Be the first to like this
Ministries and their consultants have invested heavily over the past decade or more in message development for fundraising appeals and in testing mail and e-mail concepts to determine which are likely to yield the greatest returns in each specific appeal transaction. While this has been successful, in the most recent economic downturn many ministries struggled to maintain levels of support even with well-tested appeals. Our work on behalf of several of these ministries suggests that one reason for this decline in support is that they had cultivated a group of donors who were characterized by high levels of transactional response but low levels of overall engagement with the ministry.
In this analysis we explore patterns of engagement that we commonly see between donors and our ministry clients and share new tools for building and monitoring effective and sustainable engagement.