Saturday, February 26, 2011

Lots of new cash donors... but where are my monthly prospects?

Over the past 18 months we have worked with nine charities on donor acquisition.  Across all the campaigns, all but one have hit gold. With ridiculously high response rates some packs and lists with decent rollout potential are achieving around 5% from cold mailings, and ROIs close to 1.0.

Everyone is happy.  But how to find the potential monthly donors in these shedloads of new donors?

We are testing thank you letters with monthly asks, thank you letters followed by monthly ask mailings, and following both by phone calls; in a few months we will know a lot more about the right approach.  But in the meantime, check out my debate with Lisa Sargent on the great SOFII website.

1 comment:

Pamela Grow said...

Love your debate with Lisa (and have to say that I side with Lisa). I'm wondering if this issue might be a tad gender-influenced and suspect that females might tend to object to immediate asks following a gift within the thank you.

Can't wait to hear the results of your testing!

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