Retention Mailings Up
The Agitator is gratified by this report from Fundraising Success indicating that retention mailings have grown by 16% from 2010 to 2011.
As Ethan Boldt observes: “…fundraisers are putting more emphasis on keeping the donors they have on their rolls.” Hallelujah! [Check our postings under ‘donor retention’.]
He also notes that expire mailings also went up 7%.
We don’t know whether this increase represents sheer desperation (given declining acquisition rates) or growing strategic awareness of the huge financial payoff from improving retention. But I guess we’ll take it as a positive sign either way.
These and other trends are analyzed in “Cross-Channel Fundraising Tips and Trends“, a comprehensive analysis of 2010-11 mail and email trends (package and offer types, techniques, seasonality, etc), together with articles and case studies from some of fundraising’s ‘best and brightest’, available (US$67) from DirectMarketingIQ and Fundraising Success.
Tom
Behavioral Science Q & A
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