Guest post by Lori L. Jacobwith, communication & fundraising strategist who helped helped organizations generate nearly $90 million from individuals.
It’s heading into the time of year when I receive LOTS of fundraising appeals via mail. I’m often asked about what to expect on the return from the mailing. I find it interesting that I am being asked that question just about the time the mailing is going out. What concerns me is that organizations don’t ask that question all year long. If we ask the question: What are we doing to keep our donors informed, connected and reminded about the impact of our work? I guarantee your annual appeal response rate will be much higher.
I’ve heard Penelope Burke speak a few times over the years. She’s written the book Donor Centered Fundraising based on thousands of donor surveys and she recently released a new donor report, Philanthropy in A Turbulent Economy. The following are some stats she shares that stand out for me as you make the effort to increase your annual appeal response rates:
From Penelope’s open-ended question research:
DONOR QUESTION: Once you’ve made a 1st contribution – what would cause you to remain loyal and/or increase your giving?
1. 87% said whenever they give they wish to be acknowledged promptly and in a meaningful way. – THIS INSPIRES MORE GIVING!
2. In the thank you letter, include some confirmation of where the gift is going. Specific child…program or service.
3. Before you ask me again…I want a meaningful report on how you used the gift. So this ties into the specifics on where the gift went that you identified in the thank you letter.
People are very sensitive to the period between when they first give and the next appeal. Donor attrition is approx. 60% in that space.
If donors don’t get what they want or need IMMEDIATELY then they move on or stop giving at all for awhile.
44% said promptness alone could inspire another gift. (Within 48 hrs they should receive the personal thank you call and within two weeks – the letter)
My recommendation is to develop an annual communication plan to keep donors connected and engaged and informed ALL YEAR LONG.
Suggested tasks for your communication plan:
· Have your board of directors assist with making thank you phone calls as contributions arrive. Do this either at board meetings for just a few minutes each month or distribute calls to the board in between meetings.
· Share information about the good news and the “not so good news” monthly at your organization via 250 word or less email messages that have been carefully crafted to inspire and inform. These should be sent from the executive director or board chair.
· Share stories about the people you serve. Stories can be a few lines or a few paragraphs. Keep them short and interesting. And they don’t have to have a happy ending to be compelling.
· Make sure to have personal (phone or in person) contacts with segments of your donors (donors who have given the longest, or largest gifts) annually and track this in your database.
Putting the time to stay connected and keep your donors informed the other 11 months of the year can and WILL increase the response rate for your direct mail appeals.
For more blog updates from Lori Jacobwith visit www.lorijacobwith.com/blog
