« When not to ask for funds | Main | When nonprofits do wrong »


Steve Thomas

Jeff, just adding more appeals cannot be the answer. In the same way that just mailing fewer cannot be the answer. And mailing everyone the same is not the answer. Donors are talking to you through their responses. By interpreting the data, you can mail to the right people, the right ask at the right frequency. For some people that is very frequent for others it is as Mal said once a year. Seat of your pants strategy devoid of analytics is perilous at best.

Mal Warwick

Jeff, I'm disappointed that you didn't qualify this post with at least a few words about segmentation. You can't possibly believe, for example, that it makes sense to mail appeals monthly, or even weekly, to donors who give only once a year, as many do. And do you really believe your clients' interest is best served if you ONLY send solicitations to their donors? Surely, the pathetic direct mail renewal rates saddling so many nonprofits today are largely the result of this sort of behavior, which I regard as abusive.

Jim McLachlan

Net Income the death of a donor file. Jeff you are correct that the more you mail the more the net. However there are unintended consequences in many cases. Too much mail to a number of a charity's donors (not all) reduces retention, causing a greater need for net loosing acquisition. End result: Fewer donor to donate and increase net loss with greater acquisition...a double whammy.

The comments to this entry are closed.

What is this blog all about?

If you're serious about raising money from donors, you need to get serious about donors. More than ever before, donors are insisting that you share power with them, not treating them like passive ATMs. This blog is about the ways you can do that -- and the rewards that await you and your donors when you do.

About the Blogger

DonorPower Blog is penned by Merkle's Power Blogging Team, led by Greg Fox, our senior vice president of strategy. Working with Greg is a police line-up of guest "artists", fundraising pros all, who like to pose as blogatorialists when the sun goes down. You can reach this blog, and any of our regular contributors, at
donorpowerblog [at] merkleinc [dot] com. See this blog's policies.

A great partner for the nonprofit that wants to get donor-powered and grow revenue like crazy!
Subscribe by e-mail

Enter your email address:

Delivered by FeedBurner

AddThis Feed Button

Add to Technorati Favorites