base through digital methods

What The Training Will Cover

  • The State of the Fundraising Union During COVID-19

  • What donors want to hear in the pandemic

  • The noble nature of a fundraiser during a global crises

  • Donor-centric direct appeals that raise loads of cash

  • Why consistent direct appeals are central to a robust fundraising effort

  • Participants will leave the workshop with a clear strategy and actionable tactics articulated on a timeline. Annual appeal plug and play!



Premier Members






Additional Information

This workshop is recorded. It is best to attend live but if you miss the live workshop, you can watch the recordings and then reach out to the instructor with any follow up questions. After the conference, attendees will receive recordings and materials from the workshop.

Looking to register 3+ people? Email us at program@nonprofitlearninglab.org to receive $5 off per registration!

Please Note: We do not offer any other discounts for this training other than the member rate. 

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Nonprofit Learning Lab

Have a question? 

Phone Number: 303-549-2764


303 South Broadway Ste 200467

Denver, CO 80209

We offer CAE & CFRE credits 

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