Tag: mail appeal

Tips to Improve Your Direct Mail Strategy

Fundraising

I’ve recently signed a contract that has me working with organizations in upstate New York, Vermont and New Hampshire for the next few months. With this new super new exciting challenge, I plan on increasing my use of guest blog posts as a way to make my life work. Hopefully, this will also bring new and exciting points of view to the DonorDreams blog community. I want to thank Gretchen Barry and our friends at NonProfitEasy for today’s contribution. I’ve included Gretchen’s bio at the end of today’s post. Enjoy!  ~Erik

4 Ways to Improve Your Direct Mail Strategy

By Gretchen Barry
NonProfitEasy
mailboxesThe ease of technology now reaches almost all aspects of life, even fundraising.  With the help of social media and email and texting, nonprofits are now able to raise money with the click of a button.  This shift has been hugely beneficial.
Easy access equals quick donations.
HOWEVER, the growth in online fundraising techniques does not mean that older methods should fall by the wayside.  In particular, direct mail should remain a fundraising method of choice.
There’s a common misconception that direct mail is only for reaching nonprofits’ ages 65+ demographic.  There is some validity in this statement.  Yes, a powerful contingent of donors prefers direct mail because those in that age range use the online functionalities nonprofits provide with less frequency.
Remember though, younger donors appreciate direct mail just as much.
For young donors, like millennials, snail mail is actually a novelty.  The internet has made everything so easy that it takes very little effort to email a friend or send an e-card.
A hand-written note or a personalized, mailed package takes effort and, as a result, shows dedication and care.  A direct mail campaign will surprise and connect with the elusive and generous millennial population.
Showing care in your communications is a great way to improve your fundraising effectiveness.  Direct mail can make a huge difference in your donor acquisition efforts.  People want to feel appreciated for the time and money they’ve invested in your cause.
The four tips below will help ensure your team is implementing the best direct mail strategy around.
1) DECIDE IF THE FUNDRAISER IS RIGHT FOR DIRECT MAIL
This point might seem obvious, but let me explain.  Each nonprofit is centered on a mission to serve a needed and worthwhile cause.
It should be easy to convince people that your cause is worth caring about.  What’s harder, and what should come into play when deciding whether to use direct mail or not, is knowing if any given fundraising campaign will be one people will feel compelled to donate towards.
Campaigns run the gamut.  Some are for new equipment.  Others are for events.  The scope is broad, but usually you’re asking for funds for a set venture rather than a generic fund.
So you can feel confident about your decision to put the extra effort and money into direct mail fundraisings, ask:

Once you’ve thought through those questions, you’ll be better equipped to decide if direct mail is the right fit.
Direct mail is not limited to fundraising.  Its uses range from sending out educational content to requesting RSVPs for an event. Don’t forget that when weighing if direct mail is the right fit.
Just really think through what you’re asking for.  A donor wants to help the cause.  She might be more inclined to donate an auction item to your annual gala’s live auction than a check for new office chairs.  Both asks are valid, but you have to determine what is important to your constituents.
2) KEEP AN EXCELLENT MAILING LIST
An ineffective mailing list will result in an ineffective campaign.
There are three biggies when it comes to organizing a mailing list:

  1. Reliable Donors
  2. Updated Information
  3. High-Quality Prospects

You want to spend your time and money contacting those who read and respond to direct mail.  It’s a good idea to have a donor segment of your prospects and donors who prefer direct mail.
If a donor has a history of never contributing as a result of a hand-mailed campaign, why would you spend the postage on shipping materials to him?
Also think about the time wasted mailing an item to a donor’s former address, or, worse, referring to an outdated detail.
Let’s say Mrs. Smith, formerly Ms. Jones, has moved in with her new husband.  If your list doesn’t have this information, your campaign likely won’t reach her.  If you do end up getting the correct address, what happens when she’s addressed by her maiden name?
Side-step this problem by making sure your donor database information is current and accurate.
The mishap might not upset her, but using her new, married name would certainly impress her.  It would demonstrate care — one of the biggest benefits of direct mail.
3) ATTACH A SELF-ADDRESSED STAMPED ENVELOPE (SASE)
If direct mail’s benefit is a demonstration of effort and email’s benefit is ease, how do you bridge that gap?  Just because donors enjoy the care you put into sending a package, it doesn’t mean that they won’t miss the simplicity of donating online.
How do we solve this problem?  Send your mailings with an SASE.  If your donor has decided to send funds don’t lose them on a technicality.  Take the guess work out of replying.
With a SASE a donor simply applies postage and sticks the envelope in the mail.  You could even talk to your post office about getting a permit to make the postage on your SASEs pre-paid.
4) TRACK YOUR RESULTS
Your direct mail methods should become more effective over time if you actively work on improvement.  What’s the best way to improve your approach?  You look at what you’re doing, determine areas of weakness, and focus on lessening those weaknesses.
Take advantage of your experiences by tracking campaign results.  That data will provide invaluable insight into potential direct mail mistakes.
Here’s what you should be analyzing:

  • Number of responses
  • Response type — How many RSVPs? How many no thank yous?
  • Donation amounts (if applicable)
  • Number of returns to sender
  • Comparison of funds raised versus costs to send

After a campaign, you will have the raw data.  That raw information will be the foundation of the metrics listed above.  Let that data make a difference.
With the way recent technology has revolutionized the nonprofit marketplace, it is difficult to resist the urge to go completely digital.  Don’t forget about direct mail though.  If you do, you’ll be missing out on an incredibly valuable opportunity.

GretchenGretchen Barry, Director of Marketing — Gretchen has been a leader in corporate communications and marketing for 20+ years. Gretchen has published numerous articles related to charitable giving and is a passionate advocate for public schools.  Gretchen has donated her time to numerous causes including Relay for Life, Girls on the Run, Rebuilding Together, and just recently became involved with the local land trust.  Gretchen graduated from the University of Nevada with a degree in English literature.

Because you know it's all about that list

Fundraising, Planning

A few years ago, Meghan Trainor released a song titled “All About That Bass,” and it immediately resonated with the world. For whatever reason, that song is rumbling through my head this morning as I think about your organization’s year-end fundraising efforts. Of course, I’m changing the lyrics to the song to make it more appropriate for fundraising professionals, and it is starting to sound a little bit like this:

Because you know I’m all about that list
‘Bout that list, no envelope
I’m all about that list
‘Bout that list, no response card
I’m all about that list
‘Bout that list, no letter
I’m all about that list
‘Bout that list … list … list … list

Just in case you have no idea what song I’m butchering, check out Meghan Trainor’s music video on YouTube.

You’re probably wondering what I mean when I say I’m not about the envelope, response card, letter, etc. in my silly, made-up song lyrics.
I don’t mean to imply those elements of your year-end holiday mail appeal aren’t important. Because, of course, they are. However, those things are considerations for you down the road.
In my opinion, your first order of business is pulling together a good mailing list.
the listWithout a good list of donors, your year-end mail appeal will fall very flat and likely not raise very much money. Some direct mail experts, such as the folks at zairmail, have said the quality of your list can account for up to 70% of your year-end fundraising success.
When I worked on my last year-end holiday mail campaign, here were some of the lists I pulled from to create my larger prospect list:

  • LYBUNTs/SYBUNTs
  • Donors who already gave once this calendar year
  • Donors who traditionally only give to year-end holiday appeals
  • Targeted prospects from various lists I had purchased from mail house throughout the years

Typically, I didn’t blanket this group of prospects with the same appeal letter. Instead, I would target different letters with different messages to each niche group of prospects, and then I’d track the response rates and evaluate what worked (or didn’t work) so I could make adjustments next year.
With more than half of 2015 gone, I’m encouraging you not to wait until October or November to start thinking about your year-end holiday appeal efforts.

Start today!

And don’t start working on issues like what the letter says or what the mail package looks like. Those things can be put on the back burner for a few more weeks, but thinking about your list is something you can be (and should be) working on today. After all, it is the one most important elements of your year-end appeal that will make or break you.
Here are a few things you might want to consider doing in the next 30 days:

  • Make a decision on who you plan to include on your year-end holiday appeal and start pulling those lists
  • Scan the list for donors with high giving capacity and make plans to call them and sit down with them before the end of the summer (not to solicit them . . . just a cultivation or stewardship visit)
  • Make plans to communicate with everyone people on this list at least two of three things before your send them a fundraising appeal in early November

The following is a short list of communication tactics you might want to consider:

  • Send everyone a “Christmas in July” holiday card (or if you want to keep it non-religious simply make it a mid-year holiday card)
  • Mail out a newsletter or e-newsletter
  • Develop and distribute a mid-year impact report
  • Create a targeted social media distribution list comprised of your year-end fundraising appeal prospects and start tweeting or posting semi-regularly about how your organization is getting ready for year-end programming with clients

In effect, you are warming your pool of prospects and donors, which should improve your response rate.
If you do this pre-holiday communication strategy correctly, you might even be able to reference something you said mid-year in your year-end appeal letter. Doing so, will be a gentle reminder to the donor that you’ve been talking to them about your case for support for a long time. Essentially, the ask won’t feel so sudden and abrupt.
The other reasons I like the idea of starting now rather than waiting is because:

  • It allows you to reach out mid-year LYBUNT/SYBUNT donors and gives you time to address issues they might have with your organization (which is likely what has kept them from renewing their support)
  • It also gives you an opportunity to be more personal and intentional with higher capacity donors who might make a smaller token contribution if asked via direct mail at the end of the year instead of an in-person solicitation

Where is your organization at with planning for its year-end fundraising efforts? Please scroll down and share your thoughts and activities in the comment box. Not only can we learn from each other, but we can inspire each other too.
Here’s to your health!
Erik Anderson
Founder & President, The Healthy Non-Profit LLC
www.thehealthynonprofit.com 
erik@thehealthynonprofit.com
http://twitter.com/#!/eanderson847
http://www.facebook.com/eanderson847
http://www.linkedin.com/in/erikanderson847

Get over your fear and ask for a specific contribution amount

Fundraising

ask1On Tuesday, I wrote a post titled “Things to consider before sending your next direct mail solicitation” and there appeared to be great interest from DonorDreams readers. So, today I decided to drill down on one specific mail solicitation topic — “asking for a specific donation amount” — because it is something few people seem to feel comfortable doing.
Everyone I’ve ever talked to about their mail appeal swears that they are good at asking for a contribution in their letter. However, the truth is that many of the letters I receive default to what I call the “passive ask.”
Here are a few examples of what I’m talking about:

  • “But we can’t do any of this without you. We need you to make a contribution today.”
  • “All gifts are appreciated and needed to continue this important mission. Small or large, your gift makes a difference.”
  • “Say YES to making a donation today to XYZ agency and being a special part of the XYZ family.”

These were real solicitations that I received from organizations.
Many of you are probably asking:  “What is so wrong with this approach?”
The truth of the matter is that this donor (and I suspect many other donors) want to know:

  • what is a reasonable gift for donors like me?
  • what contribution amount from me will help you hit your goal?
  • what level of donation will help you make a difference with your clients?

Put me in a ballpark. Make a suggestion. Bottom line? I don’t really want to think too hard about this. Throw out a suggestion (based upon what you know about me). I’ll consider it. If it is something I can and want to do, then I’ll do it. If it isn’t something I can or want to do, then I won’t.
In my opinion, there is a darker side to this entire question . . .

Stop putting your donors on the spot and making them guess what you need.

This is, in fact, exactly what you’re doing. Right? Let’s think about this situation in a different light.
ask2What if your spouse or friend approached you and said, “I am really hungry and I need you get me food and make a meal before I starve.” However, they didn’t tell you:

  • How hungry they are?
  • How much time they had left before they starved?
  • How much food would satisfy their need?
  • What they want to eat?
  • How they like their food prepared?

You’ve been put on the spot, but you have no idea what is expected of you or what needs to occur to solve the problem.
In my book, that is frustrating! And the last time I checked, it is never a good idea to do things that frustrate your donors and supporters.
So, you’re probably wondering what’s the right way to respectfully make an ask in a mail appeal?
Here’s a few real examples:

  • Smile Train: “We hope you can send a donation of $25 that can cover the cost of sutures for one cleft surgery . . . $50 that can cover the cost of anesthesia . . . $125 that can pay half the costs of one surgery . . . or a most generous donation of $250 that can cover the cost of one complete surgery to save a child forever.“
  • Council of Indian Nations: “Mr. Anderson, do you realize that for $10, we have the ability to provide over 90 servings of food to hungry Native Americans?“
  • Michelle Obama: “So please, without waiting even a moment, rush your contribution of $1,000, $1,500 or whatever you can afford to Obama for America today.“
  • The Washington, DC Martin Luther King, Jr. National Memorial Project Foundation: “But Founding Sponsors who contribute $150 or more will also receive a limited-edition, numbers photograph of Dr. King and his ‘American Dream’ speech.“
  • Boys & Girls Club of Elgin: “Would you consider making a $25.00 donation to the Boys & Girls Club of Elgin to help underwrite educational and technology programs?“

ask3A few observations:

  • Technology is amazing and easy to use. Mail merge allows you to personalize every letter and change the solicitation amount for each donor and prospect.
  • If you don’t know the person receiving your solicitation letter, you can always ask for consideration in a range.
  • You can also lay out a variety of giving options with an explanation of what each option helps underwrite.

With all of this being said, I understand the following:

  1. this isn’t easy
  2. there are times when you shouldn’t ask for a specific contribution amount
  3. some people insist there is a science to these issues

If you want to explore this question in more depth (and I encourage you to do so), you might want to investigate the following resources:

How does your agency tackle the issue of setting suggested ask amounts in your targeted and direct mail solicitations? Please scroll down and share your thoughts and experiences in the comment box below. Because we can all learn from each other.
Here’s to your health!
Erik Anderson
Founder & President, The Healthy Non-Profit LLC
www.thehealthynonprofit.com 
erik@thehealthynonprofit.com
http://twitter.com/#!/eanderson847
http://www.facebook.com/eanderson847
http://www.linkedin.com/in/erikanderson847

Things to consider before sending your next direct mail solicitation

Fundraising

direct mail3A client called and asked for a little help with their upcoming direct mail solicitation. As a result, all I’ve had on my mind over the last few days is direct mail. So, it only made sense to blog about it today. I’m breaking this post down into small sections, and I’m doing so in the order of highest importance (e.g. the first section has a bigger impact on the performance of your mailing than the second section, etc)
Before I begin, I offer this disclaimer (and then a disclaimer to the disclaimer) . . . I am not a direct mail expert. However, with that being said I believe all of us are “quasi-experts” because we all receive mail and if we’re paying attention then we know what works and what doesn’t work (at least from our perspective). Don’t sell your intuition short and always remember to: “Use the force, Luke.”
The List
direct mail 4Perhaps, the biggest factor in the success of your direct mail appeal is your mailing list. The following are just a few donor segments that I’ve mailed to throughout the years:

  • current donors
  • lapsed donors
  • donors to a specific special event who you are trying to crossover into an annual campaign
  • new donor prospects (cold lists being used for acquisition purposes)

Your response will vary depending on your audience. For example, you will most likely get a better response rate and raise more money by mailing to people who already give to you. Why? Because they know you. They love you. They know what they’re investing in and understand the return on investment.
Which donor niche most likely to yield the lowest response rate? Your cold list of prospects . . . people who don’t contribute yet.
Not only does the character of the list, in and of itself, typically determine campaign performance, but it should also inform your strategies and tactics. Here are just a few examples:

  • letter content will likely be different for lapsed donors compared to new prospects
  • follow-up recognition and stewardship messaging and strategies might look and sound different for new prospects compared to returning donors

The Outer Package
direct mail1Your beautifully crafted letter means nothing if the recipient of your mailing doesn’t open the envelope. Right?
For this reason, you need to put some thought into what the package looks and feels like. Here are just a few strategies I’ve read about and experimented with throughout the years:

  • use pictures and teaser phrases on the outside envelope to encourage people to open the envelope
  • use actual stamps (e.g. first class or non-profit bulk stamps) because they allegedly get a higher open rate than an envelope using an indicia
  • use color enveloped because get opened more regularly than a standard white one (or at least put color on the white envelope)
  • use an odd sized package because they allegedly get opened more often than a standard #10 envelope
  • hand address envelopes (when practical) because those letters allegedly get opened more often than those with labels and windows

The psychology of direct mail is complex and every expert has their own opinion. My suggestions are:

  1. Google around, read some of the data out there, and develop your own point of view
  2. Test, test, test . . . try different approaches and track your results
  3. Pull together focus groups of donors or prospects and ask their opinions

Always remember that the more you personalize your mailing, the better off you will be.
The Letter
If you are lucky enough to get someone to open your envelope, a good rule of thumb is to design your letter with the understanding that most readers will spend 10 seconds or less with your appeal.
I suggest you focus on making the following parts of your letter pop because these are the components most commonly viewed by readers in the first five to 10 seconds:

  • salutation (make it personal and get it right)
  • first paragraph (don’t beat around the bush and ask for specific contribution amount right off the bat)
  • signatory (customize who is signing the letter based on relationship with reader or secure well-known and respected person in your community)
  • post script (most people read the PS so use it right by reiterating your call to action and tell them how to participate)

Lots of experts have lots of advice when it comes to your letter. Here is some of the advice I’ve personally subscribed to throughout the years:

  • tell a story and make it emotional (focusing on heroes and villains puts you on the right track )
  • ask for a specific contribution amount
  • bold/italicize/underline a few words or sentences that are most important and convey your message
  • don’t pack the letter with lots of words . . . less is more
  • write the letter using a conversational style (don’t worry about what your 7th grade grammar teacher told you)
  • focus more on the donor and less on your agency (use the word YOU)
  • when referencing yourself and your agency don’t use the “royal WE” . . . make it personal and use “I”
  • white space and pictures of people (especially cute kids and animals if applicable to your mission) are preferable to lots of words
  • larger fonts and more space between sentences accommodates your more mature donors

I could literally go on and on and on, but you don’t have time for that this morning. If you are interested in doing more research, the following are a few of the people I love to read on this subject:

What has been your organization’s experience with targeted or direct mail? Please scroll down and share your thoughts and experiences in the comment box below. Why? Because we can all learn from each other.
Here’s to your health!
Erik Anderson
Founder & President, The Healthy Non-Profit LLC
www.thehealthynonprofit.com 
erik@thehealthynonprofit.com
http://twitter.com/#!/eanderson847
http://www.facebook.com/eanderson847
http://www.linkedin.com/in/erikanderson847

More lapsed donor best practices

Donor-centered fundraising, Fundraising

For the last few days, we’ve been talking about lapsed donors. On Tuesday, the discussion started with a personal example of a LYBUNT letter from HRC. Yesterday, we talked about one lapsed donor reactivation strategy that Gail Perry at Fired-Up Fundraising talks a lot about. Today, I am circling back around to the HRC lapsed donor letter that started this entire discussion.

A few days ago, I was critical of the tone in HRC’s lapsed donor letter as well as their ineffective list segmenting efforts. Putting those criticisms aside, it is clear that the folks who constructed HRC’s LYBUNT letter were successful at employing a number of other best practices, such as:

  • They tried to be very personal and mentioned me by name a number of different times throughout the letter and response card.
  • They pointed to a number of their recent accomplishments in an effort to say that another investment from me would be well used by them.
  • They spoke of a few deadlines to create a sense of urgency.

The best practice that I liked the most was that they included a survey in the envelope and asked for feedback. The survey started off with this language:

“Erik, if you have decided not to renew your HRC membership, please let us know why by completing this brief survey and returning it right way in the envelope provided. Your input will help HRC understand the reasons for your decision and help HRC strengthen our grassroots support . . .”

I really like this language because it clearly communicates one simple message:

“We’re listening and what you have to say is important to us!”

The survey was short and sweet and to the point. They asked the following four questions:

  • Which HRC accomplishment are you most proud of helping make possible over the past year?
  • Why have you decided not to renew your HRC membership for 2012? (please check all that apply)
  • Which of the following statements best describes your view of HRC’s advocacy efforts?
  • Please rank the following HRC advocacy priorities in order of importance (1 = most important)

Obviously, these were multiple choice questions, and the entire survey takes no more than 30 seconds to complete before sliding it into a “business reply mail” envelope.

What best practices have you used to reactivate lapsed donors? What have you seen other non-profit organizations do that struck you as particularly effective? Please share your thoughts and experiences in the comment box below. We can all learn from each other because no one has time nowadays to re-invent the wheel.

Here’s to your health!

Erik Anderson
Founder & President, The Healthy Non-Profit LLC
www.thehealthynonprofit.com 
erik@thehealthynonprofit.com
http://twitter.com/#!/eanderson847
http://www.facebook.com/eanderson847
http://www.linkedin.com/in/erikanderson847

Reactivating lapsed donors doesn’t have to be complicated

Donor-centered fundraising, Fundraising

Yesterday, my blog post titled “Take great care when trying to reactivate your LYBUNT donors” focused on a direct mail story of mine that I thought contained some valuable lessons for all of us. Today, I will attempt to pivot and start a discussion about simple things you can do to reactivate lapsed donors at the end of the year.

Last week, I spent the entire week in Indianapolis at Boys & Girls Clubs of America’s Midwest Leadership Conference as an exhibitor and trainer. When I saw one of my favorite bloggers — Gail Perry at Fired-Up Fundraising — as a general session speaker, I got very excited because she is a bundle of energy when it comes to fundraising.

As she dazzled the audience with her fundraising stories, she turned her attention for just a moment to the idea of reactivating lapsed donors. She talked about the boring, ineffective and sometimes upsetting LYBUNT letters (like the one I talked about in yesterday’s post) that too many non-profit organizations use at the end of the year to re-engage lapsed donors. While direct mail is probably a necessary re-engagement tool, Gail suggested that throwing a party for some of those donors might be a better strategy. She shared a story about such a party that she had themed:

“We love you, we miss you, we want you back!”

These 10 simple words got my mental wheels turning. I envisioned a Thanksgiving or holiday themed event with a room full of lapsed donors who didn’t pay a penny to attend. I pictured mission-focused activities and possibly even activities (e.g. focus groups) designed to solicit input on how to improve your fundraising and donor communication programs.

Hmmm . . . how does this strategy compare to the HRC letter strategy that I talked about in yesterday’s post? For me, it feels like night and day. I like Gail’s suggestion of throwing a party for the following reasons:

  1. It feels personal
  2. It is what we do with our family and friends (and aren’t donors part of our extended family and friends circle)
  3. It is fun and energetic
  4. It fits with the spirit of the season
  5. It sends a donor-centered message rather than a “me-me-me” message

For some non-profit agencies that have a large direct mail program and hundreds (or thousands) of lapsed donors, this strategy might be a little more difficult to implement. However, this problem is easily overcome by segmenting your LYBUNT report into two lists: 1) those who get invited to a party and solicited at the event or using a follow-up solicitation letter AND 2) those who just get a well-crafted, personal LYBUNT letter that doesn’t use “guilt” as the message.

There is literally a bushel basket full of good ideas and best practices when it comes to reactivating your lapsed donors at the end of the year. Throwing a party is just one of those ideas.

Would you please take 60 seconds out of your busy day and share one idea from your agency’s year-end LYBUNT strategy playbook? You can easily and quickly do this by using the comment box found at the bottom of this blog page. Please? After all, we can all learn from each other.

Here’s to your health!

Erik Anderson
Founder & President, The Healthy Non-Profit LLC
www.thehealthynonprofit.com 
erik@thehealthynonprofit.com
http://twitter.com/#!/eanderson847
http://www.facebook.com/eanderson847
http://www.linkedin.com/in/erikanderson847

Take great care when trying to reactivate your LYBUNT donors

Donor-centered fundraising, Fundraising

When I resigned from my last job in May 2011 to start my non-profit consulting practice, my partner and I sat down and reviewed our charitable giving portfolio. We made the decision to temporarily stop giving to certain organizations because our household income was about to drop. Needless to say, I showed up on a number of LYBUNT (aka Last Year But Unfortunately Not This Year) donor database reports and we’re still digging out from underneath the avalanche of direct mail.

Today, I want to share a few things from a donor’s perspective that might be helpful as you put together your year-end lapsed donor strategies.

One of the charities affected by my decision to change jobs was the Human Rights Campaign (HRC). Throughout the years, my partner was a Federal Club member, and I was a member of their Partners monthly giving program.

This big, bad national non-profit advocacy organization has a very slick direct mail program and a hundred thousand or more individuals as donors. In fact, it is so big that in addition to calling me by my first name, it is common for this agency to reference me by my membership number (which truth be told always makes the hair on the back of my neck bristle).

Two months ago on a lazy Saturday afternoon, my partner was canning vegetables from our garden in our kitchen and I was opening mail that had built up in our mailbox. For what seemed to be the umpteenth time since we made the decision to temporarily withdraw our support from HRC, I opened another “Won’t you please come back” letter from this organization.

The letter spurred a kitchen discussion that resulted in a decision to re-join HRC’s monthly giving program, albeit at a smaller level (but with the intent of growing our commitment in the next year or two).

As you might expect, we received a gift acknowledgement letter a few weeks later that read as follows:

“On behalf of the Human Rights Campaign’s Board, staff and volunteers, I want to thank you for joining our Partners program with a monthly contribution of $10. The leadership that you have taken . . .”

Yada, Yada, Yada. It was a typical computer generated gift acknowledgement letter, and one that I’ve read countless times throughout my life. It was technically proficient and everything I expected from this world-class direct mail giant. It made me feel good about our decision to re-engage with an organization that we had been supporting for a decade.

Unfortunately, this good feeling didn’t last very long because a few weeks later, I received another letter from HRC and this time the letterhead said it was “From The Desk Of” Cathy Nelson, who is the organization’s Vice President of Membership. I opened the letter expecting more appreciation and thanks, but my heart sunk when I read the following first few sentences:

“The news couldn’t have come at a worse time for the lesbian, gay, bisexual and transgender civil rights movement. I wanted to write to you personally as I have heard you have not yet renewed your Human Rights Campaign membership. We are counting on our active members in this critical year . . .”

To say that I felt punched in the gut might sound a little dramatic, but it isn’t far from the truth. In the first 10 seconds, here is want went through my head as a donor:

  • OMG, did I forget to mail our check? Where is that gift acknowledgement letter confirming our re-enrollment in the monthly giving program?
  • I felt guilty upon reading the words “the news couldn’t have come at a worse time . . .“
  • I felt angry because they were making our charitable giving decision seem like it was all about them, when it reality it was all about our new economic reality.
  • I felt manipulated and confused.

Any amateur fundraising professional and volunteer probably knows that these emotions and thoughts are not what you want to invoke when trying to reactivate a lapsed donors. If your non-profit organization is committed to transforming its resource development program to a donor-centered fundraising paradigm, then you need to walk away from this blog post dedicated to not replicating this bad example provided by HRC.

Over the next few days, I will blog about LYBUNT donors and provide a few tips I hope you will find helpful as you design your year-end lapsed donor appeals. So, stay tuned for more!

Have you ever been rubbed the wrong way by a lapsed donor appeal? Or has a lapsed donor ever reacted to one of your appeals and provided you with some feedback? How did you respond? Did it change your approach? If so, how? Please scroll down to the comment box and share your stories or thoughts. We can all learn from each other.

Here’s to your health!

Erik Anderson
Founder & President, The Healthy Non-Profit LLC
www.thehealthynonprofit.com 
erik@thehealthynonprofit.com
http://twitter.com/#!/eanderson847
http://www.facebook.com/eanderson847
http://www.linkedin.com/in/erikanderson847

I feel manipulated!

Fundraising

I wake up on Sunday mornings, brew a pot of coffee and tune into my favorite Sunday morning news shows like The Chris Matthews Show and Meet the Press. However, this last Sunday morning I woke up to a parade of coverage focusing exclusively on the 10th anniversary of the September 11th attacks. So, I sat on my couch all morning, sipping coffee and fought back the tears and horrible memories.

Like most Americans, I have vivid memories of those difficult days. I can tell you exactly where I was when the first news broke. I can give you a blow-by-blow accounting of my day. I couldn’t stop watching the news coverage in the weeks after Sept. 11th, and those videos of the planes crashing into the towers and people wandering around the New York streets with pictures of their fallen loved ones are just haunting. In fact, I am getting teary right now typing about it, and I have goosebumps on my arms. UGH!

So, as I watched television on Sunday morning, I found myself getting angry whenever a network would cut away from their coverage and some company’s commercial exploited 9-11  as an opportunity to sell their product. They masterfully pulled at my heart-strings and tapped into raw emotions all in the name of consumerism. Check out this Budweiser commercial to see what I mean.

Unfortunately, the beer company wasn’t the only ones doing it. Stephen Colbert did a nice job nailing a number of these culprits. Click here to check-out his comedic report.

You might be asking right about now: “What does this have anything to do with non-profit organizations, fundraising or donors?”

As I processed my thoughts and feelings in the wake of Sunday’s emotional coverage, I came to two very strong conclusions.

  1. This kind of marketing is manipulative, feels really yucky and makes me not want to buy those products.
  2. Non-profit organizations sometimes do the same kind of thing.

What?!?! Huh?!?! Where did THAT come from?

Come on! You know what I mean:

  • Please sir . . . won’t you please make a contribution? Without YOUR support we will have to close our doors and throw those kids out onto the street.
  • Please ma’am . . . for just the cost of that “Triple Venti Skinny Cinnamon Dulce Latte” you can feed a village of starving people for a day.”
  • Please make a donation today to remember the 9-11 victims, which will allow our organization to invest in a “get out the vote” effort. (This really was a fundraising pitch. Don’t believe me? Click here!)

I know, I know . . . appealing to people’s emotions is very effective and is considered a best practice for all good fundraising and marketing campaigns. Please don’t misunderstand me. I am NOT saying that we need to strip the emotion out of our messaging, but I am saying that we need to be very careful about not crossing that line and using FEAR to motivate donors.

Knowing where that emotional line is can be difficult and different when deal with individual donors. For example, my partner detests the fundraising commercials for the ASPCA, and he swears that he will never give to that charity because he feels manipulated by them.

So, how can you and your agency know where that line is? While it is a tough question that probably doesn’t have a good answer, you better figure it out if you’re committed to a donor-centered fundraising paradigm.

The one suggestion I can offer is . . .  get your donors engaged in the process. Before sending out an emotional mail appeal (or for that matter any piece aimed at cultivation, solicitation or stewardship), what would be so wrong will convening a donor focus group to review the package and provide feedback?

What are your thoughts? What does your organization do to minimize the possibility of tripping over your donors’ emotional-point-of-no-return? What is the most manipulative thing you’ve ever seen a non-profit organization do? Please use the comment box below to share your thoughts because we can all learn from each other.

Here is to your health!

Erik Anderson
Owner, The Healthy Non-Profit LLC
eanderson847@gmail.com
http://twitter.com/#!/eanderson847
http://www.facebook.com/eanderson847
http://www.linkedin.com/in/erikanderson847

From the mouths of donors: Part 4

Fundraising

After more than 60 posts to this blog over the last few months, I’ve decided that many of you are probably tired of hearing me pontificate day-in-and-day-out. So, this week I am changing things up a little bit. Last week I launched an anonymous online survey via various social media channels and my email address book. I’ve picked four really awesome responses to share with you this week that I think provide excellent lessons for non-profit and fundraising professionals. Enjoy!!!

Again … the survey was anonymous because I wanted the truth, the whole truth and nothing up the truth. Here is what the today’s highlighted survey respondent said:

Question: Using the comment box below, please write a paragraph or two answering some of the following questions. Of the charities to whom you currently donate money, which one is your favorite?  How did you first learn about this charity? Why did you make that first contribution? Why are you still contributing? How do you know that your contribution is making a difference? What does the charity do to demonstrate it is having an impact?

Answer:  United Way, Youth Outlook, American Red Cross, American Cancer Society, Heifer Foundation. I was contacted by mail or e-mail, and the charity mission resonates with me personally. They are all my favorites. I really believe that, “For it is in giving that we receive” and in some way I feel good about me giving. I wish I wasn’t so shallow, but it really is about me. I feel good about me buying a gaggle of geese or a goat to help a “real family” support itself. I know they don’t really do that, but I give anyway.

Question: Understanding that these are tough economic times and no donor’s contribution ever should be taken for granted, what does your favorite charity need to do (or show you) in order to renew your support and/or increase the size of your contribution?

Answer: Ask. Tell me a story. Don’t make it too sappy, though. I won’t trust that.

Hmmm … can you tell what kind of real happiness that charitable giving brings to this person’s life? Here is what struck me about these responses:

  1. I am reminded that there have been scientific studies looking at why people give to charity, and they echo what this very smart donor said: “…I feel good…” Click here to read more about this phenomenon. Hmmm … maybe we need to teach our volunteer solicitors about this ground breaking research so they might stop being so fearful about asking for contributions.
  2. In this donor’s second response, I am reminded of an online interview I read with Jim Grote. It was the first time I ever heard of the concept of “Narrative Philanthropy”. In a nutshell, good fundraisers are good storytellers. Click here to read that interview for yourself. I promise that it may change your life! I am also reminded that stewardship doesn’t have to be about fundraising professionals “telling” donors stuff, but it can also be about “asking” for feedback and input.

How does your organization train volunteer solicitors to become awesome storytellers? Do your fundraising volunteers see their jobs are “arm twisting” or do they see themselves as “dream-makers”? What do you do to help your fundraising volunteers with these paradigm shifts? Please use the comment box below to share because we can learn from each other.

Here is to your health!

Erik Anderson
Owner, The Healthy Non-Profit LLC
eanderson847@gmail.com
http://twitter.com/#!/eanderson847
http://www.facebook.com/eanderson847
http://www.linkedin.com/in/erikanderson847

Friends With Benefits?

Donor-centered fundraising, Fundraising

Have you ever read a blog post that bothered you so much that you saved it in your email inbox? It happens periodically for me, and this phenomenon occurred two weeks ago with a blog post from Jeff Brooks who writes Fundraising Future Now.

So, there I was drinking my morning coffee and clicking through emails on July 27th, when I came across Jeff’s blog titled “Not all donors are seeking a deeper connection“. Since I consider myself a “disciple” of Penelope Burk (thought leader behind donor-centered fundraising TM and author of Donor Centered Fundraising), my first response to the blog’s headline was “WTF?” Then I clicked open the email and read this:

“We should be prepared to admit that not all donors are as absorbed in our causes as we are.  Some of them — maybe most of them — just want to give and be done with it.”

Looking back on the moment, I have to laugh at myself because I was genuinely disturbed and almost had the same reaction as the person in this YouTube video. However, I composed myself and hit the button titled “Mark as Unread” and stewed about it for this long.

I’ve come to this conclusion: Sometimes the human experience allows us to get swept up into an idea so much that it becomes a truism to us (much like Penelope Burk’s idea of donor-centered fundraising TM has become for many fundraising professions).

Even though I’ve come to this conclusion, I still love Penelope Burk and all of the donor research she conducts and shares. I think I’ll even remain in her camp for a little while longer. However, I think I’m going to rent the DVD of Justin Timberlake’s movie “Friends with Benefits” and do some research over the course of the next year. I am open-minded to Jeff Brooks’ hypothesis about some (possibly many) donors only loving your non-profit mission enough to toss you a contribution from time-to-time.

Until I sort through this philosophical fundraising mess, I guess I am going back to the only truism that hasn’t steered me wrong, which is:

“KNOW THY DONOR”

Are you a Penelope Burk disciple? What is your reaction to Jeff Brooks’ blog post? If you run a non-profit organization or interact with donors on a daily basis, what are your thoughts? How do you walk the fine line between donors who want to get married and those who only want to be friends with benefits?

Here is to your health!

Erik Anderson
Owner, The Healthy Non-Profit LLC
eanderson847@gmail.com
http://twitter.com/#!/eanderson847
http://www.facebook.com/eanderson847
http://www.linkedin.com/in/erikanderson847