For non-profits it’s all about the “ASK”

Working with non-profits one of the most common request concerns the “ask”. This is vital when attempting to get the greatest amount of return on your donor campaign.

Inevitability a majority of donors with give the smallest of the “ask” if they have a choice. What do you do? Well you make the lowest “ask” at a higher donation. But you don’t want to scare or alienate the donors that can’t make the minimum “ask”. That is the key for non-profits, know what the right “ask” is based on your donor profile.

One of the most valuable tools in using variable data in your donor campaigns. We use those fields as variables in your database to print on your letter-set, postcard or other marketing channel that you might use. And its easy, just set 3 different fields in your database associated with that donor and when we print on our digital presses call for that dollar amount for each printed piece. It keeps it in presort order so you maintain your highest automation postage discount. Below are a couple of samples of what that might look like in your database.

FirstName

LastName

Address

City

St

Zip

Ask One

Ask Two

Ask Three

John

Smith

1252 Mill Rd.

Alta

CA

95701

$25.00

$50.00

$100.00

Wendy

Taft

11454 9th St

Loomis

CA

95650

$50.00

$100.00

$250.00

Al

Sharkey

1147 Moss Rd

Roseviille

CA

95678

$250.00

$500.00

$1,000.00

Another way without going through each record in your database is to group them based on your “ask”. For example:

Group A – $10.00 – $25.00 – $50.00
Group B – $250.00 – $500.00 – $1000.00
Group C – $1000.00 – $2500.00 – $5000.00

Just mark your prospective donors to a group and we will take care of the rest.

It is so critical to know your database. Give one of our specialist a call and we will have the answers to achieving success and higher donations on your next non-profit campaign.

Published by

Brad Weston

Brad has over 35 years of print and marketing communications experience. In his older years he is still a bit of a “smart-ass” but is working on being less obnoxious. He thrives on being an alchemist, seeing things of value when others do not.