In the 09 Year-End Fundraising Strategy Telesummit, direct mail guru Mail Warwick shared an amazingly simple tactic that can have a major impact on your donors’ generosity.
You would never think that this simple step can dramatically increase the return from your fundraising appeals.
Here it is: Send a postcard or email to donors right before the fundraising appeal letter goes out. People will see the postcard or read the email a few days before their letter arrives in their mailbox.
This is very likely to increase response from those who get the email or postcard.
What you are doing is “warming up your donors.” (see my other blog post on warming up before the ask.)
What you might say is this – and this is from the transcript of Mal Warwick’s Telesummit interview – “I want you to be the first to know that we are soon to launch our year-end campaign. Our goal is X. The theme is Y. The deadline is December 31, and so on. . . .”
“You will receive a letter describing the campaign in a couple of days and I hope you will pay close attention and respond.”
This is clearly not rocket science, BUT it cam make all the difference. This is what I have alwyas called a “two-pronged appeal.”
First there is the warm up – an email, a phone call, or even a personal letter letting the donor know that they will be asked soon..”
Then there is the appeal itself.
I used this strategy when I was a staff fundraisser, directing the fundraising program at the Kenan-Flagler Business School at UNC-CH. (Yes I am a TAR HEEL!)
And it was very successful! A no-brainer, easy to implement, that had a major impact on the success of my campaign.
You can use this in mini-campaigns too, such as soliciting your board or advisory board, or a special group of donors.
Try pulling out a segment of donors for this special treatment if you can’t do it for everyone on your donor list.
I think you’ll be surprised and pleased at your results!
