What a Waste!
Email fundraising has been around for quite a while … okay, not as long as direct mail … but for a while. I can remember trying to raise funds back in the 90s using names purchased from Juno.
So when I read a recent article in AFP’s eWire, about a survey of 50 nonprofits conducted by email service provider Return Path, that concluded nonprofits were missing out on the power of email marketing … I was not totally surprised.
As fundraisers, we know that successful philanthropy is about building relationships by first capturing a donor’s interest and then ensuring ongoing cultivation and stewardship for continued support.
Major gift folks target donors’ sweet spots, and ensure that they continue to receive information and updates centered on THEIR interests. But, for years, those of us in direct marketing have had to cast a wide net hoping to capture a potential donor’s interest by listing numerous programs and services provided by an organization.
Online now provides direct marketers the tools needed to make that personal connection – without having to meet face to face … but it appears the majority of nonprofits are still not taking advantage of curent technology beyond a personal salutation. What a waste!
So why the reason for missing such a great opportunity … especially now? Could it be that someone other than fundraisers are creating and sending emails … or is it a matter of not enough resource of time, staff and money to make it happen?
Whatever the reason(s) … nonprofits should evaluate the effectiveness of their current online programs … and start making the changes necessary to recruit and retain their online donors. After all, your donors are more important to you than you are to your donors.
Regards,
Sue
