Caridad CenterThis package, printed on a heavier text paperstock, features a Donor Loyalty Certificate at the top of the letter – thanking donors for their continued support and loyalty since the date they came onto the file. For Lapsed Donors, the copy was slightly revised, reminding the donor of her last gift to the organization and how much we miss her support. The Certificate, which perfs off and is suitable for framing, serves as a tangible expression of “thanks” – reminding the donor just how special and valued she is to Caridad Center and its mission of providing health services to poor working families. The results? Nearly 25% of the overall revenues from the appeal came from the lapsed donor segment.
National Parkinson Foundation
Smart non-profits understand the importance of new prospect mailings to maintain and grow their active donor file – but they realize that lapsed donors are lower hanging fruit. Not only have they already expressed interest in helping, you don’t have to spend a cent on list costs to get them back. And if you succeed in renewing them, their Lifetime Value is greater than that of a new donor. But how to win them back? We’ve developed a number of effective approaches to help you. In this package for the National Parkinson Foundation we mailed a highly personalized package that praised the donor for their part in the organization’s past achievements before describing a compelling current initiative that required the donor to “come back” to succeed. Fine tuning the successful “win back” package with the mention of a donor’s last gift date further improved response and average gift and increased gross revenue by 50%.
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