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The Search for Sneezers: How to Find Online Fundraisers in Epidemic Proportions

May 13, 2009 By Philip King

Once you’ve identified a prospective sneezer or group of sneezers, treat them differently. Don’t just send them the same blast e-mail that you’re sending to the entire online campaign. Let them know they’re special. Surprise them by having your president give them a thank-you phone call well ahead of the campaign deadline, as it will motive them to do even more!

I want to end with a final note about retention and renewal. Focus your retention and renewal efforts on your online fundraisers, not on those friends and family members who donated to them. I have seen many charities alienate their best fundraisers by over-soliciting donors brought in by those fundraisers. When I donate to my friend’s personal giving page, I’m giving to him, not to the charity or cause. If I find myself added to the direct-mail list of that charity, I’m going to let my friend know how unhappy I am. It’s certainly OK if the donor has explicitly asked to learn more about the cause, but I find that often this is not the case. Your sneezers are precious: Treat them (and their friends) with utmost care.

Please keep your eye out for my next column: “Fundraising Big Online: How Little Charities Are Punching Above Their Weight.”

If you’re enjoying this content, I invite you to search for my Digital Fundraising Podcast on iTunes and listen to interviews with top thinkers in the world of digital fundraising. Also, if you have any ideas or comments, I’d love to hear them at philip.king@artez.com

Philip King is president and CEO of Artez Interactive.
 

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