Is there anything more important to fundraising than getting the second gift, and quickly? [OK, wise guys ... other than getting the first gift?]

If there is, I don’t know what it is. But I’m open to suggestion. Tell me.

Here’s a great example of direct mail acknowledgment, courtesy of copywriters Deborah Block and Paul Karps, writing in Mal Warwick’s latest monthly newsletter. The example is from Operation Smile.

And here, from eMarketing & Commerce, is a useful discussion from the online welcome side, titled 4 Ways to Squander the Welcome Email Opportunity. Would you believe that one-in-four online retailers don’t even send one? Hey, we fundraisers can do better than that!

I don’t think there’s a more important area to test and experiment with than getting the second gift, which is bound up with refining your acknowledgment process.

"Thank you" seems like such a simple step … however, it should be anything BUT routine. The way you do it has huge impact on whether your donor tunes out or moves up.

Tom

 

This article was posted in: copywriting, direct mail, direct marketing, Don't Miss these Posts, donor retention, email marketing, fundraising, loyalty, online fundraising.
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