Reading A Personal Touch Lifts Donations and Helps Charities Save Money by Debra E. Blum and Holly Hall reminded me of the experiment we did at Berkeley Food and Housing Project. Instead of mailing the Feeding Appeal to everyone on our database, we mailed it only to those who historically had given to that particular appeal, and found – not surprisingly – that our ROI increased significantly. Jim Young’s remark is spot on, “You raise funds by who you mail to, but you get more efficient at raising funds by who you don’t mail to.” At BFHP, we tailored solicitations based on their donors’ giving history or simply emailed them the letter. The result was generating more than we did in the past.
Sunday, October 23, 2011
Raising Money and Reducing Costs
Reading A Personal Touch Lifts Donations and Helps Charities Save Money by Debra E. Blum and Holly Hall reminded me of the experiment we did at Berkeley Food and Housing Project. Instead of mailing the Feeding Appeal to everyone on our database, we mailed it only to those who historically had given to that particular appeal, and found – not surprisingly – that our ROI increased significantly. Jim Young’s remark is spot on, “You raise funds by who you mail to, but you get more efficient at raising funds by who you don’t mail to.” At BFHP, we tailored solicitations based on their donors’ giving history or simply emailed them the letter. The result was generating more than we did in the past.
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