Is Your Holiday Mailing a Thumbs-Up (or Down)?
I'm not up to an argument about whether or not freemiums create a dependency on the part of the donor. Let's just leave it at this: If you send freemiums, make them things that the donor will value. It's no more expensive to produce an attractive set of address labels or a calendar that has space for me to write appointments.
Thumbs Down: E-mail that doesn't deliver on the promise
I took a minute today to look at an e-mail I received from a nonprofit and decided to send one of its e-cards. However, I nearly gave up because the link didn't work. Once I finagled my way in, there were some instructions that must have been top secret since they didn't show up until I hit send — and my effort was rejected due to my inadvertent errors.
I stuck to it and sent my e-card, but my impression of the nonprofit was less favorable than it should have been. Don't forget to check everything twice before sending out an e-mail to increase the likelihood that you'll make your donor happy he or she took the time to open it.
Thumbs Up: Enough correspondence to keep me informed but not overwhelmed
I hear regularly from some of the nonprofits I support. But others are over-the-top in terms of frequency (think one letter every eight days; thank goodness I never gave them my e-mail address). And yes, some mail and e-mail me so infrequently that I forget about them for weeks, even months.
Donors care about our work — or they would never have given in the first place. It's great when a nonprofit thoughtfully sends out information that feels "just right" in terms of quantity. Of course, how much this is varies by donor, so being responsive to a request for less mail is a wonderful way to build a deeper friendship.