Steward Direct-Mail Donors to Major Giving

Along with this announcement, the organization sent a brochure with a picture of a small, stuffed bunny with a note that said, “Thank you again for giving comfort to a child.” Osborne says NSPCC saw an immediate jump in gifts after sending this mailing.

“Providing stewardship to direct-mail donors is probably the biggest single thing that you can do to create a climate for me to want to give you more. It will increase giving, it’ll increase donor retention, and it sets up a climate for being open to major gifts,” she says.