In the for-profit world, subscriber-based businesses such as premium cable channels and online or print periodicals all face the same reality: some degree of subscriber attrition is to be expected. Thus, an ongoing investment in recruiting new customers is not a luxury but an essential component of the subscription-based business model.
Donors live in a multi-channel world and philanthropy is adapting accordingly. It’s important to remember, however, that direct mail remains the workhorse of fundraising. The key is striking a balance where direct mail responses can be maximized strategically by delivering your message across multiple platforms.
Every year on March 30th, healthcare facilities across the nation celebrate “National Doctors’ Day.” Many of these have had great success with a Doctors’ Day mailing, which gives grateful patient donors (and prospects) a chance to show their appreciation by honoring their physician(s) with a gift along with sending a personal note of gratitude.
This dual-purpose mailing looks back on the previous tax year and highlights a donor’s cumulative giving activity while also looking ahead to the current year requesting an early renewal. This “soft-ask” approach can be one of your most successful revenue generators of the year!
Medical institutions benefit from the built-in constituency they have of “grateful patients.” A prominent, world-renowned academic medical center teamed with C.I. Partners Direct to commit to a long-term growth strategy that included an annual giving program, which resulted in successfully converting grateful patients to long-term donors.
When you employ direct mail systemically, you achieve more consistent results than other nonprofit organizations that send the occasional one-off appeal. Read this paper to learn three effective approaches to year-round direct mail planning that puts you in the top of your donors’ minds, netting higher revenue for your organization.
Whatever you have done to earn today’s donations, it’s what you do next – and how quickly you do it – that determines the likelihood of additional, bigger gifts. Donor stewardship is key and begins with a commitment to a giving plan that converts occasional gifts into long-term relationships.