Donor-centered focus: Heart and Gratitude over WealthI find a widespread misunderstanding about the notion of what constitutes being donor-centered. It derives from two misconceptions:

  1. Assuming people don’t want to be asked.
  2. Spending all your time on cultivation, assuming folks don’t need an ask and will simply give spontaneously as a result of being wooed.

Both of these rationales short-change your would-be donors.

Why?

FIRST: Donors want to be asked because they’re starved for the love that comes from voluntary giving and receiving. Donors have love to give, but don’t always have an object towards which to direct their affection.

SECOND: Donors need to be asked because when they’re not, they don’t know how much you need their help.  Consequently, giving feels a bit empty. Almost a bit like a crap shoot.  Donors want to invest their money where they feel confident it will be most appreciated and will do the most good.

Let’s delve into both of these misconceptions more deeply, putting them into a donor-centered context.

In other words, what are your would-be donors feeling?

Donors are Love-Starved

(more…)

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Fundraising Don’ts vs. Do’s: Donate Landing Page + Form

Fundraising Do's & Don'ts logoI’m continuing with my increasingly popular “Do’s vs. Don’ts” feature which I began last spring.  I promised whenever something arrives in my mailbox that seems a good ‘teaching opportunity,’ I would share it with you. I hope you find this example useful for all your online fundraising campaigns!

Today’s teaching example is a donation landing page (where you land when you click “donate” from the Main Menu) and donation form (the part a donor fills out once they click through from your landing page).

Too often, fundraising staff leave these aspects of their campaign completely up to IT, website or marketing staff.  It’s a shame, because these campaign elements can make or break you.  Everything you’ve carefully crafted will be for naught if the landing page and form are in any way off-putting or daunting to complete.

I came across this example in an effort to make a memorial donation honoring someone who had worked at this nonprofit. We’re going to evaluate every element methodically.

I’ll ask you some questions.

  1. Would you click through from that landing page to learn more or to donate?
  2. If yes, why?
  3. If no, why?
  4. What looks good about it?
  5. What looks not so good?
  6. Would it inspire you to give?
  7. If so, why?
  8. If not, why not?

First, I’d like you to think about your answers and jot them down.

Really take the time to notice what you like and don’t like.

I promise you’ll learn a lot more this way.

Second, I’ll tell you what I think.

Let’s begin!

DONATION LANDING PAGE

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Are you reading your major donors right?

Are You Reading Your Major Donors Correctly?

“The more that you know, the less they’ll say ‘No!’“

Such is the advice given by Jay Love, Founder of Bloomerang and a seasoned board member and major donor, some years ago at an online conference where we both presented major gifts master classes. His was on the topic of major gifts development from the donor’s perspective.

Do you think about your donor’s perspective before you ask for a major gift?

Here’s what I learned from Jay:

The more you know:

  • what floats your donor’s boat,,,
  • what other things compete for your donor’s attention (not just causes, but also career and family)…
  • how your donor prefers to communicate…
  • how your donor prefers to be wooed…
  • how your donor prefers to be recognized…

… the more likely you’ll get a “Yes.”

This advice is SO important I want to dig deeper into ways you can get inside your donor’s head and build the type of relationship that will be a win/win. When your donor gets what they want and need, you get what you want and need!

If you can’t show your major donor prospect you really know them, how can they trust you’ll be a good steward of their passionate philanthropic investment?

We all want to be known before we enter into a major engagement.

Which brings us to the crux of successful major donor development. Not surprisingly, it begins and ends with the same thing.

Can you guess what that might be?

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Fundraising Don’ts vs. Do’s: Giving Tuesday Email +Donation Landing Page

Fundraising Do's & Don'ts logoIt’s not too late to use these tips to help with your year-end fundraising.

This new “Do’s vs. Don’ts” feature is popular, so I thought I’d share another one that seems like a good ‘teaching opportunity.’ It’s a twofer, as I’ll discuss both the appeal and the donation landing page to which it takes folks — should they be inspired to click through.

Please note: Sometimes I can’t omit the name of the charity in the examples I use. Please know I’m coming from a place of love, and don’t mean to shame anyone. As with almost anything you can think of, there’s good AND bad in the examples I share. We learn both from mistakes and stellar efforts. Our own, and others.  Kudos to all who put things out there and make an effort. The only way you learn is by trying. Believe me, I’ve sent out some real clunkers in my time as a development director! If I ever use you as an example, and you disagree or want to clarify, feel free to contact me directly.

Okay. Let’s move on.

We’re going to evaluate every element methodically.

I’ll ask you some questions.

  1. Would you open that email?
  2. If yes, why?
  3. If no, why?
  4. What looks good about it?
  5. What looks not so good?
  6. Would it inspire you to give?
  7. If so, why?
  8. If not, why not?

First, I’d like you to think about your answers and jot them down.

Second, I’ll tell you what I think.

Let’s begin!

Do you think this email is a “Do” or a “Don’t?”

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Fundraising Don’ts vs. Do’s: Year-End Donor Retention Email

Fundraising Do's & Don'ts logoI’m continuing with my occasional “Do’s vs. Don’ts” feature which I began last spring.  I promised whenever something arrives in my mailbox that seems a good ‘teaching opportunity,’ I would share it with you. I hope you find this timely example useful for your year-end fundraising ‘clean-up!’

Clean-up?  Yes. That’s exactly what I want you to do right now.

Get. Everything. In. Order.

Tie up loose ends so you assure nothing slips through the cracks before the calendar year closes.

Take a look at all your sources of support last year.

Who’s given this year already?  Who hasn’t?

Important: Don’t let any of last year’s donors lapse!

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