A couple of days ago I posted my first question on LinkedIn. Â Here’s the question as well as some of the answers that I received….
Question:
“It may be easier for non-profits to stop direct mail campaigns in tough economic times, but is it a wise long term decision to stop mailing to current and potential donors all together?”
Answers (7)
Internet Traffic Manager at The Jerusalem Post
“I think they should just lower the frequency of the emails + to be more informal and less demanding. just let them know that there is still a need for the money and there are still a lot of people in need. maybe stories etc. but for sure less frequent than usual.”
Vice President at Negev Direct Marketing, Inc.
 “No. It may be wise to cut back on acquisitions mailings in times of financial distress. But never, ever lose ongoing contact with your house file. If they don’t hear from you on a regular basis, the file will begin to fall apart.”
Temp Administrative Assistant at Professionals for Nonprofits & Volunteer at ARC/GNY seeking a great nonprofit position
“Yes, cutting back on mailings is a cost-cutting measure for non-profits. But it’s also good relationship management with past donors who may be feeling the pinch. There is a very good non-profit whose e-mail list I have subscribed to for many years (and have occasionally donated to). Recently they’ve increased the number of e-mails seeking monetary donations–pretty drastically, or so it seems. But I simply cannot afford to give anything right now. I’m getting tired of hitting the delete button and, for a moment this afternoon, thought about unsubscribing entirely from their list. I don’t want to, but to be asked repeatedly for what I cannot afford to give is frustrating. It would be even more so knowing an organization had paid to send me something through the mail.”
This is not a good time for non-profits to antagonize their donor bases. Tread lightly. Stay in touch, but don’t overwhelm potential donors with requests.
Direct Marketing Professional, Author and Professor.Â
“Never stop mailing. All that does is perpetuate the self fulfilling prophesy that: results are down, better stop mailing, you see, results are down!”
Marketing Exec and Direct Marketing Evangelist
“It’s not a good idea to stop mailing. You need to keep telling your story, because things will eventually turn around, and those that have told their story correctly will benefit much more in better times than others that will be beginning all over again.Â
It is a good idea to target your mailing more scientifically by merging your house data files with other lists of people more inclined to give, or mine your data for similar information. Bill Clintion touched on this during his CNN interview with Larry King. He sees the only real possibilities of success during this downturn coming not from the major donations he was getting before for his causes, but more smaller donations from a wider group of people: the Obama model.
People who care should continue to give something, and there may be others that have not been targeted with the right message that can give $10 or $20 when previously they were put off by the $100 requests.“
Communications, public engagement/volunteerism, program management
“Cutting back postal mailing is a good idea, but cutting OUT postal mailings is a bad idea. It’s hard for tech savvy people to believe it, but most people are still not reached by the Internet. And for everyone who might be telling you that Obama did *all* his fundraising through online networking, they are wrong: traditional fundraising remained an important, essential part of his fundraising.”
Owner, AvatarCompany.Com, Inc.
 “There are over 900,000 public charities in this country. Those who stop will be at a disadvantage when the recovery comes compared to their counterparts who continued to plan, engage audiences, cultivate relationships and solicit. Hunkering down has not proven to be a leadership strategy leading to a desired outcome. Historically, during other hard economic times it is proven that donor/prospect cultivation has its benefits short and long term benefits. Let your donors know they are family in good and hard times. If done right and when the recovery comes you will be first in line for attention . . .”
YoavÂ