The pressure to create a thriving acquisition program is no easy task. Acquiring new donors with a limited budget can result in stormy boardroom meetings. “How to Create a Donor Acquisition Program–Tools & Tips” provides strategies needed to acquire new donors and set your organization up for long-term growth.
Why Fundraisers Need a Donor Acquisition Program
It’s a given that some donors will stop donating no matter how strong a renewal program. People stop giving for a variety of reasons; financial hardship, loss of interest in the organization’s mission, illness, and of course death. Donors lost to attrition must be replaced at a higher volume for a direct mail program to not only sustain itself, but to also grow.
What Makes a Successful Acquisition Program?
Direct mail donor acquisition programs do not make money, however, don’t make the mistake in believing that a donor acquisition program is a failure because it’s not profitable. That belief is detrimental to the future of a nonprofit.
Acquisition programs are not measured by how much money was lost, they are measured by how much money was spent to acquire a new donor. The old saying “You have to spend money to make money” rings true here. Think of it as a matter of cost-effectiveness, not cost.
The key to success in direct mail donor acquisition is to acquire as many quality donors in the most cost-effective manner.
How to Create a Donor Acquisition Program – Tools & Tips
Work with a List Broker
Once of the most important factors in a successful acquisition program are the rental lists. A list broker will work with you to find the best performing lists and those lists will generally be donors from similar non-profit organizations.
Working with a list broker is a long-term partnership where they will continue to recommend new lists based upon your results to expand your mailing universe.
More sophisticated approaches to selecting lists are also available. Utilizing zip code modeling, demographic profile overlays, and cooperative modeling can result in a broader list universe and a more targeted approach for your mailing strategy.
Write Compelling Donor-Centric Copy
Write from the heart and use emotion. Give donors a glimpse into the lives of the people they can help or the situation they can improve. Write about a problem and how the potential donor will become a part of the the solution.
- State a problem.
- Write about how the donor can solve the problem. (It is solved with a donation.)
- Write a story about how the donor’s generosity will make a difference to those helped.
- Utilize the word “you,” multiple times, and not the word, “we.”
The Problem
Potential donors need to know about a problem that they can help solve. Problems include; abandoned dogs that need homes, a local hospital about to close, a village without clean drinking water, or a veteran living on the street.
The Solution
Potential donors are the people who will help solve the problem, therefore, ask them to solve the problem by giving a donation. Their donation is the solution.
The Story
It’s not enough just to say, “Your donation will help abandoned dogs find loving homes.” It is important to specifically use emotion in a story about how the donor’s gift will help solve the problem. In other words, write about the dog in its loving home, the grateful people who benefitted from the neighborhood hospital, the thankful villagers drinking clean water, or how the veteran was empowered.
Use the Word “You,” not “We”
When you are writing donor centric copy, use the word “you,” and not the word “we.” The word “you” is key to connecting with a potential donor. When you write directly to someone and ask them to solve the problem your cause supports, the propensity for them to give is higher. Focus on how great (you) the potential donor is because “you” can help solve the problem and make the world a better place.
Stay away from the word “we” which is used in organization-centric copy that focuses on the greatness of the organization, not the donor’s greatness.
Emotional storytelling and donor-centric copy will go a long way in showing donors how they can make an impact. Read “Copywriting Strategies for Fundraisers – Tools & Tips” for essential information about writing donor-responsive fundraising copy.
Formulate the Proper Gift Ask
Without donor gift history it’s hard to determine what your gift ask should be. The average gift of all your donors is a starting point. You will need, however, to test a few gift asks to determine which one will bring in the greatest amount of donors in the most cost-effective way possible. This article, “How to Raise More Donations with Fundraising Gift Asks” – Tools and Tips“ provides valuable information for formulating gift asks. There is a section dedicated specifically to acquisition.
Include Tests in Every Appeal
Consistent testing of your acquisition package or email appeal will provide you with important information. Don’t be afraid to test different package formats, new letter copy, unique premiums, or new teaser copy. Read “Testing Strategies that Raise More Donations” for ideas on what to test.
Find Ways to Save Money
Gang printing higher quantities of package components can lower your printing costs, making your acquisition program more cost-effective. Review both your renewal and acquisition package components and determine if any of them can be printed at the same time.
What to Do When You Acquire a New Donor
Invest in a Getting a Second Gift Quickly
What do you do after you acquire new donors from all of your acquisition efforts? You need to get them to make a second gift as quickly as possible. This may seem counterintuitive, after all, the donor just made a contribution. However, studies have shown, the faster a second gift is made, the higher the propensity for them to give again.
Create a New Donor Welcome Package
If the donor made their first gift by mail, the most effective way to get a donor to make a second gift is by sending them a new donor welcome package. Mail a new donor welcome package within two weeks of the initial donation. Thank the donor for their gift and inform the donor about how their gift has made an impact. Consider adding a certificate of appreciation, a survey, or a newsletter to increase donor retention. Read “How to Retain Donors – Tools & Tips” for ways to build donor loyalty and motivate your donors for years to come.
Develop a Welcome Email Series
If a new donor contributed by email it is important to utilize some specific strategies to get them to make a second gift. By utilizing the steps highlighted in these welcome email strategies for fundraisers, you will be well on your way to making your new donor feel like they are a part of your organization’s family.
How to Create a Donor Acquisition Program – Tools & Tips
Keep the Momentum Going
Make no mistake, cutting back on a direct mail acquisition program will result in declining revenue and it will keep decreasing year to year because your donor file will keep getting smaller.
If you’re serious about growing your donor file and increasing revenue for your organization, take the necessary steps to create a donor-responsive acquisition strategy as highlighted in this article.
Creating an effective acquisition program that will set your organization up for long-term growth is something that is integral to the sustainability of any organization.
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Write Choice Marketing-Helping nonprofits raise donations through compelling copy, engaging content, and donor responsive strategies that get results. We offer creative, cost-effective fundraising and marketing solutions. Contact us for a complimentary 30-minute review of your acquisition program,