The wonders of technology and its efficiency are not always what they seem.
The tried and true process of direct mail fundraising is more difficult than ever, as the impetus has been placed on you, as the sender, to be sure your database is up-to-date. This isn't the worst thing ever as it does force you to keep lists current, and this is a good practice regardless, but people have become less likely to respond to direct mail as they have gone to online giving, expected a higher level of personal contact, broadened their own giving options, and economic circumstances have hindered their ability to give.
One development director recently related to me that her response rate on direct mail had declined from over 3% to less than 0.5% just in the last three years. Yet, she was achieving growth in overall fundraising nonetheless, and even as the economy was in a doldrums.
How does this work? For her, it meant increasing the attention she was paying to mid- and high-level donors, with personal visits, phone calls, saying thank you in new and different ways, etc. But she runs a small shop, covering all aspects of development, from major gifts to annual fund.
What if you are in a larger development operation and your piece is strictly limited to the annual fund through direct mail, phonathon, email and online promotions? How do you keep up with donors' decreasing use of traditional postal services and responsiveness to phone solicitations?
Truly, you are left to pursue them directly through email solicitation. Done correctly, this can be very efficient, unpretentious and focused. But it also requires great attention to detail.
Think about the logistics. Some people live in one home, yet change email addresses often. Others may have made multiple moves in recent years, but have maintained the sam email address. Many people have more than one email address. Mailboxes can be set up to screen anything they choose.
"Opt in" services are quite valuable. However, it is worthy of note that even people who are very welcoming of your attention early on, tire quickly of hearing from you in the maze of spam that hits their inbox every day. You may have been moved to a folder you would have never thought of because a donor "opted in" to receive your newsletter.
Brian Lacy & Associates has many years experience helping nonprofits crack the donor code and get through the many and varied filters that exist. Contact Brian Lacy & Associates today to find out how you can improve your results by enhancing your email potential.
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