Unpack Donor Mailings Priorities

Here are 5 priorities for donor mailings, but we need your input on each.  Have an idea for one of the 5 categories?  Offer your wisdom…

* Mail smarter –

* Maximize return on investment (ROI) –

* Increase net –

* Increase retention –

* Steward Your Resources: Do all of those without spending any more money –


How can we improve in these areas?


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 Unpack Donor Mailings Priorities

  1. Mail smarter – Gary, though I believe in direct mail, my ‘group’ of donors/potential donors is too small for that type of approach. I would much rather invest my time and energy into looking at things from their point of view. What is their hot button? When did they last donate or what is their donation cycle? When did I last ask them for money? and, most important, how many times and how many ways have I said “Thank you”?

    Maximize return on investment (ROI) – I try to show our “investors” that we get much better results and a better investment with less dollars than many of the high priced or high profile ministries.

    * Increase net and Increase retention – I try to increase retention by acknowledging donors with thank you notes, visits, phone calls & emails. Some contributors do not want any recognition and I try to be sensitive to that as well. Nothing can scare off a reclusive donor than unwarranted publicity.

    * Steward Your Resources: Do all of those without spending any more money – Email and LINKEDin are my two resources along with the telephone. Another resource is being alert to other face-to-face encounters if I am already driving around the area.

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