Fundraising law says “keep the proposition single minded”. This
applies to the response mech which usually has a straight, uncomplicated ask.
It certainly applies to the letter which will include ask after ask – each
denoting the same value, need and target etc.
However, there isn’t such a
rule for thank you letters.
Why is “thank you” the only thing we are allowed to say in a thank
you communication? Why can’t we use the letter to say other things too?
The
answer is we can. There is no evidence to suggest that it’s
the wrong thing to do.
Yes, we should produce strategic tests. Lots of them. So I would like to challenge everyone to
turn the humble, single purposed thank you letter into a stewardship device,
income generator or conversion tool.
Ideas:
1. Bequests - Include a
bequest reference in the PS of the thank you letter
i. A cost effective reminder
for the most loyal donors (i.e. the ones who respond) to include the charity when
they next review their will: “Please remember to include us in your Will”.
2. Survey – ask the donor
questions. Engagement = loyalty
i. Ask the donor what they think.
Use that information next time you communicate with them
ii. Ask them what inspires them and encourage involvement with the cause
on a non-financial level
iii. Collect information for hyper-personalisation
opportunities
3. RG Conversion - Include a
conversion ask
i. We’ve employed this strategy sparingly – one example was at Peter
Mac – but we need to do more to show its effectiveness (or ineffectiveness)
4.
Donation forms – include a form and BRE
i. Including a form will raise more income.
ii. It doesn’t need to be overt to elicit response. One suggestion is to
include an explanation in the PS: “many
supporters call my colleagues to ask us to send them a donation form. We’ve
included one here for you so you can make a donation and its cheaper for us to
do it this way.”
iii. The form need not be large because the objective is different. It
might be effective as DL.
iv. The form could be generic
looking – something off the shelf which the charity already uses.
v. The PS could reference a feedback
form that sits on the reverse of the donation form. The donation form might
not even be referenced.
vi. The emphasis of the donation ask can be dialed up or down depending on the objective and appetite for risk.
For instance, the form not have a donation capture, but rather a feedback form
which people can send back in the BRE. This will raise income.
5. Other ideas?
It would be great to hear your thoughts and opinions.
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