Bridge the Giving Gap
Direct-mail efforts with extra-personalized attentioncan move donors from low-value to high on their way to major gifts.
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Just as importantly, fundraisers should listen to their donors in these programs. Direct-response fundraisers tend to discount anecdotal feedback when it’s received from the large pool of donors — it’s not “statistically significant” and can’t be used to make decisions about the traditional program. However, anecdotal feedback from the smaller, more focused group of mid-level donors can function as the direct line to your donors — and their hearts. Increased opportunities for two-way communication can create additional cultivation and bring these high-value donors even closer to the mission.
Cathy Finney is associate vice president at MINDset Direct.