Justin is Funraise's CEO, a co-founder, and a bad-ass, experienced nonprofit fundraiser. Like a true fundraiser-turned-founder, he breaks down the concepts behind Funraise's mission everywhere he can make nonprofits' voices heard.
Stop acquiring low-quality revenue that is destined to churn.
I know this will be another unpopular view, but the way nonprofits run their direct mail campaigns is dead wrong.
Think about it from a donor perspective...
- They receive a piece of mail that was designed to get them to open it.
- Once opened they scratch their head and wonder who this nonprofit is and how they got their home address?
- Then over 90% of them throw it in the trash.
This is not a good way to introduce your nonprofit to a prospect.
When is the last time you bought a product that was marketed to you in the mail without any former engagement with the company? The reason nonprofits have such a high churn rate is that they acquire low-quality revenue.
Start using direct mail for meaningful touch-points with existing donors instead of using it to acquire new ones.
Can't listen to the video? Scroll down to read the transcript.
I think that a lot of nonprofits, the companies that I have with them is helping understand that it's not that we're trying to say, hey, direct mail is bad. Because there's plenty of use cases for it. I actually think direct mail, the best use case of direct mail to drive people online and to give them that experience through a piece that's more meaningful. Direct mail works best when maybe I donate $100 and I'm sent something two days later as like a reminder of that gift.