5 Ways to Get the Most From Your Multichannel Fundraising Renewal Efforts
Tip #2: Make sure to feature a renewal button online and a renewal URL in your postal mail notices
These days folks pay their bills a variety of ways. Sometimes online, sometimes through the mail and often both. So, cover your collection bases and make it easy for folks to renew whether they browse through your website, read a paper renewal letter or are reminded with an e-mail follow-up. Make it as easy as possible to pay!
Put that “Renew Now” button on the homepage along with a message that “even if you’re not a member or donor, you can join now!”
Tip #3: Don’t overlook mobile
I believe it won’t be long before the smart mobile phone is the all-purpose transaction wallet in most donors’ pockets or pursues. Until that day arrives, use the power of a text message to remind the folks whose mobile numbers you have that you’ve just sent them their annual renewal notices, thank them for past support and indicate you’re counting on their continued help. Some of the pros I interviewed for this chapter indicated that this technique boosts renewal response rates by as much as 25 percent.
Tip #4: Include renewal concept and renew button in online alerts and urgent campaign
There’s no more certain way to trigger the vital sense in a donor’s mind that my organization gets results and is active than to connect an urgent or highly topical Web article or action with a request for renewal. The connection between an urgent need and what’s required to transform that need into success — support — is easily made with a “Renew Now” button.
Tip #5: Experiment with the mix and timing of channels
Some organizations have seen increases in renewal response rates by sending e-mails or SMS to donors the day the postal renewal notices are mailed urging them to look for the notices in the mail and respond quickly. Others have found greater response in using e-mail as a follow-up to the postal notice. And still others find that a before and after e-mail is just the ticket for boosting postal mail.
