There is just one day left of fundraising in 2011. Despite a stagnant economy, many nonprofits are seeing a slight increase in giving over last year, proving that despite hard times, people still value giving to others. As a result of people’s generosity at year’s end, nonprofits across the country are inundating donors with direct mail, email, and phone calls to get their last asks in. There are two outcomes for this: more giving and more complaints.
As a fundraiser, you have probably spent the last month answering many calls from donors angered at the number of mailings they receive and how they are annoyed we spend so much money on marketing when the money could be going toward our mission. It can be really difficult to talk these donors off the ledge – no matter how you explain to them that direct mail is very effective for organizations or that marketing is an essential component of any fundraising plan because it is crucial to get the word out in a crowded field of deserving charities, you are still going to have some very angry donors. Even if you break down the numbers to show your low overhead relative to admin costs, some just can’t see past their mailbox.
So, what’s the solution? No matter how much they demand to be taken off your mailing list, you should make very effort to promise them that instead of receiving the mass mailings, you can customize your outreach to them depending on how many times they want to hear from you. Yes, it is a lot of work. But a major donor should not be receiving an onslaught of mail from you. Direct mail is effective, but should not be used as a replacement for direct contact with a donor. Even at the largest charities, it is essential that you are stewarding major donors in person. If you still cannot convince a donor, try setting up a meeting or phone call between the donor and your chief executive. If a donor sees that you are taking the time to care about their concerns, they will be more likely to remain a donor (trust me, this has worked several times in the past week for me).
Here’s a new year’s resolution: take a hard look at your direct mail program. Are you targeting your donors in an effective way? Are you telling a story? Make sure that every piece of correspondence they receive counts so you can limit the mailings as much as possible. Lastly, get out of the office and meet your donors!
