Hi there like many at the moment our charity does not have a lot of cash to spend on donor marketing etc. We specialise in residential care and support to older people with dementia, those with severe and moderate learning disabilities, and homeless families. The disparate nature of the service areas are underpinned by a commitment to providing person centred care and support in all areas. However it is further complicated by the fact that these activities are in five different locations which also means that the charity does not have an instantly recognisable marketing face, i.e. known to specialise in one area only.
Many of current donors are fairly warm and many will have had one of their relatives in our care, or possibly of heard about our work with homeless families. When people do donate, they tend to stay and the attrition rate is fairly slow.
However, the database has an ageing demographic and we are keen to get new donors in. To do this we have thought about mailing our current 'warm' donors and include a welcome pack for their 'friend(s)'(a 2 sided chatty letter for their friend, information sheet and last annual report).
Does anyone have any views or experience of this approach?
