Of those organizations that remained fiscally buoyant throughout the heart of the recession, they shared one thing. They increased their acquisition programs even though it was expensive to do so.
During the 2011 National Catholic Development Conference (NCDC) in Orlando, Fla., Bryan Terpstra, vice president of fundraising and Robin Riggs, chief creative officer at LW Robbins in Holliston, Mass., gave some insights on how nonprofits could update their acquisition programs.
- Brand Positioning — Clearly define your mission through your direct mail. If you’re mailing to a donor for the first time, they might have no idea what your organization is trying to accomplish.
- Brand Awareness — Once you’ve defined your mission it is important to illustrate that in as many channels as possible. Possible donors look at all kinds of media. Use public relations, events, advertising and social media to try and get your message out to new supporters.
- Identify Your Best Prospects — Use lists to see donors who contribute to similar organizations. Look to stakeholders and warm prospects as parties who may be interested in your cause.