3 Top Analytics Techniques Every Fundraiser Should Know, Part 3

By Joe Boland

Seasonality — history of giving once or twice a year in the same time frame? Then test again in that time frame.
First appeal — what prospect appeal did they respond to in the first place? Send them a similar appeal to remind/reactivate them.
Affinity — can you call them “members”? Do they like supporter cards or decals? Make them feel like part of a group.
Premiums — testing name labels, note pads, tokens, etc., may increase response, especially if they have a history of responding to premiums.
Community — do they interact with you in other ways, i.e., volunteer, attend special events, give memorial gifts? Reference these connections to your organization when you communicate with them.
Urgency/emergency — special programs that need immediate help usually work; use deadlines.
More personal contact — write handwritten notes to lapsed donors; send year-end thank-yous or holiday cards.

“There’s something you can do with all lapsed donors,” Terpstra said, telling the audience to ask these questions and consider the following ideas: