After the Acquisition
Follow-up communications actually can sabotage repeat giving. Here’s how to make sure that doesn’t happen.
In her wonderful book, “Winning Direct Response Advertising,” Throckmorton wrote, “Whatever you say, however you say it … first ask, ‘Does this make sense to the customer?’” (And donors are, of course, your customers.)
An example: About four weeks after I sent my first donation to one charity, I received the typical — and personally dreaded — thank-you/please note. Near the bottom, I read this:
- Companies:
- Internal Revenue Service
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