Brokers and Brokerage

New donors are a lot closer than you may think. And
persuading them to make that vital first donation
need not be as hard-or as
expensive-as acquiring
them in other ways.

Business Brokerage
But before you rent a list of names or drop anything
in the mail, examine the people you are approaching
with your direct mail appeal to make sure they are
good prospects for a donation today-and
tomorrow. You should look for three qualities in potential direct
mail donors.

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Forex Broker
1. Capacity to give
Good direct mail fundraising prospects have the
resources to support your organization with gifts.
They do not need to be millionaires (since you will
accept small donations). They do not even need to
be employed (since many pensioners donate a
portion of their fixed income to their favourite
charities). The criteria you are looking for is simply
the capacity to give.

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.

Online Brokerage
2. Affinity with your cause
The best prospects have a natural liking for your
organization. They identify with the people you help
or the cause that you champion. You are more likely
to attract financial support and gain new donors
when you mail your acquisition letters to people who
already believe in what you stand for.

Here, take a look at a template for a fundraising letter, and then see how to finish writing the most effective fundraising letter with WhiteSmoke writing software. [Name & Address of Organization on Letterhead] [Date] [Address of Donor] Dear [name]: Every year [name of organization] continues to advance the cause of [cause]. Many people have seen improvements in their lives through our programs.

Real Estate Broker
3. Long-term, profitable relationship
Raising funds through the mail is a long-term
proposition. What you are looking for is donors who
will support you over time. One-time donations are
welcome, of course, but if they are too small they do
not even cover the cost of acquisition. You want
donors, not just donations.

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Agency Brokerage Spark
One reason that charity sweepstakes and lotteries
are such an expensive way to raise funds is that
they tend to raise money in the short-term only, and
do not attract long-term, faithful, loyal donors who
are committed to your cause.

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Business Broker
So you need to look at every source of potential
donors and ask yourself this question, "What is the
likelihood that these prospects will not only respond
to my mailing with a gift now, but will also follow
through in the years to come with others gifts?"

Brokerage Account
One mistake to avoid
One mistake that inexperienced fundraisers make is
thinking that their best prospects for direct mail
appeals are big businesses and well-known, wealthy
people. When they think of who to mail their appeals
to, they immediately think of Bill Gates of
Microsoft-not Bob Gates down the street.
They think of extraordinary businesses-not
the ordinary business owners that operate all around
them.

Stock Broker
This is a mistake because it concentrates attention
on only one obvious criteria of donor
acquisition-capacity to give-and
ignores the other two.

Brokerage Online Stock Trading
Take Bill Gates by way of example. He meets your
first criteria, since he is the wealthiest man in the
world. He has the capacity to give you a donation,
the largest you've ever received. But if your
organization is at all typical, Bill Gates has little or
zero affinity with your cause and does not even
know about you. Which means Bill Gates is not a
long-term prospect, or even a prospect at all, for a direct
mail solicitation.

Broker Justin Ticket
So the thing to bear in mind whenever you are
looking for new donors is that they should meet all
three of the above criteria. They should not just be
wealthy (with no affinity). And not just have an
affinity (they may believe in your cause but be
bankrupt). When potential donors pass all three
tests, you will avoid disappointment, and save a lot
of money in donor acquisition and donor renewal
costs.

Real Estate Brokerage

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