CONSERVATIVE FUNDRAISERS ARE IN STORMS
Continued #3…
Last week I promised to share with you a list of things to not only help get you safely through the storms but will allow you and your organization to prosper and grow.
Here is a checklist my company uses for its 20+ clients. There are so many items, I’ll have to break it up into three blog posts.
- Keep a 6+ month’s supply of return envelopes in storage. For cheaper prices print many months’ supply at the same time.
- Keep a 4-6+ month supply of carrier envelopes in storage. For cheaper prices print many months’ supply at the same time.
- Keep a 4-6+ month supply of blank carrier envelopes with a standard window that can be jet pressed with current information. Keep in mind it can take 2-3 months for envelopes to be delivered after you place the order.
- Printing. Letters, reply forms, inserts, etc. may take 2-3 months for delivery. Prepare your mail schedule at least 6 months ahead then reserve your press time. If you change your mind, it’s easy to drop out of line, but almost impossible to cut into line. Work with a small number of reliable vendors and establish a close, personal relationship with them.
- Pay all vendor invoices upon receipt to endear you to your vendors hoping they will give you preferential treatment when you need a favor.
- Remember the 80-20 rule—20% of your donors will produce 80% of your income. Treat the 20% very different than the 80%. Also, consider not mailing the 80% as often as you normally do. You will give up a relatively small amount of money but save a lot on mailing costs.
- List co-ops. If you’re in a list co-op, take advantage of the opportunity to have your housefile enhanced to identify your best donors. If you’re not in a list co-op, consider joining one.
- List co-ops. Use a list co-op to identify your inactive donors that offer the best chance to be reactivated.
- List co-ops. Use a list co-op to enhance your prospect mail. This will allow you to identify the 20-40% of the names that are least likely to donate, thereby significantly reducing the cost of your mailing but only slightly reducing your income.
- Append phone numbers. About 3 times a year, send your donor file to have phone numbers added to your donor file. You should have phone numbers for about 80% of your active donors.
- Predictive dialing phone calls. Every 2-3 months record a 30-40 second phone call from the person who signs the letter explaining the importance of the mailing they are about to receive. This will increase your gross income with very little added cost.
- Append email addresses. About 3 times a year, send your housefile to have email addresses added to your donor file, and “warm-up” those email addresses with a welcome series so your emails aren’t treated like SPAM.
- Email. About the time that donors receive a housefile mailing, send them an email urging them to respond to your mailing. This will increase your gross income with very little added cost.
- Digital. Run digital ads on Facebook, Twitter, Gab, Instagram, etc. to reach your housefile donors around the time your housefile mailing will be received.
More to come next week.
