Nonprofits collected $58M in donations during the last two months of 2014, up from the $53M they brought in during the same months in 2013. What they haven't figured out is how to convert many of the one-time donors into ongoing supporters. Merkle Response Management Group president Bill Sayre says it doesn’t take much to turn one-time donors into regulars. His organization, which helps nonprofits with donation processing, advises clients to personally thank first-time donors with a phone call or handwritten note.
He also says nonprofits are using micro data to send highly customized communications. If the donor puts a stamp on the envelope instead of relying on the postage provided by the charity, the gesture can be noted in the thank-you note. Organizations are also getting their executive director or other high-level leaders to sign thank-you letters. Bill says the changes aren’t rocket science but most organizations don’t have the resources to make communications with donors so personal.
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