To fund their operations, many organizations rely on contributions from donors. For their fundraising initiatives to yield success, organizations need to adopt appropriate approaches (Bray, 2016). The approach selected should correspond with the needs of the organizations and the type of donors targeted. Mails and email are among the common donor solicitation approaches (Weinstein 2013a). The key benefit of these approaches is that they allow an organization to reach many donors. Furthermore, using these approaches, organizations are able to renew donor interest and contributions. Public relations initiatives are another effective approach for donor solicitation (Weinstein 2013a). Among the benefits of this approach is that it allows an organization to convey its mission. This approach is most effective for organizations that wish to woo donors through causes that resonate with the donors.
In addition to the techniques described above, organizations can use phone solicitations. Essentially, this technique involves calling prospective donors and urging them to contribute towards a cause that an organization represents (Weinstein, 2013b). While this approach can be effective, it is rather intrusive and some prospective donors may find unsolicited calls to be annoying. Therefore, organizations should be cautious in their implementation of the approach. While the various approaches are useful, some are more effective than others. Mailing is the most appropriate approach for the school. This is because through mailing, an organization manages to engage many prospective donors (Walker, 2012). Furthermore, letters sent to the donors can be personalized (Weinstein 2013a). Personalized messages leave the potential donors feeling valued, thereby increasing the chances of contributions to the organization. Mailing has been selected as the preferred approach because of the shortcomings of the other techniques. For example, as already noted, calling the donors may be intrusive and could discourage contribution. Moreover, making calls to hundreds of prospective donors can be costly. An organization may be forced to spend a significant portion of the contributions on settling the phone bill. Public relations initiatives can also be costly. Since it lacks the drawbacks of the other approaches, mailing donors is the most appropriate approach.
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References
Bray, I. (2016). Effective fundraising for nonprofits: real-world strategies that work.
Berkeley, CA: Nolo.
Walker, J. I. (2012). A fundraising guide for nonprofit board members. Hoboken, NJ: Wiley.
Weinstein, S. (2013a). Chapter 9. Mail and Email Fundraising. In The complete guide to
Fundraising management. Hoboken, N.J: Wiley
Weinstein, S. (2013b). Chapter 10. Telephone Solicitations. In The complete guide to
Fundraising management. Hoboken, N.J: Wiley
