Appeal in the Mail? Your Job’s not Done Yet!
By now, many fall appeals have gone to the post office. You may be thinking, I can sit back and relax until the end of the year. Wrong!
You’ve got some decisions to make. For example, you need to decide
When the timing is right for a 2nd contact. If you mailed in mid-September, then you should hold off until mid-November (and that will be here before you know it).
Which of your donors warrant the extra effort and expense of a follow-up. You can start by contacting donors who haven’t given in the current year AND
Gave a gift in the prior year AND
Have given more than one gift to your organization in the past.
These are the people most likely to give again. Then figure out if you will contact them
With a 2nd letter via direct mail or
By the phone.
Your budget, experience, time frame, and access to volunteers will help you determine which of these is best for your campaign.
Have I missed anything? Please share with us.