Um excelente artigo, simples e directo, sobre o que funciona e o que não se deve fazer em fundraising, para manter e não acabar com o envolvimento dos doadores.
Our donors cross media channel boundaries. They're really
screwing up our neat, measurable direct-response world. It's a pain, but
it's something we must get used to and find ways of working with.
One thing not to do is encourage donors to downgrade their involvement -- or get lost entirely -- by sending them to low-involvement channels. Here are some serious wrong turns that you shouldn't encourage donors to make:
QR code in direct-mail
If you put a QR code on your direct mail, you're creating an easy path that goes away from the high-involvement world of mail and into the lower-involvement world of the web. Response rates to web-based fundraising efforts are a fraction of what they are in the mail. Response via mobile is lower yet.
Text-to-give on a website, email, or direct mail
When you encourage text-to-give on a webpage or an email, you build a path from the high gift world of the web (where the average gift is north of $50) to the low gift world of mobile giving, where the average gift is around $10.
QR codes and text-to-give have their places. Mostly for situations where the choice is between small gifts and/or not-very-committed donors -- or nothing. Like getting disaster donations from young donors who aren't on mailing lists and invisible to most of our normal channels.
But don't take costly wrong turns.
Artigo original do Future Fundraising Now.
One thing not to do is encourage donors to downgrade their involvement -- or get lost entirely -- by sending them to low-involvement channels. Here are some serious wrong turns that you shouldn't encourage donors to make:
QR code in direct-mail
If you put a QR code on your direct mail, you're creating an easy path that goes away from the high-involvement world of mail and into the lower-involvement world of the web. Response rates to web-based fundraising efforts are a fraction of what they are in the mail. Response via mobile is lower yet.
Text-to-give on a website, email, or direct mail
When you encourage text-to-give on a webpage or an email, you build a path from the high gift world of the web (where the average gift is north of $50) to the low gift world of mobile giving, where the average gift is around $10.
QR codes and text-to-give have their places. Mostly for situations where the choice is between small gifts and/or not-very-committed donors -- or nothing. Like getting disaster donations from young donors who aren't on mailing lists and invisible to most of our normal channels.
But don't take costly wrong turns.
Artigo original do Future Fundraising Now.
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