We fundraisers have a problem. OK, we have many, but a big one is the
‘missing millions.’
Direct marketing expert Roger Craver calls releasing these
missing millions ‘miracle’ fundraising.
But I think that is too generous.
Tapping the money is not a miracle. But not tapping this resource is unforgivable.
Where are these missing millions?
They are in your databases.
They are the funds people would donate if only you gave them the right opportunity.
The problem is our historical structure.
We have built fundraising around either mass marketing
(direct marketing, or DM)
or
personal relationships (major donors, or
MD).
And we define the difference
between them as an amount of money.
Donors however, don’t buy into that definition. Many lower ‘value’ donors would be much more
valuable if only we worked on building a relationship with them. And many high ‘value’ donors simply don’t
want a personal relationship.
The solution is actually quite easy.
Direct marketeers need to produce the best possible
communications for their top donors, and produce cheaper versions for lower
value donors. They need to sacrifice
volume (numbers mailed or telephoned) to free budget to allow improvement in
the quality of communications.
And major donor fundraisers need to spend more time meeting
with donors. If they did, the cost per
visit would be less and they could also then justify spending time with donors
giving at lower values.
If you have already booked
the latest webinar, great stuff and thank you!
If not, and you are
interested in seeing how to tap into your part of those millions? Click here to watch the recording of our webinar ‘Release the Explosive Generosity LockedInside Your $100+ Donors ... With These Proven Direct Mail Secrets’.
Sean
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