Keep 'Em Around in 2013
You'll get lots of new donors this month; treat them well and they'll stick around.
Your welcome series may include a telephone call to say "thank you," a few of your best mailings that showcase your flagship projects and have a clear offer, an undated newsletter that provides stories showing your accomplishments, and e-mails that reinforce your success — and ongoing need. Unless the gift is especially large, don't mail unrequested annual reports or expensive brochures — it is too much too early in the relationship.
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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