5 Steps to Transform Your Direct Marketing Into Major and Planned Gifts
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Joe Boland
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Here is a rundown of their presentation, ”The 5 Steps to Transforming Your Direct Marketing Program Into a Major & Planned Gift Machine.”
1. Create a powerful donor-appreciation structure
- Establish your recognition guidelines with benefits.
- Give mission-based benefits (not back-end premiums).
- Build awareness of the recognition guidelines and levels on your website, in letters and via published listings.
- Thank donors for their generous giving levels.
- Show them where they stand.
2. Incorporate upgrade strategies into direct marketing
- Base recognition on cumulative annual gifts to capture both gift amounts and gift frequency.
- Base ask amount on the next highest level of recognition with the added benefits.
- Include giving levels in thank-you letters and recognition listings.
3. Establish program-related cultivation
Makous and Rosen provided both free and low-cost ways to establish program-related cultivation.
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- Companies:
- DMA Nonprofit Federation
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