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Insights from Karen Climer about fundraising and nonprofit organizations

When A Donor Calls To Change Their Address, It’s About More Than The Address

February 4th, 2014 by Karen Climer

I’ve always found it curious when someone calls a nonprofit organization to change their address.  Thousands of people move every day and don’t tell the nonprofit.  But there are always a few who call to tell you they are moving.  I’ve always thought it was interesting, and made a note in the database that, “Minnie Bucks called to say she moved last week.  She is still interested in receiving our mailings.”  I didn’t know how important that information was until last week…

Last week, I learned that, according to Jay Love, Co-Founder and CEO of Bloomerang, if someone calls your office and asks to update their address, they are 10 times more likely to leave you a gift in their will.  Ten times!!

Next time someone calls your office to change their address, don’t just change the address and move on.  Keep this person on your radar.  They aren’t just changing their address.  They are calling to let you know, “I care about Very Important Nonprofit.  I care so much that I don’t want to miss a single piece of mail.  I know you would find my new address because I filled out a change of address form with the post office, but I care so much about Very Important Nonprofit that I wanted to share the news with you personally.”  

Don’t take that phone call lightly.  You are talking to your next planned giving prospect.

Posted in Planned Giving

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