Back to School ... Back to Acquisition

Make it easy to respond
For an e-mail acquisition campaign, send responders to a landing page that's created just for that message. Don’t expect a potential donor to navigate your homepage to find the generic donation page. For a direct-mail piece, make sure the reply card is user-friendly. Instead of cramming the credit card information on the front, expecting donors to write in four-point cursive, invite them to “Please turn over to give by credit card.” Then, print a spacious area for them to write in their credit card information. Yes, this can mess up automated processing of the responses, but the goal is to secure new donors, not win the “automated nonprofit of the year” award.