In our household watching the movie “A Christmas Story” is an annual holiday tradition. Each year we know it will come back on television and we plan to watch and laugh. It’s expected.
For some nonprofits, it’s expected that each year they roll out their holiday direct mail and/or appeal. For some, it’s the only time of year that we hear from that nonprofit. For others it is part of a well-planned campaign.
Those nonprofits that reach out just during the holiday season are not “must” viewing like “A Christmas Story.” They are missing out on opportunities to establish a relationship with a donor or prospect and are counting on the fact that the spirit of the season will work for donations.
It’s best to establish a relationship with the donor/prospect that draws them in and creates an emotional bond over time. A once a year mailing to a purchased list is not going to achieve success.
Want to learn more about how to establish that “must” relationship? Call Cause to Communicate this holiday season.
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