Does anyone have research or best practices around what counts as a donor touchpoint and the ratio of touchpoints between asks?
For context, I work in higher ed and am trying to communicate with senior leadership what counts as a donor touchpoint vs what institutional marketing is.
At previous institutions, our goal was 7 donor-focused touchpoints between asks.
Hi, we’ve been looking more closely at this as well, especially with our First Time Donor population.
I have read that an Ask to Thank Ratio of 1:7 is best practice, but we’re running a test group now that will get 4-5 solid targeted touchpoints of pure gratitude (using multiple channels – email, mail, phone calls from students, etc.) between the first gift and the next ask, which we plan to coincide with the beginning of the new fiscal year to see if these folks retain at a higher rate than previous first timers. We’re not considering the receipt, Acknowledgement letter or quarterly newsletters as touchpoints because those are standard. Hope this helps?