Meeting Donors Where They’re At
Canvassing is a newer fundraising tactic for public media and one that is growing in use. Canvassing, like telefundraising is a costly endeavor and requires that stations plan for a long-term project to recoup costs over time. Just like a phone program however, canvassing presents an opportunity to have a substantial conversation with donors about the programs they enjoy and the need for philanthropic support. Canvassing is most efficient when used as a sustainer acquisition tool. The results from Target Analytics show that canvass-acquired sustainers do have a higher retention rate than pledge-acquired sustainers. This could be because of the greater push to sign up canvass donors on EFT plans right away or could be because of the personal connection and conversation involved in making the ask.
Long-Term Retention Trends – Canvass and Pledge
Monthly Recurring Acquired Donors
While the overall number of stations who have used canvassing is still small, as more stations implement tests to refine the practice, it will continue to become more accessible and cost-efficient for stations of all sizes. Like telefundraising, the dialogue with a real person is key to convincing people to become sustainers, and so you want to make sure the team in charge is well-trained. Be sure to hire a professional canvassing firm who can make sure to send out a team of prepared canvassers to speak on behalf of your station.