OMAHA, Neb., October 26, 2009 — infoGROUP (NASDAQ: IUSA), the leading provider of data driven and interactive resources for targeted sales, marketing and research solutions today announced it is leveraging the Company`s knowledge and expertise in the nonprofit arena by combining May Development Services and Triplex to create infoGROUP Nonprofit.
Organizations never want to say goodbye to a donor. And they don’t have to, says Nicole Titus, director of client services for the Washington, D.C.-based fundraising and communications agency OMP Direct. During the session “Baby Come Back! Wooing Lapsed Donors” at the 2008 New York Nonprofit Conference last month, Titus said wooing back donors comes down to four things: strategy, message, channel and technique. Strategy is based on what you know about your lapsed donors. * What has the biggest impact on your donor’s long-term value? Is it channel, gift or something else? “Target your most valuable donors first,” Titus said. *
Let’s face it. As direct-response fundraisers, we don’t spend enough time trying to renew lapsed donors. Most of our effort goes into acquisition and current-donor programs — and for good reason.
Current-donor mailings generate the bulk of your income, so that’s always your first priority. And even though most acquisition mailings lose money in the first year, they do create future donors. (Note: If you’re making money or breaking even on your acquisition mailings, you’re doing a great job. You should request a raise from your boss immediately, and write to us here at FundRaising Success and tell us how you’re doing it.)
