For years, nonprofits have been complaining, “My donors are aging, but it’s impossible to find great, new direct mail lists to drive growth.”
Finally, there is an answer. Let me explain…
Every day, millions of prospective donors visit nonprofits’ websites. Unfortunately, approximately 95% of website visitors don’t register or donate. They remain unidentified. Obviously, these individuals are interested in the nonprofits’ activities and are far more likely to donate than names you might get from a compiled list.
So here’s the good news…
We now have a privacy-compliant method to capitalize on this anonymous website browsing behavior and communicate to these prospective donors in a highly relevant, personalized, and timely fashion. In fact, the majority of website visitors can be matched and mailed in as little as 12 to 24 hours. In addition, these prospective donors can be added to your existing donor acquisition mail programs.
By using this progressive technology, you can select which website browsers to mail. For example, you can mail people who have abandoned your donation page, or mail folks who visited your sustainer program page. Then we can personalize your letter and package, based on each visitor’s browsing behavior in combination with other appended insights, like age, gender, geography, income, propensity to donate, etc.
So can this innovative technology solve the dilemma of an aging donor file and a dearth of new names? Absolutely!
In a recent example, working with a large nonprofit, this web-to-mail approach identified thousands of new prospective donors with an average age of 53, as opposed to the nonprofit’s existing donor file, populated by people 71 years old on average.
Will this new approach be the best donor acquisition list ever? Find out!
Don McKenzie is President & Chief Growth Officer of Innovairre Communications, which supports more than 500 nonprofit organizations around the world. Contact us at Answers@Innovairre.com, and follow us on LinkedIn and Twitter.