Sherene's Tips for Fundraising Professionals

Four Facets of Facebook

For every one web-savvy person I meet, I come across 2 or 3 for whom this information might not yet be second nature.  I attended a very helpful 'Social Media 101' presentation lately, hosted by Java Media, a local(ish) marketing company, and I'll be blogging about it over the next few weeks.  All text within quotation marks is from the presentation.

I decided to start with Facebook because almost everyone understands it to some degree, and most people I know are on it now.  As it's become more popular, there's been some confusion about the four different types of Facebook presences.

A Profile is what we all have.  You, me, my great-aunt...basically everyone has one of these and they must be maintained under one individual's name/identity.

A Page is, under Facebook's current rules, the territory of "businesses, brands, and public figures."  These pages must be maintained by "authorized representatives of a business, brand, celebrity, or organization."  So, GRC Direct has a Page.  Nearly every consumer brand you like has a Page.  And so does my husband, for example, who is an automotive journalist with a big web following.

Community Pages were created by Facebook after it became obvious that regular folks were creating Pages for those businesses, brands, and public figures that they had no connection to.  The topic matter here can be almost anything, from TV/movie fandom to pictures of kittens in coffee mugs to social and political causes.  Whatever you're into, there's a Facebook community page for it...or you can create your own!

A Facebook Group can be open or restricted (people can only join if invited by an administrator).  This is a good way for like-minded individuals to communicate without the off-topic banter that occurs in message forums, or Fan/Community Pages, and away from prying eyes.

As it relates to fundraising, all four of these presences can have a place.  But try to avoid redundancy.  I got inspired to write this post because I realized there was too much overlap between GRC's official Page, our Community Page, and our Group, and none of them were getting the attention they deserved!

Also, make sure your personal Profile's employment information links to the exact presence you want people to see.  In most cases this will be your organization's official Page, but every situation is different.

See you next week!

—Sherene

Basic Guidelines for Direct Mail Costs

I know this isn't exactly the sexiest topic on the web, but I believe it's vitally important and deserves to be frequently re-visited.  I first ran across this guideline in 2007 during an AFP webinar, and it's still one of the better guidelines I have seen.

Many of our clients come to us with absolutely no idea of what they should be spending on a Direct Mail campaign. What's more, lately we have been told by many of them that our prices are the lowest they've been quoted by a wide margin.

While it's truly impossible to make an exact calculation of what a job's total cost should be without a detailed estimate, it is possible to have a ballpark idea before you take the plunge. So we decided to post these general guidelines to help our clients—both current, and future—get the most out of every dollar they spend.

Direct Mail Acquisition: $1.25 - 1.50 per $ raised
Direct Mail Renewal: 20¢ - 25¢ per $ raised
Special & Benefit Events: 50¢ per $ raised
Corporations and Foundations: 20¢ per $ raised
Planned Giving: 20¢ - 30¢ per $ raised
Capital Campaigns: 10¢ - 20¢ per $ raised*

There are some more variables and potential additional costs, particularly in the Events and Planned Giving categories. But if your direct mail campaigns are costing much more than this, it's probably time to make a phone call or two!

—Sherene

*Figures are from a virtual seminar given by Linda Lysakowski, ACFRE, in 2007 to the Association of Fundraising Professionals (AFP)

Strength in Numbers

I still can't get enough of Penelope Burk's 2012 donor survey.  Despite the rough economic climate of the past few years, donors are actually willing to go beyond what they are currently giving!

Surprised?  So were we.  But the facts are there: since last year, the trend for philanthropy has been upward.

The shock of the recession seems to have worn off.  What remains is a more cautious and demanding donor who really, really wants to make sure that his or her gift is really going somewhere.  Just take one look at the anecdotes in the link.

The challenge is ours now, as fundraisers and the professionals who support them in their work, to clearly tell our donors why they should give more.  They're not scared of the economy anymore...why should we be?

—Sherene

The Kids Are All Right!

This week's tip is of a more, shall we say...internal nature!

We love Penelope Burk and the work she does at Cygnus Research.  And a recent post at her blog is a real gem when it comes to getting the most out of your organization.

Burk's advice in this case is all about Generation Y, or as they are more widely known, "Millennials."  Doubtless you have one or more of them working for you, most likely in entry-level positions.  Burk stands the conventional wisdom about this new generation of professionals completely on its head.

It's not just about money; ironically, Burk says that "fundraisers under thirty years of age were considerably less likely to leave a job for higher pay elsewhere than were their older counterparts."  And the news is full of surveys and studies that suggest a widespread Millennial acceptance of their reduced long-term income prospects when compared with their parents'.

Penelope's message?  Throw them to the wolves!  Get them acclimated early, and give them lots to do.  If you hold them back, they will move on, and go somewhere that will keep them busy.

She also breaks down demographic and economic trends in fundraising.  The way giving has changed over the last 5 years will eventually lead to fewer entry-level fundraising positions, and the bulk of philanthropy will be through major and planned giving methods.  And, a majority fundraising of professionals are either planning to retire or leave the sector before their careers are over.  This is going to create a huge opportunity for Millennials...so don't hold them back!

Read all of Penelope's wisdom at www.burksblog.com

—Sherene

Creating Newsletters Donors Actually Read

Research suggests the best way for nonprofits to stay closely connected to their donors – and to keep supporters interested in your organization’s mission – is to send a newsletter on a regular basis. Then again, one survey showed donors don’t read most newsletters. That’s likely because most newsletters are boring. Of course, it doesn’t have to be that way, as long as you avoid these six deadly sins that kill donor interest.

 

1. Failing the “you” test

 

Most fundraising newsletters take the approach of Toby Keith’s hit song: “I Wanna Talk About Me / Wanna talk about I / Wanna talk about number one / Oh my, me, mine.” While some of that is good, if all you’re doing is talking about “I” then your readers are tuning out. On the other hand, talking about “you” creates glue with your audience. It elevates their interest from “so what” to “so wonderful.”

 

Take a red pen and circle every “you” in your newsletter (and its cousins: yours, yourself, you’re). Your page should be filled with a sea of red. If it’s not, than consider rewriting in another voice.

 

Here’s is an example of how powerful changing the target from “we” to “you” can be, and how it captures the attention and emotion of your readers:

 

Before – “Instead of eating out, we choose to feed the hungry in our neighborhoods.”

 

After – “Feed the hungry in your neighborhoods or go out to eat again? It’s your choice.”

 

2. Lack of emotional triggers

 

Marketing experts believe seven emotions motivate people to respond to fundraising appeals: fear, guilt, greed, exclusivity, anger, salvation and flattery. While on the surface these may sound ‘negative,’ they unleash powerful opposite emotions: hope, love, faith, duty, compassion, caring, etc. By adjusting your style to stir a negative emotion, you’ll help readers attach to your cause and inspire them to right the wrong.

 

Here is an example of the technique in action:

 

 

2009 Hospice of the Rapidan Annual Fundraising Appeal

 

Smiles were rare and oh so precious in Giselle’s home as her illness progressed. That all this was happening during the holidays only made matters worse. Children should be smiling at Christmas, don’t you agree?  When death intrudes, things that we normally take for granted can come to an abrupt halt, like gathering with family over a holiday meal, watching children tear paper off gifts or counting on your child’s next birthday.

 

Hospice of the Rapidan has been helping patients like little Giselle for over 25 years, and is one of only a few hospices in the area that care for terminally ill children. Giselle, her parents, and her brother and sister have very different needs – and it was important to address each of them.

 

Attending to Giselle’s pain and symptoms, and making sure her parents received some respite, allowed mom and dad to recharge their batteries and be better, more loving caregivers to their beloved daughter. At the same time, specially trained counselors spoke quietly and reassuringly with Giselle’s brother and sister who could not understand everything their parents were going through or even their own natural feelings.

 

With your help, Hospice of the Rapidan cares for entire families, not just patients.

 

3. Neither news, nor letter

 

Sending a newsletter creates a promise to your readers: that you’ll deliver something newsworthy and interesting to them. Your goal is to provide inspiration, create loyalty and motivate them to continue their monetary and time support.

 

The dominant stories should be about your organization’s vision, achievements, needs and – remember this one – stewardship with their funds (think: efficiency). Also, you’ll want to recognize and celebrate supporters’ contributions. The best thing you can do to create interest is to share stories that let donors know they’re changing the world through your dedication and commitment to fulfilling your mission.

 

Turn to the people in your organization who work in the trenches – those closest to the lives of the ones you touch – to find stories that contain the human drama your donors want to read about in each issue. On the other hand, limit things like “From the desk of” your executive director, updates on staff changes and other non-emotional fillers. Ask yourself this simple phrase: “Who cares?” If the answer isn’t “donors” then you’re missing a great opportunity to connect.

 

4. Forgetting to make donors feel involved and thanked

 

Take every opportunity to fill donors with joy by letting them know: “Everything happens because of you.” There’s no need to hog the credit for your organization’s good works. Remember, it’s all about them – so share the accomplishments to keep them engaged.

 

5. Too many words / Too little time

 

Your writers may provide the greatest prose this side of Hemingway, but the likelihood is few of your donors actually read their articles. (Newspaper editors believe 80 percent of their audience only sees the headline.) Realize your readers mostly browse, skim, glance – and occasionally read a few paragraphs and captions.

 

German researcher Siegfried Vogele recognized the eye goes first to bigger, bolder and briefer… everything that isn’t filled with copy. So make sure you have: captivating headlines; sharp photos with excellent captions; clear charts and graphs; bullet lists; and ‘pull’ quotes. This isn’t to say the words aren’t important – you still have to have engaging writing and eliminate typos – just recognize your audience isn’t going to sit down and read your newsletter front to back.

 

Things to avoid: colored type; text over colored backgrounds; reverse type; and ‘sans serif’ type. Most newspapers, magazines and books use Times Roman, because your brain reacts five times quicker to that font than Arial and Helvetica. [Note: this isn’t true of computer monitors, which don’t display the fine strokes of serif type as well.]

 

6. Numbers galore

 

Statistics speak to the intellect; anecdotes speak to the heart. Focus on the heart. Trotting out a bunch of big numbers doesn’t wow your readers. It overwhelms them. Limit your stats to those that tie-in to your emotional appeal.

 

Here’s an example of a powerful use of statistics by Hospice of Chesapeake as part of a $5 million campaign:

 

Anne Arundel and Prince George’s counties are about to get much older. In the next decade, the 65+ population will explode, increasing by 25%, with no end in sight. Hospice urgently needs to add capacity.

 

Do you feel a sense of fear after reading those two sentences? Fear is an emotion that motivates people to act – and that’s the reason you’re writing your newsletter. Remember: “Heart first and the head will follow.”

 

Summary

 

• Share the credit for all your hard and successful work.

 

• Remember, reading is labor; reduce the labor for your readers.

 

• Honor the emotional reasons your donors came to you in the first place.

 

• Deliver the news… and answer this question with passion and proof: “What did you do with the money?”

 

• Don’t over-think. It’s far more important to get your newsletter out than to get it perfect.

 

• Write better headlines; they produce most of your revenue.

 

Good luck!

 

Arvind Gupta
President – GRC Direct

arvind@grcdirect.com

 

GRC Direct – Your Partners in Fundraising Success

 

GRC Direct helps you build more and better relationships with your donors - and helps you protect the ones you have – by developing personalized direct mail and e-campaigns. Nonprofit organizations that use your database and personalized communications to connect with donors will continue to see success. Others will slide. Let GRC Direct provide you expertise in choosing targeted lists… and developing mail packages that include design, printing and nonprofit mail processing – all under one roof. Send an email or call me at 866.648.0900 to inject energy into your next fundraising campaign.

 

 

Nonprofit Fundraising Ideas That Work!

Nonprofit organizations continually seek new ideas for fundraising. While there are not many easy fundraising ideas, there are ways to connect with your donors in a personalized way that leads to better results.

GRC Direct has been working on fundraising ideas for nonprofit organizations for nearly a quarter of a century. To discuss ideas for fundraising that could improve your results, please complete this form, and a GRC Direct fundraising specialist will contact you.

To learn about ideas for fundraising that achieved increased results for other nonprofit organizations, spend a few minutes reviewing these recent case studies.

CASE STUDIES

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1) Enhancing Year-End Fundraising

Developing a Turn-Key Program

Challenge: Nonprofit organizations continually seek end-of-year fundraising to meet budgetary expectations. Typical contribution requests are often overlooked by recipients amidst the influx of pieces in their mailboxes. Clients asked our fundraising specialists to develop an approach that would differentiate them from others during this critical season.

Solution: GRC Direct created a risk-free turnkey program that allows nonprofits to sell customized holiday cards to their supporters. Featuring five unique designs and personalized with the donor’s name, the nonprofit receives half of all dollars received through their efforts.

Results of one of the the participating nonprofits:
2007: 5228 Cards mailed out | 486 orders/responses | $24,300 raised
2008: 5500 Cards mailed out | 523 orders/responses | $26,150 Raised

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2) Use of segmentation and personalization to connect

Capitalizing on Personal Relationships

Challenge: This nonprofit historically sent static fundraising requests to their contributor list of approximately 5,000 people. Although possessing excellent data on supporters, they did not know how to utilize it to increase results.

Solution: After spending time understanding the client’s unique relationship with supporters, the decision was made to develop personalized materials directed at each of five different contribution segments. Focusing on the relationship each group has with the organization, a direct mail campaign began based on shorter runs sent more frequently.

Results: The first mailings achieved a response lift 35% higher than the previous effort. More importantly, donations increased 33%, enabling the client to exceed its desired revenue goal.

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3) Engaging Potential Members

Connecting on a Higher Level

Challenge: Churches regularly seek ways to reach out to visitors and engage them on a level that leads to an ongoing relationship. This client sought an approach for connecting with first-time attendees immediately after their initial visit that encourages them to consider membership.

Solution: The recommendation was to develop a series of touches that show the personal care the church provides members. Visitors fill out information cards during their initial service that include a prayer request. Welcoming postcards are sent within five days, and one of the follow-up pieces addresses the prayer request. There is also a giveaway offer, such as to receive an inspirational message or personal phone call.

Results: Hundreds of visitors responded to the giveaway offer and the church has received a rise in membership throughout the campaign, which continues today.

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4) Expanding Local Contributions

Expanding Local Contributions

Challenge: A well-known wedding reception venue sought to expand its offerings to include business meetings and special events. The nonprofit that operates the beautiful grounds also wished to add donors for their organization.

Solution: Recognizing the opportunity to capitalize on the area’s affinity for this unique setting, the recommendation was to create personalized materials that feature photos of indoor and outdoor locations linked to the individual interests of contributors.

Results: Increase in number inquires regarding more information about events and sponsorship opportunities.

Arvind Gupta

arvind@grcdirect.com

www.grcdirect.com