HAVE YOUR DONORS DISAPPEARED
AND TAKEN THEIR CHECKBOOK WITH THEM?
Continued #4…
Post #95
January 14, 2025
Today’s blog post is a continuation of the recent posts where I have been re-printing previous blogs to help improve your postal/digital fundraising results.
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I left off this series with the 16 ideas that make up my list of the 20% marketing ideas that when implemented have the potential to increase your donors and income by 80%.
Many of these ideas apply to other channels of fundraising, especially digital/email, phone, and personal one on one solicitations.
For the next several blog posts I will list my ideas that make up the 80% that will be responsible for 20% of your income.
The 16 that make up the 20% are summarized here:
1. List 2. Brand 3. Project 4. Involvement Techniques 5. Tagline 6. Testimonials 7. Advisory Board/Friends List 8. Website | 9. Celebrity Letter/Pub Note Signer 10. Inline 11. Urgency 12. Keep Package Costs Low 13. Thank Yous 14. Push/Chase Postal Mail 15. Front End Premiums 16. Select a Hungry Market |
In the next few weeks, I’ll give you more marketing ideas, which will improve your fundraising results.
I put these 70± ideas in the category of 80% ideas that will produce an additional 20% of your income.
Don’t make the mistake of thinking that these ideas are not important. The additional 20% often means the difference between success or failure, especially for acquisition/prospect mail.
1. Many nonprofits struggle for lack of credibility and trust from the public. Therefore, they need to do what they can to communicate the idea that they’re a real organization doing real things with a serious chance of success. Number 7, 8, and 9 from the 16 on the 20% list help, as well as the additional four items below.
a. Have someone whose name denotes trust sign your letter.
b. Have someone whose name denotes trust sign a pub note.
c. List your board of directors with names and titles that denote trust.
d. Report on press/media coverage.
2. Instead of always using a #10 carrier envelope, vary the size of your carrier (7 ¼, 7 ¾, #12, #14, 9x12, etc.).
3. Consider a carrier with impactful colors (bag kraft, black, etc.).
4. A carrier with a photograph in the upper lefthand corner or a label with a photograph on it.
5. Produce an annual report at the end or beginning of the calendar year or your fiscal year.
6. Send an annual donor/supporter/member appeal.
7. If your organization has a debt, consider sending a debt reduction mailing.
8. If you don’t have a debt but are significantly falling short of your budget, write about a budget shortfall that will seriously impact the effectiveness of your organization if not corrected.
Your feedback is helpful, appreciated, and needed. Please email me at rviguerie@americantarget.com with any thoughts or comments you may have.
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This free post is brought to you by American Target Advertising™ (ATA) and American Mailing List Corporation™—“ConservativeListsRUs.” ATA was the world’s first ideological/political direct marketing agency and still is the largest conservative agency with over 90 team members that will mail over 250,000,000 postal letters in the 2025-2026 election cycle for 40+ clients who will receive over 7,000,000 donations from over 2,500,000 unique donors. |
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