29 Tips for Gaining and Retaining a Donor Base

Member segments to survey are all current members, lapsed members (to see why they didn't renew), visiting members and long-time members.

Two things she noted: Don't put the survey in your newsletter; make it a separate item. And have a deadline for response.

28. Use the Internet. The Internet should be an additional channel to an organization's marketing mix, not a substitution, Rich said. It can be used for acquisition and renewal via e-mail communications, an online newsletter and event registration. Rich also suggested creating members-only Web pages such as chats, "ask the experts" and a calendar of events.

Social-networking pages also can be used to enhance an organization's communications, but Rich said they shouldn't be the only communications you send out.

29. Make your members feel like family. Above all, said Rich, remember that "fundraising is about relationships."

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