Saturday, October 31, 2009

The acquisition hook

It's damn tough to find new supporters. It's even harder to keep them.

So if it's so hard to keep them, why don't we revisit the hook that got them to support us in the first place?

I think this is too often overlooked.

Your acquisition pack talks about Darfur. Or perhaps your street canvasser talks about land preservation.

We then get so excited at the lovely new person that comes on board that we forget about what made them tick in the first instance.

Get back to your (acquisition) roots. Make it normal practice to bring your new donors back to where they just were, just days or weeks ago. Use some variable copy in the next appeal or that subsequent phone call to remind them why they did what they did.

Remember, it was damn hard work finding them. If you play back why they made that decision to help you, you'll find it a little easier to hold onto them.


No comments: