How to Segment Your Donors for Year-End Fundraising Success

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Hi! Here's Year-End Fundraising Strategy #3 for the third of October. Looks like I just may be able to make my goal of 31 days - 31 blog posts on year-end strategies. I've gone through my notes from all the 09 Year-End Strategy Telesummit interviews and have organized them into categories that I think you'll find very, very useful. Just as a preview, here are some of the topics I'll discuss in October to help you reach your year-end fundraising goals: (Of course you can find out ALL the strategies by downloading the Telesummit expert interviews when they are posted on October 9):
  • how to talk about the economy so it doesn't backfire;
  • how to prep your donors for the ask;
  • 15 parts of the right appeal letter;
  • a followup strategy that will double your results
  • how to use social media to support/enhance your year-end fundraising;
  • creative ways to ask and receive;
  • lots of roles for board members that will help you raise more money
  • last minute strategies for the end of December;
  • how to make sure your face-to-face asks are successful.
Today, however, we are still in planning mode. iStock_000001923167XSmallWe have about 10 weeks to zoom in on our year-end fundraising goal and there's no time to waste. Let's start with segmenting your appeal list. You'll want to plan different appeals to different sections of donors. The whole idea of segmenting is to help you personalize your appeal to your dear, wonderful donors. You divide your donor list into groups with similar characteristics. This allows you to create a more customized appeal that reflects the personality profile of that group of donors. Let's just think about all the ways you might want to segment your list.

Prevent Donor Attrition and Keep Your Donors

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I had the pleasure of interviewing Simone Joyeaux, one of the great fundraising gurus of all time, this morning for the Telesummit on Fall 09 Fundraising Strategies. When I asked Simone to comment on the difficult giving environment for this fall, she said it was really a "wake-up call" to us. Fundraisers have been able to get away with poor fundraising practices in the past because of a booming economy and plenty of donors. But now, when donors are cutting back, our bad habits are coming home to roost. Simone mentioned several bad habits and poor practices that are driving away donors. In fact, she noted that two out of three first-time donors DON'T make another gift! And that we are in a "donor retention crisis" right now with so many of our current donors slipping away because of bad fundraising habits. Did you know that it costs up to 10 times more to secure a NEW DONOR than it does to retain a CURRENT donor? So where do you think we should be spending our time, energy and our focus? Donors think we are treating them like "ATM machines," says Simone. When we go to them for money, money, money, they resent it and reward us by dropping off.