HAVE YOUR DONORS DISAPPEARED AND TAKEN THEIR CHECKBOOK WITH THEM? (Continued...)
Post #49
February 20, 2024
In last week’s blog post I said I would add onto my first six suggestions/ideas from my 20% list.
If you’re not regularly incorporating them in your postal and digital ads, you should give serious consideration to doing so.
7. ADVISORY BOARD/FRIENDS LIST – As I said last week, there’s so little trust of organizations, institutions, nonprofits, politicians, you need to make sure that the potential donors feel that you and/or your organization can is trustworthy/effective.
An advisory board/friends list consists of well-known people and are people with respected credentials, e.g., Reverend, Bishop, Ambassador, General, Admiral, Governor (ret.), etc. will increase returns for most nonprofits.
8. WEBSITE – Still focusing on trustworthiness, about 1/3 of your potential donors will go to the internet to check you out. They may use a search engine or go to your website.
Make sure you have a good website with current and relevant information to prominently cover the projects that are in your current fundraising appeal. If your letter makes reference to an emergency need, but there’s no mention of it on your website—an obvious disconnect.
9. CELEBRITY LETTER/PUB NOTE SIGNER – Again, a well-known and respected person signing your letter or a pub note will help overcome the donor’s concern about the trustworthiness/effectiveness of your organization.
10. INLINE – This is a difficult one for most nonprofits because the cost of paper and postage has increased so significantly that inline packages are too expensive for all but the largest nonprofits—those mailing 300,000+. However, if the economics work for you, it’s common for a 9x12 inline package to gross 50-100% more than a #10.
11. URGENCY – Each day most of us are inundated with requests to donate/help worthy causes. A real, genuine, urgent reason with an impending date will increase your returns.
Next week I’ll give you a few more items from my 20% list.
Your feedback is helpful, appreciated, and needed. Please email me at rviguerie@americantarget.com with any thoughts or comments you may have.
This free post is brought to you by American Target Advertising™ (ATA) and American Mailing List Corporation™—“ConservativeListsRUs.” ATA was the world’s first conservative direct marketing agency and still is the largest with over 85 team members (increasing to 135 by 2024) that will mail over 300,000,000 postal letters in the 2023-2024 election cycle for 40+ clients who will receive over 7,000,000 donations from over 2,500,000 unique donors. |
Much of the information in GoRightGoBig.com is from Richard A. Viguerie’s new book, GO BIG – The Marketing “Secrets” of Richard A. Viguerie. Copies for yourself or as a gift can be ordered at GoBigConservatives.com or GoRightGoBig.com, or at your favorite online bookstore. If you wish to buy copies to be given free to high school or college students to encourage them to seek a career in conservative politics/marketing, go to GoBigConservatives.com. To subscribe FREE to GO RIGHT - GO BIG blog, click here. |
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