Double your income! This post is part of a series on specific steps you can take to meaningfully increase your fundraising revenue. This is part 3.
As much as we may hate to admit it, one of the top reasons donors don’t respond to a fundraising message is they simply failed to notice it.
That’s why one of the best ways to boost the impact of an appeal is to make it into a multi-part integrated fundraising campaign.
Here’s a plan for doing that, focusing on email – the lowest-cost way to reach out to donors. These are steps that have proven effective, but feel free to adapt to your capacity, budget, and donors.
“It’s coming” email
Timing: about a week before projected in-home date of the direct mail appeal
This is a fairly short message that says, “Please look out for the letter I’m sending about [topic] … You should get it in about a week.” Talk about the impact the donor can have by giving. If possible, include a photo of the direct mail pack, at least the outer envelope. Include a link to the campaign donation page.
Preparation phone call
Timing: about a week before projected in-home date of the direct mail appeal
Short, friendly, but with a clear ask: Thank the donor for their past support: “Thank you! By giving for the past five years, you have had so much impact!” Then tell them about the upcoming campaign: The offer, the target, the deadline, and the impact they can have by giving. Tell them the mail appeal is on the way, ask them to support, and let them know they can give now if they’d like.
Focus on your top 20% of donors, especially those who usually give at this time of year, or have given to the same topic.
2nd preparation email
Timing: the day before projected in-home date of the appeal
Somewhat like the first email, but shorter and simpler. A couple of differences: You can say, “The letter I’m sending about [topic] may have arrived, or it will very soon.” And “I’d like to know what you think.” (Because we know that when you ask for advice, you often get donations!) Include a link to the campaign donation page.
Then the direct mail arrives in their mail
It’s not always possible to get the timing exactly as you want it. Don’t worry about that – just get as close as you can!
Follow-up email #1
Timing: about 3 days after projected in-home date of the appeal
This email can be almost the same copy as the direct mail letter. Yes, that’s a long email, but this has shown to work for many organizations. Be careful to revise mail-specific language (like “Send your gift in the enclosed envelope”) and include a handful of links to the campaign giving page.
One thing to add: “If you’ve already given and we crossed in the mail, THANK YOU.” And link to the campaign donation page
Follow-up email #2
Timing: about 8 days after projected in-home date of the appeal
Make this a shortened version of the previous email, with the following elements added:
- “Did you get my letter?”
- “We are short of our target by [$XX] and need to raise that by [deadline]”
- “If you’ve already given and we crossed in the mail, THANK YOU”
Include a link to the campaign donation page.
Follow-up phone call
Timing: about 8 days after projected in-home date of the appeal
Call your top donors with a message a lot like the initial call (short, friendly, with a clear ask) but increase focus on the deadline. No need to mention the direct mail pack. (Assume it’s forgotten by now!)
EMAIL:
Follow-up email #3
Timing: about 9 days after projected in-home date of the appeal
Forward of follow-up email #2 with a short note at the top saying something like “I wanted to make sure you saw this.”
Wrap-up email
Timing: about a day for the campaign deadline
A very short email that is reminder of the campaign and the deadline, now just 24 hours away. Link to campaign donation page.
Direct mail follow-up
Timing: 3 weeks after original appeal
If you can afford it and have the human capacity, you will almost certainly boost net revenue with a follow-up piece in the mail.
Make it a simplified version of the first mailing. Same or shorter letter. Same or similar reply device. Probably fewer lift pieces. Usually, a follow-up like this will raise between a third and two-thirds as much revenue as the first mailing.
What else?
Some other things you can add to your integrated campaign:
- Social media posts that mirror the campaign, hyper-targeted to donors.
- Text-to-give messages if you have donor mobile phone numbers.
- Print ads in appropriate publications (if there are any) that mirror the campaign.
- Donor webinars (see next week’s post for more details!)
Your critical year-end fundraising is just around the corner. How’d you like to DOUBLE your income from that campaign? Find out how at our all-new webinar, Double Your Year-End Donations Without Spending More. Sean Triner will lay out the complete plan that can dramatically boost your income this year!
Please share your experience by leaving your reply below. We’d love to learn from your experience.
Related Blog Posts:
- The Slow and Boring Path to Fundraising Success: 7 Ways to Win Big
- Really Integrating Direct Mail with Major Donors and Bequests
- VIDEO: 6 Big Tips for Big Campaigns
