Big box stores & boutique stores, you need both!
Dear Friend,
This shopping analogy is one of my favorite ways to think about the different channels in a robust donor communication program.
Consider streamlined communications like direct mail, email blasts and texting campaigns analogous to big box store shopping – Costco, Walmart, Target. The products are mass produced and relatively inexpensive, albeit rather generic.
But gosh, can you get some great deals on essentials that meet the basic needs of your household.
If direct response programs are your one stop bulk shop, then personalized communications are akin to your boutique stores. Think hand written notes, meeting request calls, and project tailored proposals here. They take more time and expense to produce because they are built around a narrow targeted audience or often just one person.
Streamlined Communications: The Big Box Store
I have to admit, with teenage boys in my home, I’m a pretty big fan of Costco. In fact, I once watched a documentary about their business model and I was struck by the effort they put into vetting their products to offer their customers a curated yet budget friendly product selection. This too, we can use in our analogy.
Cost Efficiency: Bulk mailings or digital campaigns keep costs low while maximizing reach. However, quality control is paramount.
Scalability: You can reach thousands of donors with a single campaign, spreading your message far and wide.
Consistency: Standardized messages ensure your core values are communicated clearly.
Customized Communications: The Boutique Store
Now for personalized donor communications, think wedding dresses. It’s been a while for me, so we’ll consider my newly married friend Mary. After lots of unsuccessful shopping trips, she found a dressmaker, a couturier, really a visionary.
To capture Mary’s dreams perfectly, the designer met with her several times to offer ideas and listen closely to Mary’s desires. This was a six month long intentional and very personalized approach.
Here’s why this type of communication matters in fundraising:
Mission Alignment: By connecting your programs to a donor’s specific interests – whether that’s faith-based initiatives or policy reform – you are able to meet the donor’s own goals, which is a high value proposition.
Deep Relationships: Tailored outreach shows donors you see them as individuals, not dollar signs. It fosters trust and loyalty paving the way for continued support.
Higher Impact: Personalized appeals are more likely to inspire major gifts or legacy donations because they resonate with the donor’s passions.
Striking the Right Balance
We see many organizations pursuing only one or the other approach, which is understandable given the limited resources and fundraising expertise in most nonprofits. However, these groups can be missing out on reliable revenue sources to help meet daily operational needs or even pivotal growth opportunities.
Here’s how to make both work for you:
Segment Your Audience: Group donors by giving history or interests. Use mass communications for donors who have shown you that’s how they prefer to give and personalized outreach for those with the highest capacity.
Invest in Systems: Donor management software can help streamline mass outreach while providing insights for personalization.
Test and Refine: Track responses to different approaches. Try sending a direct mail piece followed by a personalized email to top responders. See what works best.
Closing Thoughts
Like shopping, donor communication is about balance. Big box strategies help fill your fundraising shelves, while boutique approaches are needed to fund the higher ticket items in your organization. By blending both, you can build a donor base that’s not only broad but deeply engaged.
Now here’s one last tip. If you’ve gone through the expense to have that show stopping wedding dress made, the one that has all the guests oohing and ahhing – that perfectly on point communication piece – chances are you could use it for others.
Strong messaging can be adapted for many uses. Just make sure, like any good tailor would, that it fits the next donor just as well.
As always, we’re here to help with your fundraising strategy. You don’t have to be the bulk or boutique retailer by yourself. If you’d like to chat about refining your donor communication efforts, feel free to reach out.
Sincerely,
Amanda Robey
Movement Funding