Build a Relationship
e-mail this year, and has incorporated a more targeted approach to generating memberships on its Web site, which it relaunched with e-commerce capabilities in 2000.
Web site visitors can now join the Foundation or make a donation while online. They also can purchase a variety of books, booklets, videos and other disease-specific materials from its online store. The Arthritis Foundation Web site, www.arthritis.org, is content rich. Visitors can peruse selected articles from the current issue of Arthritis Today, get the latest news and information on arthritis-related research and legislation, as well as read personal, first-hand accounts of individuals living with arthritis.
The Foundation's growing mix of media, according to Moore, is meant to "provide a gateway for individuals to engage the way they want, on the terms they want."
Because its donors and members have different motivations for giving, the Arthritis Foundation mails 11 themed mailings a year. Each package touches on a potential gift-giving hot button, such as research, prevention or its double-up challenge in which a corporate sponsor matches each donation. A total of 11 million of these mailings are sent to both non-member donors and members, which allows members to make additional contributions throughout the year.
The monthly mailings, reasons Moore, offer its donor base multiple opportunities to be motivated because each mailing has a different appeal. For example, a donor may favor research and respond to the Foundation's two annual research appeals.
In addition to the 11 theme mailings, member renewals are mailed three months prior to a member's anniversary date. Retention with its multi-year donors—those who have given two or more years, or have made multiple donations within the same calendar year—is 62 percent.
These multi-year donors are not only the Foundation's bread and butter. They are the donors with which the Foundation has built the best relationship.