There Must Be 50 Ways …
41. Monitor the results of all lapsed efforts, and know when to stop. At some point, move them into an acquisition-only file.
42. Love your control. No one else is bored with it. Don’t discard it unless it’s no longer working and you have something else consistently working better.
43. Test a variety of outer envelopes with the same package content. If your envelope isn’t getting opened, it doesn’t matter how great the contents are.
44. Mail acquisitions to your prospects and deeply lapsed donors. It’s a low-cost way to activate them.
45. If you rent lists, remail the names that show up on multiple lists (with permission from the list owners) a few weeks later. These are usually the most responsive names.
46. Have one person — with solid fundraising experience — own your total e-mail experience. Don’t let everyone in the company dictate when and what to e-mail.
47. Avoid the temptation to over-e-mail. If your e-mails start to feel like spam, you’ll become a permanent resident of the “deleted items” file.
48. Maximize your Web site for search engines; learn how by going online and searching for “SEO” and “SEM.”
49. Promote reasons to go to your Web site in your newsletters, receipts and other communications.
50. Make sure online giving is secure, easy to find and easy to use. Printing and mailing a form is not a substitute for secure online giving.
In good times or bad, always be looking for leaks you can plug. Several small improvements in your fundraising program can add up to significantly more net income — and greater opportunities to carry out your important work. FS