There is no question that we, who work in the non-profit world, are in unchartered waters with the coronavirus and the economic uncertainty it is causing. We’ve heard over and over from clients that they are struggling to make decisions because the situation is changing minute by minute. 

When meeting with non-profit clients for the first time, I am often surprised by how many development officers are still talking about how much money they raised with their last fundraising appeal or event.

In our previous article, “You have to know your donors to engage them,” we outlined the data points needed to build the emotional connections with your donors that lead to increased ROI for your fundraising. Many of those points can be found in your existing donor data, or through data appends, but some points will require primary research. In this article, we outline how to design research to be useful in creating more relevant and meaningful communications. 

Most fundraisers are familiar with the idea that it’s less expensive to keep a donor than to find a new one. And many are aware about how to retain donors: they need to build strong connections between the charity and the donor. In the past, charities have focused on the importance of making rational, deliberate appeals on the assumption that donors made rational, deliberate decisions when giving. 

The results of appeal season are in for Children’s Leukemia Foundation of Michigan (CLFM) and the impact of a new approach has been dramatic.