Junk mail for major donors?

Here’s a question from the Veritus Group blog: should major/caseload donors get the mail and email appeals that others get?

And here’s their answer — which, if you follow the advice, could rock your revenue world: Absolutely.

Check it out at Major Gifts and Direct Response … What do You Do?

Here’s the reasoning:

… I have seen some disastrous results where organizations have lost hundreds of thousands of dollars because they decided for some reason that it was a good idea to stop mailing and e-mailing their major donors…. The combination of direct-response and MGO cultivation lifts all caseload revenue. When you take either out of the equation, you see a drop in revenue.

There are some important nuances to this that you need to pay attention to, so go read the post.

Just make sure you never make sure you never make the assumption that a major donor hates your direct mail or email solicitations. It’s far more likely they love those things, and became major donors because those things were highly effective for them.

The belief that major donors turn into a different genus of human with a whole new psychology and set of preferences at the moment their giving reaches some high threshold — it has no foundation in reality. It’s a common myth that has devastating consequences for many organizations.


Comments

2 responses to “Junk mail for major donors?”

  1. Rachel Beer (@rachelbeer) Avatar
    Rachel Beer (@rachelbeer)

    Yep, I’ve seen that with legacy pledgers, too. Silly.

  2. Rachel Beer (@rachelbeer) Avatar
    Rachel Beer (@rachelbeer)

    Yep, I’ve seen that with legacy pledgers, too. Silly.

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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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