One of the puzzles that keeps us all guessing in the field of nonprofit fundraising is what it is that motivates donors to give. Long or short letter? Benefits? Envelope teasers? Institutional messaging? Unfortunately, as we all know, the only way to find out is through consistent, ongoing testing.
Any marketer who’s tried guessing which test will outperform the control, knows that in reality, no one can say every time what motivates donors. Not even donors! But we can make some educated guesses, especially when it comes to arts donors.
In the direct marketing field, we spend a lot of time thinking about how to deliver the membership message through all the usual channels: mail, phone, and online. But if you are a museum, performing arts center, zoo/aquarium, or other “destination-based” organization, you don’t want to forget one of the most valuable (and perhaps most overlooked) opportunities for making the membership connection: on-site.