Timing plays a crucial role in effective fundraising—but not just regarding when appeals are mailed. The timeline for producing those appeals can be just as important.
With many agencies, the lead time to develop a fundraising campaign is long and inflexible. Content often needs to be finalized months in advance, which can limit the ability to respond to real-time events, new client stories, or shifts in donor sentiment. And while that approach may work in a static environment, the truth is that rescue mission work can bring something completely different every day!
Needs evolve. Opportunities emerge. Stories unfold.
That’s why shorter lead times matter. When there’s room to incorporate late-breaking stories or recent developments, the message becomes more relevant—more grounded in the moment. And that relevance often translates into stronger donor engagement and better results.
From an operational standpoint, working closer to the send date allows fundraising teams to stay more closely aligned with what’s actually happening on the ground—whether that’s an unexpected influx at a shelter, a seasonal need, or a newly available impact story.
At Delia MartĂn, we’ve structured our process to allow for this kind of responsiveness. While maintaining high standards for quality and strategy, we’re able to work on a shorter timeline than many agencies. That gives our partners greater flexibility and ensures their messages are fresh, timely, and aligned with the moment they’re landing.
It’s not just about moving faster—it’s about creating space for the right message at the right time.
For more information, please contact Rod Romero at Rod@DeliaMartinAgency.com.
