Top 10 Direct Mail Fundraising Myths - Part 2
By Wayne Gurley
President & Creative Director
Myth #2: Always ask a prospect to give at least $100.
Even though people may be able to give more than $15, $25, $50 or $75 to an initial direct mail appeal, they usually don’t, mainly because they’re “auditioning” your organization and want to know how you’re going to treat them after they make their gift.
If you pass this test, they’re likely to make a second gift to your organization.
It’s like that old saying - “You never get a second chance to make a first impression.”
Here are the most important things a new donor wants to know after sending his or her first gift...
Was I thanked and my gift properly acknowledged?
Was my gift acknowledged quickly (within 24-48 hrs) with a letter and preferably a phone call?
Was my gift put to good use as I intended, and is it having the desired effect?
Answer these three questions properly, and you’re likely well on your way to a long-term relationship.
Answer them poorly - or not at all - and your new donor may ignore you the next time you ask.
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