In this extraordinary time, with all the extra effort it now takes to stay connected with the people we already know, it might be tempting to only focus on current donors instead of looking for new ones.
It’s understandable. The stats tell us it takes more effort and expense to acquire new donors than to retain the people already sold on our cause. But finding and cultivating new supporters is essential - especially now when the churn rate of your active donors might be higher because of the economic fallout of COVID-19.
When the going gets tough - like it is right now - we have a tendency to let the harder marketing tasks slip a bit and attracting new donors is one of them.
The key is to tackle new donor acquisition in a way that minimizes your costs, but also increases the chance that you can build up a relationship before you make your first ask for funding. It’s a strategic new donor digital marketing funnel that’s been giving my nonprofit clients results, even during these difficult times.
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