News Alert!
The largest amount of charitable contributions come in the last week of the year.
That may explain why my mailbox was stuffed with 11 solicitations from non profits this week. Chances are, you opened your mailbox to find a pile of them as well. To my amazement, 6 non profits that I have not supported before were soliciting donations. What’s up with that? Have we lost all our manners? Who would ever introduce themselves and the first thing they do is ask for money?
I am at a loss as to why nonprofits do not understand the importance of investing in meaningful relationships with potential new donors. When nonprofits make decisions to obtain unqualified mailing lists, there is a hefty price to be paid. If potential donors get this kind of unsolicited request, they can be turned off and left with a bad taste in their mouth. Money spent on paper, ink, postage, not to mention staff and volunteer time has been wasted. Donors may feel as though the nonprofit is not a good steward of their money and the nonprofits reputation is at risk if a donor views them as irresponsible. Not good ROI!
The next 4 envelopes that I opened were donation requests from organizations that I have supported in the past. 5 years in the past! Clearly those mailing lists need attention and cleaning up. The nonprofits would be far better off sending me a seasonal card. At least I could be under grand delusions that I am more than a name and address on an envelope. Yes I am being sarcastic but really, a once a year communication does not make for a relationship. What’s that phrase? “Out of sight out of mind.”
At last….ah a request from a nonprofit I recognize. An immediate smile crosses my face. Why? I always receive a letter from them letting me know how the money I gave them is being put to work. Sometimes I get flyers too with updates so I won’t miss a future event. They EVEN send me hand written notes just to say hi and wish me well AND they don’t ask me for money every time I hear from them. I truly believe this organization not only cares about the people they serve but they also care about the people who support them. That’s real community and that’s what works for me as a donor. I know I can’t be the only one that feels this way.
So if you want more donors, put some thought into your direct mail communication strategy. Communicate with donors regularly (more than once a year). Vary the content (it doesn’t always have to be about you) and yes ask for money (sometimes).
As always, Happy Fundraising!
Lucinda
