Establishing new giving relationships with prospects.
Posted: Sun Jan 19, 2025 7:07 am
While we offered multiple engagement channels (e.g., “Find us on Facebook” or an online donation link), that letter converted and upgraded more donors than any other tactic.
Pro tip: I wouldn’t use generative AI to write full drafts. But, AI tools can help you include personalized information from your CRM to humanize copy.
For instance, calling out a donor’s last volunteer interaction at the annual holiday festival helps you connect more meaningfully. AI can scale those small insertions across hundreds or thousands of letters.
I knew my donor base inside and out, which helped australia phone number material me run successful BTL campaigns. With all these pieces in place, you can start running your campaign.
4. Measure and analyze results.
As you execute your plan, check your progress often. Pay close attention to how your BTL campaign fits within your overall marketing strategy’s goals. Know which metrics matter to your organization, and use those metrics to track your campaign’s outcomes.
For instance, my donor management role’s goals included:
Reactivating lapsed givers.
Upgrading gift amounts for current donors.
Every letter in my direct mail campaign focused on meeting one of these goals. I’d then check the response and conversion rate on those letters to learn what worked, what didn’t, and how I could improve for the next batch.
Remember to gather quantitative and qualitative data, too. Post-action surveys can deliver extra intel on your audience and core messaging. Prospects might not respond to your initial BTL action.
But, offer them a chance to win a $500 gift card if they complete a survey telling you what you did wrong? That’ll start conversations.
Pro tip: I wouldn’t use generative AI to write full drafts. But, AI tools can help you include personalized information from your CRM to humanize copy.
For instance, calling out a donor’s last volunteer interaction at the annual holiday festival helps you connect more meaningfully. AI can scale those small insertions across hundreds or thousands of letters.
I knew my donor base inside and out, which helped australia phone number material me run successful BTL campaigns. With all these pieces in place, you can start running your campaign.
4. Measure and analyze results.
As you execute your plan, check your progress often. Pay close attention to how your BTL campaign fits within your overall marketing strategy’s goals. Know which metrics matter to your organization, and use those metrics to track your campaign’s outcomes.
For instance, my donor management role’s goals included:
Reactivating lapsed givers.
Upgrading gift amounts for current donors.
Every letter in my direct mail campaign focused on meeting one of these goals. I’d then check the response and conversion rate on those letters to learn what worked, what didn’t, and how I could improve for the next batch.
Remember to gather quantitative and qualitative data, too. Post-action surveys can deliver extra intel on your audience and core messaging. Prospects might not respond to your initial BTL action.
But, offer them a chance to win a $500 gift card if they complete a survey telling you what you did wrong? That’ll start conversations.