What Do You Mean You Can’t Afford It?

12 Nov What Do You Mean You Can’t Afford It?

12 November 2024

By David Allen, Development for Conservation

If you send a follow-up letter to the people not responding to the appeal, you might get closer to your goal.

We can’t do that.

Oh? Why?

Too expensive. Can’t afford it. It’s not in the budget.

[Quizzical Huh? Face]

When was the last time you sent an appeal letter that didn’t raise at least as much as it cost you to send?

OK – some of you will have examples, so let me rephrase the question.

When was the last time you sent an appeal letter to your current members and donors that didn’t raise at least as much as it cost you to send?

There are several ideas at play here. First is an assumption that the cost of appeal letters is the only financial consideration. The revenue coming back should also be considered. And the continuity of your connection with people who support you – thereby increasing the long-term value – should be considered as well.

In the short-term, the NET return should be considered at least as much as the out-of-pocket costs. If you spend $2,000 to raise $3,000, that’s a high percentage cost for that particular mailing, but it’s still a net positive for the organization. “I can’t afford it” quickly translates to “I don’t really need the extra $1,000.”

In the long-term, donors who give one year are statistically more likely to give again the next year. Every year that goes by without giving at all makes it less and less likely that the land trust remains one of their more important charities and less and less likely that they will give again ever. Conversely, the more consecutive years they give, the more and more likely it is that they will give again and again and even include a legacy gift in their will. In other words, the long-term opportunity cost of not securing a gift this year could be enormous.

What does “not in the budget” mean in that light?

The second idea at play is that people not responding have considered it and are saying “No.” A follow-up amounts to harassment and won’t result in more giving. There are certainly some donors in this camp. But most simply missed it, or are busy, or even lazy. Maybe they weren’t the household member that opened the mail that day. Maybe it didn’t feel urgent at the time and got buried. Maybe … any number of other reasons and distractions.

Regardless, a follow-up can help.

And third is the idea that each appeal letter should be considered separately. A better plan might be to consider the original letter and one or two follow-up letters mailed to people not responding as one single appeal, or appeal campaign. You might even fold in a plan for email and/or telephone support.

You might even take an analytical look at the donors who gave last year and who haven’t responded. Any one on the Board know them? Would a more personal touch help?

But at least send the follow-up letter.

There are two competing philosophies related to follow-up letter content, and I don’t have a strong preference either way. The first picks up on the themes of the first letter and essentially says “I hope you didn’t miss this in the mail.” The second works on the theory that different segments of your audience will respond to different “appeals.” So send one that uses a story to illustrate one of your guiding principles. And a follow-up that uses a completely different story told in a different voice – from a land steward perhaps, or a volunteer, or even another donor “This is why I’m giving this year.”

An alternative might be to use humor. I did an appeal one year based on A Christmas Carol, with ghosts of wetlands past and so on. Another year I wove a story around the Stone Soup metaphor.

Regardless of your approach, time this follow-up letter for at least three weeks following your first letter. Four or even five weeks will still be OK.

But send it, because it will result in more money raised this year and the years to come.

It’s NOT too expensive. You CAN afford it. And it should have been in the budget – take care of that next year.

[Smiling, supportive Face]

Cheers, and Have a great week!

-da

PS: Your comments on these posts are welcomed and warmly requested. If you have not posted a comment before, or if you are using a new email address, please know that there may be a delay in seeing your posted comment. That’s my SPAM defense at work. I approve all comments as soon as I am able during the day.

Photo by Willfried Kade courtesy of Pixaby.