Fundraising Tip #1: Donor Acquisition

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Everything else you do in fund raising begins with donor acquisition. The effort must be constant. It must be permanent. And it must be effective.

Acquisition of new donors must be your number one priority.

All sustained fund raising success starts with developing and maintaining a strategy for constantly acquiring new donors.  In fact, three-fourths of new donors will come from direct mail.

Fund raising professionals will tell you that future contributions are most likely to come from people who have contributed in the past.  However, those same professionals will warn you that following the path of least resistance by focusing all your attention on your existing donor base is the quickest route to eventual collapse.

Any pool of sustaining support is in a constant state of deterioration.  Failure to regularly recruit new donors is like building a home on a weak foundation.  No matter how sound and beautiful it may look, if the foundation is weakening the structure is eventually going to collapse no matter how much effort you put into maintaining it.

Bluegrass Direct Mail Marketing, Mailing Lists and Fundraising has an arsenal of tools for identifying, prioritizing and introducing your organization to new contributors.  We use state-of-the-art tools like data mining and variable data printing technologies and combine them with over 30-years experience to help you develop a strategy designed to fit your particular needs.

Data mining is a process of identifying key points of information from large data sets and applying the information to define and reach your target audience.  Data mining reveals patterns in large data sets that enable us to find the shortest, most efficient path from point A to point B, from you to your contributor. It’s kind of like finding a needle in a haystack, except that we make the haystack bigger and find you a lot more needles.

Once the target is identified, we use variable-data printing (VDP) technology to make sure you deliver the right message to the right people at the right time.  VDP helps us integrate all the elements of your fund raising strategy into a comprehensive plan that is both cost efficient and effective.

You don’t have to be the first to ask, but you have to ask first.

Donor acquisition is the single most important feature of any successful fund raising strategy.  It is the launching pad for your fund raising rocket.  It’s the “Go” on your fund raising Monopoly board.  It’s the kick off to your Super Bowl.

Everything else you do in fund raising begins with donor acquisition.  The effort must be constant.  It must be permanent.  And it must be effective.

The universe is your target.  Bluegrass makes your universe manageable, but more importantly we make it reachable  and affordable by connecting you with the people most likely to respond to your appeal. . .the first time and every time after that.

by:

Aaron Stringer

Creative Director


November 14, 2012

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