| Sarah Koss VP, Account Services |
We all know that getting the second gift from a new donor is a key objective in the donor journey and crucial to long-term retention. And yet, as many as 70% of all donors leave us after that first gift. How can we enhance & extend the donor journey to reverse the trend?
| Jess Hutchins Director, Donor Advancement |
Did you see the recent headline about the $4 million dollar bequest from a janitor? As a former Planned Gift Officer, I see these stories all the time. Where do these donors come from, and how can I find them? Those questions would often pop into my head.
We have all heard the phrase “If it ain’t broke, don’t fix it.” While this may be effective at times, as fundraisers we need to constantly strive to grow revenues and fund the critical missions we serve.
On July 23rd, THD and many of our client partners were recognized for creative excellence at the 37th Annual NEDMA Awards in Boston including Best in Show for the Wounded Warrior Project’s "Tangible Giving" Package, aimed at encouraging donors to upgrade giving
Direct marketing used to be exactly that: "Direct."
But in today's multi-channel marketing world, that's not the case. With donors receiving fundraising messages and brand impressions through a wide variety of sources and channels, we now must answer a more difficult but pressing question: "How did our promotional effort in channel X influence giving in channel Y?"
We like to tie ourselves in knots trying to find the right mix of fundraising and cultivation for our audience segments, but have you ever taken a step back and asked yourself, “Do they care?”
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| Jeff Ostiguy Vice President, Digital Marketing |
Multichannel... Omni-channel... Cross channel... Pan channel. So many buzzwords ... and I think I just made up that last one on the spot.
