Sean O’Neil

How did you get into direct response fundraising?

Right after college (go ‘Noles!), I went to work in the commercial advertising business as a copy writer and later as Creative Director. While I always enjoyed the creative side of the business, I knew there had to be greater fulfillment than making car dealers, real estate developers and bankers even richer (the majority of our clients). I discovered that I could put my writing & design talents to use in the nonprofit sector, make a decent living, and feel a lot better at the end of the day in what I’d accomplished.


What’s the best part of your job?

Besides living five minutes from my workplace, dressing South Florida casual and getting to play with my colleagues’ dogs that frequently visit our offices? Well those are certainly perks but nothing beats hearing a client tell you how New River has helped their cause above and beyond expectations. We have many long-term clients which I believe speaks volumes about our work and service.


Worst part of your job?

Six to eight weeks after a campaign and you discover that brilliant idea you had for a package wasn’t so brilliant after all. Unlike image or brand building advertising, direct response provides hard data… the donors get to “vote” with their checkbooks on any given campaign. Knowing exactly how well your strategy and creative impacts results is actually what I like most about this business – however, it can be a hard pill to swallow when a campaign bombs in the mail!


Your favorite escape from the job?

Anywhere on a golf course, in the water, around a tiki bar, or in front of a tv screen when college football season is on!

Katapult MarketingSean O’Neil