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Lapsed Donor Reactivation And Recovery: Continue Writing Those Direct Mail Donation Letters.
Business Brokerage Never.
Poorly conceived appeals lead to poor results. Letters written in haste usually waste money and hinder donations. The secret to attracting new donors, renewing support, raising funds, building relationships and retaining loyal donors with direct mail is to ask yourself the tough questions before you ask anyone for a donation. You need to know who you are writing to, why you are writing them, and what you want them to do.
Forex Broker Dropping lapsed donors and members from your mailings is rarely cost-effective. Sending them all of your regular mailings is not cost-effective either, of course, and I'm not saying that you should. But lapsed donors should receive something from your organization each year.
Finally, almost all insurance companies and brokers will not accept Letters of Experience from brokerages. While your previous broker can assist you in getting the letter from your insurer, they cannot write the letter. The letter needs to come from the insurance company directly. If you are having trouble contacting your previous insurer for your Letter, we can help. Send us an email with the name of your previous insurance company and we will assist you in obtaining this letter by sending you in the right direction.
Online Brokerage Maybe a year-end appeal. Maybe a simple renewal mailing. But you should send them something. Here's why.
- You want to request a stock broker to transfer your brokerage
Real Estate Broker Lapsed donors are better prospects for gifts than complete strangers are. Mailing to them will almost certainly generate better response rates and higher net revenue than mailing to cold lists. So you should never drop lapsed donors and members from your mailings altogether. Instead, keep mailing to them until your response rate and average gift drops below what you would receive by mailing to cold names.
Here are some tips for increasing your chances of success by answering the vital questions that leading fundraisers ask before writing a single line of copy. 1. Who are you writing to Most of your donors share a common trait. goers Understanding your audience is the first step because who you mail to is the single most important determinant of your success. You can craft the most moving appeal letter of the decade but your campaign will flop if you mail it to the wrong people.
Agency Brokerage Spark Direct mail fundraising consultant and author Mal Warwick recommends mailing to a lapsed list until your results in response rate and average gift are 20% worse than they would be with a cold list, since recovered lapsed donors can be expected to perform at least 20% better than people off a cold list.
- By addressing your customers by name and creating messages specific for them, direct mail becomes personalized.
- Your marketing campaign can be flexible by using a variety of styles of direct mail postcards, letters, brochures, and more.
- Direct Mail allows you to focus on your targeted customers in the market that you want to reach.
- Tracking your results of your direct mail campaign is easily done by checking the responses it generates.
- Since your message goes directly to the people you want to reach, Direct Mail is a cost effective marketing solution.
Business Broker Think of your lapsed donors as numbers
One secret to recovering your lapsed donors is to stop thinking of them as individuals and to start thinking of them as numbers. That runs contrary to conventional fundraising letter wisdom, I know. But hear me out.
Brokerage Account You should think of your current donors as individuals and never as a list, and think of your lapsed donors as a list and never as individuals. After all, if you treat current donors as a list, they will drop you before they should. They want to be treated as individuals. But if you treat lapsed donors as individuals, you will drop them before you should, because you will view them as unprofitable individuals instead of as part of a profitable list.
Stock Broker Remember this: Repeated mailings to reactivate lapsed donors will pay off if done properly. The secret is to continue mailing to them as a group (with lapsed donor recovery letters or donor acquisition letters) until your results drop below what you'd achieve (in response rate and average gift) by mailing to cold prospects.
Brokerage Online Stock Trading © 2006 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the Author" message).
Broker Justin Ticket
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ABOUT THE AUTHOR
Alan Sharpe is a professional fundraising letter writer, instructor, coach, author and newsletter publisher who helps non-profit organizations to raise funds, build relationships and retain loyal donors using cost-effective, compelling, creative fundraising letters. Sign up for free weekly tips like this at http://www.RaiserSharpe.com
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