What We Can Learn from Master Fundraisers

Article Date: July 3, 2006

I sit on a charitable board and was asked not long ago to chair a big fundraising campaign.  In the course of our preparation, we learned that the rule of thumb is seven "touches," or communications points (letter, calls, etc), for every donation.

This is a great reminder for those of us who make our living selling in the "for profit" world.  We need to be sure we are constantly "touching" our clients with value-added emails, voice mails, phone calls, entertainment, etc.  Sometimes we may wonder if all this indirect marketing pays off, but this research from the non-profit sector says it does.

Seven "touches" for every sale is a worthwhile target for both fundraising and for sales.

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