Continuing on the recession theme, maximising income from donors, whilst not bludgeoning them with a million and one asks is going to become a key driver for many charities in the next few months.
I relly don't like making recommendations without hard data to back them up, so one piece of recent learning has really pleased me.
After a number of years using an ask strategy which looked at using last gift, one of our clients recently moved to using a supporters highest gift in the last three years as the basis for prompt amouunts. Guess what, average gifts to appeals have gone up by over 50% in less than six months. And do you know what else? Response rates have been completely unaffected. So, a simple change to our ask strategy is delivering considerably more income per donor, but not putting people off responding.
I am a big believer in maximising value. In your next appeal, give a highest gift strategy a go - you may like what you find.
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