Long-Term Engagement
The Vietnam Veterans Memorial Fund refreshed everything from new-donor conversion, to lapsed reactivation, to new membership strategies to breathe life into its maturing fundraising program.
In 2011, he explains, VVMF was engaging annually with about 200,000 donors, mainly through direct mail. Problem was, it had about 1.4 million names in its database. (That number has since grown to 1.75 million.) The very first thing the organization did was switch agencies and then funnel some resources into a new lapsed-donor reactivation strategy.
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