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Tip
of the Month
Member vs. Donor
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February, 2003 |
Many organizations inevitably ask the question: should our direct mail donors also be members? As with most questions, the answer is: “It depends.”
Membership programs work best for charities like museums and other cultural organizations that can offer benefits and advocacy organizations that need grassroots “membership” support to advance their cause. For these groups, the higher donor renewal rates and loyalty offset the costs associated with benefits and the more complicated renewal series of appeals.
For other organizations, membership programs have drawbacks. Because “members” believe they only have to give once a year to “pay their dues,” there are fewer multiple donations during the course of a year. To get second gifts, organizations have to send “special appeals.”
With donor programs, there are no membership expiration dates, so organizations can send mailings throughout the year to all donors, including those who recently contributed, scheduled for optimal returns and at a lower cost.
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Bonnie Catena
Senior Account Executive
Sanky Perlowin Associates/SankyNet |
Past Tips
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May, 2006 |
Data Management and Hygiene Tips |
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November, 2005 |
Top 10 Common Mistakes in Acquisition |
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July, 2003 |
Summer tests |
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June, 2003 |
Take advantage of those slow summer months! |
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May, 2003 |
Are You Violating Your Online Privacy Policy? |
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April, 2003 |
The Little Message: penny-wise and pound-foolish |
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March, 2003 |
Newsletter as Fundraising Tool |
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February, 2003 |
Member vs. Donor |
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January, 2003 |
Live stamps vs. indicia |
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May, 2002 |
Ask for Free Lists |
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April, 2002 |
Should You Suppress Deceased Donors From Your Database? |
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March, 2002 |
Three Proven Strategies to Reach Lapsed Donors |
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February, 2002 |
Postal Sorting Tip |
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January, 2002 |
Piggyback Your Test Package Onto A Larger Run of Someone Else's Roll Out |
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November, 2001 |
Identify yourself on the outer envelope |
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November, 2001 |
Add a lift note to your year-end appeal |
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May, 2001 |
Promote Planned Giving at Tax Time |
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April, 2001 |
Convert your annual report into a brochure |
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March, 2001 |
Welcome Package |
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February, 2001 |
Tips for Reinstating Lapsed Donors |
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January, 2001 |
Look at your package with fresh eyes |
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December, 2000 |
Successful Online Holiday Appeal |
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November, 2000 |
Undeliverable? NOT! |
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October, 2000 |
Learn Before You Leap |
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September, 2000 |
Select Nth Names for Prospect Creative Tests |
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August, 2000 |
Use a Double Control Periodically When Testing |
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Utilize those summer months! |
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| Upcoming
Events |
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September 29, 2010 |
Meet the Winners of the 2010 Package of the Year Awards! More
info...
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