The Best Lists in Prospecting Are Free!
Posted on Tue, Mar 09, 2010
By Minyi Berlan, List Planning Services, AH&A
Did I catch your attention with “Free”? I hope so.
In today’s economy we can all save some money for our organizations, especially if "free" also improves our recruitment campaigns’ performance.
If you are involved in finding new donors or members for your organization, then you probably already know that prospecting list costs can be a good chunk of your direct mail acquisition budget – upwards of 20% for some campaigns, depending on the mix of rental versus exchange lists.
The truth is some of the best potential members and donors cannot be bartered for (via rental or exchange) because your organization already has access to them! If you look internally, I bet you’ll find some worthwhile “warm” prospect names – people who have already shown that they’re interested in your organization, but just haven’t gotten around to giving a gift of support – yet.
So here’s my quick list on where to look for FREE and better prospective donor or member names:
- Attendees at rallies, informational/educational sessions, or talk
- Visitors to your museum or operational facilities (if your organization provides tours)
If they are interested enough to show up to your events, they’ll be interested enough to hear how they can help.
- E-newsletter subscribers
- E-commerce customers
- Online action takers signing e-petitions and (hopefully) spreading the word to their friends
If someone is happy to sport your gear and tell their friends about you, chances are good that they’ll be proud to be a card-carrying member or donor too.
- Petition or Card Signers Only
Once in awhile, you will receive a signed petition or card of support in the mail, without a donation. These names are worth saving for a second mailing because sometimes that’s all it takes to underscore the importance of a financial gift in addition to their kind words of encouragement.
AND if they happened to include their email address, be sure to add them to your online conversion program too! (What you don’t have an online conversion program?!)
- Deep Lapsed Donors/Members
- These are the people who gave to your organization a long time ago, but are no longer mailed in your house renewal or appeal programs due to a lack of response.
Perhaps they were not in the position to give at the time, but circumstances might have changed and their desire to help is still there. Reach out to them again, in case they forgot about your organization in the midst of their busy lives.
- If your organization provides a service (such as job placements or community outreach), don’t underestimate the power of paying it forward.
- As many educational institutions already know, alums are often your best source of prospective donors.
Many of our clients find that their warm prospect lists tend to perform on par or better than top outside lists.
So start talking to people within your organization to uncover these valuable leads. And please leave a comment, if I am missing any sources you use for warm prospect leads. Idea exchanges are always welcome!