Do you know (or suspect) that your direct mail program is in trouble, or soon will be? Take this quick quiz.
- Are you losing more donors each year than you expect?
- Are your direct mail response rates flat or falling?
- Is the size of your average gift smaller now than a year ago, two years ago, three years ago?
- What percentage of your first-time donors give a second gift?
- What is the lifetime value of your average donor?
- Has your cost to raise a dollar increased, but you don’t know why?
- Are your direct mail tactics maximizing short-term revenue rather than building lasting relationships with donors?
If these and other questions are keeping you awake during board meetings, invite Alan Sharpe to conduct a comprehensive audit of your annual direct mail program.
Alan will . . .
- examine your donor acquisition, donor retention and lapsed donor recovery direct mail packages going back five years
- examine your donor newsletters going back five years
- examine your thank-you letters going back five years
- examine your annual mailing schedule for the past five years
- examine your results for the past five years
- learn as much as possible about your donors, size of average gifts, average donor tenure, lifetime value and other indicators of a healthy annual direct mail program
- review your website
- read your brochures and donor testimonials
- review donor surveys you have conducted
- study literature that you supply about your needs
- review your case for support
- study literature that you supply about your donors
Alan’s audit is followed by a written report that shows you:
- trends in donor renewal, donor attrition, cost to raise a dollar and other vital measurements of your success
- what you are doing that you should continue doing
- what you are not doing that you should start doing
- what you are doing that you should stop doing
Alan’s report includes recommendations that you should implement immediately, others that you should implement within six months, and others that you should implement within 12 months.
These recommendations include:
- strategies for acquiring new donors
- strategies fort retaining existing donors
- strategies for upgrading existing donors to larger gifts
- strategies for identifying legacy donors