Why So Many New-donor Acquisition Efforts Stink
Even though very few of your donors will actually participate in the conference call, the mere fact that you invited them will signal your desire for a true, long-lasting partnership.
5. Move donors into a regular communication cycle. How long you continue to select new donors to receive your appeals depends on whether they give again and the size of their first gift. Except for high-dollar donors, you will probably discontinue selecting them for additional contacts unless they have given again within five or six months of their first gift.
Getting second gifts from new donors really matters, so get started right now. Put this five-point strategy in place, and you’ll start getting more second gifts. More of your new donors will continue to support you into the following year, your revenues will increase, and you will begin celebrating acquisition success.
Timothy Burgess is cofounder of the Domain Group, an international direct marketing firm serving nonprofit organizations in North America and Europe. A 27-year fundraising veteran, Burgess serves on the advisory council and ethics committee of the Direct Marketing Association’s Nonprofit Federation. He can be reached at 206.834.1480 or via e-mail at firstname.lastname@example.org.