tag:blogger.com,1999:blog-61646635438565589712024-03-13T03:21:01.996+00:00Fundraising trend spotterThis blog offers an eclectic selection of insights and best or (worst!) practices in charity fundraising, marketing and communications.Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.comBlogger63125tag:blogger.com,1999:blog-6164663543856558971.post-14134063796405886002016-06-16T09:41:00.000+01:002016-06-16T09:41:44.864+01:00Does Your Charity Appreciate Its Volunteers? <div style="background-color: white; color: #1d2129; font-family: helvetica, arial, sans-serif; font-size: 14px; line-height: 19.32px; margin-bottom: 6px;">
<span style="line-height: 19.32px;">Sometimes budget-conscious charity leaders think that spending time or money to show appreciation to volunteers is a frivolous activity.</span></div>
<div style="background-color: white; color: #1d2129; font-family: helvetica, arial, sans-serif; font-size: 14px; line-height: 19.32px; margin-bottom: 6px; margin-top: 6px;">
But, I beg to disagree. In my opinion, <b>doing small things regularly to show volunteers how much you appreciate their time and commitment to you cause is a great way to build a stronger volu</b><span class="text_exposed_show" style="display: inline; font-family: inherit;"><b>nteer community</b>.</span></div>
<div style="background-color: white; color: #1d2129; font-family: helvetica, arial, sans-serif; font-size: 14px; line-height: 19.32px; margin-bottom: 6px; margin-top: 6px;">
<span class="text_exposed_show" style="display: inline; font-family: inherit;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://3.bp.blogspot.com/-nEbdvKXcshg/V2Jl_eAtWrI/AAAAAAAAAKo/PZz51BVl-bIaW2EVM9BGhod2NxTfrXpjwCLcB/s1600/volunteers.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="115" src="https://3.bp.blogspot.com/-nEbdvKXcshg/V2Jl_eAtWrI/AAAAAAAAAKo/PZz51BVl-bIaW2EVM9BGhod2NxTfrXpjwCLcB/s320/volunteers.jpg" width="320" /></a></div>
<div style="background-color: white; color: #1d2129; font-family: helvetica, arial, sans-serif; font-size: 14px; line-height: 19.32px; margin-bottom: 6px; margin-top: 6px;">
<span class="text_exposed_show" style="display: inline; font-family: inherit;"><br /></span></div>
<div class="text_exposed_show" style="background-color: white; color: #1d2129; display: inline; font-family: helvetica, arial, sans-serif; font-size: 14px; line-height: 19.32px;">
<div style="font-family: inherit; margin-bottom: 6px;">
Thanking and appreciating volunteers is key, especially in today’s society, where most people seem to be incredibly busy and time has become their most valuable resource.</div>
<div style="font-family: inherit; margin-bottom: 6px; margin-top: 6px;">
Here are a few things you can do to thank and appreciate your charity’s volunteers:</div>
<div style="font-family: inherit; margin-bottom: 6px; margin-top: 6px;">
1. Send them a nice thank you card hand signed by members of your staff team;</div>
<div style="font-family: inherit; margin-bottom: 6px; margin-top: 6px;">
2. Do something special for volunteers who have been serving with your charity for 5 years or more. You might consider purchasing some small gifts like mugs, pens, tie pins, etc and brand them with your charity’s logo. Send them a nice letter and a special gift on their 5 or 10 anniversary of serving with you to show them how much you appreciate their efforts and support;</div>
<div style="font-family: inherit; margin-bottom: 6px; margin-top: 6px;">
3. Organise annual volunteer appreciation events – inviting volunteers to an afternoon tea or a buffet dinner in a local church. Get your mission workers to share their stories at these events and to thank volunteers directly;</div>
<div style="font-family: inherit; margin-bottom: 6px; margin-top: 6px;">
4. Organise special appreciation events for people who do sponsored fundraising activities for your cause – they might not be volunteering regularly but they just run a marathon, or did a walk or a bike ride, etc.</div>
<div style="font-family: inherit; margin-bottom: 6px; margin-top: 6px;">
Make sure you show appreciation to them by sending them a thank you note, interviewing them for your magazine or newsletter, doing something special with them on the day of the event they did. Whatever you do make sure you show your gratitude for their time, efforts and financial support;</div>
<div style="font-family: inherit; margin-bottom: 6px; margin-top: 6px;">
5. Host any other fun activities for volunteers that you consider appropriate for your charity, its mission and geographical location.</div>
<div style="font-family: inherit; margin-bottom: 6px; margin-top: 6px;">
My point is that by adding an appreciation element to your charity’s volunteer programme you will be standing apart from the crowd.</div>
<div style="font-family: inherit; margin-bottom: 6px; margin-top: 6px;">
What’s more you will be ministering to your volunteers and helping to build a stronger sense of community and above all you will be encouraging them to continue to serve joyfully.</div>
</div>
Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-6051923772150302652015-01-30T12:14:00.000+00:002015-01-30T12:14:24.868+00:00Three keys to successful direct mail campaigns - Part One <div class="p1">
<span style="font-family: Arial, Helvetica, sans-serif;">Did you know that the success of a fundraising appeal is decided before you sit down to write your letter? - In fact, it is decided during the crucial planning phase when you and your team determine the target audience/s, the fundraising proposition and the creative direction of the appeal.</span></div>
<div class="p2">
<br /></div>
<div class="p2">
<span style="font-family: Arial, Helvetica, sans-serif;">Regardless of how compelling your stories are or how innovative your project may be, writing a good letter is not likely to bring in the money without proper planning.</span></div>
<div class="p2">
<br /></div>
<div class="p3">
<b><span style="font-family: Arial, Helvetica, sans-serif;">The first key to success: Getting your audience/s right!</span></b></div>
<div class="p2">
<br /></div>
<div class="p2">
<span style="font-family: Arial, Helvetica, sans-serif;">Selecting the right audience, or in other words, the right segments of the database you are mailing your letter to, is critical to fundraising success.</span></div>
<div class="p2">
<br /></div>
<div class="p2">
<span style="font-family: Arial, Helvetica, sans-serif;">You can write an average fundraising appeal but if you select the right audience/s then you have a fighting chance at reaching your appeal goals.</span></div>
<div class="p2">
<br /></div>
<div class="p2">
<span style="font-family: Arial, Helvetica, sans-serif;">But, get the audience/s wrong, and even if you send them the most beautifully written and designed letter, you are likely to fail.</span></div>
<div class="p2">
<br /></div>
<div class="p2">
<span style="font-family: Arial, Helvetica, sans-serif;">Come along to our <span class="s1"><b><a href="http://www.mcconkey-johnston.co.uk/files/u2/Redina_workshop_leaflet_v2.pdf" target="_blank">Hitting the Spot with Direct Mail</a> </b></span>workshop to find out how to identify the database segments or audience/s that are most likely to respond to your fundraising appeals, as well as those who are less likely to do so.</span></div>
<div class="p2">
<br /></div>
<br />
<div class="p2">
<span style="font-family: Arial, Helvetica, sans-serif;">At our upcoming fundraising workshop on the 23rd February 2015 we will share some simple steps for doing effective audience segmentation and show you how to improve the ROI's of your fundraising appeal.</span></div>
<div class="p2">
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
<div class="p2">
<span style="font-family: Arial, Helvetica, sans-serif;"><a href="http://www.mcconkey-johnston.co.uk/files/u2/Redina_workshop_leaflet_v2.pdf" target="_blank">Book your place</a> at our Hitting the Spot with Direct Mail Workshop today. </span></div>
<div class="p2">
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
<div class="p2">
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-51603533015006265332014-01-29T22:44:00.000+00:002014-01-29T22:44:51.545+00:00How to raise less money through your fundraising appeals <div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
Here are some common pitfalls to avoid if you want to raise more money, not less, through your fundraising appeals:</div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<br /></div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<strong>Don't ask</strong>. The truth is if you don't ask you don't get. However, many appeals fail to ask donors to give in compelling and inspiring ways. Some charities seem eager to talk about their needs or share stories and only ask once, rather sheepishly, in the final paragraph of the second page - saying something like: ' We need your support to do all this so please give generously.'</div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<br /></div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
If you want to fundraise successfully make sure you position the ask strategically in various places of your appeal, in the response tool and outer envelope. Ask in a warm and enthusiastic manner, show donors what their gifts will accomplish and thank them in advance for their generous contributions.</div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<br /></div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<strong>Talk a lot about your charity's needs</strong>. I am sure donors love your charity but at the end of the day they give for their own reasons not yours. So, stop telling them about your organisational needs (e.g. we must meet our budgets, pay our bills, etc) and don't hog all achievements. Make an effort to understand what motivates your donors to give (and no, it is not because they think you are the best!).</div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<br /></div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
And, start talking about donors as members of your wider team, talk about how they are changing the world and impacting lives through your charity's work.</div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<br /></div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<strong>Don't convey a sense of urgency</strong>. The donor might have thought your appeal was good but they filed it away to deal with it some other day. The problem is that one or two weeks later they forgot what moved them about the appeal and threw it away.</div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<br /></div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
To avoid this make sure you communicate to the donor the reasons why they should respond quickly. You can do this by adding a deadline to the letter or by incorporating various reasons as to why the donor should respond with a gift right now.</div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<br /></div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<strong>Don't get donor's attention. </strong>According to direct marketing guru Siegfried Vögele you have up to 20 seconds to hook the donor into reading the appeal! During that time they are likely to - open the envelope, examine the contents and decide whether to read on or not. </div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<br /></div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
Are your stories compelling? Is your ask clear? Is the design of the letter clean and simple? Do your photos tell a story? - All the elements of the package need to work together for fundraising success.</div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<br /></div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<strong>Try to convince the head, not move the heart</strong>. Cerebral descriptions of your charity's programmes and lots of statistics are great for training your staff team. But, they are not the stuff fundraising letters are made off. Big picture statistics or statements rarely stir someone's heart but good stories do.</div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<br /></div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<strong>Sound too clever</strong>. Successful fundraising copy is simple copy that a 'distracted' donor can read with ease. This means using short paragraphs, short sentences and everyday English. Remember that the donor wasn't expecting a letter from you and they probably get a lot of stuff in the mail from other charities too. After a long day the last thing a donor wants to do is read a letter filled with run-on sentences, acronyms and big words.</div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<br /></div>
<div _mce_style="margin-top: 0px; margin-bottom: 0px; text-align: left; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;" align="left" style="background-color: #f3f3f3; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;">
<strong>Send fewer appeals</strong>. Often donors are likely to support charities that continue to keep them involved through a variety of communications. And, donors who feel appreciated and true partners in your work are likely to give again and again, when presented with new opportunities to make a difference. </div>
<div>
<br /></div>
Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-52809711809260515772013-08-09T17:08:00.001+01:002013-08-09T17:10:58.638+01:00Eight helpful tips for improving direct mail fundraising <div _mce_style="text-align: center;" align="center" style="text-align: center;">
<span style="background-color: white;"><br /></span></div>
<ul _mce_style="color: #000000;">
<li _mce_style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;" align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;"><span style="background-color: white;"><strong>Direct mail fundraising is often counter-intuitive</strong> and the chances are that your CEO, trustees or staff will have plenty of opinions about it. But, the reality is that some of their opinions might do more harm than good to your fundraising appeals. <span _mce_style="font-size: 10pt;" style="font-size: 10pt;">So, here is a rule of thumb for dealing with people who </span><span _mce_style="font-size: 10pt;" style="font-size: 10pt;">mean well but who aren't trained fundraisers or marketers - don't change your appeals simply because one of them 'has a feeling that this will not work'.</span></span></li>
</ul>
<ul _mce_style="color: #000000;">
<li _mce_style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;" align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;"><span _mce_style="font-size: 10pt;" style="background-color: white; font-size: 10pt;">The best way <strong>to improve the performance of your fundraising appeals</strong> is to do some testing. So go ahead and test cause concepts, creative approaches, donor motivations, giving handles - then adjust your future appeals based on what you discover.</span></li>
</ul>
<ul _mce_style="color: #000000;">
<li _mce_style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;" align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;"><span style="background-color: white;"><span _mce_style="font-size: 10pt;" style="font-size: 10pt;">Focus on <strong>Audience </strong>and<strong> Cause Concept first then on the Creative</strong>. When developing a direct mail campaign some clients want to focus their time and effort on getting the Creative right. </span><span _mce_style="font-size: 10pt;" style="font-size: 10pt;">Although the Creative matters, because donors are visual, understanding what motivates your audience and speaking to their needs is the most critical element of the planning process. After that, the focus should be on the Cause Concept (why the donor should give, and why now). Remember that Audience and Cause Concept account for up to 80% of the success of fundraising mailings.</span></span></li>
</ul>
<ul _mce_style="color: #000000;">
<li _mce_style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;" align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;"><span _mce_style="font-size: 10pt;" style="background-color: white; font-size: 10pt;">Are you <strong>hiding your ask deep in the middle</strong> of your appeal? If you are spending time and money to send out fundraising letters, be bold! Make your ask prominent and repeat it throughout the letter. And, while you are at it, make sure you are asking for a specific gift based on donors' past giving history.</span></li>
</ul>
<ul _mce_style="color: #000000;">
<li _mce_style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;" align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;"><span _mce_style="font-size: 10pt;" style="background-color: white; font-size: 10pt;">Did you know that<strong> matching gifts challenges</strong> are likely to increase direct mail response rates and total income? That's because donors love leverage. So, if you get one or more gifts from a grant making trust for a project you can follow that up with a direct appeal asking your donors to match the gifts you have received from the trust/s.</span></li>
</ul>
<ul _mce_style="color: #000000;">
<li _mce_style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;" align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;"><span _mce_style="font-size: 10pt;" style="background-color: white; font-size: 10pt;">Most <strong>people love handwritten notes</strong>, so you might not be surprised to hear that including a handwritten PS in your appeals can help to increase their effectiveness. Use handwritten notes on major donor appeals to make them more authentic and see your response rates and average gifts go up.</span></li>
</ul>
<ul _mce_style="color: #000000;">
<li _mce_style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;" align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;"><span style="background-color: white;"><span _mce_style="font-size: 10pt;" style="font-size: 10pt;"><strong>Don't use generic thank you letters</strong> for your fundraising appeals - make sure you write a tailored </span><a _mce_shape="rect" _mce_style="font-size: 10pt;" href="https://www.blogger.com/blogger.g?blogID=6164663543856558971" shape="rect" style="font-size: 10pt;">thank you letter</a><span _mce_style="font-size: 10pt;" style="font-size: 10pt;"> for each appeal instead. Use the thank you letter as a powerful tool to enable donors to experience how their gift made a difference and to show appreciation for their support.</span></span></li>
</ul>
<ul _mce_style="color: #000000;">
<li _mce_style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;" align="left" style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;"><span style="background-color: white;"><span _mce_style="font-size: 10pt;" style="font-size: 10pt;">Stop treating direct mail fundraising as a selection of random appeals and <strong>think of it as an intentional programme</strong> for converting prospects into donors and for growing their engagement with your cause. </span><span _mce_style="font-size: 10pt;" style="font-size: 10pt;">Take time to plan your direct mail programme - jot down some key themes, provide continuity of stories and images, build upon previous appeals and take the donor on an exciting journey of changing the world through your charity. </span></span></li>
</ul>
Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-1304843411567221862013-03-19T11:05:00.000+00:002013-03-19T11:05:22.704+00:00Insights on improving conversations with your charity's donors
<!--[if gte mso 9]><xml>
<o:DocumentProperties>
<o:Revision>0</o:Revision>
<o:TotalTime>0</o:TotalTime>
<o:Pages>1</o:Pages>
<o:Words>545</o:Words>
<o:Characters>3110</o:Characters>
<o:Company>MJI UK</o:Company>
<o:Lines>25</o:Lines>
<o:Paragraphs>7</o:Paragraphs>
<o:CharactersWithSpaces>3648</o:CharactersWithSpaces>
<o:Version>14.0</o:Version>
</o:DocumentProperties>
<o:OfficeDocumentSettings>
<o:AllowPNG/>
</o:OfficeDocumentSettings>
</xml><![endif]-->
<!--[if gte mso 9]><xml>
<w:WordDocument>
<w:View>Normal</w:View>
<w:Zoom>0</w:Zoom>
<w:TrackMoves/>
<w:TrackFormatting/>
<w:PunctuationKerning/>
<w:ValidateAgainstSchemas/>
<w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid>
<w:IgnoreMixedContent>false</w:IgnoreMixedContent>
<w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText>
<w:DoNotPromoteQF/>
<w:LidThemeOther>EN-US</w:LidThemeOther>
<w:LidThemeAsian>JA</w:LidThemeAsian>
<w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript>
<w:Compatibility>
<w:BreakWrappedTables/>
<w:SnapToGridInCell/>
<w:WrapTextWithPunct/>
<w:UseAsianBreakRules/>
<w:DontGrowAutofit/>
<w:SplitPgBreakAndParaMark/>
<w:EnableOpenTypeKerning/>
<w:DontFlipMirrorIndents/>
<w:OverrideTableStyleHps/>
<w:UseFELayout/>
</w:Compatibility>
<m:mathPr>
<m:mathFont m:val="Cambria Math"/>
<m:brkBin m:val="before"/>
<m:brkBinSub m:val="--"/>
<m:smallFrac m:val="off"/>
<m:dispDef/>
<m:lMargin m:val="0"/>
<m:rMargin m:val="0"/>
<m:defJc m:val="centerGroup"/>
<m:wrapIndent m:val="1440"/>
<m:intLim m:val="subSup"/>
<m:naryLim m:val="undOvr"/>
</m:mathPr></w:WordDocument>
</xml><![endif]--><!--[if gte mso 9]><xml>
<w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="276">
<w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/>
<w:LsdException Locked="false" Priority="39" Name="toc 1"/>
<w:LsdException Locked="false" Priority="39" Name="toc 2"/>
<w:LsdException Locked="false" Priority="39" Name="toc 3"/>
<w:LsdException Locked="false" Priority="39" Name="toc 4"/>
<w:LsdException Locked="false" Priority="39" Name="toc 5"/>
<w:LsdException Locked="false" Priority="39" Name="toc 6"/>
<w:LsdException Locked="false" Priority="39" Name="toc 7"/>
<w:LsdException Locked="false" Priority="39" Name="toc 8"/>
<w:LsdException Locked="false" Priority="39" Name="toc 9"/>
<w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/>
<w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/>
<w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/>
</w:LatentStyles>
</xml><![endif]-->
<!--[if gte mso 10]>
<style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-parent:"";
mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
mso-para-margin:0cm;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:12.0pt;
font-family:Cambria;
mso-ascii-font-family:Cambria;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Cambria;
mso-hansi-theme-font:minor-latin;
mso-ansi-language:EN-US;}
</style>
<![endif]-->
<!--StartFragment-->
<br />
<div class="MsoNormal">
<span lang="EN-US" style="color: #141413; font-size: 11pt;"><span style="font-family: Trebuchet MS, sans-serif;">The most common way of measuring donor response is by
looking at the outcomes of fundraising appeals, online campaigns, newsletter
response slips, etc. How many donors said 'Yes’ with their gifts and how
many said ‘No’ by ignoring your request for support. <o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-US" style="color: #141413; font-size: 11pt;">But, is this really all that is being said in the conversation
between your charity and your donors? It seems to me that there is a lot more
to be gleaned from donor’s responses to your appeals and other communications. </span><span lang="EN-US" style="color: #fffffe; font-size: 11pt;"><o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #141413; font-size: 11pt;"><span style="font-family: Trebuchet MS, sans-serif;">For example, consider these responses from your charity's donors: <o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-US" style="font-size: 11pt;">·<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="EN-US" style="font-size: 11pt;">Yes, I’ll support your cause, but not by
taking on a direct debit.<o:p></o:p></span></span></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt;">
<br /></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-US" style="font-size: 11pt;">·<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="EN-US" style="font-size: 11pt;">Yes, I’ll give you more than what you are
asking for by filling in the blank space you’ve provided.<o:p></o:p></span></span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-US" style="font-size: 11pt;">·<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="EN-US" style="font-size: 11pt;">Yes, I’ll give something even when you are not
asking because I am really inspired by your newsletters.<o:p></o:p></span></span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-US" style="font-size: 11pt;">·<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="EN-US" style="color: #141413; font-size: 11pt;">No, not now, but I will give at a different time of the year.</span><span lang="EN-US" style="font-size: 11pt;"><o:p></o:p></span></span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing" style="margin-left: 36.0pt; mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-US" style="font-size: 11pt;">·<span style="font-size: 7pt;">
</span></span><!--[endif]--><span lang="EN-US" style="color: #141413; font-size: 11pt;">No,
I will not give to your cause just yet.</span><span lang="EN-US" style="font-size: 11pt;"><o:p></o:p></span></span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span lang="EN-US" style="font-size: 11pt;"><span style="font-family: Trebuchet MS, sans-serif;"><b>If you want to engage donors in a meaningful conversation
with your charity you need to recognise that they are not just saying ‘Yes’ or
‘No’ and be ready to address a wider range of more subtle responses. </b><o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #141413; font-size: 11pt;"><span style="font-family: Trebuchet MS, sans-serif;">For example, <i>suppose a donor sends a gift that is
significantly larger than the suggested amounts on the response form. How
should you respond? </i><o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #141413; font-size: 11pt;"><span style="font-family: Trebuchet MS, sans-serif;">You will say ‘Thank you’ of course, like you always
do. But, should that be all? – How about telling them that you have noticed the
gift is more generous than usual. <o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #141413; font-size: 11pt;"><span style="font-family: Trebuchet MS, sans-serif;"><b>But, what else is the donor trying to tell you? </b>You
can find some clues in their giving patterns. How large is the gift compared to
the donor’s lifetime giving value? Did they make this gift at a special time of
the year, or at a time when they usually give? <o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #141413; font-size: 11pt;"><span style="font-family: Trebuchet MS, sans-serif;">If the gift is a significant increase, and especially
if it is offered at a time of the year when they don’t usually give, they might
be telling you they have received a windfall or money from a legacy. <o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #141413; font-size: 11pt;"><span style="font-family: Trebuchet MS, sans-serif;">Now, you can start into a new conversation
with this donor by drawing them into a deeper relationship with your charity.
If the donor is saying that they are happy to give more to your cause then
change the money handles in their appeal next time you ask for a gift or
consider moving them into a new donor group. <o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #141413; font-size: 11pt;"><span style="font-family: Trebuchet MS, sans-serif;">However, most fundraisers do not carry out such conversations
with individual donors. They communicate with thousands of people at the same
time through appeals, or email campaigns. <o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #141413; font-size: 11pt;"><span style="font-family: Trebuchet MS, sans-serif;">And, this is where the donor conversations get both interesting
and challenging. <b>If you are communicating or talking to thousands of donors at
a time how can you treat them as individuals? – The answer is through rigorous database
analysis. </b><o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #141413; font-size: 11pt;"><span style="font-family: Trebuchet MS, sans-serif;">Just think about the results of your recent fundraising
campaigns. If each one of your donors is trying to tell you something
what useful information can you glean from their responses?</span></span></div>
<div class="MsoNormal">
<span style="color: #141413; font-family: 'Trebuchet MS', sans-serif; font-size: 11pt;"><br /></span></div>
<div class="MsoNormal">
<span style="color: #141413; font-family: 'Trebuchet MS', sans-serif; font-size: 11pt;">What about the donor segments with the highest
response and low average gifts? Are they looking for the right reasons to make
larger gifts?</span></div>
<div class="MsoNormal">
<span style="color: #141413; font-family: 'Trebuchet MS', sans-serif; font-size: 11pt;"><br /></span></div>
<div class="MsoNormal">
<span style="color: #141413; font-family: 'Trebuchet MS', sans-serif; font-size: 11pt;">And, what about record numbers of lapsed donors who
were reactivated through the Christmas appeal? Should you be using this appeal
package to reactivate other lapsed donors in the future?</span></div>
<div class="MsoNormal">
<span style="color: #141413; font-family: 'Trebuchet MS', sans-serif; font-size: 11pt;"><br /></span></div>
<div class="MsoNormal">
<span style="color: #141413; font-family: 'Trebuchet MS', sans-serif; font-size: 11pt;">What are the donors who seem to respond to regular
giving asks in relation to one aspect of your work trying to tell you?</span></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #141413; font-size: 11pt;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #141413; font-size: 11pt;"><span style="font-family: Trebuchet MS, sans-serif;">The answers you are looking for are in your response
slips and in your database. You just need a good way of discovering them. This
is where we can help. <o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="font-size: 11pt;"><span style="font-family: Trebuchet MS, sans-serif;"><span style="color: #141413;">Take our </span><span style="color: red;"><a href="http://www.mcconkey-johnston.co.uk/files/u2/Fitness_test_leaflet_v2.pdf" target="_blank">Fundraising Fitness Test</a> </span></span><span style="color: #141413;"><span style="font-family: Trebuchet MS, sans-serif;">to find out what donors are saying to your charity and to
develop segmentation plans that can increase your appeal ROIs. </span><span style="font-family: Bookman Old Style;"><o:p></o:p></span></span></span></div>
<div class="MsoNormal">
<br /></div>
<!--EndFragment-->Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-29770144466133963792013-01-20T23:14:00.001+00:002013-01-21T18:23:30.426+00:00How to use email effectively in fundraising <div style="background-color: white; border: 0px none; color: #2c2b2b; font-family: arial; font-size: 12px; line-height: 18px; margin-top: 10px; padding: 0px;">
Email is one of the most cost-effective ways to stay in touch with supporters and to keep them involved with your cause. Yes, many charities tend to exploit this communication tool effectively to increase donor engagement and to fundraise online. </div>
<div style="background-color: white; border: 0px none; color: #2c2b2b; font-family: arial; font-size: 12px; line-height: 18px; margin-top: 10px; padding: 0px;">
Have a look below and see how you can improve the effectiveness of your charity's emails: </div>
<div style="background-color: white; border: 0px none; color: #2c2b2b; font-family: arial; font-size: 12px; line-height: 18px; margin-top: 10px; padding: 0px;">
<b>Start segmenting your email list. </b>If you are running a robust direct mail programme you are probably segmenting your database and sending different asks to different donor groups. So, why send everyone in your email list the same fundraising ask? Now is the time to customise your email campaigns based on how you acquired the email addresses and the relationship you have with them. </div>
<div style="background-color: white; border: 0px none; color: #2c2b2b; font-family: arial; font-size: 12px; line-height: 18px; margin-top: 10px; padding: 0px;">
A good place to start is to divide your list into some broad segments and determine some source codes for future email segmentation.</div>
<div style="background-color: white; border: 0px none; color: #2c2b2b; font-family: arial; font-size: 12px; line-height: 18px; margin-top: 10px; padding: 0px;">
<b> Integrate your direct mail appeals with your email appeals. </b>Follow up your direct mail letters with email appeals a few weeks after sending out the paper appeal. Share the appeal stories and fundraising asks in these special emails and encourage the supporter to give online. Send a second round of emails to past donors who have not responded to the appeal or the previous email. </div>
<div style="background-color: white; border: 0px none; color: #2c2b2b; font-family: arial; font-size: 12px; line-height: 18px; margin-top: 10px; padding: 0px;">
<b>Test the marketing mix of your emails </b><b>frequently.</b> You can take advantage of the simplicity of A/B tests and the low cost of email testing to test the creative mix, the key messages, the fundraising offers etc with different email audiences. You can see very quickly how donors respond and then re-launch the emails that have performed better than others. </div>
<div style="background-color: white; border: 0px none; color: #2c2b2b; font-family: arial; font-size: 12px; line-height: 18px; margin-top: 10px; padding: 0px;">
<b>Create easy and simple to navigate landing pages. </b>You can send out some great emails and link them to your website but if donors have to click three or four times to get to the donation page then you would have lost most of them. So link your emails to landing pages that tell your charity impact story, ask for a donation and allow the donor to complete the giving transaction without clicking through to another page. </div>
<div style="background-color: white; border: 0px none; color: #2c2b2b; font-family: arial; font-size: 12px; line-height: 18px; margin-top: 10px; padding: 0px;">
<b>Add links to podcasts or videos in your emails. </b>Many donors want to experience your charity's work in one way or another and videos or podcasts can help them to see your work for themselves and to meet the people whose lives them are impacting with their gifts. </div>
<div style="background-color: white; border: 0px none; color: #2c2b2b; font-family: arial; font-size: 12px; line-height: 18px; margin-top: 10px; padding: 0px;">
<b>Make it easy for readers to share your messages on social media sites. </b> Place social media buttons prominently within your e-mails and encourage your readers to share the stories or photos.</div>
<div style="background-color: white; border: 0px none; color: #2c2b2b; font-family: arial; font-size: 12px; line-height: 18px; margin-top: 10px; padding: 0px;">
<b>Become more intentional in gathering email addresses. </b>Incorporate a request for email address in various printed communications, if you are offering resources etc make special offers available online, think of something of value that you can offer to supporters in return for their email address. </div>
<div style="background-color: white; border: 0px none; color: #2c2b2b; font-family: arial; font-size: 12px; line-height: 18px; margin-top: 10px; padding: 0px;">
<b>Make your emails mobile friendly. T</b>hese days probably half of your donors are checking and reading their emails on their mobile phones. So keep your content short and the design of your emails simple. </div>
<div style="background-color: white; border: 0px none; color: #2c2b2b; font-family: arial; font-size: 12px; line-height: 18px; margin-top: 10px; padding: 0px;">
<b>Use email to turn contacts and one-ff donors into regular givers</b>. Design a set of three emails that focus on converting non-donors or one-off donors into regular givers. Share a strong impact story and emphasise why and how regular gifts can change lives. Use these emails at regular intervals with different segments of your email list. </div>
<div style="background-color: white; border: 0px none; color: #2c2b2b; font-family: arial; font-size: 12px; line-height: 18px; margin-top: 10px; padding: 0px;">
Please feel free to suggest other ways of using email effectively for fundraising and marketing your charity's cause. </div>
Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-16273055209738866812012-12-11T15:01:00.004+00:002012-12-11T15:01:39.814+00:00Eight ways to increase the effectiveness of your Christmas fundraising emails
<!--[if gte mso 9]><xml>
<o:DocumentProperties>
<o:Revision>0</o:Revision>
<o:TotalTime>0</o:TotalTime>
<o:Pages>1</o:Pages>
<o:Words>448</o:Words>
<o:Characters>2558</o:Characters>
<o:Company>MJI UK</o:Company>
<o:Lines>21</o:Lines>
<o:Paragraphs>5</o:Paragraphs>
<o:CharactersWithSpaces>3001</o:CharactersWithSpaces>
<o:Version>14.0</o:Version>
</o:DocumentProperties>
<o:OfficeDocumentSettings>
<o:AllowPNG/>
</o:OfficeDocumentSettings>
</xml><![endif]-->
<!--[if gte mso 9]><xml>
<w:WordDocument>
<w:View>Normal</w:View>
<w:Zoom>0</w:Zoom>
<w:TrackMoves/>
<w:TrackFormatting/>
<w:PunctuationKerning/>
<w:ValidateAgainstSchemas/>
<w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid>
<w:IgnoreMixedContent>false</w:IgnoreMixedContent>
<w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText>
<w:DoNotPromoteQF/>
<w:LidThemeOther>EN-US</w:LidThemeOther>
<w:LidThemeAsian>JA</w:LidThemeAsian>
<w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript>
<w:Compatibility>
<w:BreakWrappedTables/>
<w:SnapToGridInCell/>
<w:WrapTextWithPunct/>
<w:UseAsianBreakRules/>
<w:DontGrowAutofit/>
<w:SplitPgBreakAndParaMark/>
<w:EnableOpenTypeKerning/>
<w:DontFlipMirrorIndents/>
<w:OverrideTableStyleHps/>
<w:UseFELayout/>
</w:Compatibility>
<m:mathPr>
<m:mathFont m:val="Cambria Math"/>
<m:brkBin m:val="before"/>
<m:brkBinSub m:val="--"/>
<m:smallFrac m:val="off"/>
<m:dispDef/>
<m:lMargin m:val="0"/>
<m:rMargin m:val="0"/>
<m:defJc m:val="centerGroup"/>
<m:wrapIndent m:val="1440"/>
<m:intLim m:val="subSup"/>
<m:naryLim m:val="undOvr"/>
</m:mathPr></w:WordDocument>
</xml><![endif]--><!--[if gte mso 9]><xml>
<w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="276">
<w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/>
<w:LsdException Locked="false" Priority="39" Name="toc 1"/>
<w:LsdException Locked="false" Priority="39" Name="toc 2"/>
<w:LsdException Locked="false" Priority="39" Name="toc 3"/>
<w:LsdException Locked="false" Priority="39" Name="toc 4"/>
<w:LsdException Locked="false" Priority="39" Name="toc 5"/>
<w:LsdException Locked="false" Priority="39" Name="toc 6"/>
<w:LsdException Locked="false" Priority="39" Name="toc 7"/>
<w:LsdException Locked="false" Priority="39" Name="toc 8"/>
<w:LsdException Locked="false" Priority="39" Name="toc 9"/>
<w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/>
<w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/>
<w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/>
</w:LatentStyles>
</xml><![endif]-->
<!--[if gte mso 10]>
<style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-parent:"";
mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
mso-para-margin:0cm;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:12.0pt;
font-family:Cambria;
mso-ascii-font-family:Cambria;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Cambria;
mso-hansi-theme-font:minor-latin;
mso-ansi-language:EN-US;}
</style>
<![endif]-->
<!--StartFragment-->
<br />
<div class="MsoNormal" style="background: white; line-height: 15.0pt;">
<span style="font-family: Verdana, sans-serif; font-size: medium;">As you prepare your final fundraising emails here are some ideas you can use to increase their effectiveness and to get more donations before the end of December.</span></div>
<div class="MsoNormal" style="background: white; line-height: 15.0pt;">
<br /></div>
<span style="font-family: Verdana, sans-serif;"><span style="font-size: medium;">1.</span><span style="font-size: 7pt; line-height: normal;"> </span><span style="border: 1pt none windowtext; font-size: 13.5pt; padding: 0cm;"><b>Think up some great opening lines</b>. Put the small talk 'Christmas is here once again ... have you done your shopping' aside and start engaging donors right from the start.</span></span><br />
<b style="font-family: Verdana, sans-serif; line-height: 15pt; text-indent: -18pt;"><span style="border: 1pt none windowtext; font-size: 13.5pt; padding: 0cm;"><br /></span></b>
<span style="line-height: 15pt; text-indent: -18pt;"><span style="border: 1pt none windowtext; font-size: 13.5pt; padding: 0cm;"><span style="font-family: Verdana, sans-serif;">2<b>. Don't use the 'Christmas spirit' as the main reason for giving - </b>yes, donors give because they want to show generosity and compassion. But, you need to remember and highlight the reasons why they give to your cause - show them the needs you are trying to meet and how their gifts will make a difference. </span></span></span><br />
<span style="line-height: 15pt; text-indent: -18pt;"><span style="border: 1pt none windowtext; font-size: 13.5pt; padding: 0cm;"><span style="font-family: Verdana, sans-serif;"><br /></span></span></span>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://classnfab.files.wordpress.com/2009/11/christmas-charity.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="http://classnfab.files.wordpress.com/2009/11/christmas-charity.jpg" width="320" /></a></div>
<span style="line-height: 15pt; text-indent: -18pt;"><span style="border: 1pt none windowtext; font-size: 13.5pt; padding: 0cm;"><span style="font-family: Verdana, sans-serif;">3<b>. Be as specific as you can about how the donations will be used - </b>even if you are raising money for your general fund, remind donors how their gifts throughout the year have impacted lives, share some of your plans for 2013 and ask donors to show their commitment to your cause by making a special Christmas gift. <b> </b></span></span></span><br />
<b style="line-height: 15pt; text-indent: -18pt;"><span style="border: 1pt none windowtext; font-size: 13.5pt; padding: 0cm;"><span style="font-family: Verdana, sans-serif;"><br /></span></span></b>
<span style="line-height: 15pt; text-indent: -18pt;"><span style="border: 1pt none windowtext; font-size: 13.5pt; padding: 0cm;"><span style="font-family: Verdana, sans-serif;">4<b>. Tell one compelling story </b>- email readers have shorter attention spans than letter readers. So, focus on one impact story, use the story to show donors how they are changing lives. </span></span></span><br />
<b style="line-height: 15pt; text-indent: -18pt;"><span style="border: 1pt none windowtext; font-size: 13.5pt; padding: 0cm;"><span style="font-family: Verdana, sans-serif;"><br /></span></span></b>
<span style="line-height: 15pt; text-indent: -18pt;"><span style="border: 1pt none windowtext; font-size: 13.5pt; padding: 0cm;"><span style="font-family: Verdana, sans-serif;">5.<b> DONT SHOUT ON YOUR SUBJECT LINE </b>- remember you are writing to friends not making a sales pitch for a business. So, avoid all capitals on the subject line, or words like 'DEADLINE' or 'LAST CHANCE' Donors often shy away from opening and reading pushy emails and sometimes spam filters might block such messages too. </span></span></span><br />
<span style="line-height: 15pt; text-indent: -18pt;"><span style="border: 1pt none windowtext; font-size: 13.5pt; padding: 0cm;"><span style="font-family: Verdana, sans-serif;"><br /></span></span></span>
<span style="line-height: 15pt; text-indent: -18pt;"><span style="border: 1pt none windowtext; font-size: 13.5pt; padding: 0cm;"><span style="font-family: Verdana, sans-serif;">6. <b>Use interesting subject lines - </b>every day<b> </b>donors are getting tens even hundreds of emails, some of them from charities asking for support. So, statements like 'make a gift to make a difference' are not likely to peak their curiosity to open the email. So, think up an interesting subject line, make the donor curious. </span></span></span><br />
<b style="line-height: 15pt; text-indent: -18pt;"><span style="border: 1pt none windowtext; font-size: 13.5pt; padding: 0cm;"><span style="font-family: Verdana, sans-serif;"><br /></span></span></b>
<span style="line-height: 15pt; text-indent: -18pt;"><span style="border: 1pt none windowtext; font-size: 13.5pt; padding: 0cm;"><span style="font-family: Verdana, sans-serif;">7.<b> If you are including a video in your email make sure that the video reminds donors to give. </b>Think carefully about the purpose of the video - if it is just to say 'thank you' then send it separately near the end of December. But, if you want to say thank you and ask for one last gift make sure that the video contains clear instructions that take the donor to your giving page. </span></span></span><br />
<b style="line-height: 15pt; text-indent: -18pt;"><span style="border: 1pt none windowtext; font-size: 13.5pt; padding: 0cm;"><span style="font-family: Verdana, sans-serif;"><br /></span></span></b>
<span style="line-height: 15pt; text-indent: -18pt;"><span style="border: 1pt none windowtext; font-size: 13.5pt; padding: 0cm;"><span style="font-family: Verdana, sans-serif;">8. <b>Insert plenty of links to the giving page throughout the email.</b> </span></span></span><span style="font-family: Verdana, sans-serif; font-size: 13.5pt; line-height: 15pt; text-indent: -18pt;">With the rise of tablets and other mobile devices, donors are now seeing your emails on the go. And, they are lazy - they don't want to scroll further and further so they can get to your call to action. So, you have to make it easy for them by including several links to your giving page throughout the email,</span><span style="font-family: Verdana, sans-serif; font-size: 13.5pt; line-height: 15pt; text-indent: -18pt;"> including one within the second or third paragraphs. </span><br />
<!--EndFragment-->Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-55577189074157072802012-11-13T10:24:00.001+00:002012-11-13T10:33:08.948+00:00Why you should encourage lapsed donors to give again? <span style="font-family: Verdana, sans-serif;">Recently, while conducting a <a href="http://www.mcconkey-johnston.co.uk/files/u2/Fitness_test_leaflet_v2.pdf" target="_blank">Fundraising Fitness Test</a> for a client I noted that ever year they were losing over 1,000 donors. And, this was a relatively small charity with less than 5,000 contacfs in their database. In other words, donors were coming in making a gift or two and then not giving again. The charity was doing some donor reactivation work but obviously not enough because the reactivation rates from year to year were less than 10%. </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span>
<span style="font-family: Verdana, sans-serif;">Does this situation ring true for your charity also? Do you know how many donors your charity is losing every year? If you do, what are you doing to encourage lapsed donors to give again? </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span>
<span style="font-family: Verdana, sans-serif;">Some Christian fundraisers are reluctant to remind a lapsed donors that they have not given in a while, others keep sending the same appeals to these donors that they send to everyone else and hope for the best. Whether you are following the first or the second strategy I mentioned here one thing is for sure that soon you will end up with very few donors and you will be forced to spend a great deal of money to find new ones. </span><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://blog.inceptsaves.com/files/2012/10/1k78c4137455.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="226" src="http://blog.inceptsaves.com/files/2012/10/1k78c4137455.jpg" width="400" /></a></div>
<span style="font-family: Verdana, sans-serif;"><b><br /></b></span>
<span style="font-family: Verdana, sans-serif;"><b><br /></b></span>
<b style="font-family: Verdana, sans-serif;">Why does donor reactivation matter? </b><br />
<span style="font-family: Verdana, sans-serif;"><br /></span>
<span style="font-family: Verdana, sans-serif;">It matters because it is easier (and cheaper) to encourage a past donor to give again than to get a potential donor to make their first gift. </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span>
<span style="font-family: Verdana, sans-serif;"><b>What can you do about it? </b></span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span>
<span style="font-family: Verdana, sans-serif;"><b>First of all</b> set a definition of 'lapsed' donors for your cause - I recommend to most clients that a lapsed donor is a person, or a church or a corporation whose last gift to the charity was 12 months ago. </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span>
<span style="font-family: Verdana, sans-serif;"><b>Secondly</b>, get to know your current lapsed donors by setting up and running a query in your database to identify donors who have not given to your cause in the last 12 months and have a look at their profiles, the amounts they gave, the types of projects the supported, their giving history. </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span>
<span style="font-family: Verdana, sans-serif;"><b>Thirdly</b>, think about how you can remind this group of donors about their giving and the value of their support to your charity. You can deliver this reminder with care and love, in keeping with the character of your charity.<br /><br />You might want to write them a letter or send them an email or when appropriate make a phone call to them. You can gently inquire about their life circumstances, challenges they might be facing. " </span><span style="font-family: Verdana, sans-serif;">Perhaps you have been facing some difficulties I’m not aware of...." </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span>
<span style="font-family: Verdana, sans-serif;">Or, you can acknowledge how busy the donor is and how focused they might be in their priorities, </span><span style="font-family: Verdana, sans-serif;">"I know how easy it
is to get busy with many things, family, children, work, church ..." And, you might even invite donors to share with you about any prayer needs they might have so your staff team can support them in prayer </span><span style="font-family: Verdana, sans-serif;">— regardless of whether the donor
is able to give again or not. </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span>
<span style="font-family: Verdana, sans-serif;">And, you can share some news about your charity and invite the donors to renew their support to your cause. Share impact stories with them, tell them that their contributions have been missed, thank them for their past support and show them what can be achieved by their future gifts. </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span>
<span style="font-family: Verdana, sans-serif;"><b>Fourthly</b>, create two or three donor reactivation packages and test various copy concepts and strategies for communicating with lapsed donors. Once you have mailed or emailed the lapsed donors from the last 12 months you might want to go back a bit further and mail lapsed donors from 24 months ago or 48 months. However, a word of warning here, don't spend much time and money in trying to reactivate donors who gave to your cause 48 months ago - they might be supporting other causes now but if you want to keep these people around then invite them to sign up to your email communications or to join your facebook page. </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span>
Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-27753522042288713812012-11-05T14:33:00.000+00:002012-11-05T14:33:34.995+00:00Four mistakes Christian charities make when approaching donors <br />
<span style="font-family: Arial, Helvetica, sans-serif;"><b style="font-size: 12pt; line-height: 115%;">The first mistake is treating everyone in the same way.</b><span style="font-size: 12pt; line-height: 115%;">
<span style="font-weight: normal;">The fact of the matter is that different donors are at different stages of
their relationship with the charity – some need to be encouraged to make their
first gift, others need to inspired to give again or to give larger gifts and
others need to be nudged gently to renew their support.</span></span></span><br />
<div class="ListParagraphCxSpMiddle">
<span style="font-size: 12pt; line-height: 115%;"><b><span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></b></span></div>
<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;"><b>Another mistake is failing to incorporate the donor’s
reasons for giving in fundraising appeals</b>. In other words, the appeals are
often ‘ministry-centric’ focused on what the charity needs to do its mission,
donors are asked to stand in the gap to support the charity to meet its
financial targets and so on.</span></span><br />
<div class="ListParagraphCxSpMiddle">
<br /></div>
<div class="ListParagraphCxSpMiddle">
<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">The thing is donors are not interested in helping the
charity meet its financial targets they are interested in changing lives,
impacting the world, seeing the Gospel spread and so on. The more you talk
about their/ the donors reasons for giving to change the world, to impact lives
etc the more you are going to get the donor’s attention and their money.</span><span style="font-family: Verdana, sans-serif;"><o:p></o:p></span></span></div>
<div class="ListParagraphCxSpMiddle">
<br /></div>
<div class="ListParagraphCxSpLast">
<a href="http://twentyfivedollarbill.com/wp-content/plugins/rss-poster/cache/d9b92_charitable-donations.gi.top.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://twentyfivedollarbill.com/wp-content/plugins/rss-poster/cache/d9b92_charitable-donations.gi.top.jpg" height="206" width="320" /></a><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;"><b>A third mistake is that some Christian charities fail to thank donors appropriately. </b>I have seen one too many response forms lately where the charity is asking the donor to tick a box if they don't want to be thanked. And they proudly state that 'thanking donors costs money - so they are cutting the costs by not thanking people.' In my opinion, this is a big mistake. Why? </span></span></div>
<div class="ListParagraphCxSpLast">
<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
<div class="ListParagraphCxSpLast">
<span style="line-height: 18px;"><span style="font-family: Arial, Helvetica, sans-serif;">Because most donors want to hear whether the charity got the money they sent and how that money will be used. They also want to be assured that they have made a difference and feel involved in the charity's work. A good thank you letter does all these things...makes a donor feel special and satisfied that they have done the right thing. And, the truth is - satisfied donors keep giving to the charity for the long run. </span></span></div>
<div class="ListParagraphCxSpLast">
<span style="line-height: 18px;"><span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
<div class="ListParagraphCxSpLast">
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 18px;"><b>A fourth mistake is</b></span><span style="font-size: 12pt; line-height: 115%;"><b> that many Christian charities fail to engage with potential supporters. </b>In other words, they fail to </span><span style="font-size: 12pt; line-height: 115%;">invest sufficiently in getting new donors</span><span style="font-size: 12pt; line-height: 115%;">. I have come across many charities
whose donor bases are ageing rapidly and where some donors have stopped giving
a long time ago but they are still being mailed. These charities get a handful
of new donors every year and they lose a few hundreds. I genuinely believe that
there are sufficient funds out there, in the potential donors’ bank accounts
but Christian charities are not accessing these funds because they are not
working hard enough to engage with these potential donors. </span></span></div>
<div class="ListParagraphCxSpLast">
<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
<div class="ListParagraphCxSpLast">
<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">Is there anything else you would like to add to this list? </span></span></div>
<div class="ListParagraphCxSpLast">
<span style="font-family: Verdana, sans-serif; font-size: 12pt; line-height: 115%;"><br /></span></div>
<div class="ListParagraphCxSpLast">
<br /></div>
Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-56640868509576324722012-10-02T13:20:00.001+01:002012-10-02T13:20:47.437+01:00What are the barriers to successful fundraising appeals? <br />
Recently while reviewing the warm appeals for a charity client I got thinking about the barriers to successful appeals. So, what do unsuccessful appeals have in common.<br />
<ul>
<li><b style="clear: right; display: inline !important; margin-bottom: 1em; margin-left: 1em;">Unsuccessful appeals fail to respond to the readers (donors) unspoken questions.</b><span style="clear: right; margin-bottom: 1em; margin-left: 1em;"> According to Siegfried Vogele, the father of direct marketing a good appeals writer should anticipate the questions in reader's mind and answer them clearly in the fundraising letter. These questions focus around the charity and the work you are asking the donor to support. The donor might be thinking</span><i style="clear: right; display: inline !important; margin-bottom: 1em; margin-left: 1em;">who is this charity? Have I given to them before? How are they addressing me? Where did they find my details? Why should I support their work? How will they make a difference? </i>W<i>hat is required of me?</i> And, more. Drop me a line of you want to have a look at the full list of unspoken questions that Vogele talks about.</li>
</ul>
<ul>
<li><b>Unsuccessful appeals lack of clarity about what they are asking the reader to do</b>. They contain unclear need statements like '<i>with your money we will impact many lives</i>' or vague and confusing asks like ' s<i>upport our general fund</i>' or '<i>we urgently need £750,000 can you please give £10</i>' - Such statements are not likely to motivate anyone to give. </li>
</ul>
<ul>
<li><b>Unsuccessful appeals lack of cohesiveness </b>in terms of how all the elements of the appeal package come together, the repetition of key messages, the same fundraising ask, flow of arguments etc. I often see fundraising appeal where the fundraising ask from the letter does not match the ask in the response form or where response forms are generic or cluttered. </li>
</ul>
<ul>
<li><b>Unsuccessful appeals lack of authenticity</b> – You know what I am talking about, the kind of appeals where you can take the name of the charity out and replace it with any other charity and it all sounds the same. In a successful appeal the stories and key messages are authentic and fit with what the donors know about the charity and its work. The same can be said about the person who signs the appeal, he or she need to be credible people who are known across the organization.</li>
</ul>
<ul>
<li><b>Unsuccessful appeals make it difficult for the donor to respond </b>- you might be smiling now but go and have a look at your appeals response forms. Are they cluttered or easy to use? Do they contain clear instructions about how the donor should fill in the form? What is the font size? Can an older donor read it quickly without reaching for their specs? And, what about online giving, sms giving or electronic funds transfers - are you offering donors these giving options or not? </li>
</ul>
<ul>
<li><b>Unsuccessful appeals have un-engaging copy</b> – dull copy that does not touch donors’ heart, cluttered writing, weak requests. All these things can contribute to the failure of an appeal to engage with the majority of supporters. However, sometimes the writer’s style, the compelling way he or she uses to share a story, how they move from the story to the big picture issues taking the donor on a journey can catch many a reader’s attention and hold it.</li>
</ul>
<div>
Is there anything else that you would like to add to this list? - I would be interested to hear from you so please comment below. </div>
<div>
<br /></div>
<br />Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-6540664907191410042012-09-17T17:22:00.001+01:002012-09-17T17:23:24.486+01:00Making friends for life: practical insights to help you retain your charity’s donors <div class="separator" style="clear: both; text-align: center;">
</div>
<div style="margin-left: 1em; margin-right: 1em;">
</div>
<b>What is the primary purpose of fundraising? – To raise enough money for our charity’s work – you might say. Wrong answer! </b><br />
<br />
Let’s approach this question in another way. Sure your charity needs money to carry out its programmes but where is the money coming from? – From donors, individuals, trusts, wealthy people, churches etc. So, what a fundraiser or a fundraising team does is develop and implement a fundraising plan to engage with individuals, churches, businesses or trusts and invite their support. <br />
<br />
In this context of engaging with people and organisations -<b> the primary purpose of fundraising is to help you find and keep your charity’s donors! </b><br />
<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://whatisacharity.com/wp-content/uploads/2011/10/Most-popular-charities-to-donate-to.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://whatisacharity.com/wp-content/uploads/2011/10/Most-popular-charities-to-donate-to.jpg" /></a></div>
<br />
<br />
Once an individual, a church or a business has made a gift to your charity it is vital that they renew their support in the future. You probably know from experience that finding new donors is a costly business so the only way a charity can benefit from such new donors is when most of them give again and again and again. <br />
<br />
Many fundraising advisers, including your boss, would tell you to work hard at retaining donors – by doing this you wouldn't have to acquire new ones very often. At face value this seems like the right advice but, when you take a closer look at the return on investment (ROI) from your donor retention activities you<br />
are likely to discover that retaining donors can be harder and sometimes even more expensive than acquiring new donors. <br />
<br />
Over the years, working with a variety of charity clients I have noted that retention rates can be affected by many factors including:<br />
<br />
<ul>
<li>the quality of the newly acquired donors and their propensity to keep giving, </li>
<li>the timing and frequency of a charity’s appeals, </li>
<li>the efficiency and warmth of thank you letters, </li>
<li>the content of appeals,</li>
<li>the presence or absence of a regular giving programme, etc. </li>
</ul>
<br />
Another factor that has a huge negative impact on retention is the assumption that the majority of donors are not going to renew their support because they have received too many requests for money! In my opinion, the opposite is true – a decrease in retention rates represents a failure to ask donors in a compelling<br />
and inspiring way to make another gift to your cause. Here is a simple truth: if you are not grabbing a donor’s attention you are not going to get their gifts! <br />
<br />
If you want to retain 60%, 70% even 80% of your charity’s donors and turn them from one-off givers to long term friends consider some of these insights. I have already seen client’s retention rates moving in the right direction by doing the following: <br />
<br />
<ol>
<li>Thank your donors within 48 hours of receiving their donation. </li>
<li>Make time to call as many of your charity’s donors as possible - not to ask them for a gift, but simply to say ‘hello’ and ‘thank you’ for their support. </li>
<li>Re-use a fundraising package that you know works well to ensure that your first time donors make that valuable second gift. </li>
<li>Develop and implement a regular giving programme inviting donors to make monthly contributions to your cause. </li>
<li>Strengthening the impact of direct mail appeals by using follow up emails. </li>
<li>Don’t let donors disappear into thin air! </li>
<li>Incorporate ‘soft’ fundraising asks in your newsletters. </li>
</ol>
<br />
<br />
But be aware, that whatever you do you are not likely to retain all of your charity’s donors – some of them will stop giving and you will never know why. But, rather than trying to guess why they stopped giving you can focus on acquiring new donors and on implementing some of these insights and other ideas that can help you retain your charity’s donors. <br />
<br />
Finally, make sure you are always measuring the impact of your retention activities and are learning from your successes and your mistakes. <br />
<br />
<br />Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-45260256719375115442012-08-23T11:04:00.002+01:002012-08-23T11:42:54.245+01:00Is your charity using 'churn and burn' fundraising techniques? A recent LinkedIn post by Giles Pegram on the Institute of Fundraising discussion board about 'churn and burn' practices in fundraising got me thinking about the why and how this approach to fundraising is alive and well in so many charities today.<br />
<br />
If you don't know what I am talking about - let me explain first what 'churn and burn' is. By definition, in a charity fundraising 'churn and burn' is about bringing in new donors/ or new contacts, bombarding them with irrelevant communications and fundraising appeals in order to get the most out of them in terms of donations and then letting them go.<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://3.bp.blogspot.com/-OYPXAT48eGo/UDX-dLHFkbI/AAAAAAAAAEs/tBuG8jvofio/s1600/4e85f1523c55d.image.jpeg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="http://3.bp.blogspot.com/-OYPXAT48eGo/UDX-dLHFkbI/AAAAAAAAAEs/tBuG8jvofio/s320/4e85f1523c55d.image.jpeg" width="320" /></a></div>
<br />
<br />
<br />
Most charity fundraisers I talk to would never admit that their charity practices the 'churn and burn' approach. Here are some reasons why:<br />
<br />
Firstly<b>, many</b> <b>charity fundraisers are genuinely unaware of the 'churn and burn' practices under their roof.</b> They just don't see it. Why? Because they might be doing very little new donor acquisition thinking that the times are hard and people will not give to new charities. Often 'churn and burn' approaches are fuelled by agressive new donor acquisition efforts. The problem is that these new supporters are bombarded with requests to give more money straightaway or included in the current communications cycle that is designed with long standing donors in mind. In other words, new donors feel little or no connection with the charity and they leave.<br />
<br />
Secondly, <b>because they are not measuring the effectiveness of their fundraising activities in terms of the how donors give and what kind of relationship they have with the charity</b>. They are not measuring retention/ attrition rates of their donor file or contacts/ donor conversion rates and can not see how their charity might have the 'revolving doors' syndrome. Donors enter, stay a short while and leave.<br />
<br />
Thirdly, <b>fundraisers are under pressure from their line managers, CEO's and Boards to meet these year's targets often expressed in total amounts raised and numbers of new donors brought in</b>. So, short- termism becomes the name of the game - let's get the most out of these donors now for meeting today's targets but not really focusing on growing relationships with donors naturally for the long term.<br />
<br />
Fourthly, <b>some direct marketing agency is practicing 'churn and burn' on behalf of the charity</b>. Some charities outsource the new donor acquisition activities or even the whole fundraising function. So, a direct marketing agency finds new donors on their behalf or does their fundraising giving the charity the money. While at face value this looks like a good proposition and can work well on many occasions. There are times when the agency, working on behalf of many clients, engages in 'churn and burn' practices to meet the fundraising targets.<br />
<br />
Finally, although <b>many fundraisers talk about 'donor-centric' communications what they are sending out is generic communications pieces </b>that don't really speak to donors' concerns or motivations for getting involved with their work. If you disagree with me just pick up one of your charity's welcome letters, newsletters or fundraising appeals. Take a look, can you find more 'you' than 'we' in these materials? Do your newsletters contain any stories about donors, about what motivates them to participate in your work? Do your appeals contain three or four reasons - from the donors perspective - as to why they should give? If you answered 'No' to these questions that your charity's communications are not donor-centric.<br />
<br />
Here are some action points to help you start identifying any 'churn and burn' practices in your charity's fundraising and uprooting them for good:<br />
<br />
1. Run some fundraising reports to track donor behaviour, to identify the donors who are lapsing and ineffective fundraising activities;<br />
<br />
2. Calculate lifetime value of your donors and start including the numbers of multi-year donors, new donors, reactivated donors etc in your fundraising reports for your CEO and other senior leaders.<br />
<br />
3. Start educating your CEO and your Board about the importance of building long term relationships with supporters and the pace of such relationships, in that they do not happen overnight.<br />
<br />
4. Evaluate your communications standing in donors shoes. Show your appeals and newsletters to a group of friends and ask for their honest opinions. Do they understand what you are saying? Are they moved by your stories? Would they support this charity? Would they be impressed by your thank you/ welcome letters?<br />
<br />
Please feel free to add any more points to this list...<br />
<br />
<br />Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-74510695746657650172012-08-02T14:32:00.002+01:002012-08-02T15:26:03.427+01:00Inspiring marketing and fundraising reads<span style="font-family: Verdana, sans-serif;">With summer holidays just around the corner, here is a small selection of fundraising and marketing books that you might enjoy. </span><span style="font-family: Verdana, sans-serif;"><b><br /></b></span><br />
<span style="font-family: Verdana, sans-serif;"><b>Christian perspectives on fundraising </b></span><br />
<ul>
<li><span style="font-family: Verdana, sans-serif;"><a href="http://www.amazon.co.uk/Spirituality-Fundraising-Henri-Nouwen/dp/0835810445/ref=sr_1_4?ie=UTF8&qid=1343903461&sr=8-4" target="_blank">A Spirituality of Fundraising</a> by Henri Nouwen - If you are new to Christian fundraising this is a great short read that can help you reflect on the relationship between giving and generosity, spiritual disciplines and God. </span></li>
</ul>
<ul>
<li><span style="font-family: Verdana, sans-serif;"><a href="http://www.amazon.co.uk/Called-Give-David-R-McCurry/dp/1449577253/ref=sr_1_2?s=books&ie=UTF8&qid=1343911487&sr=1-2" target="_blank">Called to Give</a> by David R. McCurry - Although this book is written from a US perspective there is plenty of food for thought in it for Christian fundraisers who want to better understand various aspects of the relationship between Christian charities, churches and evangelicals involved in mission. </span></li>
</ul>
<ul>
<li><span style="font-family: Verdana, sans-serif;"><span style="background-color: white;"><a href="http://www.amazon.co.uk/The-Grace-Giving-Principles-Christian/dp/1598568736/ref=sr_1_7?ie=UTF8&qid=1343911922&sr=8-7" target="_blank">The Grace of Giving: 10 Principles of Christian Giving</a> </span>by John R. W. Stott - How do we decide what to give to church, to mission, to building projects, to aid and development? In what spirit do we give? This small booklet can help you think through responses to these questions and much more. Great stuff you can share with your charity's donors too. </span></li>
</ul>
<ul>
<li><span style="font-family: Verdana, sans-serif;"><a href="http://www.mcconkey-johnston.co.uk/researchongiving" target="_blank">Why Christians Give?</a>- Understanding the hearts and minds of 21st century evangelical donors by Redina Kolaneci - Some useful insights on attitudes and motivations of UK evangelical donors that can help you shape up your fundraising activities and resources. </span></li>
</ul>
<span style="font-family: Verdana, sans-serif;"><br /><b>Great fundraising reads</b> </span><br />
<ul>
<li><span style="font-family: Verdana, sans-serif;"><a href="http://www.amazon.co.uk/Zen-Fundraising-Timeless-Strengthen-Relationships/dp/0787983144/ref=sr_1_1?s=books&ie=UTF8&qid=1343912684&sr=1-1" target="_blank">The Zen of Fundraising</a> by Ken Burnett - A refreshing and inspiring book that is a must read for any fundraiser.</span></li>
</ul>
<ul>
<li><span style="font-family: Verdana, sans-serif;"><a href="http://www.amazon.co.uk/Fundraising-Principles-Essential-Leadership-Management/dp/0470450398/ref=sr_1_2?s=books&ie=UTF8&qid=1343912684&sr=1-2" target="_blank">Fundraising Principles and Practice</a> by Adrian Sargeant and Jen Shang - Ok, this maybe is not a holiday read but it is a very useful book for your office. Something you can read and discuss with your colleagues and draw wisdom from. </span></li>
</ul>
<ul>
<li><span style="font-family: Verdana, sans-serif;"><a href="http://www.amazon.co.uk/The-Porcupine-Principle-Fundraising-Secrets/dp/1903991897/ref=pd_sim_b_5" target="_blank">The Porcupine Principle and Other Fundraising Secrets</a> by Jonathan Farnhill - This one you will enjoy. It is insightful, fun and punchy. Definitely something I would take with me on the beach.</span></li>
</ul>
<ul>
<li><span style="font-family: Verdana, sans-serif;"><a href="http://www.blogger.com/goog_169530449">101 Social Media Tactics for Nonprofits:A Field Guide</a> </span><span style="font-family: Verdana, sans-serif;">b</span><span style="font-family: Verdana, sans-serif; text-transform: capitalize;">y Melanie Mathos and Chad Norman. </span></li>
</ul>
<br />
<br />
<br />
<div style="font-family: Verdana, sans-serif;">
<br /></div>
<div style="font-family: Verdana, sans-serif;">
<span style="font-size: x-small;"><span style="text-transform: capitalize;"><br /></span></span></div>
<div style="font-family: Verdana, sans-serif;">
<span style="font-size: x-small;"><span style="text-transform: capitalize;"><br /></span></span></div>
<br />Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-172148928714887502012-07-03T22:26:00.002+01:002012-07-03T22:26:53.907+01:00Of fuchsias, weeds and fundraising<span style="font-family: Verdana, sans-serif;">Do you like gardening? - I know this is a bit of an odd question to ask a fundraiser but if you like gardening you will understand what I am about to say. </span><div>
<span style="font-family: Verdana, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-95OyBphkQtw/T_NjOa2xp2I/AAAAAAAAAEg/wilbhAX-MO0/s1600/DoubleFuchsias_wb-1.jpeg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="363" src="http://4.bp.blogspot.com/-95OyBphkQtw/T_NjOa2xp2I/AAAAAAAAAEg/wilbhAX-MO0/s400/DoubleFuchsias_wb-1.jpeg" width="400" /></a></div>
<div>
<span style="font-family: Verdana, sans-serif;"><br /></span></div>
<div>
<span style="background-color: white; font-family: Verdana, sans-serif;">This morning as I was drinking my coffee in my garden I noted a large weed that had spread itself all over one of my fuchsia plants. The interesting thing was that the leaves of the weed plant looked just like those of the fuchsia plant but if you looked closer you could see how the weed was chocking the life of the plant by wrapping itself around the stalks and feeding itself from the plant.</span></div>
<div>
<div>
<span style="font-family: Verdana, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Verdana, sans-serif;">This got me thinking about the weeds and fundraising. About activities or resources which just like these weeds might look like healthy fundraising activities but which in fact end up depleting our budgets and exasperating us. </span></div>
</div>
<div>
<span style="font-family: Verdana, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Verdana, sans-serif;">Are there any weeds in your fundraising plan and activities? - How can you identify them? And, more importantly, what can you do to pull them out? </span></div>
<div>
<span style="font-family: Verdana, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Verdana, sans-serif;">In my opinion, the place to start is to try and measure the outcomes of your fundraising activities realistically and in a neutral way. Are these activities bringing in the money? Are they bringing in new donors? Are they enabling you to keep current donors? Or are you running them because you have always done so or because they are 'pet' projects of the CEO and other senior leaders? </span></div>
<div>
<span style="font-family: Verdana, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Verdana, sans-serif;">Go on be brave and pull those weeds out of your fundraising programme ... you will feel better and you will get better results even in these hard times. </span></div>Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-68380141286562644762012-06-02T19:45:00.002+01:002012-07-03T21:15:09.828+01:00Ten truths about direct response fundraising<p:colorscheme colors="#ffffff,#000000,#808080,#000000,#bbe0e3,#333399,#009999,#99cc00"><span style="color: red; font-family: 'Arial Rounded MT Bold'; font-size: x-large;"><b>
</b></span></p:colorscheme><br />
<div class="O" v:shape="_x0000_s1026">
<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-uCizv4fgX5k/T_NSsURDqEI/AAAAAAAAAD8/x76sM-tabus/s1600/GSTTC_Bangtail6.jpeg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="128" src="http://4.bp.blogspot.com/-uCizv4fgX5k/T_NSsURDqEI/AAAAAAAAAD8/x76sM-tabus/s320/GSTTC_Bangtail6.jpeg" width="320" /></a></div>
<div>
<br /></div>
<ul>
<li><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">Thanking
your online or offline donors quickly is key to the future success of a
direct response programme.</span></li>
</ul>
<ul>
<li><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">Robust
direct response programmes get better results than a collection of appeal
letters or random emails. Robust
programmes are those that contain targeted appeals to various donor
segments using well chosen cause concepts that are likely to appeal to
donors.</span></li>
</ul>
<ul>
<li><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">Ask
too often and some donors will lapse – don’t ask enough and you are likely
to see even more donors lapse.</span></li>
</ul>
<ul>
<li><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">The
most effective fundraising appeals contain: a letter, a separate reply device
and a reply envelope.</span></li>
</ul>
<ul>
<li><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">Additional
enclosures in fundraising appeals packages increase costs and are likely
to reduce response rates.</span></li>
</ul>
<ul>
<li><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">Charities that send out newsletters or e-updates, in addition to
appeals are likely to see increased response from their direct response
programme.</span></li>
</ul>
<ul>
<li><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">One-off appeals for emergencies are likely to bring more money than </span><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">appeals for ongoing projects. However, in
the long run a well-designed </span><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">direct
response programme can help retain donors and bring in higher </span><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">overall
income.</span><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;"> </span></li>
</ul>
<ul>
<li><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">Few donors are likely to upgrade their giving so don’t lower the
bar on </span><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">first-time gifts.</span></li>
</ul>
<ul>
<li><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">Your fundraising programme should give all donors opportunities to</span><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;"> </span><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">contribute – be it gifts of £5 or £100. </span></li>
</ul>
<ul>
<li><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">Testing
different appeal packages really works if you are regularly </span><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">mailing </span><span style="background-color: white; font-family: Verdana, sans-serif;"><span style="font-size: 11pt;">10,000 </span></span><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 11pt;">or more donors.</span></li>
</ul>
<ol start="9" style="margin-top: 0cm;" type="1">
</ol>
<br />
<div>
</div>
<div>
</div>
</div>Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-42217208164091192182012-05-03T10:05:00.001+01:002012-07-03T21:47:03.107+01:0010 commandments for effective fundraising writing<span style="background-color: white; font-family: Verdana, sans-serif;">Here
are the ten commandments for effective fundraising writing inspired by Tom
Ahern’s teaching on donor communications:</span><br />
<div class="MsoNormal">
<br /></div>
<ol start="1" style="margin-top: 0cm;" type="1">
<li class="MsoNormal"><span lang="EN-GB"><span style="font-family: Verdana, sans-serif;">Thou
shalt not write theological or socio-economical essays but warm and
personal letters.</span></span></li>
</ol>
<ol start="2" style="margin-top: 0cm;" type="1">
<li class="MsoNormal"><span lang="EN-GB"><span style="font-family: Verdana, sans-serif;">Thou
shalt not use a boring formal style but a friendly, easy to follow conversational
style. </span></span></li>
</ol>
<ol start="3" style="margin-top: 0cm;" type="1">
<li class="MsoNormal"><span lang="EN-GB"><span style="font-family: Verdana, sans-serif;">Thou
shalt not forget to ask for a specific amount, for a clearly definied
purpose, given in a specific way by a certain date.</span></span></li>
</ol>
<ol start="4" style="margin-top: 0cm;" type="1">
<li class="MsoNormal"><span lang="EN-GB"><span style="font-family: Verdana, sans-serif;">Thou
shalt not send out ‘Dear Friends’ letters but aim to include a
personalised salutation and a date in the letters.</span></span></li>
</ol>
<ol start="5" style="margin-top: 0cm;" type="1">
<li class="MsoNormal"><span lang="EN-GB"><span style="font-family: Verdana, sans-serif;">Thou
shalt not write short letters with long sentences but ensure that
sentences are short, paragraphs are short and the language is plain
English.</span></span></li>
</ol>
<ol start="6" style="margin-top: 0cm;" type="1">
<li class="MsoNormal"><span lang="EN-GB"><span style="font-family: Verdana, sans-serif;">Thou
shalt not let the overzealous graphic designer spoil the readibility of
the fundraising appeal by using the wrong fonts or reverse copy.</span></span></li>
</ol>
<ol start="7" style="margin-top: 0cm;" type="1">
<li class="MsoNormal"><span lang="EN-GB"><span style="font-family: Verdana, sans-serif;">Thou
shalt not be ungrateful but at all times remember that every donor is an
extraordinary person who wants to make the world a better place. </span></span></li>
</ol>
<ol start="8" style="margin-top: 0cm;" type="1">
<li class="MsoNormal"><span lang="EN-GB"><span style="font-family: Verdana, sans-serif;">Thou
shalt not take the credit for all the great things that the donor’s gifts
have made possible. </span></span></li>
</ol>
<ol start="9" style="margin-top: 0cm;" type="1">
<li class="MsoNormal"><span lang="EN-GB"><span style="font-family: Verdana, sans-serif;">Thou
shalt fight the affliction of the ‘curse of knowledge’ and work hard to
inspire and motivate donors to support the charity.</span></span></li>
</ol>
<ol start="10" style="margin-top: 0cm;" type="1">
<li class="MsoNormal"><span lang="EN-GB"><span style="font-family: Verdana, sans-serif;">Thou
shalt stay visionary, focused and simple – using fewer words and better
pictures. </span></span><span style="font-family: 'Bookman Old Style'; font-size: 11pt;"><o:p></o:p></span></li>
</ol>
<div>
<span style="font-family: Verdana, sans-serif;">Please feel free to add any others commandments you are applying to your charity's communications. </span></div>Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-28201727855013626462012-04-02T11:24:00.005+01:002012-07-03T21:52:45.467+01:00Why generate fundraising reports? - Part Two<span style="background-color: white; font-family: Verdana, sans-serif;">Fundraising reports can help you realise how much donor attrition or downgraded giving is costing your charity and motivate you to do something about it. </span><span style="background-color: white; font-family: Verdana, sans-serif;">In other words, fundraising reports that measure fundraising performance can enable you and others in your charity to find out how much money your charity is losing through donor attrition and gift downgrades. Also, to find out how many donors have stopped giving or are giving less than they did last year. </span><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-YXbJZY2Borw/T_NZtOU779I/AAAAAAAAAEQ/0LA4oNqLvyA/s1600/measure-results.jpeg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="300" src="http://4.bp.blogspot.com/-YXbJZY2Borw/T_NZtOU779I/AAAAAAAAAEQ/0LA4oNqLvyA/s400/measure-results.jpeg" width="400" /></a></div>
<b><span style="font-family: Verdana, sans-serif;"><br /></span></b><br />
<b><span style="font-family: Verdana, sans-serif;">A case study </span></b><br />
<span style="font-family: Verdana, sans-serif;"><br /></span><br />
<span style="font-family: Verdana, sans-serif;">A recent analysis of a client’s donor files through our <a href="http://www.mcconkey-johnston.co.uk/files/u2/Fitness_test_leaflet_v2.pdf" target="_blank"><span style="color: red;">Fundraising Fitness Test</span></a> revealed that in 2007 for every £5 received from renewing and new donors the charity lost £3 from lapsed and downgrading donors. This means that their net gain was only £2! </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span><br />
<span style="font-family: Verdana, sans-serif;">We also noted that for every three donors that the charity was bringing in through new donor acquisition activities – two donors were leaving the charity taking with them valuable contributions they could have made. So, in reality the charity was only acquiring 1 rather than 3 donors and the real cost of acquisition (including the value of the lapsed donors) was much higher than the initial ROI of new donor acquisition activities. </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span><br />
<span style="font-family: Verdana, sans-serif;">In my opinion, successful fundraisers are constantly measuring new donor acquisition efforts, as well as donor attrition and downgrades. In addition to this, they are doing something by way of donor reactivation and upgrading mailings to reduce the number of lapsed and downgrading donors. </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span><br />
<span style="font-family: Verdana, sans-serif;"><span style="background-color: white; line-height: 18px;"><span style="color: #222222;">To find out how your charity can benefit from our </span><a href="http://www.mcconkey-johnston.co.uk/files/u2/Fitness_test_leaflet_v2.pdf" target="_blank"><span style="color: red;">Fundraising Fitness Test </span></a><span style="color: #222222;">email:</span></span><span style="background-color: white; color: red; line-height: 18px;"><u>redina(at)mcconkey-johnston.co.uk</u> </span></span>Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-84208424553527065252012-03-20T14:00:00.000+00:002012-03-20T14:05:09.706+00:00Why generate fundraising reports? - Part One<b><span style="font-family: Verdana, sans-serif;">Measuring your fundraising performance can help you identify the strengths and weaknesses of your current fundraising activities.</span></b><br />
<span style="font-family: Verdana, sans-serif;"><br /></span><br />
<span style="font-family: Verdana, sans-serif;">Many charities carry out several fundraising activities in the course of the year including: fundraising appeals, new donor acquisition campaigns, fundraising events, major donor appeals, legacy campaigns, email campaigns, etc. Often fundraisers doing these activities tend to measure only two things: how much money they got from each activity and how many donors gave. </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span><br />
<span style="font-family: Verdana, sans-serif;">Few fundraisers are prepared to drill deeper into the data by asking the right questions and generating the fundraising reports that can show them which fundraising activities recruited more new donors, larger donations or, which activities brought in more donors with a greater lifetime value than others, etc. But, those who do measure the performance of their fundraising activities often reap better results from their future fundraising activities. </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span><br />
<span style="font-family: Verdana, sans-serif;"><b>A case study</b> </span><br />
<span style="font-family: Verdana, sans-serif;"> </span><br />
<span style="font-family: Verdana, sans-serif;">As part of our <span style="color: red;"><u><b>Fundraising Fitness Test </b></u></span>for one of our clients we calculated the Return on Investment (ROI) of all their fundraising and non-fundraising (e.g. newsletters, educational materials, etc) packages mailed to the database in the last three years. And, we noted that their charity’s bi-annual newsletter was the best vehicle for converting contacts from the database into first time givers. </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span><br />
<span style="font-family: Verdana, sans-serif;">So, we recommended that the charity increased the frequency of their newsletter from twice a year to four times a year and strengthened the fundraising ask in it. The result - in the last 18 months this charity has seen a steady increase in the number of the first time givers through this tool. </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span><br />
<span style="font-family: Verdana, sans-serif;">On another occasion, we helped a client to start measuring the financial contributions from new donors coming from different sources. A few years ago they were investing in getting new donors at exhibitions, regional events, inserts in the Christian press, donors introducing the charity to a friend, offering a free book in return for a modest donation and radio advertising, etc. </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span><br />
<span style="font-family: Verdana, sans-serif;">Today, they are investing only in three of new donor acquisition activities described above. Why? – Because, <a href="http://www.mcconkey-johnston.co.uk/files/u2/Fitness_test_leaflet_v2.pdf" target="_blank"><b><span style="color: red;">our fundraising reports </span></b></a>helped them to identify the activities that bring in the majority of donors who are likely to give again and again to this charity. </span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span><br />
<span style="font-family: Verdana, sans-serif;">To find out how your charity can benefit from our Fundraising Fitness Test email:<span style="color: red;"><b><u> redina(at)mcconkey-johnston.co.uk</u></b> </span></span><br />
<span style="font-family: Verdana, sans-serif;"><br /></span>Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com1tag:blogger.com,1999:blog-6164663543856558971.post-5412050280704558902012-02-02T20:49:00.002+00:002012-02-02T20:49:26.030+00:00How to break the rules of grammar for writing an excellent fundraising appealWhy do you think donors respond to your fundraising appeals? They respond to your appeals because they feel a personal connection with your work and that starts with how you write to them, how you get their attention and involve them in your work. <br />
When I am asked to write fundraising appeals for my clients I try to make sure that my letter feels like a conversation – and in doing so I do indeed break the rules of good grammar. Why? Because, I don’t want my fundraising letter to sound like an essay, a theoolgical piece or an editorial filled with big or empty words. <br />
<br />
In short, here are some of the things I edit my fundraising appeals for in search of conversational writing: <br />
1. Frequent use of ‘I’ rather than ‘we’ – because a letter is meant to be a personal communication between two people and not between one person and a whole group. ‘I am writing to you today….’ ‘I am asking for your help….’ ‘I am inviting you to make a gift to our work…’ <br />
2. Beginning sentences with ‘and’ - one of my all time favourite connectors that encourages the reader to keep on reading. Think about it - when you speak to a friend - how many times do you start the sencences with ‘and’ to encourage your friend to listen. <br />
<br />
3. Sticking to short paragraphs without worrying too much whether the sentences belong together or not. As a rule of thumb my paragraphs don’t’ have more than six lines. The reason for this is that people find it difficult to read long paragraphs. And, they are often reading your charity’s appeals quickly, giving them partial attention. <br />
<br />
4. Incomplete sentences – missing either or both a noun and a verb. We don’t talk in complete sentences. Really. We don’t. So, next time you write an appeal your computer screen should be full of red lines warning you of bad grammar… if not, you haven’t written a fundraising letter. <br />
<br />
5. Liberal use of dashes – they are very useful for linking phrases together - helping the reader to jump quickly from one thought to the next in a natural way. <br />
6. Repeating key reasons for giving and arguments over and over again. I remember how when I was at school I was taught to organise my thoughts and arguments in a logical manner from beginning to conclusion. <br />
<br />
As I already mentioned before, most people read fundraising letters only with partial attention so we can’t afford to present our main argument to them only once. In addition to this, most people don’t read fundraising letters in a sequential manner so in that sense every paragraph needs to convey the main argument – and be clear and succint enough to stand alone. <br />
<br />
<br />
<br />Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-30744402331540084812011-11-25T22:11:00.001+00:002011-11-25T23:10:40.931+00:00How to evaluate your charity's communications<span style="font-family: Georgia, "Times New Roman", serif;">Before designing the communications strategy for next year take some time to evaluate the marketing and fundraising communications your charity sent out this year. Here is a</span><span style="font-family: Georgia, "Times New Roman", serif;"> hands-on, simple evaluation framework that can reap great dividends. </span><br />
<span style="font-family: Georgia, "Times New Roman", serif;"></span> <br />
<span style="font-family: Georgia, "Times New Roman", serif;"><strong>Step One:</strong> Gather the various mailing packages, and other related online fundraising and marketing materials that your charity has prepared and sent to donors and contacts on the last 18 months. What you have in front of you and on your computer screen is likely to represent the sum total of intentional messages received by your charity's constituents. </span><br />
<div>
<span style="font-family: Georgia, "Times New Roman", serif;"> </span></div>
<span style="font-family: Georgia, "Times New Roman", serif;"><strong>Step Two:</strong> Take a highlighter and mark every purpose statement, expression of your charity's mission and fundraising asks you find</span><span style="font-family: Georgia, "Times New Roman", serif;"> embedded in your communications pieces. </span><br />
<span style="font-family: Georgia, "Times New Roman", serif;"></span> <br />
<span style="font-family: Georgia;">What do you think? Can you see message consistency? Clearly stated fundraising asks? </span><br />
<span style="font-family: Georgia;"></span> <br />
<strong><span style="font-family: Georgia;">Are you speechless? Stunned? </span><span style="font-family: Georgia, "Times New Roman", serif;">Pleased? Alarmed?</span></strong> <br />
<div>
<span style="font-family: Georgia, "Times New Roman", serif;"> </span></div>
<span style="font-family: Georgia, "Times New Roman", serif;"><strong>Step Three:</strong> Ask yourself and - get your colleagues to ask themselves too - the following questions as you evaluate your charity's communications. Remember to be honest, otherwise there is no point in undertaking this exercise. </span><br />
<span style="font-family: Georgia, "Times New Roman", serif;"></span> <br />
<span style="font-family: Georgia, "Times New Roman", serif;"><strong>1. Does every communications' piece contain a clear statement of your charity's vision and mission?</strong> - Your goal should be to have bite-size version of our mission and vision in all communications so that donors are reminded of what you do and why their participation in your wok is important. </span><br />
<br />
<span style="font-family: Georgia, "Times New Roman", serif;"><strong>2. </strong></span><span style="font-family: Georgia, "Times New Roman", serif;"><strong>Do your printed and online materials communicate your charity’s brand?</strong> - Examine the language, style, design, use of images, headlines, colour schemes - do they adhere to your charity's style guide? Do they express your charity's unique personality and style? - Donors should be able to recongnise your materials and your messages in a crowded marketplace. </span><br />
<br />
<span style="font-family: Georgia, "Times New Roman", serif;">If a donor visits your website, facebook page, or reads one of your promotional mailings, they should be able to easily identify elements (both copy and design) that set your charity apart from others involved in similar work. </span><br />
<br />
<span style="font-family: Georgia, "Times New Roman", serif;"><strong>3. How are you telling your charity's stories? - </strong>People connect with a cause through compelling stories. How are you telling your stories in words and images? Are they inspiring? Memorable? Captured in headlines, copy as well as powerful authentic images? </span><br />
<br />
<span style="font-family: Georgia;"><strong>4. How are you communicating the impact that the donors are making through their giving? </strong>- Today's donors want to know how the money they give is being spent. Openness and transparency helps to build donor trust in charities. So, have a look at your communications? How often do you let donors know how the money is being used? Do you report back on how much was raised through various appeals? Do you let them know what your administration costs are and how much money goes to the project in the field? Is there consistency in these messages or do they contradict each other? </span><br />
<br />
<span style="font-family: Georgia;"><strong>5. How do you thank your donors?</strong> - Saying 'thank you' is a way of strengthening relationships with donors and assuring them that their gifts will be used as intended. It is also a way of securing future gifts. How do you say 'thank you'? Are there any thank you messages incorporated in your newsletters, emails, etc as well as personalised letters? Are the thank you messages dry and formal or warm and encouraging? </span><br />
<br />
<span style="font-family: Georgia;"><strong>6. Do you encourage donors to engage with your charity? </strong>- How many of your charity's communications give donors opportunities to offer feedback, ask questions, share their views about your work, or even tell you why they support your charity? Do you give donor's a voice through your printed materials, your website or online forums? Do you act on their suggestions and offer them feedback? - In a connected world one way communications are becoming extinct and collaboration is the name of the game. </span><br />
<br />
<span style="font-family: Georgia;">These might seem like simple questions but you would be surprised as to how many time charities get them wrong .... so take your time with this exercise, evaluate the findings and improve the effectiveness of your communications in 2012. </span><br />
<br />
<span style="font-family: Georgia, "Times New Roman", serif;"></span><br />
<div>
<span style="font-family: Georgia, "Times New Roman", serif;"> </span></div>Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com01-38 Orchard Gardens, Colchester, Essex CO4 0, UK51.893444036983979 0.917358398437551.579740536983977 0.2856443984375 52.207147536983982 1.5490723984375tag:blogger.com,1999:blog-6164663543856558971.post-49821502101923711552011-11-10T14:00:00.000+00:002011-11-10T14:00:09.282+00:00How is the recession impacting Christian giving?The majority of evangelical donors (93%) answered our question about the impact of the recession on their charitable giving. The good news for churches and charities is that more than half of those who responded (62%) said that the recession had not impacted their giving while 38% said that their giving had been impacted. (The survey was carried out in Autumn part of 2009) <br />
<br />
Furthermore, when asked whether they were donating the same amounts as they did six months prior to the survey the vast majority of evangelical donors (80%) said ‘yes,’ 9% said they were donating less than they did six months ago and 11% of donors did not answer this question. <br />
<br /><strong>Unfortunately, the opposite is happening in that charities and churches are tightening their belts and shying away from investing in their fundraising or stewardship programmes</strong>. Christian charities keep cutting their marketing budgets, or making fundraising staff redundant and some have even stopped their new donor acquisition activities. <br />
<br />
If this trend continues, bearing in mind that 53% of current donors are either not likely to respond to new giving opportunities or are undecided, then charities who will grow their income are ones who are investing wisely in new donor acquisition campaigns amidst the recession. <br />
<br />
Here are some more research insights that you might find useful: <br />
<br />
<strong>Empty nesters are more likely to keep giving in recession</strong> <br />
Evangelical donors without dependents at home are more likely to continue giving in recession compared to donors with dependents at home. 24% of donors with dependents stopped giving compared to 15% of donors without dependents. <br />
<br />
<strong>Wealthy donors will continue to give</strong> <br />
As expected, recession is having a stronger impact on the giving of donors from low household incomes. One in four donors from households making less than £10,000 stated that their giving has been impacted by recession, this figure fell to 22% for donors with household incomes of £20,000 - £30,000 and to 13% for donors from households making £50,000 or more annually. <br />
<strong>Regular giving is safe amidst financial turmoil</strong> <br />
The presence of dependents at home is not likely to be a key factor in a donor’s decision to stop giving regularly to a charity. We noted that 5% of donors with dependents at home and 6% of donors without dependents at home had stopped giving regularly to one or more charities as a result of the recession. <br />
<br />
This data does not contradict the point we made earlier but can be taken to indicate that the majority of donors with dependents at home whose giving has been impacted by recession have probably stopped making one-off gifts. In other words, once donors decide to give regularly to a charity they are likely to follow through with their commitment despite the recession. <br />
<strong>Men are steady givers</strong> <br />
Men are more likely to continue giving in recession compared to women. Nearly half of women donors (47%) stated that their giving had been impacted by recession compare to 33% of male donors. <br />
<br />
<strong>Older donors are most likely to be affected by recession</strong> <br />
The economic recession is having a stronger impact on the charitable giving of older donors. Half of evangelical donors in the 75+ age group and 41% of donors in the 65-74 age group stated that their giving impacted by the recession. This figure fell to 35% for donors in the 54-65 age group and 30% for donors in the 45-54% age group. <br />
<br />
<strong>Donors in employment still likely to give</strong> <br />
Evangelical donors who are still working are more likely to continue to support their favourite charities through recession compared to donors who are retired or not working. 69% of donors currently working stated that their giving has not been impacted by recession compared to 58% of donors who are not working. <br />
<br />
So, how focused are you on recruiting new donors from the empty nesters group? Have you got any plans to grow your major donor giving? How will you target men in a focused way to keep them connected to your cause? What about payroll giving schemes to encourage those in employment to support your charity? <br />
<br />Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0Colchester, Essex, UK51.8898042 0.901234851.8506047 0.8222708 51.9290037 0.9801988tag:blogger.com,1999:blog-6164663543856558971.post-33586703732167271702011-10-26T13:58:00.001+01:002011-10-26T13:59:51.144+01:00Christians and legacy giving: facts, figures and insightsHere are some basic facts about legacy giving that show how important this income stream is to UK charities: <br />
<br />
Legacies provide <b>over £2 billion of charitable income annually</b>. <br />
Legacy income currently represents <b>34% of the total fundraised income</b> of the top 10 charities in the UK. <br />
Although 35% of adults aged over 40 in the UK say they would give a small percentage in their will to charity and 74% support a charity during their lifetime, the <b>current total legacy income comes from only 7% of the population</b>.<br />
<br />
My Christian giving research conducted in 2009 with members of the Evangelical Alliance UK showed that: <br />
<br />
<b>Eight out of ten evangelicals </b>are likely to have made a will.<br />
Only <b>four out of eight </b>evangelicals have included a charity in their will.<br />
<b>43% of evangelicals</b> said that they have included a charity in their will <b>compared to 26% of them</b> who had done so a decade ago. <br />
Evangelical donors in the <b>75+ and 65 – 74 age groups are most likely </b>to include a charity in their will. <br />
<b>The least likely </b>to include a charity in their will are donors from the 45 – 54 age group.<br />
<b>Donors who are single are more likely</b> to include a charity in their will than married donors. (65% vs. 39%)<br />
<br />
<br />
<b>Why do donors leave legacy gifts? </b>- Here are some reasons to consider: <br />
<br />
Legacy donors believe in your charity’s mission. They are inspired by what your charity does to impact lives. <br />
<br />
Legacy donors are likely to have first hand experiences of your work. They might have served as missionaries, or volunteers. They might be previous board members, staff or past supporters. <br />
<br />
They trust your charity. They know that you will be a good steward of their gifts. <br />
<br />
They feel that they have a relationship with your charity and that they know your charity. <br />
<br />
They are people who enjoy giving and who want to help people in need. <br />
<br />
They are likely to think highly of your cause. They think of your charity’s leaders as men and women of integrity. <br />
<br />
They appreciate your charity’s work, how you treat beneficiaries, how you help peoplem share the Gospel etc. <br />
<br />
They feel that a legacy gift is a way of honouring the memory of a loved one, a parent, a sibling, a family member who has been involved in your charity or has benefited from your services. <br />
<br />
<b>How are you going to use these facts and insights to shape up your strategy and resources on legacy giving?</b>Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com1tag:blogger.com,1999:blog-6164663543856558971.post-14425855274273176602011-10-03T23:31:00.000+01:002011-10-03T23:31:43.319+01:00How to make your charity's newsletters a compelling read - part oneHere is a selection of insights and ideas to help you re-evaluate your charity's newsletters and make them a compelling read: <br />
<br />
<br />
1. <b>‘Donor-centric’ newsletters</b><br />
Think about what you want to achieve with your newsletters. The rule of thumb is to use newsletters to inform donors about your latest accomplishments; to share the vision for the future; to inspire donors so they continue to stay involved; to say Thank You and to invite renewed support. <br />
<br />
<br />
2. <b>Show how your charity is fulfilling the mission </b><br />
Use one aspect of your charity’s mission as a key theme. Position your impact stories, statistics, case studies, etc to help donors understand how you are fulfilling the mission they have invested in. <br />
<br />
For example, if an aspect of the mission is to educate illiterate women in Africa, a newsletter theme can be: ‘Breaking the cycle of poverty through education’. Use statistics to show how illiteracy causes poverty. Use impact stories to show how literate women are now earning a living. Include a donor interview about what motivates her to help illiterate women. Tell donors you couldn’t have done this good work without them. Share your vision for helping more women and invite financial support. <br />
<br />
<br />
3. <b>Offer news that interests donors </b><br />
The word ‘Newsletter’ means ‘bearer of news’. News is something the reader doesn’t know about and something that makes them feel better connected with your cause. <br />
<br />
Learn how to spot newsworthy stories that might interest your donors. Ask yourself: why am I telling this story? How will this make donors feel? What action steps do I want them to take after reading this? <br />
<br />
Discover new angles on existing stories. Here is an example: ‘Life 1, Death 0 – We saved a life today.’ Highlight new challenges that can be addressed with donor’s future support: ‘We want to say ‘Yes’ to donkey work! – You heard it right. We are looking to purchase 1,000 donkeys in Ethiopia. The can be a great asset to poor families.’Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-68005491582572560922011-08-12T22:20:00.000+01:002011-08-12T22:20:44.824+01:00Four simple steps to get a second gift from a new direct mail donorOur <a href="http://www.mcconkey-johnston.co.uk/files/u2/Fitness_test_leaflet_v2.pdf">Fundraising Fitness Test </a>often shows that a typical charity loses over 60% of their first time donors acquired via direct mail. Often charities put a lot of money and effort in acquiring first time donors and somehow they lose most of them through the ‘back door.’ Often the main reasons for such high attrition rates are failing to treat new donors in a special way and not asking them soon enough for a second gift. <br />
<br />
If you want to increase the percentage of new donors who make a second gift to your charity here are four steps you can take: <br />
<br />
1. Thank new donors in a warm and personalised way for their first gift. <br />
<br />
2. Send them a welcome pack. Tell them why they are a valuable part of your organization. Your welcome package should include: a welcome letter, a general brochure, your latest newsletter or magazine, and a basic questionnaire to help you get to know these new donors. Make sure you don’t overwhelm them with too many things. <br />
<br />
3. Show new donors how you are using their gift to change the world. You can do this most effectively with a donor-centred newsletter or e-update containing a few inspiring stories of how you are putting their gifts to work. <br />
<br />
4. Ask for a second gift within three months of receiving the first gift. Many charities leave it too late to ask for a second gift and they lose 65% of the new donors in the process. The longer you wait, the less likely you are to secure that all-important second donation. So, make sure you have a good fundraising package you can use to secure a second gift from your donors. <br />
<br />
Do these things consistently and see your new donor retention rates go up from one year to the next. <br />
Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0tag:blogger.com,1999:blog-6164663543856558971.post-68921216661420569782011-05-10T09:29:00.001+01:002011-05-10T09:30:16.713+01:00How can your charity engage with Baby Boomers onlineDebbie a typical Baby Boomer turns 54 on her next birthday, but she is likely to keep on working for the next 10 years. Her children have left home. So now Debbie is looking forward to spending more time with her husband, travelling and enjoying her hobbies. <br />
<br />
At this point in their lives, Baby Boomers like Debbie (66 – 47 year olds) are likely to hold 80% of the UK’s wealth. They are ‘top spenders’ on new cars, cruises and skin care products. Boomers are very generous to charities too. In fact, they are likely to give more to charities than any other generation. <br />
<br />
Generally Baby Boomers are comfortable with the Internet and are not afraid to make purchases or to donate online. But, the likes of Debbie grew up in the 1950’s and 1960s – the decades of heavy advertising, so they are sceptical of too much advertising and shrewd about their choices. <br />
<br />
Debbie uses the Internet and mobile phone regularly but she doesn’t see them as an extension of herself. She is likely to use e-mail and social networking sites like facebook to carry out her work responsibilities or to stay in touch with friends and family. She is using search engines like Google and Bing to do her research before purchasing holidays, travel and other things online. <br />
<br />
So, how is your charity to connect to Baby Boomers online? Here are some basic steps to consider for building effective relationships with Baby Boomers who are embracing new technologies:<br />
<br />
<b>1. Don’t ignore Baby Boomers online</b> – A growing number of older people are taking advantage of the web right now so don’t ignore them. Often charities talk about using the web to connect with younger generations. Many charities tend to develop trendy applications or approaches that older people might find irrelevant or insulting. If you want to engage with Boomer’s online then plan to utilise the Internet and new technologies in ways that will empower Boomers to connect to your charity or cause. <br />
<br />
Great examples of charities whose websites are engaging in creative ways with Baby Boomers are the National Trust (www.nationaltrust.org.uk) and National Wildlife Federation (www.nwf.org). <br />
<br />
Take a look at these websites when you have a minute and you will see how they tell their stories using words and images, how they explain their priorities and highlight their accomplishments, how they invite web visitors to take action – giving a wide menu of choices and how they promote donor benefits. Both these charities are targeting Baby Boomers in a big way so you can learn a great deal from them and the tools they are using to convert them from ‘website browsers’ into supporters. <br />
<br />
<b>2. Be authentic – Baby Boomers distrust institutions and have little time for un-authentic messages or appeals.</b> You can’t just present ‘fudged’ stories or un-clear financial asks to them. So, if you want to get and keep Baby Boomers attention your website copy, e-mail appeals or other online giving campaigns should contain compelling messages that clearly state the needs you are meeting, the difference you are making, how much money is needed and how it will be used for the greatest impact. <br />
<br />
As our research on Christian giving shows, transparency and accountability are of vital importance to Boomers. By including some information about your fundraising ROI’s and evidence of good stewardship of resources in your website and other online communications channels you are likely to increase the likelihood of receiving online donations from Baby Boomers. <br />
<br />
<b>3. Use lots of beneficiaries’ and supporters testimonials and photos. </b>Testimonials can convert undecided Boomers into donors; so make sure you’re using them regularly. There is something about knowing that someone has really benefited from your charity’s work or, hearing that a donor has had a great experience as a supporter of your cause that helps other people decide to join in. <br />
<br />
Trust is important for most Baby Boomers before they’ll buy or give online and testimonials or photos that show how your work has changed lives help establish that trust. <br />
<br />
<b>4. Make it easy for Baby Boomers to stay in touch with your charity. </b>Boomers like to share experiences and connect with their families and friends and even with strangers via email and selected social networks like facebook. So make it easy for them to subscribe to your e-mail updates, like your facebook page, your blogs or follow your charity on twitter. Get a few Baby Boomer friends to have a look at your charity’s website and listen to what they have to say about ease of navigation, font sizes, content, images, etc. <br />
<br />
<b>5. Set up several social media profiles in addition to your charity’s website.</b> If you haven’t done so already now is the time to get your charity on facebook, twitter, linkedin, upload your photos on flickr and your video clips on vimeo. <br />
<br />
You can use facebook and twitter to start conversations online, share relevant news, invite prayer, and tell inspiring stories that are of interest to Boomers. Also, you can use sites like flickr and vimeo to load up photos and videos documenting the impact you are making and invite people to have a look and share these images with others. Through social networking sites your Baby Boomer friends and supporters can connect with each other, become ambassadors for your cause and turn from contacts into donors. <br />
<br />
A good example of facebook marketing to Baby Boomers is the ‘The National Trust’ page. Note the abundance of photos, discussion starters, videos, simple competitions and other supporter engagement tools focused on building relationships with UK’s wealthiest and healthiest generation. <br />
<br />
<b>6. Make sure your charity is easily found by search engines.</b> This might sound like old news but a lot of research actually suggests that the first stop for new web users (i.e. another name for non tech-savvy people) is a search site. So, what are you doing to make sure that your website can be easily found by search engines?<br />
<br />
Another thing to bear in mind is making sure you have your full website address visible and in a prominent place in various printed communications. Why? Because according to a research paper from Yahoo! published in 2010 older first time web users (e.g. Seniors and Boomers) are 29% more likely than younger web users to type the full URL in a search box. <br />
<br />
<b>7. Whatever you do make sure you don’t call them ‘old’</b> – from their early days Baby Boomers have considered themselves to be a special generation. They might be getting old but they don’t like the idea of being told they are ‘old.’<br />
<br />
So, as you tailor your messages and diversity your media channels to engage effectively with Baby Boomers you must realise that Boomers are going to be different from their parents. All you can do is to listen and respond to their needs.Redina Kolanecihttp://www.blogger.com/profile/12710226454545248067noreply@blogger.com0