Single-issue fundraising is the only way to go

Here’s a helpful tip from the Fundraising Fundamentals blog.

The tip is this: Don’t clutter your direct mail fundraising piece with secondary calls to action:

… it could also really damage your fundraising results. Putting a bunch of other stuff in your mail package might save you a few bucks, but it will confuse donors and negatively impact your results.

It’s true. One of the worst things you can do to a fundraising piece is have more than one call to action.

If you want donors to give, ask them to give.

Don’t remind them to come to an upcoming event. Or invite them talk to a planned giving specialist. Or encourage them to buy something.

Just ask them to give. Different calls to action in the same message will kill your results. Every time. I’ve tested it (many times) and it always happens that way.

The only way you can profit from more than one call to action is when everything is tightly related: You might ask a donor to give a gift and sign the enclosed card that will be given to someone the gift will help. That, in fact, will usually improve response.

But fight the impulse to save a little by adding unrelated material. It’s not worth it!


Comments

2 responses to “Single-issue fundraising is the only way to go”

  1. Do you consider asking a donor to become a monthly donor (on the reply card) and/or giving you their email address (also on the reply card) as different/additional calls to action.

  2. Do you consider asking a donor to become a monthly donor (on the reply card) and/or giving you their email address (also on the reply card) as different/additional calls to action.

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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