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4. The more the merrier.
The barrier to entry for someone to set up an organization these days or say "join me" is zero. Anyone with a computer can be an organization or a "cause." So there's a lot more competition as opposed to the old days when you needed to be backed by thousands of dollars to do a direct-mail campaign.
The two gurus also shared the following recommendations for enhancing donor loyalty related to fundraising and cultivation:
Fundraising
- recognize the importance of list selection in acquisition
- put a high priority on generating a second gifts
- understand that not all donors are created equal — establish clear profit/loss per donor (or donor segment) benchmarks
- spend the necessary time in detailed analysis of your renewal/retention programs
- identify and specifically address likely defectors
- monitor the competition
Cultivation
- tell your success story to exising donors
- put your leader in front of your donors
- offer a greater sense of belonging — use online engagement tools
- facilitate self-education through online media
- acknowledge and reward loyalty and recruitment
Click here for more information about the Agitator study.
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Social Media ROI
Email Marketing that Works (2nd Edition)
