What Do They Read in Gitmo? (Datacards, Part 2)
One of the most important is that boomers "plan on giving more in the future. In contrast, older donors in pre-boomer generations were more likely to reduce their giving in the future."
This makes cultivation for the long term every bit as important as going for the immediate gift.
These prospects are harder to win over initially, but once you get them on board, they're likely to be a lot more loyal.
So it's very important to tune in to the similarities and the differences between these prospects and the more typical donors. And to craft your creative accordingly.
Datacards offer a wealth of information. These examples just scratch the surface. Digging in to the data can take you way beyond what you learn from glancing at surface demographics and assuming you know your prospects.
And the better you know them, the more successful you'll be at influencing them.
Willis believes in expressive writing, exceptional fundraising, and exuberant living.
Willis Turner is the senior copywriter at Huntsinger & Jeffer. He was an experienced writer and creative director in the traditional advertising world for more than 20 years before making the switch to fundraising nearly 15 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, as well as collateral materials and communications, that get attention, tell emotional stories, and persuade people to take action or make a donation.