Eleven Reasons Donors Stop Responding To Fundraising Letter
Appeals
Donors will stop responding to your fundraising letter appeals
for many reasons. Some of which you can manage, but many of
which you cannot. Use these findings to retain as many of your
donors as you can.
1. They forget
I suppose you could call
this a case of ?poor institutional memory.? Donors simply forget
your institution. They read your letter, decide to give, put
your letter down somewhere, and then forget to mail you their
gift.
2. They get distracted
Some stop sending
gifts because they get sidetracked by other priorities, such as
the arrival of children, or grandchildren. Or a hurricane hits
their home. Or mum gets diagnosed with breast cancer.
3. They lose interest
Perhaps through a
fault of yours (you?ve strayed from your mission, perhaps), but
also perhaps because their interests change, some donors stop
their support because your mission no longer excites them.
4. They suffer financially
In some
families, the breadwinner loses his job, and the first thing to
be cut is discretionary spending, such as take out food, movies
and charitable gifts.
5. They die
You have no control over this
one, or shouldn?t have. A percentage of your donors will pass
away each year, and their gifts in the mail will cease the same
day they do. That?s why you are wise to invite your older donors
to include you in their wills.
6. You mail them too often
Some donors grow
weary if they receive too many solicitations in any year. A
letter each month might be too many for some. One a quarter
might be too many for others. Either way, they stop giving
because they feel you are hounding them for their money.
7. You don?t mail often enough
Other donors
fall away because you are never on their radar screen. Your
letters arrive so infrequently, or so unpredictably, that you
never make a lasting impression in their minds?-or wallets.
8. You don?t listen
The donor made a
complaint or a suggestion, and then decided that your
organization did not respond properly. So they took their gifts
elsewhere.
9. You treat them like a stranger
How many
times would you need to receive a letter addressing you as ?Dear
Friend? before concluding that the organization was interested
in your money and not in you?
10. They feel unappreciated
Donors like to
feel appreciated, and like to know that their donations are
being used to good ends. If your thank-you letters arrive late,
or never at all, some donors will start giving to other
organizations that show their appreciation.
11. You make them mad
Some donors will
decide they do not like your new executive director?s hairstyle.
Or your new logo. There is something you can do to retain donors
like this. But I don?t know what it is.
About the author:
Alan Sharpe is a professional fundraising letter writer. View free sample
fundraising letters and sign up for free weekly tips like
this at www.fundraisin
gletters.org.
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