The Young and the Restless
Knowledge is power
In the end, the more you know your donors, the better you can encourage them to give. Based on this new donorCentrics report, here are some of the moves we’ve been recommending to clients:
- Give online donors the opportunity to give by phone and mail; call them and mail them as soon as they join your file.
- Give mail donors the opportunity to donate online (you might upgrade them!); give them a reason to provide their e-mail addresses, and test “appending” e-mail addresses to their records.
- Test the best ways to get second gifts from online donors. As with mail donors, recency seems to be the key factor.
- Even your own donors could be Googling you; consider buying keywords that take visitors directly to a donation page.
Nick Allen is CEO of online fundraising, advocacy and marketing agency Donordigital. To download a summary of this report: www.donordigital.com.
- Companies:
- Target
- Target Analysis Group
- People:
- Nick Allen
Nick lives on a hippie commune in Northern California that just got cell service a few months ago.
Nick Allen helps nonprofits harness the power of the Internet and mobile to raise money, raise their voices and build relationships. For the last 15 years, he has worked in the U.S. and Europe to help organizations — including Amnesty International, UNICEF, UNHCR, Habitat for Humanity, CARE, and UNAIDS — to develop new ways to recruit and retain donors. He is the founder and director of Nuevo Fundraising.
