NCDC 2015

In this session we will discuss the necessity of maintaining and growing the active donor file through new-name prospecting. Topics we will cover include: prospecting to obtain enough new donors to maintain or grow the size of the active file rather than to a budgeted dollar figure; using a formula to determine the number of new/reactivated names needed to maintain the size of the active file; suggestions to expand the universe of potential new donors (coops); suggestions to improve the functioning of the prospecting program (exchange optimization; list-specific modeling; limiting number of years names on file are suppressed for the merge-purge, etc.). Intended for organizations with a mature new-name prospecting program; boards and leadership of congregations that have a direct mail program.

Objectives

• 1. To draw attention to the necessity of investing in the active donor file by prospecting for new names.
• 2. To demonstrate the value of prospecting to a pre-determined active file size rather than to a budgeted dollar amount.
• 3. To explore new ideas to improve the new-name prospecting program.