All Things Annual Giving

The Importance of Updating Email Addresses Regularly

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.

USPS New Postal Service National Change of Address Link Rule

Direct mail marketing remains one of the most powerful and economic ways to reach a target audience— delivering your message directly to your prospects through the U.S. mail for pennies. The beauty of direct mail marketing is that it’s a medium that works regardless of budget—big or small.

Effective November 23, 2008 the United States Postal Service now requires address lists for standard mail to be cleared of incorrect addresses every 95 days, rather than every 185 days as previously required.

The new ruling, announced earlier this year, is meant to decrease the number of undeliverable mail pieces processed by the post office. The rule has been expanded to Standard (nonprofit discount rate) mailings. It originally only applied to First Class mail.

In order to meet the new “Move Update” standards, a mailer must update its addresses using methods approved by the Postal Service. The method recommended by most is the National Change of Address (NCOA) update method.

To comply, mailers must update their mailing lists to account for recipients who have moved every 95 days at minimum. For example, a mailing entered on Nov. 23 must bear names and addresses that were updated no earlier than August 20.

Nonprofit organizations that do not update addresses they mail within 95 days, verified by submission of a Certificate of Move Update Compliance (PS Form 6014), may be charged First Class postage on their entire mailing.

Contact Brian Lacy (or by phone at 860-478-9291) for assistance with inexpensive NCOA Screening and other data cleansing services.

Reaching Donors Through Email

Using Email in a Weak Economy

Compared to other forms of communication, email is extraordinarily efficient. No doubt, you are making the most of the use of email already, but think about increasing your email usage, particularly in a bad economy, as you avoid postage, telecommunications and labor costs.

Below are a few specific ideas:

1. Employ an Effective Email Service Provider to make sure you cover all the bases you need in running email campaigns. One way of expanding your reach through is with a Network for Good account.  Network for Good ties in multiple nonprofit organizations with its mailing programs to reach more potential donors in a short period.

Annual Fund Basics

by Brian Lacy

The best of annual fund development begins with the fundamentals. Database management, direct mail and online giving, phonathons, matching gift campaigns, effective donor segmentation - these are components for successful, year-to-year fundraising for any nonprofit organization, no matter how large or small. 

It is a process that parallels good blocking and tackling on a football team.  You know the fundamentals, you design the plays, and then you go out and execute.  Our goal is to teach, coach and help you through the execution of good annual fund development.

On the pages and posts contained within this blog, we're striving to provide the best set of information available on annual fund development found anywhere on the web.  But our services go much further than the basics you can find here.  For assistance with any of you annual fund needs, please email me today.  Or  go to my website: brianlacy.com to get familiar with all we have to offer.