|
Eleven Reasons Donors Stop Responding To Fundraising Letter
Appeals
|
By Alan Sharpe
[Hits: 23499]
|
|
Eleven Reasons Donors Stop Responding To Fundraising LetterAppeals
Donors will stop responding to your fundraising letter appealsfor many reasons. Some of which you can manage, but many ofwhich you cannot. Use these findings to retain as many of yourdonors as you can.
1. They forget
I suppose you could call this a case of "poor institutionalmemory." Donors simply forget your institution. They read yourletter, decide to give, put your letter down somewhere, and thenforget to mail you their gift.
2. They get distracted
Some stop sending gifts because they get sidetracked by otherpriorities, such as the arrival of children, or grandchildren.Or a hurricane hits their home. Or mum gets diagnosed withbreast cancer.
3. They lose interest
Perhaps through a fault of yours (you've strayed from yourmission, perhaps), but also perhaps because their interestschange, some donors stop their support because your mission nolonger excites them.
4. They suffer financially
In some families, the breadwinner loses his job, and the firstthing to be cut is discretionary spending, such as take outfood, movies and charitable gifts.
5. They die
You have no control over this one, or shouldn't have. Apercentage of your donors will pass away each year, and theirgifts in the mail will cease the same day they do. That's whyyou are wise to invite your older donors to include you in theirwills.
6. You mail them too often
Some donors grow weary if they receive too many solicitations inany year. A letter each month might be too many for some. One aquarter might be too many for others. Either way, they stopgiving because they feel you are hounding them for their money.
7. You don't mail often enough
Other donors fall away because you are never on their radarscreen. Your letters arrive so infrequently, or sounpredictably, that you never make a lasting impression in theirminds---or wallets.
8. You don't listen
The donor made a complaint or a suggestion, and then decidedthat your organization did not respond properly. So they tooktheir gifts elsewhere.
9. You treat them like a stranger
How many times would you need to receive a letter addressing youas "Dear Friend" before concluding that the organization wasinterested in your money and not in you?
10. They feel unappreciated
Donors like to feel appreciated, and like to know that theirdonations are being used to good ends. If your thank-you lettersarrive late, or never at all, some donors will start giving toother organizations that show their appreciation.
11. You make them mad
Some donors will decide they do not like your new executivedirector's hairstyle. Or your new logo. There is something youcan do to retain donors like this. But I don't know what it is.
|
|
|
|
|
|
