Tuesday, July 29, 2014

Fundraising and Repetition

Jeff Brooks had a great post today on his blog Future Fundraising Now titled The power of repetition in fundraising. I believe the root cause of most poor fundraising response results is the insidious belief that donors will like us better, and as a result donate to us, if we refrain from communicating with them "too often" and make the same pitch over-and-over.

If I may quote Jeff, "Despite what many people think, simple repetition is one of the most powerful tools in your creative arsenal. The savviest fundraisers use it all the time to ratchet up emotion -- and results -- from their donors."

 Jeff goes on to relate a study of new direct-mail donors that found that these mail recipients had received a direct mail acquisition piece six times before they responded to it. Many charities that I am familiar with believe that it is sufficient to mail prospective donors once or twice a year! No wonder total acquisition numbers are declining precipitously.

Think that just is the nature of a dying direct mail field? Nope, electronic media such as email requires even more repetition.

Jeff also recommends that repetition within the letter or email is also critically important. He states the call to action should be repeated five, ten, or even more times. Clearly, once is not enough.

So, get over your reticence. Your organization is worthy, your mission is important. Those who want to give to you deserve your perseverance.

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