Comments on: Who Is Your Ten Year Donor? http://www.theagitator.net/dont-miss-these-posts/who-is-your-ten-year-donor/ Fundraising and advocacy strategies. Trends, tips ... with an edge Mon, 15 Mar 2010 19:54:31 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Sandro Tejada http://www.theagitator.net/dont-miss-these-posts/who-is-your-ten-year-donor/comment-page-1/#comment-3241 Sandro Tejada Sun, 18 Jan 2009 15:07:00 +0000 http://www.theagitator.net/dont-miss-these-posts/who-is-your-ten-year-donor/#comment-3241 We also evaluated our "Once Yearly" donors but also donors who give consistently in December no matter how many appeals you mail to them in the fiscal year. In early 2007, we decided to evaluate those "year-end" donors and code all who gave consistently for the last five or more years in December as "Mail Year-End." We saw an increase in response with these donors because they were not flooded with mailings in the year and received one or even two year-end appeals to renew. Evaluating donor behavior and giving patters is crucial in minimizing the dreaded "donor fatigue." Sandro Tejada AFS-USA We also evaluated our “Once Yearly” donors but also donors who give consistently in December no matter how many appeals you mail to them in the fiscal year.

In early 2007, we decided to evaluate those “year-end” donors and code all who gave consistently for the last five or more years in December as “Mail Year-End.”

We saw an increase in response with these donors because they were not flooded with mailings in the year and received one or even two year-end appeals to renew.

Evaluating donor behavior and giving patters is crucial in minimizing the dreaded “donor fatigue.”

Sandro Tejada
AFS-USA

]]> By: Kimberly Haywood http://www.theagitator.net/dont-miss-these-posts/who-is-your-ten-year-donor/comment-page-1/#comment-3183 Kimberly Haywood Thu, 15 Jan 2009 02:05:25 +0000 http://www.theagitator.net/dont-miss-these-posts/who-is-your-ten-year-donor/#comment-3183 Your email got me thinking about something else: the One Time a Year Donor. These are donors who, no matter how many times you mail to them, they (loyally) give only one time a year. We started thinking about this group this past year and created a grid to identify past historical giving patterns by month. We found a large portion of this group were December/January givers, putting them in that end of the year, tax write off group. Every good Direct mailer knows that you have to be in your donor’s mailboxes often to generate the gift, but we wanted to see if slightly altering the number of times we mailed made a difference or not. We thought we could take the saved expense money, and put it to better use to acquire new donors or reactivated lapsed segments. We’re still in the processing testing this theory by slightly altering the # of times we mail and evaluating their long term performance - and I will let you know how we do – Kimberly Haywood March of Dimes Your email got me thinking about something else: the One Time a Year Donor. These are donors who, no matter how many times you mail to them, they (loyally) give only one time a year. We started thinking about this group this past year and created a grid to identify past historical giving patterns by month. We found a large portion of this group were December/January givers, putting them in that end of the year, tax write off group. Every good Direct mailer knows that you have to be in your donor’s mailboxes often to generate the gift, but we wanted to see if slightly altering the number of times we mailed made a difference or not. We thought we could take the saved expense money, and put it to better use to acquire new donors or reactivated lapsed segments. We’re still in the processing testing this theory by slightly altering the # of times we mail and evaluating their long term performance – and I will let you know how we do –

Kimberly Haywood
March of Dimes

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