Almost all of the following were tested into control status for organizations I’ve worked with. (Many were also subsequently beaten, almost always by others in this list.)
1. Resell membership: Four-page letter telling your story, core mission, history, litany of victories. This has won and held on the longest. When beaten, it’s been on cost, not raw response.
2. “WHYFU” — Usually late in the renewal cycle, a letter asking “why have you forsaken us?” The appeal is highly personal, asking what we’re not doing as well as we used to, asking the donor to either renew or return the reply form with a note telling us “how we’re falling short.” (I’d read these notes.)
3. Hard Card — Credit-card weight plastic card with name, year of renewal membership. Best sent as first renewal. “I’m so confident that you’re renewing I’ve already enclosed your card.” You need pretty large quantities for the costs to shake out right.
4. Greenbar — Run the letter on old-style computer paper, alternating big stripes of green and white. (Also sometimes blue and white.) I’ve seen tested once with pinfeeds vs. without. Pinfeeds won.
5. School pad — Print letter on yellow stock with blue stripes, like schoolchildren use. Preprint handwritten without personalization. Or use a large typewriter font.
6. 3×5″ Card — Enclose an old-style index card with the donor’s name, address, and recent gift history. Ask donor to check info and return with renewal donation.
7. Invoice — Statements work great for big brand names like Red Cross, often for smaller groups, too. The make me uncomfortable because our relationship is best supported by personal corresondence. But they’re cheap and often win.
8. Voucher — The reply form looks like a voucher either: 1) extending membership an extra couple of months so your renewal month shifts, or 2) giving you an extra few months “free” when you renew now on an overdue renewal date. (These are net the same proposition.)
9, YES/NO — Ask donors to tell you clearly “Yes” or “No” on their renewal position. A rationale: as a good steward of donated money, you don’t want to have to spend resources asking again.
10. YES/NO as above, only have pressure-sensitive Yes/No labels on the carrier. Donors transfer the appropriate sticker to the reply. I’ve not seen this tested but most techniques in commercial marketing transfer to fundraising.
11. Statement of Savings — For groups that protect tax savings or retirement benefits, show a statement with a CPA air about it summarizing the financial benefit to donors. (Could this work with other missions, with an accounting of other achievements?)
12. State Specific — Personalize the overline and some of the message with state-based issues or number of renewed donors in the state. Best if the state name shows through a second window on the carrier.
13. Certificate — Format so the donors gets a 5 1/2″ x 8 1/2″ personalized certificate of appreciation. Example: Use a 17″ form. The second sheet has a certificate on the top, a perf, the reply on the bottom. Mails in a 6×9″ carrier.
14. Anniversary — Enclose a premium like a card or lapel pin with your logo and the current year. Copy makes a big deal out of this being “you XX year anniversary commemorative” including that message prominently next to the premium. (Not cleanly tested.)
15. Decals are cheap and little used outside the political arena. If they work in your renewals, print by the kajillions and mail as needed.
16. Survey — “We want your opinion as we prepare for the new year.” Ask donors to help set your agenda, establish your priorities, always framed in a nonbinding way. This can be tweaked so donors feel obliged to give more when they ask you to do more, or “add $5″ for a specific task.
17. Address labels — If label acquired, label renewals work. Also you can time these to run with your acquisition, minimizing costs.
18. Proxy Ballot — Donors are asked to participate in votes before board of directors. See “survey” above. When your Chair has a prominent name, donors can participate in a “re-election.”
19. Computer Punch Card — Remember these? Doesn’t matter. (Remember typewriters?) Not tested in fundraising, I saw one huge win in consumer marketing using an old punch-card format for the reply form. A custom die, of course.
20. Name Preference — Before issuing the renewed Membership Card, you want to ask/confirm the donor’s preferred first name. With their renewal gift.
21. Two-Year Membership Offer
22. Test AFT monthly giving in one slot. (Automatic funds transfer from bank account.)
23. Prestige Circle Club — Give them special status. Start with that 20% who provide 80%, but first plan a good communication stream for these, you best donors. Don’t take them out of the appeal cycle. Add special communications. Even easier/cheaper now with email.
24. Use a simulated overnight package. Even a 9×12″, expensive as postage has become, can be a huge winner for Renewal One.
25. “Which would you accept” — A statement of urgent need, this survey variation asks donors what to drop if you can’t reach your fundraising goals. (Done successfully but not tested.)
26. “Cut up the card” — Best with a hard card, but even if soft, ask donors to cut up and return the card because membership (ideally with associated privileges) are nontransferable
27. Quick Decision — Tell Members at the start of letter to take out their renewal form and make a quick decision, “but be sure to consider what you have at stake …” Not tested.
28. Signature Form — We need to know you received your official Membership Card and to have your legal signature on file related to right to vote on business matters. You can leverage a calendar or other premium mailing by asking for a receipt.
29. Fast Fifty — Offer a premium for the first fifty who renew from that state. Give it to all, of course.
30. Photocopy of previous renewal with “copy” stamp.
31. Urgent white mail — Laser a white piece of paper with a personal renewal appeal. Carrier also has no logo, only a return address “typewritten.”
Do you have more? Or success/failures with any of these? Send an email to happydonors@gmail.com