Binding first-time donors to a charity
Ever more charities in Switzerland are competing for the same donors. This makes gaining new donors a challenging undertaking. Donors are becoming more selective and willing to change in view of the ever-growing choice of NPOs. Pull-out rates of less than 50% during the first year are considered to be good. It is therefore important to place the focus on the relationship to human beings. The design of this relationship should be needs-oriented and intensified over as long a period of time as possible. The agent expresses his thanks for the recent donation and welcomes the new donor. The agent also provides information on what is achieved with the donation. The goal: To bind the donor to the organisation long-term via a direct debit payment method.
What speaks in favour of such a campaign
- Good prospects of success as the NPO is already known
- Goals can be clearly defined and assessed
- Cost-effective campaigns as there is no need to acquire new contacts
- Donors can be addressed specifically as they are already familiar with the charity