Finally! A turn-key way to convert your
website visitors and other prospects into donors. E-mail
helps, but can’t do the job alone. Direct mail alone
can be too slow. DonorPath™ uses both channels
to help you create a nimble, targeted and automated flow
of new donors. DonorPath™ also increases
your prospects’ online engagement and cuts direct
mail production waste.
What’s the best way to turn your website
visitors into donors?
Successful programs know the answer: an integrated series
of contacts by e-mail and direct mail, sent while prospects
are still excited about your organization.
If you’re just putting web registrants, e-subscribers,
and other prospects into occasional acquisition mailings,
DonorPath™ can help you get better results.
Unlike acquisition packages, DonorPath™
messages build promptly on a prospects’ interest
in your organization and recognize that prospects already
feel connected to your mission and work. People who register
on your site or subscribe to your e-news want to hear
from you, they weren’t picked off of someone else’s
mailing list. Tests repeatedly show that targeting your
web-acquired prospects gets a far higher response that
even the best rented mail lists.
Why don’t more organizations do this?
-In the short term, the numbers can start small. It’s
hard to keep up with small mailings every week or two
– even if they add up to big numbers in the long
term. If you need more prospects’ e-mail and postal
addresses, our DonorPath™ team helps you
develop new ways to encourage website visitors to offer
their contact information.
-Most direct mail programs aren’t set up to target
website visitors, even those who have asked to be contacted.
And most website engagement activities and e-mail subscriptions
aren’t set up to integrate direct mail, even when
people offer their postal address.
-Traditional cost-benefit analysis doesn’t calculate
the effect of multi-channel fundraising. DonorPath™
analysis combines the costs - and the results –
from your prospects, regardless of the channel they chose
to respond.
Benefits to your organization. DonorPath™...
Gives you flexibility – Select
your preferred mix of contacts, usually 4-6 by e-mail
and 2 or 3 by direct mail over 90 days.
Improves your message - Because the messages
are coordinated, DonorPath™ conveys the
feeling of a Welcome Series, instead of isolated, out-of-the-blue
appeals.
Is convenient – Once you approve
the message and targeting, the mail production is automated.
(We recommend you automate the e-mail contacts as well).
Is quick – The longer it takes
you to send a prospect an appeal, especially by mail,
the lower the results. DonorPath™ is set
up to receive your data as often as you like and mail
a digitally printed appeal within 72 hours. So when someone
is excited by your website and offers their contact information,
they receive a mix of service and appeal contacts within
days, not weeks or months later.
Is focused – DonorPath™
is a focused series, completed within 90 days. This creates
manageable, quarterly “waves” that don’t
depend on the timing or size of other fundraising activities.
Can be easily expanded – You can
channel new prospect groups or test segments anytime,
like ticket buyers, event attendees, online advocates,
etc. If you work with online communities like Care2 to
identify supporters through surveys, petitions or take-action
pledges, DonorPath™ gives you a more robust
follow-through process to turn them into donors.
Can be used with lapsed donors – DonorPath™
can serve as a “mini-series” for reactivating
lapsed donors. Message and timing can be integrated with
other channels like telephone fundraising.
Is cost-efficient - Variable Digital
Printing eliminates pre-printing and big quantities. You
mail as many tailored packages as you need, no more, no
less. 11,000, 1,100, whatever. You pay only for what you
need, as you need it.
Provides “R&D” –
DonorPath™ users can join periodic private
webinars to compare results and experiences. You’re
under pressure to come up with new donors and new ideas,
so use DonorPath™ as your virtual research
lab.
Download
a DonorPath™ Model...
For more information or to ask how DonorPath™
can fit your fundraising program, contact Chantel
at McPherson Associates.
