Lief Wien Jensen on how to thank regular donors
Channel: Howard Lake
Date: 2014-02-06

Lief Wien Jensen, Director of Norges Blindeforbunden, explains that personal approaches still matter. 

About 100 people hand-write postcards to regular donors to say thank you. Not emails or Facebook thank you's.

** Subscribe: http://goo.gl/ZAh5cW
** Visit us: http://goo.gl/QqMNKk
**' Closed captions by Tellamedia: http://goo.gl/ixYMFz

His charity also got rid of the hallmarks of modern mail, testing as they went. First, they got rid of the barcode on the appeal envelopes, however useful it was to the charity.

Then they got rid of the donor number. They used A/B testing though to check, and found that by leaving the donor number off they achieved a 16% increase in net profit.

Then the charity asks their supporters what they want - not all the questions at once of course.

The charity also shows that it notices and remembers donors. They found that the response rate jumped from 6% to 32% if they mentioned not just general support and projects but the specific project that they first gave to. The net profit per envelope also increased from 6K to 80K.

He was speaking at the inaugural Clayton Burnett Annual Lectures at the Royal Institution in London on 5 December 2013.

http://www.fundraising.co.uk/2013/11/20/showcase-extraordinary-fundraising/