And be sure you are writing to a person and not your policy department. Make it personal and realistic.
Mine your lapsed-donor file
Rather than treating your lapsed donors as one big group, you should segment them, Manes said. Everyone puts lapsed donors back in acquisition, but how detailed is your select? Not all lapsed donors are created equally. To get the most out of them, you must communicate with each appropriately.
Mail your best appeals to monthly sustainers
Monthly givers are vital to your program, Terpstra said, so don't "protect" them from some of your best mailings. Mail them two or three of your highest-performing renewal appeals (matches, urgent needs, holiday appeals) every year. Recognize that they are monthly donors by mentioning their special relationship with you, but mail them those other appeals.
- Companies:
- Association of Fundraising Professionals