Fundraising Letters Step #1 -
Creating and Maintaining Your List
By Merle Benny
Previously I wrote an article on the 7 steps of a fundraising letter, it has been so popular I thought you might like more. This is the first in a series of articles that explores each of those 7 steps in greater detail.
Step #1: Creating and maintaining your list.
Your database is golden. Creating and maintaining it is the primary step in fundraising. More than a list of names, it is a tracking system for your communications and interaction with each of your donors. A good database allows you to efficiently enter and maintain data.
Revisit the technology. If you have a database you are pleased with, consider reviewing it anyway. Are you using all the features it offers you? Is there an upgrade that you haven't taken advantage of? If you do not have a good database, start exploring your options. Do enough online research to compare features and understand pricing. Next, make your wish list and figure out how you can get the best product to fit your size and budget.
Then consider how you are using it. Is there someone who really knows your list? Do you keep it up to date with the information you need? If you find yourself wishing you knew more or could easily communicate with a subset of the database, invest the time to make that possible.
Create a system. It is always amazing to see how a chore (like updating a database) can go from an eternal irritation to a smooth system. Really. Break down the steps, make the assignments and start building your database systematically, regularly and efficiently. You have so many opportunities to make new friends and reconnect with old ones, in person and online, now be sure that the first thing you do is add their names to your database. NOTE: This habit will reap many rewards in addition to giving you a better mailing list for your next fundraising letter!
In the previous article I explained two types of lists: compiled and direct response. Compiled lists are taken from directories, phone books etc. Direct response lists include people who have responded to direct marketing and fundraising appeals. You may need one or both of them to expand your list rapidly. But there is another interesting that is open to you now: Social Networking.
Social Networking is the newest, hottest way to connect. Chances are that in the past year or so you have connected with long lost classmates, coworkers or even family members. The tools and sites available to you for searching are growing daily. Some are designed for professional networking, other for friends and many mix the two. If you, as an individual and an organization, work these sites you can build your database with excellent prospects that already have a connection to you and/or your work.
With a great database you can do targeted communication all year long. Then, when you are ready to ask for money you send out your fundraising letter and you get results! I will continue this series exploring each of the remaining 6 steps in more detail. They include Writing Your Letter, Getting Attention with Insertions, Asking for a Contribution, Timing Your Letter, Mailing It and Testing.
Merle Benny is a nonprofit management consultant and trainer and the author of "The Winner's Circle," a practical, easy-to-use program for nonprofit success and growth covering 11 key Actions including planning, branding and raising more money. It can be found at http://www.Nonprofit-Champion.com/winnerscircle.html
With over 25 years marketing and management experience, as well as being a lifelong volunteer, Merle's creative solutions for nonprofit organizations have included project management, strategic planning, events, websites, videos, branding, annual reports, brochures and development. She provides free ideas, tips and tools for nonprofit leaders at: http://www.Nonprofit-Champion.com
This article may be freely distributed if the author information stays attached.
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