Eleven Reasons Donors Stop Responding To Fundraising Letter Appeals
Donors will stop responding to your fundraising letter appeals for many reasons. Some of which you can manage, but many of which you cannot. Use these findings to retain as many of your donors as you can. 1. They forget
I suppose you could call this a case of "poor institutional memory." Donors simply forget your institution. They read your letter, decide to give, put your letter down somewhere, and then forget to mail you their gift. 2. They get distracted
Some stop sending gifts because they get sidetracked by other priorities, such as the arrival of children, or grandchildren. Or a hurricane hits their home. Or mum gets diagnosed with breast cancer. 3. They lose interest
Perhaps through a fault of yours (you've strayed from your mission, perhaps), but also perhaps because their interests change, some donors stop their support because your mission no longer excites them. 4. They suffer financially
In some families, the breadwinner loses his job, and the first thing to be cut is discretionary spending, such as take out food, movies and charitable gifts. 5. They die
You have no control over this one, or shouldn't have. A percentage of your donors will pass away each year, and their gifts in the mail will cease the same day they do. That's why you are wise to invite your older donors to include you in their wills. 6. You mail them too often
Some donors grow weary if they receive too many solicitations in any year. A letter each month might be too many for some. One a quarter might be too many for others. Either way, they stop giving because they feel you are hounding them for their money. 7. You don't mail often enough
Other donors fall away because you are never on their radar screen. Your letters arrive so infrequently, or so unpredictably, that you never make a lasting impression in their minds--or wallets. 8. You don't listen
The donor made a complaint or a suggestion, and then decided that your organization did not respond properly. So they took their gifts elsewhere. 9. You treat them like a stranger
How many times would you need to receive a letter addressing you as "Dear Friend" before concluding that the organization was interested in your money and not in you? 10. They feel unappreciated
Donors like to feel appreciated, and like to know that their donations are being used to good ends. If your thank-you letters arrive late, or never at all, some donors will start giving to other organizations that show their appreciation. 11. You make them mad
Some donors will decide they do not like your new executive director's hairstyle. Or your new logo. There is something you can do to retain donors like this. But I don't know what it is. ----
About the author
Alan Sharpe is a professional fundraising letter writer who helps non-profits raise funds, build relationships and retain loyal donors using creative fundraising letters. Learn more about his services, view free sample fundraising letters, and sign up for free weekly tips like this at http://www.fundraisingletters.org. © 2005 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message).
Related News
|
 |
|
|
RELATED ARTICLES
Medias Dirty Little Secret
I'm constantly amazed by all of the media reps from all of the different media outlets that can help your advertising to "reach the right people."
Full Color Postcard Marketing: 7 Reasons Why They?ve Become the New Direct Mail
The most crucial aspect of having a high response rate to any direct mail marketing list is to keep your business' name in everyone's mind, constantly. But how do you do that without annoying your business customers, or divvying up a lot of time and money?
Are You Playing Checkers or Chess?
When you think about how to attract more clients for your professional services, are you playing checkers or chess?
The Fine Art of Relationship Marketing
The buzzword these days is "relationship" marketing. Just what is it? And why is it important? Relationship marketing is so much more than "networking. It's gathering support of your friends, peers, and business contacts. It's developing strong, lasting, unique relationships with your most valuable asset, your customer. It's what keeps people "coming back for more." It's an excellent way to shorten the traditional routes of building trust, create opportunities, increase valuable contacts, to achieve success and excel in business.
Get More Clients From Networking - Follow The Rules Of Dating!
If you're a business owner, you probably spend quite a lot of your time at networking events. In fact, it may be the main way you try to get new clients. But do you ever feel that you could get more from these meetings? Do you actually get the results from your networking to justify the amount of time you put into it?
Importance of Endorsements And How To Use Them
Customer endorsements are an inexpensive and easy sales tool, particularly for someone just starting out.
What Can Star Wars Teach You About Creating a Buzz for Your Business?
Many people think marketing is some type of mystery that only a few select people know the secret too. In fact if you look at the entertainment industry you will find some of the best models to follow. Let's look at George Lucas and Star Wars. How long before the movie came out did you know it was coming? How many different places did you see an ad for it, someone talking about it, or writing about it? How many different ways does he tie in to advertise his movies that are "outside" the entertainment industry?
Beware of Magazine Style Yellow Pages Ad Design.
I have been designing Yellow Page ads for the past 15 years. I have been fully submerged in the medium. Even as I sit here writing this article I have various Yellow Page directories from all over the US stacked on my desk.
7 Tips to Grab New Clients
As a business professional, you probably realize the value of writing articles for print publications to telegraph your expertise. Have you considered that writing articles for online publications can build even more buzz for your business?
Are You a Marketing Octopus, or a Marketing Worm?
One of the greatest challenges to effectively marketing a business is determining which marketing method is best for your business.
How Can I Get Name Recognition?
Some of the ways in which to get your "name out there" are to call your local television and radio stations, and ascertain whether there is a medium you can get your name in. A very good source are public stations that hold auctions, at which you can donate your services. Talk shows, both radio and television. Do something to get yourself noticed and send it to them. For example, we sent a fax to the television and radio stations that for anyone who was unemployed we would do a typeset resume for only $10. Channel 13 came out and interviewed us, and we were on their 6 p.m. news program.
Top 7 Ways to Get Your Products in the Hands of Celebrities
Celebrities are the tastemakers that drive brand awareness and usage. Celebrities drive the direction of trends. For example there has been a huge resurgence in the Pabst Blue Ribbon brand. They are the second fastest growing beer in the US and they have not spent a dime on advertising. How did they resurrect this brand without spending a fortune on re-branding efforts? Pabst Blue Ribbon Beer has risen to the top through celebrities using the brand. Rock musician "Kid Rock" was seen wearing a PBR belt buckle and T-shirt and from there it's history. Here are 7 solid ways you can build your brand through celebrity and tastemaker usage without breaking the bank.
Understanding Survey Software Features
If you take a look at the features that different survey softwares offer, you will quickly realize that understanding all of them is no mean task. But it is very important that you do because only then you can choose the right survey software. It is important for one other reason, it determines your price. More features invariably means more dollars. So if you don't choose the right survey software, you might end up paying more for features you don't need.
Incentives For Customers? Whats New?
Lost & Found for the 21st Century
The Anatomy of Hype
On a copywriting board I frequent, someone expressed
bafflement that several respected marketers criticized the
tone of a sales page he wrote. "Why did they apologize to
their subscribers while linking to my pitch? This approach
sells," he said.
Money-Makers Secrets to Renting Profitable Mailing Lists
Common sense should tell you that without a good mailing lists,the time and money you spend for market research, advertisinglayout and knowledge relating to the "rules of direct mail," willjust be wasted effort. In other words, unless you get you offerto the buyers, you might as well save your time and money.
Increase Your Response with Multi-Step Marketing
"There is only one way to judge the effectiveness of a marketing piece, and that is by the number of responses you get." - Heidi Richards -
Getting Into Marketing Momentum ... The Accelerated Way
GETTING INTO MARKETING MOMENTUM: The 5 Power Principles for Getting Your Business into High Gear
Is Your Company A Member Of The Community?
One particularly hot south Texas day, I was making a routine sales call to a family Mexican restaurant. Angela, with whom I had an appointment, is a real "hands on" lady. She can't sit still in her restaurant and let others do all the work. Therefore, it's always a bit of a wait to talk to her, but this place has great iced tea, so I didn't mind the wait. I finally got some of her time, where she sat down, covered in flour as usual. I have a strong amount of respect for Angela. She's such a strong entrepreneur, and she makes a great glass of iced tea. I really wanted to provide her with specifically the right kind of marketing that she was looking for. I asked her if there was anything she had in mind for her marketing efforts. She barely hesitated, and said, "I want to be common knowledge that my restaurant is a member of this community!"
Where to Look for New Donors for Your Fundraising Letter Appeals
Have you ever studied your best donors and wished you could clone them all? Maybe you can, with a bit of creative thinking.
|
