Create a comprehensive calendar-year direct mail program. Focus on the overall income generated by an annual schedule of communications, well timed with variation in format or content.
Comprehensive calendars include a multi-channel approach to:
Organizations that strategically focus on acquisition, renewal, and stewardship experience sustainable programs more often than organizations with renewal or acquisition only programs.
Fundraising programs have three goals:
- Acquire new donors.
- Renew donors and turn them into friends that stay with the organization.
- Upgrade donors and/or develop relationships so donors don’t just give gifts every year, they give larger gifts, or they give more frequently, or, they become a major donor.