Asking your existing donors for donations is five to eight times more profitable than acquiring the same number of equally generous first-time donors. The secret to success in direct mail fundraising is donor renewal.
If you are a member-based non-profit, then producing a series of membership renewal mailings is natural for you. Memberships usually last a year. So your members expect to renew their membership.
But even organizations without members need to mail a series of renewal letters rather than one alone. In either case, your goal is to persuade as many new members and new donors as possible to renew their support. That’s why you need a comprehensive, annual donor renewal program.
Your first-time donors need a reason to give again. Their continued support is not automatic. Your donors are busy. They receive appeals from other worthy charities. Which means every fundraising letter you mail to donors needs to inspire them, excite them, and motivate them to give again.
Alan Sharpe is a direct mail fundraising copywriter, consultant and coach. He helps your busy, under-staffed, under-funded development department run a successful direct mail fundraising program year after year. And that, naturally, includes direct mail donor renewal.
Alan handles everything for you
Alan and his team create, write and design your renewal letters for you according to a schedule that Alan helps you create at the beginning of each year. A typical year of renewal mailings might include:
- renewal letters (a series)
- special appeal letters
- thank-you letters
- special events invitations
- protest and petition letters
- annual report
- planned giving brochure
- year-end appeal
- catalog of your publications, resource materials or products
- flyer describing your monthly giving program
- survey asking for your donor’s opinion about issues that are vital to your organization—and your donor
Alan Sharpe believes the greatest crisis facing the non-profit sector is donor attrition. One-time donors fall away because organizations do not do enough to inspire them to give again, or, even worse, use tactics that drive
donors away. That’s why Alan spends so much time and energy helping his clients produce direct mail renewal packages that are original, compelling, donor-centered and effective.