Sort and Code - It's So Worth It!
Published
Our year end direct mail campaign…. starts in the summer, just as soon as I’ve cleared up all our early summer appeals and have a moment of breathing room.
This mailing reaches folks that have given gifts over the last five years, so first things first…we need to remember to reach out to that group in a friendly way about our mission and how they have helped.
Next I identify everyone who has given in the last year via direct mail. That’s the easy part! Now down to some analyzation….what other groups have given over the last year that have not been included in our year end campaign?
Donors have a pattern of giving and we identify groups that we can transition from event donors, volunteers, businesses and individuals to direct mail donors. By looking at our statics of the direct mail campaign over the last 5 years, we can often determine what groups are prone to transition Once all my donors are identified – they are coded by groups.
Now it’s time to look at last gift amount, largest gift amount. This data helps us determine where to start our “ask string.” We try to promote the donor to the next level so the ask will be higher than the last ask.
Does all this pay off? Our giving increased by 29.67%!
This mailing reaches folks that have given gifts over the last five years, so first things first…we need to remember to reach out to that group in a friendly way about our mission and how they have helped.
Next I identify everyone who has given in the last year via direct mail. That’s the easy part! Now down to some analyzation….what other groups have given over the last year that have not been included in our year end campaign?
Donors have a pattern of giving and we identify groups that we can transition from event donors, volunteers, businesses and individuals to direct mail donors. By looking at our statics of the direct mail campaign over the last 5 years, we can often determine what groups are prone to transition Once all my donors are identified – they are coded by groups.
Now it’s time to look at last gift amount, largest gift amount. This data helps us determine where to start our “ask string.” We try to promote the donor to the next level so the ask will be higher than the last ask.
Does all this pay off? Our giving increased by 29.67%!
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Organizational Best Practices Blog
07/24/2017 10:45am EDT
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