Major Donors – In the Beginning

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Recently, an organization wanted to take a look at where their $1,000+ donors originated. After a quick channel analysis, we came up with this chart.

For this nonprofit, 55% of their $1,000+ donors came in through their Acquisition Mailings. Another 23% gave their first gifts online.

Four percent gave their first gifts to codes categorized as “Cultivation Mail” – mostly newsletters – and 9% of the $1,000+ donors gave their gifts to “Miscellaneous” codes like White Mail.

So, Acquisition Mailings are extremely important – not just for the new donors they bring on for direct mail – but also as the entry point for future major donors. Over half of new major donor come in to the organization this way.

Do you treat your newly acquired direct mail donors like they are your future major donors?

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