A resilient donor acquisition technique is important to any fundraising program — how else would your group construct a base of loyal supporters? Sadly, latest analysis exhibits that donor acquisition is the high problem nonprofits are dealing with in 2024.
Nonetheless, there are tried-and-true ways in which nonprofits have constructed their acquisition packages.
Throughout a session on the Bridge to Built-in Advertising and Fundraising Convention, three trade specialists mentioned profitable methods for buying new donors via junk mail campaigns. Listed here are 5 takeaways.
1. Create a Testing Donor Acquisition Roadmap
As you’re working to replace your junk mail campaigns to enhance acquisition, you’ll have to have a plan of the way you need to take a look at. In accordance with Jacob Geers, director of particular person giving and advertising at USA for UNFPA, the method should start with figuring out the problem you need to handle.
“You may take a look at an excessive amount of; you may chew off greater than you may chew,” Geers mentioned. “You actually need to have a full sport plan for what your targets are relating to mail and growth.”
2. Be Particular With Your Viewers
As you’re testing, it’s additionally essential to be sure to’re directing your donor acquisition methods on the proper folks.
“Viewers contributes to 60% of the success of an acquisition program,” mentioned Nancy Eiring, senior vice chairman of fundraising methods at Fuse Fundraising. “That’s your rental listing, your exchanges, the co-ops that you’ve got within the combine, in addition to lapsed donors and non-financial supporters.”
So, it’s good to section your mailing listing based mostly on the marketing campaign focus. Robin Benatti, director of philanthropy and direct response at World Meals Program USA, offered the instance of a marketing campaign searching for presents to proceed America’s legacy of supporting folks world wide who face meals insecurity. It follows, then, that this marketing campaign was solely delivered to individuals who could be fascinated by persevering with that legacy: donors who reside in the USA.
Moreover, it may be useful to think about seasonality together with your campaigns. Whereas many will be evergreen, some might do higher round sure occasions or events.
3. Take a look at Impactful Inventive Components
When growing the content material of junk mail campaigns, Eiring really helpful doing checks that “actually transfer the needle.”
“Efficiency testing is critical, however do not simply take a look at one aspect,” she mentioned. “Do not take a look at, [for example], a yellow envelope or a teaser. Take a look at issues which might be going to drive efficiency — or be cost-efficient on the opposite facet of it. Use testing responsibly.”
Additional, you must be sure that your management marketing campaign is successful. Geers mentioned that USA for UNFPA up to date the junk mail bundle it makes use of for its management to be extra visually interesting. By ensuring your management is efficient, you might have a greater benchmark to evaluate the success of the marketing campaign you’re testing.
Dignity Kits
One marketing campaign USA for UNFPA examined was a junk mail bundle that positioned one of many providers it gives entrance and middle. The nonprofit presents Dignity Kits filled with menstrual and different hygiene merchandise to folks in want, which value $15 to construct. Within the marketing campaign, USA for UNFPA highlighted that giving simply $15 would supply one Dignity Package.
“It is a very tangible providing,” Geers mentioned. “What we discovered is, we took this artistic take a look at to these high-performing audiences that we knew labored nicely, and this take a look at outperformed that.”
Full-Bundle Revamp
World Meals Program USA examined three completely different junk mail campaigns, one among which was the American legacy bundle talked about beforehand. For the campaigns, the group actually integrated its important message of combating starvation globally all through all of the items.
One of many campaigns, which centered on worldwide reduction, featured an outer envelope that appeared like a field of meals. This was one among many modifications to the bundle, and the opposite two have been equally up to date. In accordance with Benatti, the redesigned campaigns all proved profitable past projections.
World Meals Program USA up to date its worldwide reduction junk mail bundle to spice up donor acquisition. | Credit score: NonProfit PRO
4. Attribute Acquisitions Correctly
Together with your junk mail acquisition program, it may be troublesome to find out precisely what number of donors you’re including. That is the place attribution is vital.
“Everyone is uncovered to every part nowadays,” Eiring mentioned. “There’s extra units, extra channels, extra every part. And so while you have a look at your acquisition program, you may’t simply have a look at direct outcomes anymore. It’s a must to have a look at it in a fuller view, and doing attribution evaluation is admittedly essential.”
5. Maintain Testing
After conducting your take a look at, you might assume you’re carried out. However it may be useful — and even vital — to proceed your testing regardless of your successes.
“When the outcomes are good, strike whereas the iron is scorching,” Benatti mentioned. “In my case, we have had a number of situations the place outcomes have been unimaginable and we had some financial savings, and I might go to [someone on our team] and say, ‘Can we reinvest this again into this system?’ And she or he would say sure.”
Even for those who’re pleased with the outcomes of your junk mail acquisition marketing campaign, be open to altering issues up. Eiring cautioned in opposition to “falling in love” with the concepts you provide you with for testing.
