Keep Fundraising Simple - But Not Easy

There is an increasing trend towards data segmentation and personalization of mailings as smaller organizations try to take on the lessons of mass mail marketing. The points make sense and it is exciting to consider all the possibilities. Which group is it best to mail to in which way? What should I add to the cover of the envelope to get it opened? Don't forget the P.S. at the end of the letter. Now we're beginning to make flash presentations for e-mail campaigns etc.

Remember - these might help, but they are the techniques used in mass mailouts to get that extra 0.1% of success that will make a serious difference in a list of thousands, or tens of thousands being mailed to.

Most organizations have small mailing lists - do these techniques make sense? Consider a ist of 1000 names. If you do everything right to get an extra 1% response, you're adding 10 new donors. Nice? - of course. But it is the best thing to do?

What works best is the personal connection. Speaking directly to your potential donors, or even better, having a friend of the potential donor speaking to them. Sending a handwritten note - not a computer generated, apparently handwritten note - is better than the fanciest mass marketing approach.

So consider carefully where you are investing your time and energy.

Sometimes I liken this to a person procrastinating. They'll spend hours organizing, labelling, filing, reading books on Getting Things Done. Anything to avoid what we don't want to do - the actual hard work. So many fundraisers try to go big and mimic the approach of large professional mass mailers - by going fancy and complicated you feel like you're getting somethign done and you make yourself seem more professional. But it just might be an avoidance of the hard work - getting out and talking to people. Phoning people and actually asking.

This is just food for thought. Don't get me wrong - research, knowing your donora, sending them materials so that they know what you are up to - it's all important. Just be sure that you don't avoid the real work that needs to be done. Believe me, the organizations with tens of thousands of names on their mailing list would phone everyone personally if they could. If you can - do it!