Always good to hear from you, Dear Readers.
And we’ve been hearing from many of you in response to John’s blogs on Innovation and Stupidity. You challenged us (well, John, but I agree with him) about spouting off without knowing the results of the mailings.
But that wasn’t the point.
This is direct marketing, folks. When it works, do it. So when you see something over and over again, it must be working.
Here’s the point.
We applaud and celebrate charities who are investing in their donor acquisition. Too many charities just don’t do it because it costs too much. So whatever you are doing to get donors in the door, even if they are (throw up in mouth) premiums, live it up. Do what works best for your cause.
But, do it at your own peril if you haven’t invested time and energy in what you’re going to do with these new donors once they join you. They were recruited using what is, by definition, an add-charity-and-stir package. Because it’s the same damn package used by others.
So if you expect that these new donors know you from a hole in the wall, you are wrong. And if they responded to this piece, chances are they give to lots of charities who use the same packages.
You need to focus on donor care, and engaging your new donors in your cause. A rockin’ welcome package (or welcome email series), a solid and honest thank-you letter, a phone call, a donor-centred newsletter. Something.
If the next thing you send them is another off-the-shelf, unoriginal and uninspired appeal, you have wasted your money. And that premium package is not cheap!
We love hearing from you. Keep it up, Agents!