Most nonprofits are now coming off their most productive fundraising season, the “giving holidays” and days leading up to the end of the calendar year. You’ve sent your most powerful appeals. Let’s hope you raised a ton of money. But now what? … What to do in the dry days beginning a new year?
– Remind them why they joined. A core-mission appeal can work well this time of year. Donors’ mailboxes are no longer overflowing. You’re not up against all your category competition. Consider mailing your recruitment control, or a version thereof. At least one test has shown that long-lapsed donors will be more receptive to the original recruitment control than to any “Renewal 7″ or “WHYFU” in your toolkit.
– If you haven’t yet, create an appeal that hits right down the center of your recruitment package themes. Different, but not that different. A little to one side or the other. Try it in January to people who are lapsed one year or more. And then keep it on hand to test as a “Second Gift” appeal to mail newly acquired donors instead of whatever topical appeal might be in any given monthly slot.
– Use your Welcome Kit as a year-starter. All those who gave in December need a strong “Thank You,” right? So send your powerhouse Welcome Kit. (Written about such a number of times on happydonors. See that Search box?) You’ll express appreciation, deliver your member/supporter card, and get some donations along with your survey. Cheap, too, if you print along with a year’s worth of Welcome Kits that can be lasered later?)
This place on the calendar and in your donors’ lives is right where you want an “evergreen” — something you can mail reliably in the first days of EVERY year. If you don’t have one yet, it’s time to test into it.
Happy New Year!