Guest: Roger Craver, Craver, Mathews, and Smith
Host: James B. Hyatt, Web editor/writer for the Philanthropy Journal

Editor's Note: Roger Craver is a busy man. Widely considered to be the"father" of modern direct-response strategy for advocacy groups, Craver started his career by launching such groups as Common Cause and Handgun Control. He also helped expand the membership and financial bases of such groups as Greenpeace, the American Civil Liberties Union, the Cousteau Society, Habitat for Humanity International, and the Christian Children's Fund.

A cum laude graduate of Dickinson College in Carlisle, Pennsylvania, he also holds a doctor of jurisprudence degree from George Washington University's National Law Center. Craver later served as development director for GWU.

Twenty years ago, he founded Craver, Mathews, Smith & Company. He also is co-founder and principal of NMP Inc. Both firms are located in the Washington, D.C. suburb of Falls Church, Va.

Craver also is founder and chairman of Public Interest Communications, described as the nation's largest telemarketing firm dedicated to "advocacy fundraising and membership development."

In the mid-'80s, he co-founded the American Political Network, an information service that publishes daily briefings on politics ("The Hotline"), education reform ("The Daily Report Card"), health care ("Health Line"), and the environment ("Greenwire").

Philanthropy Journal: Direct mail was ranked as the most effective fundraising method in a recent survey of nonprofit executives conducted by Indiana University's Center on Philanthropy. Since "direct mail" is often synonymous with "junk mail," why is it so effective?

Roger Craver: The reason why direct-mail is so popular, or at least so effective, is because the principals of any organization recognize that a direct mail campaign means they can deal with humanity and not deal with people.

From a management standpoint, direct mail isn't as time-consuming in terms of meeting people face-to-face. This is also direct mail's weakest point, but that's another topic.

Direct mail really is the only effective means of communicating on a national basis. The problem tends to be that many groups that use it don't understand its limitations, so it's not used as effectively as is could be.

But direct mail is manageable, it's predictable, and it's highly controllable.

PJ: As more groups use direct-mail, does this mean it's becoming more competitive -- and less effective?

Craver: There are two reasons why there's this perception direct mail is becoming "more competitive."

The first reason is the advent of the personal computer means it's easy to secure mailing lists and databases at a very low cost, meaning people are more likely to try it now.

The problem here is the fact people who can read, think they can also write. You really have to know how to present your message in the best way to your target audience. Otherwise it's a wasted effort.

The second reason for direct-mail's increased use is there are more people working out there who have been trained in its use. In fact, there's a whole generation of people who know how to use direct-mail since it really came into mass usage during the '70s.

If properly used, it's not an issue in terms of competition, though, because the market is so big and America's so generous, the future is bright. The Baby Boomers are moving into their prime giving years, so we're moving from the Golden Age of direct mail to the Platinum Age.

PJ: What is the next step in direct mail's evolution?

Craver: When you manage direct mail with the Internet, you have a really dynamic combination. You're combining the static nature of direct mail with the interactive, dynamic nature of the Internet, or what we call electronic solicitation.

The power of this technology to attract good numbers is quite impressive. The ability to build, maintain and intensify relationships is where the real power is, and that means a lot of experimentation.

PJ: What points should an organization keep in mind about electronic solicitation programs?

Craver: One of the problems is a lot of activity on the Web mimics print activities.

The Web is best when used in building relationships, getting people more involved, sending faxes, e-mails, and responding to calls for action.

The Web also has a lot of people on it, so it's a process of cultivating, involving, and THEN soliciting people. Electronic programs tend to be more general, more raw than direct mail, at least to start.

On the other hand, it's been possible up until now to know who is giving and what they're giving, the range of the gift. What has not been known is when they'll give. The Internet enables us to know when; when someone communicates with you is when they're most likely to give.

PJ: What are some groups you believe are most effective at using the Web to boost their programs?

Craver: I can name four that really stand out in my mind:

• the World Wildlife Fund US is very sophisticated with their advocacy operations ;

• the American Civil Liberties Union has shown good funding results;

• Common Cause has gathered a lot of names for petitions, and advocacy for campaign finance reforms;

• UNICEF had their first Halloween promotion on the Internet last year, and they raised a lot of money and increased participation.

PJ: What are some basic keys to Web success, based on these sites and others you know?

Craver: The organizations that do the best with these efforts are the ones where the leaders are involved in created the message and involved in managing their Web programs or e-mail programs.

The biggest mistake I've seen is when organizations basically delegate responsibility for their Web message to their technical people, because the managers don't use it themselves. They don't know how powerful this technology is.

A nonprofit without a senior person who knows how to use this technology is like a presidential campaign without a media advisor. It's that important.

PJ: Anything else?

Craver: Personally, I'd like to learn from your readers what their priorities are and understand the combination direct mail and electronic solicitation is taking for these groups.

If the readers have problems to address, questions to ask, or want to share campaigns that worked, let us know.

I think one of the reasons your organization is so helpful is it can help develop a mechanism for sharing information and asking questions.