Donation Growth Strategies

Good times are just ahead. Oh, did I say this month? I meant next month, or the one after that. Or…

Yes, the “jobless recovery” continues at a pace too fast for any of us to keep up with, which means nonprofit organizations must keep on doing their work. That usually means they need to keep on growing so they don’t stagnate. They are needed now more than ever, but now could be a good time to grow, rather than waiting until next month, or the next, or…

Speaking during the DMA Nonprofit Federation conference earlier this year, Sherry Minton of the American Heart Association (AHA) offered advice on the ways by which nonprofits can strive for growth at a time when such a thing seems difficult.

  • Manage your in-house prospecting. When direct response took control of selecting in-house prospects for AHA’s acquisition mail, response increased by 9 percent.
  • Think of 13-month telemarketing. Reach donors by telephone 13 months after their last gift.
  • Use hand-written mail to new $10+ donors. The AHA increased response 100 percent. There was a lower net because of higher cost, but significantly more donors made a second gift.
  • Drop acquisition names based on contact frequency. This allowed the organization to reduce volume without loss of donors or income.
  • Remember to cross-market direct marketing and planned giving. Track estate gifts to the direct marketing donor base. Market planned giving to your direct marketing donors more aggressively.

Share your number one growth strategy…


About Gary Coiro

Nonprofit & Church Leader Nonprofit Leader and Consultant since 2004, following 15 years as a pastor. Competencies include board development, fundraising, staff development and management, strategic planning, church work, Bible teaching, and capital campaigns. Currently consulting and serving on the Church Ministries Management Team for a large multi-cultural evangelical church.
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One Response to Donation Growth Strategies

  1. This was a great article, one thing that we find that works is while you are waiting to hear from leads, donors etc, send them literature about what your organization has been up to and how their donations is put into work.

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