CONSERVATIVE FUNDRAISERS ARE IN STORMS
Continued #2…
 

Last week I listed seven storms that conservative fundraisers will need to navigate.

As some of you know I’ve been doing this for over 60 years, and I’ve been through lots of storms, but never this many at the same time.

I listed gas prices separately from inflation, even though obviously gas prices are a big part of inflation.  People see and experience gas prices so dramatically, I felt it needed to have its own category.  For donors, a trip to the grocery store is another separate financial hit.

For direct marketers, inflation has hit us hard, including significant postage increases, with more scheduled in the next few years, as well as 25-30% price increases for printing, envelopes, lettershop, lists, etc. But few donors have increased their donations 25-30%. We’re certain to have continued significant price increases.

Also, the number of donors on most conservative lists that are available to rent or exchange has shrunk by more than 50% from 20 years ago.

That’s the bad news.

The good news is, as I wrote earlier, ships and planes that are professionally operated get through storms, including really bad ones.

With time, these storms will mostly dissipate.  However, one storm will be permanently with us, in fact it’s likely to get significantly worse—the cost to mail a postal letter.

But don’t make the mistake and think the solution is to cancel your postal mail program and convert everything to digital/online.  Today, of the four major ways donations are raised through new and alternative media (postal mail, digital, TV, phones)—90% of the money comes from postal mail.  That may change but not for many years.  Direct mail is now and will continue for many years to be the workhorse of direct marketing fundraising.

Postal direct mail is a mature form of marketing—not so the internet.  We’ve not figured out how to fundraise on the internet as we have with postal.  We will, maybe soon, but more likely 10 or more years from now.

Everyone involved in nonprofit postal marketing needs to quickly make a commitment to change the way they acquire new donors, solicit active donors, and operate a professional postal program.

One of two people will change your nonprofit marketing from the way you’re presently operating.

• YOU

• Or your competitors

It’s your choice, but that day is coming. In fact, it’s even here now.

Next week I’ll share with you a list of things that not only will help get you safely through the storms but will allow you and your organization to prosper and grow.