Sadie’s last daycare payment just left my bank account. I’ve made a monthly payment for childcare since September of 2006 when Mason was a toddler.
And let me tell you this. If I received an email, phone call or letter in the next few days asking me to continue to give a sliver of what I’ve been paying for the high-quality, non-profit daycare centre to help subsidize spots for families with lower incomes, I would say yes before they could finish the sentence!
This blog is not about what the amazing and generous souls who run our daycare are doing wrong.
It’s about what you can do right.
Recognize that sometimes your donors are on a different schedule from you.
It’s called their life.
Come on, show of hands. No one is watching you right now. How many of you gather names by hook and by crook throughout the year – events, program participants, e-news subscribers – hoard them and drop them into your next acquisition campaign?
Of course you do!
Here are a few things you can do right now to improve your results:
- At a minimum, develop variable content. Adapt your letter, script or email to acknowledge their relationship to you.
- Consider ‘rolling’ conversion where you share this adapted acquisition offer within 4-6 weeks of their interaction with you. Larger shops might need to create in-house versions of your script, DM pack or a more personalized email.
- Create adapted versions of every appeal you do that can be sent electronically to your base of e-mail subscribers who are not (yet) donors.
- Stop what you’re doing and devote time, energy and budget to a real conversion strategy for these supporters.