Lawrence Henze, Managing Director of Target Analytics will be a guest on The Chronicle of Philanthropy's Live Discussions to take questions about reconnecting with donors. The "How to Reconnect With Donors Who Stopped Giving" session will be on Tuesday, August 11th at 12pm EDT. You can submit a question online and watch the discussion unfold too.
Lawrence previously did a Q&A on this blog about "Raising Money During Challenging Times" and is a very respected expert in the nonprofit sector about donor analytics and predictive modeling.
The latest edition of FundraisingSuccess has an article by him called "10 Things You Need to Know About Reactivating Lapsed Donors" that is worth reading. Here's one excerpt that I thought was very interesting:
"Target Analytics' research indicates that there often is an inverse relationship between the frequency of solicitation and donor retention or movement to ultimate giving potential. Many people recommend that you solicit for the second gift as you thank for the first, but what effect does that have on your retention rate? If your goal is to maximize the number of donors annually without fearing high attrition rates, that may be one strategy (not mine), but it is unlikely to result in donor growth and success in major and planned giving. Think before you ask over and over — it might not create the best image for your organization and flies in the face of donor- centered fundraising. It is important to fully understand how your organization solicits through all channels — direct mail, telemarketing and e-mail/Internet — and investigate opportunities in order to reduce and simplify solicitation activity."
Get nonprofit articles, best practice advice, fundraising ideas and invaluable industry reports and webinars delivered for free!