Really simple – but powerful – idea for your nonprofit…
If you communicate to your donors more through the pandemic, you’ll be more likely to retain your donors.
Your communications have to be relevant, of course. They can’t be all about your feelings about the pandemic and downturn. They can’t be about what the pandemic is doing to your staff or your partners.
Your communications need to be about your cause or beneficiaries. And they need to be about your donors.
Here’s The Big Idea
You know those “big” nonprofits who send out 14 pieces of direct mail and 75 emails a year?
They don’t send so many pieces of fundraising because they’re big organizations.
They became big nonprofits because they send out 14 pieces of direct mail and 75 emails a year.
Here’s what happens:
- Your organization sends out a couple more fundraising appeals and emails than normal
- You pay attention to results, and your organization learns more about what works and doesn’t work for your fundraising
- Your organization gets more efficient at creating each piece of fundraising
- Soon each piece raises more money and costs less to make
- Now your organization is raising more, doing more good, and getting bigger
You get bigger because you start mailing more and learning more.
It’s All About Reps
The way to get better at direct response fundraising (your appeals, e-appeals, newsletters, etc.) is to practice.
You need more reps.
More practice + pay attention to results = learn more about what works
Learn more about what works + more practice = more money
So, during the incredible fundraising opportunity we’re all living through, figure out how to get more practice.
With time not spent on other things, could you send out two more e-appeals this month? (And don’t worry about “donor fatigue,” instead worry about being relevant.)
With time not spent on other things, could you get a couple powerful e-reports out? (You know, so your donors know that their gift to your organization makes a difference, so that they are more likely to give you a gift the next time you ask?)
Get more reps in. Pay attention to results. If the myth of donor fatigue is stopping you, throw that idea out the window, it’s useless.
Do more good.
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