The Mikuska Group  

Moving…on

I received an appeal from a large organization this week. Notwithstanding how awful the appeal was, what struck me first was the fact that they sent it to my former address. I haven’t lived there for almost 3 years.

People move all the time. Many of your donors are among them. If you expect to maintain a relationship with them, you must make an effort to make sure you’re sending your appeal to their current address. There are ways to do this:

  • Annual donor surveys – ask donors if the information you have on file is correct. Also ask how and when they would like to hear from you.
  • Canada Post has a National Change of Address (NCOA) Mover Data Service. Use it to check your database to make sure you have the most up-to-date information.
  • Direct mail companies will also use the NCOA database when you contract them to do your direct mail.

By not making an effort to check contact information, not only do you lose money on mailing costs, you also risk losing the donor.

That’s why I’m moving on.

Laura Mikuska

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