With the summer solstice upon us, it’s time to make sure you’ve done some important foundational work to improve your program before our long days fade out into fall campaign deadlines.
Commit to these four actions (and find a committed team to work with you), and you’ll be well on your way.
- Analyze performance: Look closely at campaign results over the past couple of years – assess what worked – recognize what didn’t – map out how to do more of what did.
- Review creative: Put all of your letter campaigns side-by-side to truly see the donor experience – come up with some ways to make it stronger. (Do this for e-campaigns too!)
- Shore up your monthly donor program: Unless your retention rates are in the 90’s, you still have work to do – intently review your cultivation and recapture process – find new ways to automate and keep more donors in the fold. (Hint: place a laser focus on converting your monthly donors to EFT payments.)
- Look outside: Consider how the outside world (especially politics) is likely to impact your program in the year to come – gather samples from other organizations to explore what they think is working – build a responsive program.