5 Steps to Transform Your Direct Marketing Into Major and Planned Gifts

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.