Making a list, checking it twice
Gearing up for the end-of-year campaigns? Let’s talk about your list.
As the fall season kicks into high gear, most nonprofits are also gearing up for the best time to reach out to donors for those holiday and year-end campaigns. On average, most nonprofits receive at least 40% of their annual donations during this time and for some, that percentage is nearly 70%.
Getting properly prepared to maximize year-end fundraising efforts and reach donors is the first step and that starts with good data. According to direct marketing experts, there are three critical elements to a direct mail or email appeal: the list, the design and the copy. The quality of a list can make or break a campaign. It is the biggest and most important investment in your campaign. Caring for a list should be a top priority when it comes to fundraising. But how do you care for a list?
Good question. On a regular basis, whether you choose to do it annually, quarterly or more often, audit the database to be sure data is being entered consistently and accurately. A few simple questions about the data can get you started in the right direction. Are salutation fields being populated properly? Is giving history correct and up-to-date? Are returned mail and email bounce backs noted and updated where possible? You might even consider running a spell check on the entire file. Based on the outcome, consider creating an internal “data stylebook” – for more, download our Data-Driven Annual Campaign workbook here.
Next, when was the last time you ran a National Change of Address (NCOA) on your mailing list? Did you know WE can help with that? With our WE Clean product, you’ll not only get information on the 10-20% of your constituents who have moved in a given year, but email addresses, phone number and a deceased append. The price is literally pennies per record – and, you’ll be saving a lot of additional money on returned mail and print overages.
To help get you started on getting your list ready, take our Data Readiness Challenge by downloading this free data hygiene checklist.
If you want more information on data appends, contact WealthEngine today.