Take Survey
MEDIA, JOBS & RESOURCES for the COMMON GOOD
NEWS  |  Finance, General, Research

Saying Thank You – Testing the Online & Direct Mail Donation Process


Thursday, 4th March 2010 at 3:51 pm
Staff Reporter
A US consultancy has found that only half of Not for Profits actually say “thank you” for online and direct mail donations.

Thursday, 4th March 2010
at 3:51 pm
Staff Reporter


0 Comments


FREE SOCIAL
SECTOR NEWS

 Print
Saying Thank You – Testing the Online & Direct Mail Donation Process
Thursday, 4th March 2010 at 3:51 pm

In an unusual investigation to test the online and direct mail charity donation processes in the US, consultancy firm, Amergent found that only half of the Not for Profits it ‘tested’ said thank you to donors.

Amergent says it made over 100 “secret” gifts to 70 different Not for Profit organizations to test their online donation process and their donor stewardship for both online and direct mail gifts.

It found that while there were some stellar examples, many organisations have opportunities to improve their donor retention.

The investigation found that only 52% of Not for Profits processed a direct mail gift in a week or less, and only 23% processed a credit card gift within 24 hours!

Just over half of all the NFPs actually used the words “Thank you” in the subject line and the first sentence of the email message that followed an online gift.

As well, only 44% of Not for Profits sent a direct mail appeal to new donors within 30 days. While a mere 28% of the organisations actually captured and used the email addresses that accompanied mail-in gifts.

And of the 70 organizations, only one made a phone call to thank Amergent for a gift (and to ask them to consider monthly giving).

The consultancy says processing the gift quickly, thanking the donor sincerely, and following up with another message quickly are all critical to getting a second gift.

Amergent found that donors who give again in the first 100 days are twice as likely as one-time donors to be giving three and four years later.
 




Got a story to share?

Got a news tip or article idea for Pro Bono News? Or perhaps you would like to write an article and join a growing community of sector leaders sharing their thoughts and analysis with Pro Bono News readers?

Get in touch at news@probonoaustralia.com.au

 Print

Get more stories like this

FREE SOCIAL
SECTOR NEWS

Write a Reply or Comment

Your email address will not be published. Required fields are marked *



YOU MAY ALSO LIKE

Netflix Cleaning Craze Puts Charities Under Pressure

Maggie Coggan

Wednesday, 16th January 2019 at 5:24 pm

Aid Groups Pledge to Hold Government Accountable

Luke Michael

Wednesday, 16th January 2019 at 5:16 pm

Homelessness Services Fighting the Heat

Maggie Coggan

Wednesday, 16th January 2019 at 1:12 pm

Disability Employment in Public Service Going Backwards

Luke Michael

Wednesday, 16th January 2019 at 10:34 am

POPULAR

Australia’s 2018 Human Rights Performance Slammed

Luke Michael

Wednesday, 9th January 2019 at 3:24 pm

Labor Shake-Up to Jobactive Celebrated by Sector

Maggie Coggan

Wednesday, 9th January 2019 at 5:09 pm

Review Reveals Significant Failures in Disability Service Provision

Luke Michael

Tuesday, 8th January 2019 at 4:52 pm

Campaign to Free Aboriginal Women Raises Almost $300K

Luke Michael

Monday, 14th January 2019 at 5:19 pm

Take Survey
pba inverse logo
Subscribe Twitter Facebook

Get the social sector's most essential news coverage. Delivered free to your inbox every Tuesday and Thursday morning.

You have Successfully Subscribed!