Mom Knows Best
Treat your family like friends and your friends like family. Customize information based on what the donor has asked you to do. Provide information back to the donor that reflects his or her preferences. By pushing specific information to donors in the way they’ve asked you to, you are respecting their choices, honoring their requests and using best privacy practices.
Don’t assume anything. Don’t just make assumptions about your donor’s preferences based on their giving patterns. Take the extra step to find out more about your donors, and you’ll find that donors are happy to respond if they think the information will make them better consumers, help improve their quality of life, give them some control over their lives and save them time.
So I guess it’s undeniable that the lessons my mother taught me were practical after all. To incorporate them into your direct-marketing efforts start with these simple steps:
● Provide notice to donors about your information practices, what information you collect and how you use the data.
● Provide donors with the opportunity to opt out of the marketing process (direct mail, telemarketing and online offers).
● Obtain donors’ permission (opt-in) for online marketing initiatives.
● Maintain and use an in-house suppression file.
● Use the DMA’s mail, telephone and e-mail preference services to eliminate names of consumers who do not want to receive unsolicited communications.
● Establish and post a privacy/information practices policy on your Web site.
● Integrate the policy throughout the organization (online and offline; all components).
● Communicate the policy to staff, volunteers and donors. u
Joanne DelGiorno is vice president of fundraising innovation for SCA Direct. Contact: firstname.lastname@example.org.