Here’s what you know: it’s way easier to raise money from people who have given to you before than to find a new donor.
Renewing your donors should take up a giant portion of your strategic focus, database analysis and campaign development.
You can raise a ton of money, gather insights into your donor file, convert your donors to monthly giving, identify your leadership supporters, find members for your tribe and reactivate your lapses with 3 letters. Right now. Well, right after you read this blog.
“Agent Jen Love, what are these 3 magical letters?”
Grasshopper, they are USP. Unique Selling Position.
Your USP is what makes you special, what makes you stand out from the 80,000 other charities in Canada. Your USP is the elevator pitch about why what you do fundamentally and urgently matters.
And you need to be talking to your donors about your USP. Right now. Well, right after you read this blog.
“Agent Jen Love, why right now?”
Because even if you don’t always treat them like human beings, your donors are, in fact, human beings. And just like you that have set personal goals for 2010.
Just like you, there are likely some promises to hit the gym, eat right, drink less. Just like you, there are likely also come promises to be a better person, engage in their community, volunteer or help others.
You are uniquely positioned (see, unique!) to help your donor take action, solve a problem or feel good about themselves. If you are able to demonstrate that you can help them with a promise they have made to themselves, you will both win.
And January is the month when you can talk about your USP and your mission. Because your donors are thinking about what they want to accomplish in 2010. And you can be part of it!
Whether you are on an annual direct response cycle and are sending your flagship “Renewal 1” sometime this month, or if you renew your donors through telemarketing, e-blasts or through a special membership event, focus on what you achieved with your donors support in 2009 and what your bold and ambitious objectives are for 2010. Donor-centred and mission-focused fundraising.
You’ve heard me talk before about the 2 ½ words that are changing fundraising forever: multi-channel fundraising. Combine those 2 ½ words with the 3 letters I told you about today and set out to renew your donors at a higher rate in 2010!