Think outside the box with these techniques that are (relatively) easy to implement and effective to use.
As fundraisers, we're always on the hunt for the next big thing that'll make our donors pull out their checkbooks or swipe their credit cards. But I’ve got a secret for you—sometimes, the best changes we can implement aren’t big or extravagant. If you’ve got a robust mail program in place, chances are you just need to tweak a few things, not attempt a complete overhaul.
So, if you're looking to take your direct response program to the next level, here are five additions you should seriously consider as you plan for 2025. Trust me, your donors (and your bottom line) will thank you.
1. Different Packages: Kits for Specific Donor Groups
Your donors are all special, right? Well, they might not all know that. I bet there are a few groups within your file who could do with a little extra TLC in the mail, so they know just how much you care about them. Think about your high-dollar donors, members of your giving club, folks who’ve already committed to a planned gift. They’re really important to your organization, and they need to hear it! From time to time, roll out the red carpet for them so they know that you see their unique contribution to your mission.
Create some tailored packages for these groups of supporters. We're talking specially branded appeals, bigger envelopes, handwritten notes (maybe auto-penned?), exclusive updates, and maybe even a small, meaningful gift that can serve as a reminder of your appreciation.
Sure, it might cost a bit more upfront, but showing your VIP donors some extra love can lead to increased loyalty and potentially larger gifts.
2. Pre-Lapsed Donor Mailing: The "We Miss You Already" Campaign
Waiting until your donors have one foot out the door before scrambling to win them back is a recipe for losing them entirely. Implement a pre-lapsing donor strategy targeting those who haven't given in five or six months. It's like sending a "thinking of you" card, but with a specific purpose.
Remind them of their past support, share a heart-warming story about the impact their giving makes, and make it crystal clear how critical their support is. It's easier (and cheaper) to keep a donor than to find a new one, so get ahead of the game before they disappear completely.
3. Ways to Give in Unexpected Places: The Stealth Ask
Think you can only ask for money in an official fundraising appeal? Think again! Get creative with giving opportunities, included in unexpected places—think tax receipts, holiday cards, thank you letters, and more!
You might find this tacky, but all three of these can be really profitable means to solicit a gift. By strategically placing giving information in these pieces, you're creating more opportunities for your donors to support your organization throughout the year. These giving opportunities can be as light as including a reply envelope or as bold as including an ask and a reply device in the letter.
Don’t believe me? Try testing it in one mailing this year. You might be surprised.
4. Deadline-Focused Fundraising Text Messages: The Digital Cattle Prod
2025 is right around the corner. As direct response fundraisers, that means we have to meet donors where they are: in their pocket (literally, not figuratively). I’d be willing to bet that more donors read their text messages than any piece of mail they receive.
When you’ve got a mission-critical campaign in the mail, consider adding a peer-to-peer text message. You’ve probably emailed them about the campaign, but a text message is a powerful tool to remind them of the giving deadline, matching gift opportunity, or how close you are to your goal. This works especially well if you’ve got an impact dollar amount associated with the ask.
5. Regularly Promoting Other Ways to Give: Options are King
Why limit your donors to just one way of giving? While the immediate response of writing a check is the traditional method of responding to a mail appeal, it’s time to promote other means of giving!
At regular intervals throughout the year, illustrate the impact of monthly giving, showcase the benefits of legacy giving, or highlight the exclusive perks of your donor club. By offering a variety of ways to give, you're catering to different donor preferences and potentially unlocking new revenue streams. It's like fishing with a net instead of a single line—you're bound to catch more!
You can include these as spotlights in newsletters, develop separate appeals to really dive deep into one of these giving tools, or incorporate a mention in a regular appeal. You might find that highlighting other avenues of giving even increases your one-time gift revenue!
In conclusion, fundraising is part art, part science, and a whole lot of trial and error. But by incorporating these five methods into your direct response program in the coming year, you’ll be well on your way to meeting your goals and funding your mission.