Our Top 5 Most Popular Blog Posts of 2015

Our Top 5 Most Popular Blog Posts of 2015

As we get ready to ring in the new year, we wanted to take a moment to thank you for reading, sharing and commenting on our blog posts. We hope you were able to use a few of our analytical insights to win, lift and keep your donors and supporters. This year, our most popular posts focused on win: the number and age of new donors that your organization should be acquired, lift: using life expectancy to calculate long term value and keep: engaging donors through online surveys. In case you missed any of these posts, here’s the links to our top 5 blogs of 2015: 5.    How Many New Donors Should I Acquire This Year? 4.     The Buzz – From the DMA Nonprofit Conference 3.     The Age of Acquisition 2.     Should you conduct your own survey? If you have to ask, then no. 1.     LTV...
The Force Awakens?

The Force Awakens?

I’ll be darned. Direct mail acquisition seems to be making a comeback. OK, perhaps not to the degree of a Star Wars $250MM opening weekend comeback. But as I am reviewing recent acquisition (and reactivation of deeply lapsed donors) results, I was pleasantly surprised to see that new donor (and reactivated donor) counts aren’t falling. Even better news is that retention of Second Year donors are improving for the first time since Mark Hamill’s last film any of us can recall seeing (which any fan would know is the 1978 film Corvette Summer). The question is whether this comeback will last, or is it a momentary pause in direct mail’s inevitable...
A Surprising Trend in Fundraising

A Surprising Trend in Fundraising

Any of us who have studied donor behavior can tell you that your best prospect for a sustainer or monthly pledge donor is someone who has been on your file for several years and has averaged 3 or more gifts a year. And the best recruitment should be done in January. Or is it? This year we have studied pledge conversion for several different files, and a very different narrative than the one above is emerging. For both of these organizations, which have mature files built on direct mail, the most likely convert to a pledge program was a single-gift donor who has been on the file a year or less. This is actually exciting news. This means organizations can (and should) start recruiting new donors to their pledge programs right away. But not in January. For most organizations, they are pulling the select for the January pledge recruitment long before the majority of the fall acquired donors are on the database. I know it may sound crazy, but we recommend waiting to send your pledge recruitment package (supported by TM) in February or March. You want to hit those new donors ASAP. You’re...