Coming to Grips with Acquisition
Every nonprofit we encounter asks about a solution for acquisition. It is without a doubt the most challenging aspect of direct mail fundraising. We advise clients to first get their direct mail program up and running well before launching an acquisition. It’s better to get some successes under your belt and build momentum before allocating precious funds on acquisition.
The Good News…
Some NPO’s prefer the once a year large acquisition concept. Unfortunately that commits your entire acquisition budget to the success of one mailing. An alternative is to add a segment of acquisition (10-20,000 pieces) to each current appeal. It allows you to spread the cost, to test against your control and to incrementally improve each time you mail your current appeal. So if you mail your current appeal four times a year then you have four opportunities to test and improve your acquisition piece. It allows you to spread the cost and to improve and build on past efforts.
Target Your Best Donors
By cross-referencing your donor records with consumer data we are able to build a demographic analysis to determine who your best donors are.
We prepare a report detailing and identifying the exact demographic of your top donors and then use this ID to scout for all prospects within a geographic radius of your fundraising location/region etc.
This produces an Acquisition list of new donors based on Your Best Donor ID.
As we mentioned above, we can help you test this while keeping costs down by adding a segment of acquisition to your current appeal mailing. Simple add on 10,000 records of new donors to your next current appeal which will reduce your total cost per piece when run all as one project.
Our Multi-Touch program incorporates acquisition as one of its objectives. It combines all your direct mail goals together into one integrated campaign.
See our Multi-Touch page or your account executive for more details…