The most traditional way to acquire new donors is to rent a list and send a letter. It’s traditional because it works. It also sounds deceptively simple.
Renting a list is simple — that’s true. But renting the right list requires a delicate balance of art and science.
I can’t tell you how often our clients say they are wary of a full-blown donor acquisition program because they think lists are too expensive and don’t work. In truth, lists are not very expensive. At least not when you think that they give you the ability to advertise directly to an individual who has expressed interest in what you do and all you pay is a few cents per name and address. The hidden cost-saving tip in that statement is “who has expressed interest.” And that’s where the blend of art and science come in to play.
Here are a few tips to help you select the right list.
- Choose lists that feature donors who have given to similar causes or nonprofits.
- Choose lists that offer donors who are demographically similar to your donors.
- Choose lists that focus on potential donors who subscribe to magazines or journals that focus on causes you address.
- Don’t go it alone. List brokers are out there for a reason. In the long run, their wisdom and experience will save you a lot of money.
That’s the science side. The art is knowing how to identify donors who are “similar.” Natural talent doesn’t hurt. But as most good artists will tell you, art is 95% perspiration and 5% inspiration (or something like that). So grab yourself a coffee and sit down with your friendly fundraising gurus (that’s us) to finally plan your dream acquisition program. You can reach us at 919.402.9074 or info@tbullgroup.com. Feel free to visit us online at http://www.tbullgroup.com. Oh, and I’d like a latte, please.
Turnbull Marketing Group 