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Beautiful Partnerships:
How One Organization Is Leveraging Its Direct Mail Program
for Maximum Donor Engagement
Amy Sukol ...
2
Does Your
Development Operation
Feel Like This …
3
Or
Like This?
4
DOROT alleviates social isolation among
the elderly and provides services to help
them live independently as valued
memb...
5
Lautman Maska Neill & Company has
partnered with DOROT in their
fundraising efforts for almost 20 years.
Meet Amy Sukol
...
6
Share The Same Goal:
Maximum Donor Engagement
7
Share the Same Vision:
The Channel is Not Important – The Person Is
8
Share The Same Values:
Mutual Respect & Open Communication
9
Above All…
Be Open to Change
10
• No sharing — silos
• Fractured internal communications
• Limited donor communication — very transactional
• Very reac...
11
• Better New Donor Retention
• Better Donor Engagement
• More Donor Upgrades
Working Well Together Brings:
12
• New donor retention is up!
• Direct mail revenue is up!
• Online revenue is up!
• Overall fundraising campaign had it...
13
New Donor Retention
14
A “Welcome”
package
15
“Thank you” calls
to new donors
16
Thank you
emails to new
donors
17
Engaging Donors
Across Multiple Channels
18
In the Mail: Customized messages to the “almost lapsed”
On the Phone:
Proactive calls to
the “almost lapsed”
and “one-t...
19
Mail & Phone:
Special year-end LYBUNT mailing
combined with coordinated calls
20
Welcoming all donor calls – even the not so nice
ones – can turn complainers into friends
21
Use Other
Channels to Offer
“Insider Info”
&
Give donors the
recognition they
deserve
22
Donor Upgrades:
Leveraging All Channels for Success
23
• $1,000 and over is considered high-dollar
• $360 – $999.99 is mid-level
• Anyone under $359.99 is low-dollar
Donor Le...
24
0-12 month donors ($1,000+) mailings are
sent back to DOROT office to be culled
through and mailed out first class from...
25
• Most high dollar donors were likely DM acquired
• Most have probably given to DM in the past (when they
were giving a...
26
Coordinate “who is getting what” to maximize giving:
Meet to review calendar together, decide in advance where
there ar...
27
Amy Sukol Audrey Stein
asukol@lautmandc.com astein@dorotusa.org
facebook.com/lautmandc
twitter.com/LautmanDC
linkedin.c...
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Beautiful Partnerships

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Beautiful Partnerships

  1. 1. Beautiful Partnerships: How One Organization Is Leveraging Its Direct Mail Program for Maximum Donor Engagement Amy Sukol and Audrey Stein
  2. 2. 2 Does Your Development Operation Feel Like This …
  3. 3. 3 Or Like This?
  4. 4. 4 DOROT alleviates social isolation among the elderly and provides services to help them live independently as valued members of the community. We serve the Jewish and wider community, bringing the generations together in a mutually beneficial partnership of elders, volunteers and professionals. Meet Audrey Stein from DOROT
  5. 5. 5 Lautman Maska Neill & Company has partnered with DOROT in their fundraising efforts for almost 20 years. Meet Amy Sukol From Lautman
  6. 6. 6 Share The Same Goal: Maximum Donor Engagement
  7. 7. 7 Share the Same Vision: The Channel is Not Important – The Person Is
  8. 8. 8 Share The Same Values: Mutual Respect & Open Communication
  9. 9. 9 Above All… Be Open to Change
  10. 10. 10 • No sharing — silos • Fractured internal communications • Limited donor communication — very transactional • Very reactive! It Wasn’t Always this Great …
  11. 11. 11 • Better New Donor Retention • Better Donor Engagement • More Donor Upgrades Working Well Together Brings:
  12. 12. 12 • New donor retention is up! • Direct mail revenue is up! • Online revenue is up! • Overall fundraising campaign had its best year ever! The Proof is in the Pudding
  13. 13. 13 New Donor Retention
  14. 14. 14 A “Welcome” package
  15. 15. 15 “Thank you” calls to new donors
  16. 16. 16 Thank you emails to new donors
  17. 17. 17 Engaging Donors Across Multiple Channels
  18. 18. 18 In the Mail: Customized messages to the “almost lapsed” On the Phone: Proactive calls to the “almost lapsed” and “one-time a year” givers
  19. 19. 19 Mail & Phone: Special year-end LYBUNT mailing combined with coordinated calls
  20. 20. 20 Welcoming all donor calls – even the not so nice ones – can turn complainers into friends
  21. 21. 21 Use Other Channels to Offer “Insider Info” & Give donors the recognition they deserve
  22. 22. 22 Donor Upgrades: Leveraging All Channels for Success
  23. 23. 23 • $1,000 and over is considered high-dollar • $360 – $999.99 is mid-level • Anyone under $359.99 is low-dollar Donor Levels at DOROT
  24. 24. 24 0-12 month donors ($1,000+) mailings are sent back to DOROT office to be culled through and mailed out first class from DOROT • If they’ve given recently, they are pulled • If they are being pursued for a larger gift, they are pulled • Everyone else receives a handwritten note on the reply form “High dollar” donors remain in the mail – but …
  25. 25. 25 • Most high dollar donors were likely DM acquired • Most have probably given to DM in the past (when they were giving at lower levels) • The mail can help education donors and continue the conversation, paving the way for upgrades either through the mail or in response to a personal solicitation • It frees up staff for more personal contact with donors Why Do They Get the Mail at All?
  26. 26. 26 Coordinate “who is getting what” to maximize giving: Meet to review calendar together, decide in advance where there are overlaps by channel, and outline common goals Good Communication Within the Team is Key
  27. 27. 27 Amy Sukol Audrey Stein asukol@lautmandc.com astein@dorotusa.org facebook.com/lautmandc twitter.com/LautmanDC linkedin.com/company/lautman-maska-neill-&-company Lautman Maska Neill & Company DOROT Beautiful Partnerships facebook.com/dorotusa twitter.com/dorotusa

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