What Can K, L, M, N and O Teach Us?
An alphabet’s worth of things every fundraiser should care about (Part 3).
K is for knowledge
Sue’s suggestion was “know your donors,” an important piece of knowledge for a fundraiser. Two dangerous thoughts we can have are, “I like this, so our donors will,” and, “Our donors are different.” Remember, you are not the target audience! You need to meet the donors where they are at, and that means unique messages for different groups. Something as simple as adding some lapsed language to a letter or e-appeal can greatly improve response.
- Companies:
- Masterworks
- People Magazine
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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