5 Tips for Improving Your Acquisition Program
4. Multi-channel campaigns boost response.
Building brand awareness via other media channels primes your audience for your direct-response communications. Use public relations, such as print and online press coverage of your news and events, to get the word out about your cause. If your budget allows, use advertising, including radio, online and print media to reach target audiences.
5. Welcome new donors into your family.
You have a critical window of opportunity to turn new donors into loyal and generous long-term supporters. Start by thanking them promptly for their initial gift, with a personalized acknowledgement that also references their gift amount. Follow up with a welcome package that explains your mission and goals, and recognizes the donor as a new, much appreciated member of your family.
These touch points make the donor feel good about their gift and your organization, and eliminate any “post-purchase” anxiety they may be feeling. Turnaround times on gift acknowledgements are critical. Strive to send out your thank-you letter within three to four business days after receiving a gift.
If you have any questions about these tips or have some other acquisition ideas you’d like to share with your fellow fundraisers, please provide your comments below!
Lynn Edmonds is president of Robbins Associates, a full-service direct-marketing agency that serves nonprofit organizations exclusively. You can contact her directly at 800.229.5972 or firstname.lastname@example.org