Unless your nonprofit wants to waste money printing extra direct mail pieces, and deal with complaints from people who received several copies of the same mailing, you should take time to become familiar with the “merge/purge” process.
Recently, I attended the Direct Marketing Association of Washington’s (DMAW) “Lunch & Learn – The Retention Roadmap: The Guide to Converting, Retaining and Reactivating More Donors.”
Caity Carver, the CEO of DonorTrends, and Ben Miller, the Chief Analytic Officer of Donor Trends combined their nearly 40 years in the industry to provide some extremely valuable insight for nonprofits on the importance of retaining donors.
Many nonprofits struggle with the idea of striking a balance between asking supporters for donations but not asking them “too often” — turning them off from giving entirely. The truth is: There’s no magic number for donation asks. Just as every nonprofit is different, the audience of supporters for each organization can react differently to the number, or type, of donation requests.