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Apr 29, 2024

Top Mistakes: #2 Not Mailing Major Donors

I have been analyzing the fundraising business for nearly three decades and over the years I keep seeing nonprofit organizations making the same mistakes. These errors hold organizations back.

If you are new to fundraising, please commit yourself to avoiding these five errors. Your organization probably won’t thank you. But you and I will both know that you are secretly saving your organization.

Number 2: Not Mailing Major Donors.

Organizations have this belief they need to “protect” their best donors from receiving their direct mail appeals. So, major donors are regularly given “no-mail” flags on their accounts.

Now, the intent is noble: “We have a Major Gift Officer assigned to cultivate a one-to-one relationship with that donor and we don’t want that junk mail interfering with that.”

But what I have seen far too often is this: For one reason or another (usually due to MGO turnover) the organization fails to cultivate a one-to-one relationship and that donor is forgotten and receives zero communication with the organization . . . and thus never sends in another check.

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Again and again. Over and over.

So, if I may suggest, allow your major donors to receive your direct mail appeals. The risk is far too great not to.

Fundraising Forward

Postage rates and problematic delivery are making me rethink how fundraising might need to adapt moving forward. In 2024, First Class postage is a whopping 73 cents (who knew when those “forever” stamps don’t put the amount on them?) and nonprofit postage is between...

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Test First Class Postage this Fall

One of the disturbing USPS trends – other than raising the cost of postage every year – is the bulk delivery of appeal letters with nonprofit postage. Over the past year, when I check my mailbox for the appeal letters I’m seeded on, I have noticed that I receive all...

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Top 5 Mistakes: #1 Stopping New Donor Acquisition

I have been analyzing the fundraising business for nearly three decades and over the years I keep seeing nonprofit organizations making the same mistakes. These errors hold organizations back. If you are new to fundraising, please commit yourself to avoiding these...

read more

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