The Evil Plan Behind Gaining Human Compliance
We will spend $250,000 on a campaign to a prospect list to acquire new donors to the house list. We will segment by income and sex. The campaign will include direct mail, email and an online presence. Each communication will include a request to donate.
We don't know the internal label of the list members, which is way more important than whether they are female and earning $70K and up. Instead of blindly shooting information at them, let's ask for an action to help us define the current internal label of the individuals and segment based on that.
As an example, drop a request for list members to post a note of support to social media. If they do, you have found or potentially created the smallest nugget of an internal label which you can nurture thoughtfully. Pushing a communication on an unprepared target creates a "too much, too fast" feeling in them. They back off instead of coming forward, giving us 1 percent to 2 percent response rates ... about which we are, stunningly, happy.
Katrina VanHuss is CEO of Turnkey Promotions and a member of the NonProfit PRO Editorial Advisory Board.
Katrina VanHuss has been instilling passion in volunteer fundraisers since 1989 when she founded Turnkey. Otis joined in the fun in 2013 as Turnkey’s resident human behavior expert. One thing led to another, and now as a married couple, they almost never stop talking about fundraising, volunteerism and human decision-making, much to the chagrin of most dinner companions.
Through their work at Turnkey, the pair works with the likes of the American Lung Association, Best Buddies, Leukemia & Lymphoma Society and the Cystic Fibrosis Foundation, using human behavioral tendencies and recognition to create attachment and high fundraising in volunteers.
Katrina and Otis present regularly at clients’ national conferences, as well as at BBCon, NonProfit Pro P2P and Peer to Peer Forum, and are the co-authors of the 2017 book, Dollar Dash. They live in Richmond, Va.