If I had been to ask donors what would seize your consideration on a fundraising mail piece, I assure that I’ll get lots of completely different solutions. All of us have opinions, some stronger than others on sure topics, however these opinions are what drive every of us.
The ability of junk mail is that we are able to create individually personalised items in order that Tom has a proposal that pursuits him, and Sue has a distinct supply that pursuits her. The very best half is that the items can look similar aside from the supply message. This can assist you get monetary savings whereas rising your response charge.
Listed below are the highest 5 personalised knowledge choices.
1. Identify
The quickest and best option to begin personalizing is to incorporate the donor’s identify. Not simply within the handle block, however as a part of the supply. Use the donor’s first identify to keep up a conversational tone. This shouldn’t be your solely type of personalization on the piece, but it surely helps to incorporate the primary identify. Guarantee that it’s the proper identify. I wouldn’t need my mail to say, “Hello Paul.”
2. Gender
In case you have a proposal that appeals otherwise to girls than to males, this may be an effective way to section your supply. In lots of instances girls understand issues otherwise than males. Use that to your benefit with focused asks. Additionally, confirm your knowledge on gender is right. Sending the incorrect message can anger folks.
3. Previous Donation Historical past
Use what you already know about every individual to personalize their attraction. In the event that they donated $500 final time, reference that when providing an upgraded donation stage Additionally, be sure that you make logical associations between a previous donation and a present supply. For instance, don’t ship me a proposal to donate $10,000 when my final donation was $100.
4. Reminders
Typically smaller donations are simpler for folks. Take into account month-to-month or quarterly reminders for smaller donation quantities. Watch out to not over-remind folks. Sending an excessive amount of junk mail can have a unfavorable impact.
5. Location
This can be utilized to entice folks to hitch their neighbors and donate additionally (a sustain with the Jones’ mentality). Level out that others on the block have donated and they need to not miss out.
The trick to doing this accurately is the database. It’s good to gather details about your donors to be able to ship them higher asks. The higher the ask, the much less possible it will likely be thought-about unsolicited mail and thrown away. Don’t waste your cash sending junk mail to individuals who don’t need it. Your database is your gold mine. Deal with it with the utmost care and continually make modifications to it.
Should you don’t have a lot info in your database, begin small. Take a look at this listing and see what you are able to do with the knowledge you do have. There are profile listing companies on the market that will help you be taught extra about your donors.
Should you use listing profile companies, keep in mind the knowledge is extra of a generalization to categorize folks. Don’t use the knowledge as a truth, because it may lead you to imagine incorrectly about what folks like and dislike. Personalization could be the catalyst to catapult your junk mail response to the following stage.
The previous weblog was offered by a person unaffiliated with NonProfit PRO. The views expressed inside don’t straight replicate the ideas or opinions of NonProfit PRO.