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Dec 14, 2015

A Surprising Trend in Fundraising

Any of us who have studied donor behavior can tell you that your best prospect for a sustainer or monthly pledge donor is someone who has been on your file for several years and has averaged 3 or more gifts a year. And the best recruitment should be done in January.

Or is it?

This year we have studied pledge conversion for several different files, and a very different narrative than the one above is emerging.

For both of these organizations, which have mature files built on direct mail, the most likely convert to a pledge program was a single-gift donor who has been on the file a year or less.

This is actually exciting news. This means organizations can (and should) start recruiting new donors to their pledge programs right away. But not in January.

For most organizations, they are pulling the select for the January pledge recruitment long before the majority of the fall acquired donors are on the database.

I know it may sound crazy, but we recommend waiting to send your pledge recruitment package (supported by TM) in February or March. You want to hit those new donors ASAP.

You’re welcome.

December 31 Emails

This past year, we tracked email solicitations for both Giving Tuesday and December 31 (your can read about Giving Tuesday here: https://analyticalones.com/giving-spam-tuesday/). We wanted to compare these two critical days of email fundraising. Here are some...

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Giving (SPAM) Tuesday

This year, the whole Analytical Ones’ team tracked our the number of emails we received from organizations, how many we received, our relationship with the organization (active donor, lapsed donor or new donor acquisition), and, when we received the email. Here is...

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Fake Polls

Polling is getting a lot of attention today. Bad attention. This is the second election cycle in a row where the polls were pointing towards a solid win for the Democratic Presidential candidate, but the actual vote went the other way. We call the issue is called...

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