As fundraisers, we should prepare for the impact of these current national and global events.
Craig Depole
Competition is stiff — new mail solicitations arrive every day. Through the mailbox or the inbox, organizations must build a connection with their donors right from the start to begin long and fruitful relationships. Here are seven ways to improve your welcome package ... and ultimately improve retention.
We watch our open rates. We track our clickthroughs. But do we really know who we’re e-mailing? When we capture the all-important e-mail address, we’ve gained access to that person’s inbox (and, ideally, her approval — or at least an absence of disapproval) in order to communicate with her. Then we start sending e-mails … and more e-mails — and, for too many of us, we never look back. Yes, we track open rates, clickthrough rates, donations, number of new e-mail addresses and on and on. We do a great job of accumulating e-mail addresses and analyzing campaigns. But we’re leaving
