10 Strategies to Actively Build Nonprofit Donors Trust

trustTrust defines the credibility and legitimacy not only of your organization, but of the entire social benefit sector. Yet too few organizations make the effort to operationalize this construct into their fundraising and marketing planning.

You should.

Without donor trust and confidence in philanthropy there’s no future for social benefit organizations.

Donor retention guru Professor Adrian Sargeant has spent 20+ years researching the relationship between trust, philanthropy and continued donor commitment. And he has found, unequivocally, that trust is the essential foundation of the philanthropic relationship.

Ignore this at your peril.

Actively Build Donor Trust

The Donor’s Bill of Rights is a great starting point.  But simply using it as a checklist is not enough.  Too transactional. I encourage you to go above and beyond. Because the best predictor of future giving is when people feel good.

You can make giving to you a transformational experience. How? By actualizing what you learn here into a series of multi-step plans for:

  1. Gift Acknowledgement that Satisfies Donors

  2. Donor-Centered Communications that Instill Happiness

  3. Useful Content Marketing that Offers Gifts

  4. Consistent Branding that Instills Confidence

  5. Relationship Fundraising that Creates Meaning and Builds Loyalty

If you take these five steps, implementing the 10 strategies incorporated below, I can guarantee you’ll steadily build trust and make donors happy. They may seem simple, and they are. But honestly ask yourself if you really do these things right now? Trust must be earned, and it can be fragile. So, I’m going to guess you could do better. Please read these action steps with an eye to what you might do to make your donor retention plan – what I prefer to call a “donor love and loyalty plan” – more vigorous. It’s up to you to establish trust and magnetically pull your donors toward you so they never let go.

Leave a commentDonor Retention

Sign: Thank You! You Are Essential

13 Top Secrets of Donor Thank You Letters Revealed

"Thank You You Are Essential" signLet’s begin with a question: What do you spend more time on? Asking or thanking?

You’ve probably just completed a quarter hyper-focused on asking. I’ll bet you devoted a lot of time to this endeavor.

Now… you should be devoting at least as much time to thanking the donors who responded to your appeals, with the goal of retaining and upgrading them over time.

This is especially true with first-time donors, who cost you much more to acquire than you receive (on average, you spend $1.25 to raise $1.00). The only reason to acquire these supporters is to sustain them over timeso their lifetime value to you merits your investment in them.

Alas, the lion’s share of nonprofits spend a lot more time asking than thanking and reporting back on impact.

Thank you’s are often left to the last minute. They may be delegated to a lower-level support person. They’re treated as a realtively unimportant affterthought. And they’re often carelessly written, coming across as little more than a transactional receipt or a pre-printed Hallmark card with nothing more than a signature (often, also, laser printed).

It’s a BIG mistake.

The number one reason donors don’t give again is they aren’t properly thanked!

You may think you have a proper thank you letter template. But, if your thank you looks like this, it’s not helping you bond with your supporters.

TYPICAL THANK YOU LETTER TEMPLATE

Dear [donor name],

Thank you for your generous donation of $[donation amount] to [nonprofit name].

Your donation is making a difference. Because of your $[amount] donation, we are able to [impact of donation].

[this paragraph usually gives a general description of what the organization does]

Thank you again for your contribution! [nonprofit name] relies on the gifts of donors like you to make a difference.

Sincerely,
[name and title]

Look familiar?

Wah, wah, wah (sad trombone).

Most thank you letters are simply boring.

This could come from almost any nonprofit. It’s generic, not specific.It looks like a form letter.

You can do a lot better, and it’s not hard.

To Retain Donors, Stand Out from the ‘Get Go’

Believe me, most donors aren’t sticking around. Your own retention rates may be better or worse than average (do you know them?), but generally only 19% of new donors give again. For ongoing donors, it’s just 43%.

The time to nip this in the bud is now.

Did you know a study from Charity Dynamics and NTEN found 21% of donors say they were never thanked at all? My hunch is some of these supporters did receive something from you, but it was so perfunctory they didn’t really take notice.

  • Maybe you just sent a form receipt.
  • Maybe you took them to a thank you landing page; then called it a day.
  • Maybe you sent a brief, formal email that confirmed the gift, but didn’t make them feel particularly special.
  • Maybe you sent a letter, but talked more about the ongoing need than the impact of their gift (i.e., it sounded like another fundraising appeal).

If you don’t have a killer thank you letter prepared to send to the folks you hope will be giving to you again between today and next year, now is the time to right this wrong.

If you thank well you’ll see retention rates increase significantly.

In fact, research from Penelope Burk, author of Donor-Centered Fundraising, found 70% of donors reported they would increase their giving if they received what they needed from you.

Brilliant, warm, authentic, personal communication stands out and leads to renewals. And this is a much less expensive strategy than new donor acquisition which, again, costs from $1 to $1.25 to raise a dollar. Whereas renewing a donor costs only 20 cents on the dollar  — if you prioritize this as a strategy.

By now you may be thinking: Sounds good, but how do we stand out? There must be some specific strategies that incline donors towards giving again, but what are they?

Today I share my top secrets with you. They’re simple and foolproof.

Ready?

1 CommentDonor Retention

Heart, paper, in hands

How to Use Psychology to Pre-Suade Donors to Give

Heart, paper, in handsAre you leading with a “gift” or “favor” to positively incline your donor to say “yes?”

This time of year is what I call “presuasion time.”

Because if you’re thoughtful about it, you can presuade donors to give up to the moment you ask!

That’s what we reviewed in Part 1 of this two-part series, where I described research from Robert Cialdini, author of the seminal Influence: The Psychology of Persuasion, and the newer book, Pre-Suasion: A Revolutionary Way to Influence and Persuade, and discussed how you might apply this research to your fundraising strategies. We learned the importance of leading with a “gift” or “favor” that will incline your donor favorably in your direction. Even the smallest of favors can create significant goodwill, and there are simple ways to boost the likelihood your favor will be returned.

  1. Today we’re first going to look at a way to tweak your language to make a difference.

  2. Then we’ll explore some types of favors donors are likely to value enough to want to reciprocate.

First, a reminder: Truth be told, every time of year is presuasion time. Everything you do with supporters should be designed to prime the pump so people are pre-disposed to give to you the next time you ask. Whether that’s next week, the week thereafter, or any week of the year! Whenever you’re not asking — and you should plan to send at least three non-asking communictions for every one ask — you should be in presuasion mode.

So, let’s get a little psychologically-minded, keeping in mind one of the six core Cialdini principles of Influence and Perusasion: Reciprocity. In brief, human beings often feel obligated to return favors, even if they are unasked for.

Leave a commentAnnual Giving

Three San Francisco Hearts. Doggy Days. California Street Captive. Benefit for S.F. General Hospital Foundation.

Plan ‘Random(ish) Acts’ of Nonprofit Donor Kindness, Especially Now

Three San Francisco Hearts. Doggy Days. California Street Captive. Benefit for S.F. General Hospital Foundation.

Getting in the spirit of acts of kindness

It’s been a rough decade thus far, beginning with a pandemic out there killing people. And then the hurricanes, fires, floods and earthquakes killing people. Not to mention the genocides, autocracies, global and domestic terrorists killing people. The list, unfortunately, goes inexorably on.

What can your nonprofit organization do to offer a remedy?

Kill ‘ em with kindness.

I’m talking about your supporters, of course.

In order for people to do good they have to feel good.

Seriously, philanthropy takes energy. It takes the ability to step out of one’s day-to-day grind and think about someone, or something, else. And it’s more difficult than usual for folks to find this generous space right now.

You can help.

Make this the true giving season.

I often say “If you want gifts you must give them.”

Maya Angelou says “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.

Let’s talk about what you can give – as nonprofit staff and board members — to create happier supporters.

Notice a lot of folks saying “This has been a bad year?” People can use a bit of cheer.  They’re tired of doom and gloom.

Remember when “random acts of kindness” was a thing? People would buy a coffee for the person behind them in line. Or they’d pay the bridge toll for the next car. Their reward was simply imagining the unexpected delight their gift would give to someone that day. Ever have it happen to you?  Ever try it?

Now’s your chance!

I’d like to suggest practicing some creative planned (seemingly random, but not really) acts of kindness.

Something to bring your donors and volunteers a bit of good cheer. It can be as simple as letting them know what they did to change someone’s life for the better. Or it can be a modest, human gesture showing them how grateful you are for their support. This is something you can have fun with.  And the rewards will be huge, both for you and your donors.

10 Acts of Donor Kindness For Today, and Beyond

Leave a commentDonor Retention

Three-San-Francisco-Hearts: Love-is-Contagious-San-Francisco-Glow-Transparent-Harmony. Benefit for S.F. General Hospital Foundation

Try These Nonprofit Donor Retention Tweaks with BIG, Happy Outcomes

Three-San-Francisco-Hearts: Love-is-Contagious-San-Francisco-Glow-Transparent-Harmony. Benefit for S.F. General Hospital FoundationHave you ever received confoundingly terrible customer service? Maybe at a restaurant, hotel, fast food restaurant or retail outlet?  It happens all the time and, likely, you’ve thought to yourself: “Why on earth are they treating me like this? It’s so stupid! Don’t they realize I’ll never come here again?”

Sadly, this is exactly what many donors feel when:

  • You make it difficult for them to give.
  • They receive poor follow up from you.
  • You don’t seem to know them, or even try to get to know them.
  • You treat them as one of the masses, rather than making them feel special.
  • You ignore what they’ve told you or shown you.

“Customer service, like everything an effective organization does, changes people.”

— Seth Godin

Part of the Problem is Culture

Think about it. When you experience poor service in the for-profit world, it’s likely because the person with whom you’re interacting has no stake in the business. They see their job as just a job, and really don’t care about the business as a whole. Whether or not a customer returns again means little to them.

This also happens at nonprofits without a donor-centered culture of philanthropy. While the customer, or donor, may not always be exactly “right,” it is imperative everyone in your organization recognizes and appreciates the value donors bring.

“Each person directly associated with your organization should value donors and implicitly or explicitly express that value with gratitude and appreciation. No exceptions.”

— Brian Lauterbach, fundraiser, consultant, entrepreneur

“Without tackling internal issues head-on, we believe the prospects for major fundraising progress are limited. In most organizations, fundraising is limited more by organizational culture and structure than by lack of strategic or tactical know-how.”

— Alia McKee and Mark Rovner, Founders, Sea Change Strategies

NOTE: How to instill a culture of philanthropy is a topic for another article (like this one), but at base it has to do with how people treat each other in your organization.

Leave a commentDonor Retention

Three San Francisco Hearts: Love Sent. Received, Shared; Together Under the Stars; Justice

Are You Treating Your Donors Like Gumballs?

Three San Francisco Hearts: Love Sent. Received, Shared; Together Under the Stars; JusticeWant your donors to sustain you? Then you can’t consume them in five minutes.

Yet all too often nonprofits treat their donors exactly like a gumball dispensed from a machine. Chew it up. Spit it out. Done.

Oh, yeah… maybe you send a quick thanks to whoever gave you the change to buy the gum.  But that’s as far as your gratitude takes you. You’re over it. You never even think about that gumball again. You probably can’t even remember what color it was. You’re off hunting down your next snack.

Little snacks are nice.  But they won’t sustain you over time.

One-time donations are the same way.  And they’ll stay that way – one time – if you treat them the way you treat your gumballs.

Leave a commentDonor Retention

Three San Francisco Hearts: Rainbow, Love, Resilience. Benefit for S.F. General Foundation.

Top Strategies for Making Friends with Nonprofit Donors

Three San Francisco Hearts: Rainbow, Love, Resilience. Benefit for S.F. General Foundation.Today a friend, who serves on the board of a struggling local arts organization, asked me what they can do to increase their fundraising. I asked her a few questions; then answered simply: “Have more conversations with people; make more friends.”

You see, they have people who know about them but they’re just not giving.

They have donors, but they’re not giving enough.

Why? Because they haven’t been treated like friends and family. They don’t feel connected.

What’s the best advice to build stronger connections with likely supporters?

1. People Give to People

Remember this basic truth. Humans are a social species.

People also buy from people.

So if you consider fundraising “making a sale” (which I do, because it’s part of being human to be constantly trying to persuade others; read Daniel Pink’s To Sell is Human), you must show up as authentically human.

And how do you do this?

Leave a commentDonor Retention

Head and Heart

Easiest 7 Strategies to Get Inside Your Donor’s Head and Heart

Head and HeartHere is some wisdom gleaned from many decades of personal nonprofit work.

It derives from both my stints as an in-the-trenches development professional (five different organizations, wearing many hats, over a 30-year career), and my past decade as a coach/consultant for nonprofits of all sizes and shapes.

I will also be sharing quotes from donors Penelope Burk surveyed (also here), as these authentic testimonials provide great insight into how donors think and feel.

Finally, we’ll conclude with seven relatively easy things you can do to connect more meaningfully with your supporters so they’ll stick with you through thick and thin!

1 CommentDonor Retention

Felt heart hanging from a pole

Top Secret Strategy to Communicate with Nonprofit Donors

Heart carved into treeDid you ever wonder if there is a foolproof way to communicate with donors?

Actually, there is!

And it’s not about process.

It’s about another ‘P’ word.

Can you guess?

I’ll give you a hint.

It relates to the secret business your nonprofit is in.

You may think you’re in (arts, healthcare, human services, environment, social justice, animal rescue, education or whatever) but, fundamentally, your core business is something else.  Something deeper.

Something that emanated from whoever founded your nonprofit.

Without this special something, your nonprofit wouldn’t exist.

Have you figured it out?

Leave a commentAnnual Giving

Moonrise-large.jpg

Philanthropy, Not Fundraising: I Have a Dream for the Social Benefit Sector 2023

Photo of moon rise

I have a dream…

Today would have been Dr. Martin Luther King’s 94th birthday. During his lifetime he challenged us to recognize the privilege of being part of the struggle for goodness to prevail. He did not live to get to the promised land, yet he saw it from the mountain top. And in his famous speech he mused on the question of what he would say were he to be given the extraordinary opportunity to live in any moment in history. His answer to the Almighty was, “If you allow me to live just a few years in the second half of the twentieth century, I will be happy.”

Today we are two decades in, and our challenge is whether we can approach our world with the same degree of gratitude and moral resolve. Our times are challenging.  Political division, escalating, senseless violence across the planet, threats to free speech, the spread of fake news, a deepening divide between classes, the existential threat of climate change, and a creeping sense of dread as events begin to seem out of our control.  The world can seem a cruel and barbaric place. Philanthropy – love of humankind — can seem elusive. Yet it’s right here. In each of us.

King challenges us to recognize that even in dark times, there is light to be found: “I know that it’s only when it is dark enough that one can see the stars.” As we toil in the vineyards of the social benefit sector, it is our privilege — and responsibility — to carry Dr. King’s torch and let shine the light. To muster all our spiritual, moral, individual, and communal resources to drive out the darkness. Today, with my annual “I Have a Dream” post, I invite you to consider what you can do to adapt, stay positive and make a beneficial impact on the world within and around you — yourself, your family, your friends, your neighbors and strangers.

“The time is always right to do what is right.” ~ Martin Luther King Jr.

I have a dream for 2023 – and beyond. I have a dream this is the year your organization will move beyond defining yourself by what you’re not (nonprofit) and will begin to define yourself by what you are (social benefit). I have a dream this is the year your people will move from an attitude of taking and hitting people up (aka “fundraising”) to a mindset of giving and lifting people up (aka “philanthropy”). I have a dream this is the year your staff and volunteers will move from enacting transactions to enabling transformation.

I have a dream you will push yourself and your organization this year. You will take the bull by the horns, embrace the digital revolution, and open yourself to the possibilities change brings. You will give up on the static donor pyramid, ladder and funnel theory of engagement and put your donor at the center of a new, active engagement model that reflects the myriad ways people connect with organizations and causes today. You will find donors where they are.

I have a dream you will learn who your best influencers and advocates are and you will embrace them.  You will recognize you are no longer your best messenger. You will understand many forces beyond you influence your donor’s decision to invest with you, and you will expand your thinking and operations from a one-dimensional to a multi-dimensional model.  You will allow your constituents to engage with you at multiple points of entry, and to move freely between these points during the life cycle of their engagement.

I have a dream you will think big, because thinking small will not get you where you need to go. 

Leave a commentCulture & Values

Why Donor Wooing Requires WOWing

Woman checking out at cashier

The Unfair Exchange Bernadette Jiwa, The Story of Telling.

“That will be eight dollars,’ the woman, who is carefully weighing and wrapping two serves of freshly made fettuccine for us to take home, says.

As my husband is about to hand her the cash, she takes another handful of the pasta from behind the glass and adds it to our package.

She doesn’t announce that she’s giving us twenty per cent extra for free.
She doesn’t even invite us to notice the gesture at all.
It’s enough for her that she knows she has added value.

We think of value as a hard metric—the anticipated fair exchange of this for that.

But value can be a surprising, generous, unfair exchange.

Something that is given because we can, not because we must.“

Ah… value.

Wow, wow, WOW!

This is what all fundraising, fundamentally, is about.

A value-for-value exchange.

Yet one side of the exchange is a hard metric: The donor’s cold, hard cash.

While the other side of the exchange is something decidedly less tangible: Freely given gratitude from you and your organization.

Or at least that’s how it should work.

The Difference between ‘We Must’ and ‘We Can’ 

What does your donor love and loyalty plan look like?

Do you even have such a plan?

If the only reason you acknowledge donations is because you feel you ‘must,’ it’s likely your donors aren’t walking away from the encounter feeling much more than matter-of-fact. The transactional receipts many organizations send out are registered by the donors as “Ho, hum. Guess I’ll go file this with my tax receipts.”

This kind of exchange is fair, sure.

But it’s not generous.

WHAT ELSE DO YOU HAVE TO GIVE?

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Fundraising Do's & Don'ts logo

Fundraising Don’ts vs. Do’s: Mailed Fundraising Appeal Strategy

Fundraising Do's & Don'ts logoHere comes my occasional “Do’s vs. Don’ts” feature, where I share with you something arriving in my mailbox that seems a good ‘teaching opportunity.’

Today we’re going to review a year-end annual direct mail appeal strategy.

We’ll take a look at the various elements; then assess what works/doesn’t work.

I’ll ask you some questions.

  1. Would you open this letter?
  2. If yes, why?
  3. If no, why?
  4. What looks good about the mail package? The letter? The remit?
  5. What looks not so good about all these package elementsl?
  6. Would it inspire you to give?
  7. If yes, why?
  8. If no, why?

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

Second, I’ll tell you what I think.

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

I promise you’ll learn a lot more this way. We learn best by doing.

Seriously, I mean it.

Let’s begin at the beginning.

Carrier Envelope

Appeal Carrier Envelope

Some identifying information has been removed for purposes of confidentiality. I’m not here to shame. Just to teach.

  1. Would you open this letter?
  2. If yes, why?
  3. If no, why?

I’ll wait…

Have your answers?

Okay!

Ready to learn what I think thus far, and also see what else we’re working with?

Let’s begin!

What’s wrong or right with this envelope?

2 CommentsAnnual Giving

Lightening storm

Will Your Year-End Fundraising Be Sound and Fury, Signifying Nothing?

Lightening storm

Are you thinking “It’s the most wonderful time of the year. Kaching!?”

Oh, dear.

That’s akin to making the holidays all about the commercial aspects, and losing sight of the season’s wonder, awe, gratitude, love, and warmth of community.

Yes, many nonprofits raise the lion’s share of their annual fundraising goal in the last few months of the year. In fact, December accounts, on average, for 31 to 50% of all contributions from individuals. So, you’re to be forgiven if you’re excited to see the money come flowing into your coffers.

But, just because it’s solicitation time does not mean it isn’t cultivation/stewardship time.

It’s not just about the money.

Ever time you communicate with donors you need to show the love.

How you spread love through your mission-focused work.

How you love your supporters.

How love, not money, is at the heart of all philanthropy (philos/love + anthro/humanity).

Even though you’re ramping up fundraising activities this month, you can’t lose sight of your donor. And what’s in it for them if they give to you. So, ask yourself:

  • How will donors feel when they receive the year-end missive you’re sending?
  • How will donors feel when they say “yes” to your appeal?
  • How will they feel immediately after they give?
  • How will they feel later — a month, two months, three months, six months and 12 months after they give?

Do you come across as being only about money?

You may if your year-end fundraising looks mostly like this:

  • Help us meet our fundraising campaign goal.
  • Help us raise $XX,XXXX (money) before the year ends.
  • Grab your tax deduction before December 31st.

Such admonitions are all about you, your deadlines and money.

They are things people think about with their brain, not their heart. With their reasoning, not their emotions. WIth the part of their brain that makes them give a token or habitual gift, not a thoughtful or passionate one.

And once the gift comes in, then what?

Do you simply take the money and run?

If a donor makes a gift and you simply dispense an automated thank you, and nothing more, that’s not a donor relationship.  That’s a transaction

If you get all ATMy at this time of year you’re going to lose these donors by this time next year. Or you won’t get them to give more. Or tell their friends how great you are. Or do any of the other things that donors do when they love you.

One-time gifts are here today, gone tomorrow. In fact, a whopping 80%+ of first-time donors won’t give again.

Transactions won’t help you next year or the year after that.

No. You’ve got to transform the transactions into something longer lasting.

You want donors to feel terrifically warm, fuzzy and inspired after they give to you.

Yes, you’re going to ask — maybe multiple times — at this time of year. But to get the desired response – and feeling — you still have to ask the right way.

Leave a commentAnnual Giving

Sign: Thank You! You Are Essential

13 Top Secrets of Donor Thank You Letters Revealed

"Thank You You Are Essential" signWhat do you spend more time on? Asking or thanking?

The lion’s share of nonprofits spend more time asking. It’s a BIG mistake. Don’t get me wrong.  I’m not here to shame or blame you. Of course you have to ask. The number one reason people don’t give is they aren’t asked. And …

The number one reason donors don’t give again is they aren’t properly thanked!

You may think you have a proper thank you letter template. But, if your thank you looks like this, it’s not helping you bond with your supporters.

TYPICAL THANK YOU LETTER TEMPLATE

Dear [donor name],

Thank you for your generous donation of $[donation amount] to [nonprofit name].

Your donation is making a difference. Because of your $[amount] donation, we are able to [impact of donation].

[this paragraph usually gives a general description of what the organization does]

Thank you again for your contribution! [nonprofit name] relies on the gifts of donors like you to make a difference.

Sincerely,
[name and title]

Look familiar?

Wah, wah, wah (sad trombone).

Most thank you letters are simply boring.

This could come from almost any nonprofit. They’re generic, not specific.They look like a form letters.

You can do a lot better, and it’s not hard.

To Retain Donors, Stand Out from the ‘Get Go’

Believe me, most donors aren’t sticking around. Your own retention rates may be better or worse than average (do you know them?), but generally only 19% of new donors give again. For ongoing donors, it’s just 45%.

The time to nip this in the bud is now.

Did you know a study from Charity Dynamics and NTEN found 21% of donors say they were never thanked at all? My hunch is some of these supporters did receive something from you, but it was so perfunctory they didn’t really take notice. Maybe you just send a receipt. Or took them to a thank you landing page; then called it a day. Or maybe they received a brief, formal email that confirmed the gift, but didn’t make them feel particularly special.

If you don’t have a killer thank you letter prepared to send to the folks you hope will be giving to you between today and the end of the year, now is the time to right this wrong.

If you thank well you’ll see retention rates increase significantly.

In fact, research from Penelope Burk, author of Donor-Centered Fundraising, found 70% of donors reported they would increase their giving if they received what they needed from you.

Brilliant, warm, authentic, personal communication stands out and leads to renewals. And this is a much less expensive strategy than new donor acquisition, which costs from $1 to $1.25 to raise a dollar. Whereas renewing a donor costs only 20 cents on the dollar.

By now you may be thinking: Sounds good, but how do we stand out? There must be some specific strategies that incline donors towards giving again, but what are they?

Today I share my top secrets with you. They’re simple and foolproof.

Ready?

1 CommentDonor Retention

How Jargon Destroys Nonprofit Fundraising & Marketing

I hate jargon. With a passion.

Hate it. Hate it. Hate it.

Just. Can’t. Stand. It!

Yes, I guess you could call it a pet peeve.

But, really, why would you ever use jargon if you wanted to truly communicate with someone?

Just check out the definition:

“language used by a particular group of people, especially in their work, and which most other people do not understand”

— Cambridge dictionary.

Jargon = Failure to Communicate

When you talk to people in words they don’t understand, really, what’s the point?

Are you just trying to make yourself look smart?

Because, trust me, that’s not how it comes across.

2 CommentsContent Marketing

Hand writing checklist

8-Step Annual Fundraising Appeal Self-Test – Part 1

Hand writing checklistI never begin writing a fundraising appeal without beginning with a template and checklist. It’s always good to remind yourself of the fundamentals.

1. YOU

“The most beautiful thing in the world is you.”

— Alvin Ailey, choreographer and dancer, (1931-1989)

This gets to who you’re writing to. Not to yourself, program staff. or board of directors. You’re writing to ONE donor. It’s about their ego, not yours. Their needs, not yours.

Take a good hard look at your letter. How often do you use “I,” “my,” “our,” “we,” or the name of your organization vs. “you” and “your?”

Fix this! Here’s a “you test” you can use from Bloomerang.

Here’s a “don’t” example:

2 CommentsAnnual Giving

Master chef creation

Master Chef vs. Line Cook: How Do You Prepare Your Nonprofit Fundraising Plan?

 

I learned something many decades ago that I’ve never forgotten.

When I learned this, it made me very happy.

You see, I was transitioning from an unhappy, short-lived career in law and wasn’t really sure about my next chapter.  Nonprofit work intrigued me, but… was it really a discipline or just something folks “winged?”  How would I know I could be successful?

There weren’t a lot of role models around at the time, and I really didn’t know any other fundraisers.  And there certainly were no articles to “google” online!

So, I enrolled in a week-long course offered by The Fundraising School, then led by founder Hank Rosso (who I call the “Daddy of Fundraising”), which is now part of the Lilly Family School of Philanthropy at Indiana University.

What a revelation! My eyes were opened to the very nature of fundraising. And the essential pre-conditions for fundraising success.

Leave a commentStrategy & Management

Broken Heart

Important News about Relationship Fundraising: Stop Losing Donors

Broken Heart
Do you know how you may be breaking your donor’s heart? Keep it up, and they’ll break yours.

This is important.

It’s about a report that may change how you do fundraising.

It should.

Let me explain.

Unless you’ve been asleep at the wheel, by now you should know most nonprofits have been hemorrhaging donors for over a decade.

By tending to focus more on expensive, staff-intensive acquisition strategies like direct mail and special events, charities are bringing in one-time donors who never give to them again. It’s why I focus so much on donor retention strategies and exhort you to make them your priority strategy.

Why? Because otherwise all your acquisition efforts are wasted. The latest Fundraising Effectiveness Project Report  revealed an astounding 81% of first-time donors lapse. [BTW: This isn’t the report that’s going to change your modus operandi; it’s merely the rationale for the release of the report that will. Keep reading.] Of repeat donors, 39% lapse. This means, on average, charities retain only 45% of all donors. For every 100 new donors acquired, on average nonprofits lost 96 existing donors. That means you’re engaging in a whole lot of work, for a pretty miserable return on investment.

“Over 70% of people that we recruit into organizations never come back and make another gift, so we’re caught on this treadmill where we have to spend lots of money on acquisition which most nonprofits lose money on anyway, just to stand still.”

– Professor Adrian Sargeant,
Director of the Centre for Sustainable Philanthropy at Plymouth University

This is the proverbial three steps forward, two steps back – only worse!

This burn and churn strategy is killing nonprofits — and burning out the folks who work in them.

Why is it that for profits manage to retain 94% of customers, yet there’s such a huge disparity when it comes to nonprofits?

Leave a commentDonor Retention

Mirror image

Be Your Donor Week

Mirror imageWhat I have for you is something you can do this week (or you can pick another week on your calendar that isn’t already overfilled with appointments, assignments, meetings and what-not).  It’s really simple and really powerful.  There’s one catch: you have to put aside 45 minutes/day for five days.  If you’re resistant to change, read no further. This post isn’t for you.  If, however, you have a hunch you might be able to move from good to great, then… read on (oh, and there’s a little bonus ‘gift’ at the end).

I’m going to show you how to become a donor-centered fundraiser in just five days. And by “donor centered,” I don’t mean pandering to donors, letting them abuse you or succumbing to mission drift in order to please them. That’s extreme. I’m going to show you how to simply follow the “Golden Rule,” and do unto donors as you’d wish them to do unto you.

Like I said, it’s simple. But you’ve got to dedicate the time. Go ahead.  Find yourself a week where you can dedicate just 45 minutes/day to find out what ‘donor-centered’ may mean to your constituents.

This exercise is something I hope will dramatically change – and improve – how you approach your donors.  And this change can happen for you in just five days.

In a nutshell, I’m going to ask you to:

  1. Make a list.
  2. Pick five things on your list.
  3. Do the five things.
  4. Consider what five things you’ve learned.
  5. Make an action plan to change how you approach donors based on what you’ve learned.

Ready to get started?

Leave a commentStrategy & Management

Mythological Frieze

How to Overcome Nonprofit Fundraising Myths

Mythological FriezeIf you’re constantly encountering people on your staff or board who want to curtail your fundraising efforts, you’re not alone.

Generally, people hate fundraising. It’s an “F” word.

And folk can get creative telling you why it’s an “F” word; hence, something to be avoided.

Sigh…

I call these creative explanations, at best, half-truths.

“Beware of a half truth. It may be the wrong half.” – Danish proverb

I use this cautionary proverb a lot.

It fits a lot of circumstances. Half-truths, myths, “common wisdom,” and crowd-sourced beliefs all have the “ring” of truth; this ring, like all bells and whistles, can be distracting. Beware: the core of the matter can get overlooked and/or distorted.

What can you do to avoid basing your fundraising strategy on a lie?

How to Kill Persistent Fundraising Myths

I too often come across six fundraising myths – lies and half-truths — in my work with nonprofits. These myths exist because the word fundraising leads with “fund.” Fund means money.

Leave a commentCulture & Values

Gala event room

Top Proven Nonprofit Fundraising Event Planning Tips

Gala event room

In my last article I offered a compendium of common sense event planning advice. It centered on the wisdom offered to Alice by the Cheshire Cat when she asked which road she should take:

“Would you tell me, please, which way I ought to go from here?”
“That depends a good deal on where you want to get to,” said the Cat.
“I don’t much care where–” said Alice.
“Then it doesn’t matter which way you go,” said the Cat.

— Alice in Wonderland

Your direction and goal is important. Once you settle on the goal, then you’re able to pick the best road to take you there.

Hopefully you read the previous article, determined an event was your best strategic option to reach your primary end goal, and now you’re ready to get to work!

What are Some Top Planning Tips to Invite and Ignite?

Do these four things:

1. First you want people to come. 

Leave a commentAnnual Giving

Fundraising Do's & Don'ts logo

Fundraising Do’s vs. Don’ts: Monthly Donor Appeal Strategy

Fundraising Do's & Don'ts logoHere comes my occasional “Do’s vs. Don’ts” feature, where I share with you something arriving in my mailbox that seems a good ‘teaching opportunity.’

Today we’re going to review a monthly donor campaign strategy.

It arrived as an email. There’s (1) a subject line, (2) the email itself, and (3) what happens if/when you click through and are transported to the donation landing page.

We’ll take a look at the various elements; then assess what works/doesn’t work.

I’ll ask you some questions.

  1. Would you open this email?
  2. If yes, why?
  3. If no, why?
  4. What looks good about the email?
  5. What looks not so good about the email?
  6. Would it inspire you to click through?
  7. If yes, why?
  8. If no, why not?
  9. Once you click through, would you be inspired to take action?
  10. If yes, why?
  11. If no, why not?

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

Second, I’ll tell you what I think.

Third, if you disagree with me please let me know in the comments below.

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

I promise you’ll learn a LOT more this way. We learn best by doing.

Seriously, I mean it.

Let’s begin at the beginning.

Subject Headline

Claire, here’s a simple way to do your part to repair the world.

This may help: Take three minutes and jot down your answers to the first three questions on a piece of paper or your screen. I want to know if what was in the subject headline would have caused you to open the email or hit ‘delete.’

Okay.  Ready to learn what I think thus far, and also see what else we’re working with?

Let’s begin!

Does this Email Say “Open Me?”

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Major donor meeting

6 Strategies to Make a Powerfully Winning Major Donor Pitch that Gets Top Results

I could just say (1) prepare, (2) prepare, (3) prepare, (4) prepare, (5) prepare, and (6) prepare.

Did I mention that you really need to prepare?

Preparation is the meta-message of Shark Tank’s “Mr. Wonderful,” Kevin O’Leary, to would-be entrepreneurs seeking to get spots – and funding – on the television show.

In “How to Present the Perfect Pitch: From the Shark Tank to the Boardroom” he offers 10 strategies to help you ace a fundraising pitch. Whether you’re seeking venture capital or a philanthropic gift, many of the principles are the same.

I’ve selected six strategies I find perfectly aligned with what it takes to make a successful nonprofit ask. I’ve also suggested some action tips. Take them to heart, and you’re sure to make your next in-person fundraising presentation a winner.

Oh, and there’s one more important thing, says O’Leary:

“The number-one rule is to make your pitch incredibly dynamic.”

Let’s do it!

Leave a commentMajor & Legacy Gifts

How to Use Psychology to Pre-Suade Donors to Give

This time of year is what I call “presuasion time.”

Because if you’re thoughtful about it, you can presuade donors to give up to the moment you ask!

That’s what we reviewed in Part 1 of this two-part series, where I described research from Robert Cialdini, author of the seminal Influence: The Psychology of Persuasion, and the newer book, Pre-Suasion: A Revolutionary Way to Influence and Persuade, and discussed how you might apply this research to your fundraising strategies. We learned the importance of leading with a “gift” or “favor” that will incline your donor favorably in your direction. Even the smallest of favors can create significant goodwill, and there are simple ways to boost the likelihood your favor will be returned.

  1. Today we’re first going to look at a way to tweak your language to make a difference.
  2. Then we’ll explore some types of favors donors are likely to value enough to want to reciprocate.

First, a reminder: Every time of year is presuasion time. Everthing you do with supporters should be designed to prime the pump so people are pre-disposed to give to you the next time you ask. Whether that’s next week, the week thereafter, or any week of the year! Whenever you’re not asking, you should be in presuasion mode.

So, let’s get a little psychologically-minded, keeping in mind one of the six core Cialdini principles of Influence and Perusasion: Reciprocity. In brief, human beings often feel obligated to return favors, even if they are unasked for.

Leave a commentAnnual Giving

Mail-email-300x250.jpg

How Often Should You Mail to Your Nonprofit Donors?

I decided to write this post due to the number of times nonprofits ask me “How often should we mail to our donors?” The corollary question is “How often can we ask people to give?”

The answer?

Well… if there was one quick answer I wouldn’t have needed to write a whole article. I’d just have given you a headline with a definitive response!

I know you want a definite answer.

And I could give you one. But it wouldn’t be the truth. Because the truth is different for every nonprofit. And the truth will even be different for your nonprofit at different points in your life cycle.

There are two definitive things I can tell you:

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heart hands

5 More Strategies to Get and Keep Donors for Your Nonprofit

heart handsFor this year’s appeal, are you shooting from the hip?

Going from your gut?

Simply repeating what was done last year?

That may or may not be a good idea. It’s a little risky to take a stab in the dark. Or throw spaghetti against the wall.

It might stick, and draw your donors in, but…

What if there was a more scientific approach?

There is!

In my last article I shared five strategies informed by neuroscience, psychology and behavioral science research to help you be more strategic with your messaging to donors.

Today I’d like to add five more. Don’t worry you’re being manipulative. There are ethical ways to apply these principles. In fact, using them likely will help bring donors more joy, meaning and purpose than if you just threw pasta at them!

Ready for some ideas that might not be intuitive?

Leave a commentAnnual Giving

Happy donors

5 Strategies to Get and Keep More Donors for Your Nonprofit

Happy donorsPeople are unpredictable sometimes. They’re also predictable.

If you see someone yawn, you’re likely to yawn too.

If I tell you seats are limited, you’re likely to purchase a ticket now rather than later.

What if you knew donating to your nonprofit could be a predictable consequence of something you did?

It turns out you can encourage people to act in desirable ways simply by applying a few lessons learned from neuroscience, psychology and behavioral economics.

Scientists have learned a lot over the past few decades. It’s up to us to put that learning to good use.

As Daniel Pink, author of To Sell Is Human, has noted: “There’s a gap between what science knows and what business does.”

  • The most successful for-profit businesses use what science knows to “convert leads to customers.”  The secret to more sales is knowing what the customer wants.
  • Your non-profit might convert prospects into donors, and donors into repeat donors, using these very same principles. The secret to closing more gifts is knowing what the donor wants.

Today I’d like to consider five specific strategies that will help you ethically take advantage of some of the psychology underlying human behavior. Once you understand these principles, you can begin to strategically apply them to your integrated development (marketing and fundraising) strategy. If you’re nervous about this, you can test what you did before against a new strategy informed by science. Break your mailing list randomly in half, send an “A” and a “B” version of your appeal, and see which performs best.

Ready for the science-informed strategies?

Leave a commentAnnual Giving

Sign: Thank You! You Are Essential

13 Top Secrets of Donor Thank You Letters Revealed

Sign: Thank You! You Are EssentialWhat do you spend more time on? Asking or thanking?

The lion’s share of nonprofits spend more time asking. It’s a BIG mistake. Don’t get me wrong.  I’m not here to shame or blame you. Of course you have to ask. The number one reason people don’t give is they aren’t asked. And …

The number one reason donors don’t give again is they aren’t properly thanked!

Believe me, most donors aren’t sticking around. Your own retention rates may be better or worse than average (do you know them?), but generally only 19% of new donors give again. For ongoing donors, it’s just 45%.

The time to nip this in the bud is now.

Did you know a study from Charity Dynamics and NTEN found 21% of donors say they were never thanked at all? My hunch is some of these supporters did receive something from you, but it was so perfunctory they didn’t really take notice. Maybe you just send a receipt. Or took them to a thank you landing page; then called it a day. Or maybe they received a brief, formal email that confirmed the gift, but didn’t make them feel particularly special.

If you don’t have a killer thank you letter prepared to send to the folks you hope will be giving to you between today and the end of the year, now is the time to right this wrong.

If you thank well you’ll see retention rates increase significantly.

In fact, research from Penelope Burk, author of Donor-Centered Fundraising, found 70% of donors reported they would increase their giving if they received what they needed from you.

Brilliant, warm, authentic, personal communication stands out and leads to renewals. And this is a much less expensive strategy than new donor acquisition, which costs from $1 to $1.25 to raise a dollar. Whereas renewing a donor costs only 20 cents on the dollar.

By now you may be thinking: Sounds good, but how do we stand out? There must be some specific strategies that incline donors towards giving again, but what are they?

Today I share my top secrets with you. They’re simple and foolproof.

Ready?

Leave a commentDonor Retention

Customer-service-300x300.jpg

7 Strategies to Revolutionize Your Nonprofit Culture to Stop Losing Donors

I hear a lot of complaining about donors.

They should do this:

    • Be more compliant.
    • Not make us work so hard to please them.
    • Treat us like we know what we’re doing.
    • Give just because it’s the ‘right’ thing to do.

They shouldn’t do that:

    • Give any way other than ‘unrestricted.
    • Demand specifics on how their money was spent.
    • Act like they know more than we do.
    • Require reports that take us hours to complete.

What about what YOU should and should not do to build sustainable, fulfilling relationships with your supporters?

I don’t hear enough of “What can we do to delight our donors today?”

I hear too much of “We already sent a thank you; that’s enough, and they shouldn’t expect more.”

Shouldn’t they?

Donors are people first, philanthropists second. And people need to know they’re important to you.

Let me tell you a true story.

A close friend of mine used to complain to me about her husband all the time. Why? Because he didn’t tell her he loved her enough. Understatement of the year.

Leave a commentDonor Retention

Heart with stick figure

Fundraising Appeal & Thank You Strategies Your Nonprofit Needs NOW

Heart with stick figureI know you’re working on calendar year-end fundraising right now.

And if you’re not, start immediately!

Per Mobile Cause:

  • 30% of annual donations occur in December
  • 12% of annual giving happens on the last three days of the calendar year
  • 53% of nonprofits start planning their year-end appeal in October

Before it’s too late, I want to share with you four almost magic strategies that have worked well for me for decades!

Yes, there are ways to tweak these strategies to conform to the current zeitgeist and recognize we live in a digitally revolutionized world. This can be super helpful, and I highly recommend you pay attention to the ways fundraising and nonprofit marketing are evolving. It means new skills are needed, more money must be invested to yield your most positive returns, and you’re no longer going to be able to rest on your laurels.

That being said, I don’t want you to get so caught up in bells and whistles you neglect the fundamentals. Nor do I want you to throw up your hands in despair, culminating in a decision that you just can’t compete or do a better job because… (fill in the blank).

No excuses!

The magic strategies below have worked for me, and countless nonprofits, over generations. They’ll work for you too.

Truly, I promise if you do these things you’ll raise more money this year.

Ready to get started?

Leave a commentAnnual Giving

How to Rock Donor Thank You Calls

7 Keys to Rock Thank You Calls and Retain More Donors

You’ve got to make donor retention more of a priority to survive and thrive in today’s competitive nonprofit marketplace.

Research shows the average nonprofit in the U.S. loses 81% of donors after the first gift!!!!!

In and out a revolving door is too expensive to be sustainable.

To make matters worse, the probability a donor will make five consecutive gifts is only 10-15%. These numbers are just not sustainable for most organizations. By the time you’ve added a new donor most of your previous new donors are out the door.

And, by the way, did you know donor acquisition costs you money?  Yup. On average, it will cost you $1.00 – $1.25 to bring in a new donor dollar. So… the value of a new donor to your organization is wrapped up in the concept of donor lifetime value. Once you have a new donor, the cost to renew them is much less expensive than the cost to acquire them. Just like in for profit marketing, keeping a current customer is easier than finding a new one.  But… you have to actively engage in customer cultivation and renewal strategies.

If you don’t energetically renew and upgrade donors over time, you may as well never have recruited them.

Allow that to sink in a moment.

Might you effectively be wasting a lot of time, energy and money on acquisition? Could some of your resources be more effectively deployed to donor retention?

I’m going to go out on a limb and wager the answer is a resounding YES.

Do you know what your donor retention rate is? If you do, there’s hope for you to improve it. Read on.

If you don’t, you don’t even know there’s something that needs fixing! Read on.

Leave a commentDonor Retention

R.I.P. Donor Pyramid?

Swirling fractalThe modern model is more like a vortex — an energized circle where everyone is equal. People move in and out as needed, and your job is to keep the energy flowing.

NOTE: My article on the topic of moving away from the donor pyramid model for donor acquisition, cultivation and major gift solicitation recently resurfaced on social media dialogue, so I thought it was time for a reprint.

Why do we always think of donors with pyramids? The pyramids were built in Egypt. On the backs of slaves. It took a very, very long time. The cost, in human terms, was untenable and unsustainable.

That’s why you don’t see many pyramids being built these days.

Except in nonprofits, where building the donor pyramid is still the holy grail. Get ’em in. Move ’em up. Acquire through direct mail. Convert to monthly donor or sustainer. Acquire through events. Convert to mail. Up, up, up … to the pinnacle of major and planned gifts!

Except for one tiny thing.

It doesn’t work.

Pyramid building is so 2630 BCE. Nobody’s got 100,000 workers (aka direct-mail donors) building a solid pyramid anymore. Many so-called pyramids really look like hourglasses. Or upside-down pyramids. Or plateaus. Even the pyramid-shaped ones are resting on shaky foundations of donors who move in and out, in and out — eight out of 10 newly acquired bottom-of-the-pyramid donors leave — making the “foundation” more like a river than a solid, secure slab of mortar. The days of the donor pyramid model are gone!

Digital toppled the donor pyramid. Actually, it crumbled it … slowly, surely … until there was nothing left but an empty frame. A triangle on paper. The donors no longer fit inside of it.

R.I.P. donor pyramid. You had a good run.

The donor pyramid (sometimes call the donor ladder) was a great model for linear thinkers like me. It was neat and orderly. Engage folks from the bottom up, level by level, one step at a time. It was stable.

Or so we thought,

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Top Strategies to Overcome Fear of Nonprofit Fundraising

How often have you heard someone say “I hate fundraising; I’ll do anything else,” or something along those lines?

Every time I hear this, my response is to get curious. “What makes you say this? How does fundraising make you feel?” Generally I’ll get a range of responses; mostly they boil down to some variation on the theme of FEAR.

Board members aren’t lazy because they’re afraid of asking for money. Your staff aren’t slackers because they fear fundraising.  They’re just scared, and need help overcoming their fears and anxieties. That’s your job if you’re the fundraiser!

Today we’re going to look at how to get around these fears, so you can turn reluctant fundraisers into ready ones. Honestly, it’s not rocket science; it’s just not something most of us are taught. Very few people are “natural fundraisers,” so falling back on “some people are good at this; others are not” is neither true nor helpful.  Everyone can become good at facilitating philanthropy – once their fears are addressed.

How to Overcome Fear-Based Barriers to Fundraising

It’s the job of a nonprofit’s leadership to work with insiders and stakeholders (staff and volunteers) to help them feel both passionate about the cause and confident in the fundraising process. Below you’ll find some top strategies to address challenges within your own organization so you can transform folks from fearful and reluctant to joyful and ready fundraisers.

1 CommentMajor & Legacy Gifts

trust sign

Wrong Ways to Woo Nonprofit Donors

trust signWhat do you most need to sustain your nonprofit through thick and thin?

A steady, reliable source of income – natch!

For most nonprofits this means loyal donors.

How do you get them?

Alas, too many nonprofits act as if all they need to do is acquire the donor; then, magically, that donor will stick with them forever.  Sadly, the data shows otherwise. On average only 20% of first-time donors renew; only 43% of all donors renew. And there’s a very good reason this sorry state of affairs exists.

Most nonprofits woo donors the wrong way.

It may not happen all the time. But it happens enough. Too often, in fact.  Does this look at all like the trajectory of how you handle a newly acquired gift?

  • You badger the donor for gifts.
  • When they give, you warehouse them in your database.
  • You then send a form letter (pretending it’s personal because you use their given name and indicate their gift was earmarked for a particular purpose; in reality, most of the time you don’t know them from Adam nor do you try to get to know them beyond what they wrote on the flap of the remit envelope).
  • Next, they get on your newsletter list and receive mass mailings.
  • Before you know it – or know much about them — they’re getting another appeal letter.

There’s a better way.

Actively show donors love and trust. This is the best way to get them to love and trust you, and the two most important aspects of donor loyalty. Relationships that last are reciprocal. Penelope Burk, the queen of donor-centered fundraising, famously found through her research that donors’ number one desire is … please, please “show me that you know me.” If you want donors to trust you and be loyal to you, you have to trust them and be loyal to them.  Simple, yes?  Actually, no.

To earn trust and loyalty takes strategy.  And it takes work. Mark Schaefer makes a brilliant analogy

Leave a commentDonor Retention

10 Strategies to Actively Build Nonprofit Donors Trust

trustTrust defines the credibility and legitimacy not only of your organization, but of the entire social benefit sector. Yet too few organizations make the effort to operationalize this construct into their fundraising and marketing planning.

You should.

Without donor trust and confidence in philanthropy there’s no future for social benefit organizations.

Donor retention guru Professor Adrian Sargeant has spent 20+ years researching the relationship between trust, philanthropy and continued donor commitment. And he has found, unequivocally, that trust is the essential foundation of the philanthropic relationship.

Ignore this at your peril.

Actively Build Donor Trust

The Donor’s Bill of Rights is a great starting point.  But simply using it as a checklist is not enough.  Too transactional. I encourage you to go above and beyond. Because the best predictor of future giving is when people feel good.

You can make giving to you a transformational experience. How? By actualizing what you learn here into a series of multi-step plans for:

  1. Gift Acknowledgement that Satisfies Donors
  2. Donor-Centered Communications that Instill Happiness
  3. Useful Content Marketing that Offers Gifts
  4. Consistent Branding that Instills Confidence
  5. Relationship Fundraising that Creates Meaning and Builds Loyalty

If you take these five steps, I can guarantee you’ll steadily build trust and make donors happy. What I’d like to do now is break these steps down into 10 action strategies. They may seem simple, and they are. But honestly ask yourself if you really do these things? I’m going to guess you could do better. So please read these with an eye to what you might do to make your donor retention plan – what I prefer to call a “donor love and loyalty plan” – more vigorous.

1 CommentDonor Retention

Girl dips toes in the water

12 Top Tips to Broaden Your Nonprofit Donor Community

Philanthropy should not just be about big checks.

That’s why you should never eschew small gift fundraising. Today I’m offering some tips for building and mobilizing your community to find, sustain and grow smaller gifts.

This is important, because a donor’s first gift is seldom their largest.  It’s a starting point.

The majority of your gifts will be small, but the majority of your income will come from a small group of major donors.

You have to grow this cadre of loyal, passionate philanthropists by building relationships with supporters over time.

The lion’s share of major gifts come from previously small gift donors.

A client I’m working with told me 50% of their major donors began with very small gifts.  How about tracking this for your organization? Sure, some major donors come in at the top. But I’ll bet you a majority start by dipping their toe in the water. How can you get folks more fully immersed?

Leave a commentStrategy & Management

Control Soup. Caution Soup. Street art.

These Fundraising Appeal Fallacies Will Cost You Money

Control Soup. Caution Soup. Street art.Ever have a well-meaning, yet perhaps overly controlling or risk-aversive, boss say to you:

  • Our fundraising letter must be no longer than one page.

  • That’s too simple; we don’t want to talk down to our donors.

  • We need to say more about our accomplishments.

  • We need to describe numbers of people served; that’s what’s impressive.

  • That’s not how I talk.

  • That’s not our corporate style.

  • That’s not how we do things.

  • That’s not what our donors are used to.

  • That’s not proper grammar.

  • That’s too gushy and effusive.

  • I want happy, not sad, photos.

  • Asking the reader to “please give generously” is sufficient; no need to name an amount.

  • Asking once is enough.

  • The development director should sign the letter.

  • Signatures from both the E.D. and board president will be more persuasive.

  • We don’t need a P.S.

Alas, these are common fundraising appeal fallacies that will cost you money. Money donors might have given to you, if you’d only understood some fundamental fundraising truths.

I was reminded of some of these truths today in a post from Jeff Brooks. He spoke of true pearls of wisdom gleaned from his fundraising mentor, the recently deceased pioneering direct mail writer Bob Screen. We’ve lost several fundraising giants this year, including Simone Joyaux and John Haydon, but we should never lose sight of the wisdom they imparted. It’s the best way to assure their memories live on and their good works continue.

I did not know Bob, but I’m sure I learned from him without realizing it.  Because the good stuff gets passed around. Why?  Because it works.

And it takes someone with experience to not just demonstrate it works, but to forcefully maintain the necessity of adhering to tested principles, facts and truth.  Even – especially – in the face of doubters (e.g. executive directors; board presidents) who would seriously derail your fundraising efforts. With all good intention, of course.

YOU are the fundraiser.

Never forget this is why you were hired. No one is an expert at everything. And chances are fundraising writing is not your leadership’s key area of proficiency. It’s your job to know what works, and what doesn’t.

1 CommentAnnual Giving

Donor screening call

Donors Screening Calls? 12 Strategies to Stop Being Defeatist.

Donor screening callHave you ever made a phone call hoping to talk with someone, but instead reached voice mail?

Of course you have!

Does that mean you don’t ever make phone calls?

Of course not!

What do you do?

You leave a message and ask the person to call, email or text you back.

Sometimes they do, sometimes they don’t.

But at least they know you reached out to them. If they want to connect with you, they now have an invitation to do so. And if they know you, and like you, they’re very likely to return your call.

Donors know you. They like you. Otherwise they wouldn’t have made a gift to you.

So why are you, or your board members, so afraid to pick up the phone to thank them?

All the time nonprofits tell me “Asking our board members to make thank you calls won’t work, because people screen their calls these days; they won’t pick up.”

Sometimes they will, sometimes they won’t.

Either way, you’ll have accomplished something important merely by proactively reaching out.

Stop worrying about how your donors will or won’t behave. Instead, worry about how you’re behaving. Or not.

Don’t donors deserve thank you calls?

Of course they do!

Penelope Burk, author of Donor-Centered Fundraising, found 91% of donors said this is their number one preferred method of recognition.

Thank you phone calls, IMHO, are the number one underutilized strategy in your fundraising toolkit.

Leave a commentDonor Retention

Photo of a cobweb

4 Timely Nonprofit Fundraising and Communications Strategies

Photo of a cobwebSpring is always a good time for rebirth and dusting away the cobwebs.  And what a grave, dusty, cobwebby year it’s been.

As I sat down to write today’s article, I found my mind jumping from idea to idea. After all, it’s been pretty hard to focus with everything going on. So I took a deep breath, closed my eyes, and tried to pull together the various challenges I’ve seen nonprofit leaders, and fundraisers, grapple with in the past year.

I thought: what can people do now to set themselves up for success as we move forward into high fundraising season at the end of this coming year.

It’s not too soon to be thinking about this.

I ended up with four tips I hope you’ll find relevant and timely.

1. How to Message During Uncertain Times

Whether it’s a marketing or fundraising communication, keep these four basics in mind.

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Girls sharing secrets

5 Secret Nonprofit Donor Retention Action Strategies

Girls sharing secretsGiving is an emotional experience. It deserves an emotional response.

Be human.

Ever notice how sometimes when we put on our work hats we cease to be human? How we somehow morph into little robotic “professionals” and become enamored of jargon?

“Lybnts.” “Sybnts.” “Recaptures.”

Not that those things aren’t important. You need goals and objectives.

And given the dreadful state of donor retention in the U.S. today (and in the U.K and Canada as well), it’s vital you be able to measure how you’re doing. Because growth in giving is a factor not just of how many new donors and dollars you acquire, but also of how many donors and dollars you lose.

If you lose as many current donors as you gain new ones, you’re getting nowhere. Fast.

Treadmills Are Only Good in the Gym

Slow down.

Think about what you’re doing and why. You may need to change your frame of mind.

When you acquire a new donor, is it for that one-time transaction? If so, that’s not a very thoughtful strategy, because it costs more money than you make to acquire new donors. In fact, you likely won’t make back your investment for 18 months or so. You won’t make it back at all if you don’t renew that donor.

Nonprofits, sadly, have been on a non-stop treadmill. Donors in. Donors out. Donors in. Donors out. So… something about just measuring this stuff isn’t really working.

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red rose on imagine tile

What Causes Tribute and Peer-to-Peer Donors to Renew?

red rose on imagine tileOne of my pet peeves as a donor is making a contribution (via a peer-to-peer request or tribute gift in honor or memory) in support of a friend; then receiving nothing but a form receipt.

Some of you may be thinking, “That’s exactly how I like it; now I have no reason to get sucked in as an ongoing donor to this organization.”

Exactly.

Your job as a fundraiser and nonprofit marketer is this: Suck. People. In.

… with the good stuff.

Draw folks to you like bees to honey.

Give them something sweet and irresistible.

A one-time formulaic, “thank you on behalf of the board and staff of XYZ charity for your $50 gift,” won’t seduce or tempt me in any way. It won’t make my heart sing.

If you don’t reach your first-time donor’s heart immediately with something that makes them feel warm and fuzzy, guess what happens? When you come back to them a year from now with an annual giving appeal, they’re highly unlikely to make another donation. They don’t care about you. They car(ed) about their friend.

What Causes Tribute and Peer-to-Peer Donors to Feel Good?

When I give in honor of someone else, to a charity to which they’ve directed me, I tend to feel a little bit good because I did something meaningful to them. But… I don’t feel good because it was meaningful to me.

Unless the charity does something proactive to make their cause resonate with me more directly, I’m not likely to be a repeat donor to this organization.

So don’t kid yourself.

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Hope mural

How 13 Nonprofit Donors Yields a $1 Million Philanthropic Legacy

Hope mural13 happens to be my lucky number. I want it to be lucky for you too.

Today, I’m going to reveal to you how you can make this happen.

A recent survey of wills reported on by the Chronicle of Philanthropy reveals the average bequest by everyday donors is $78,630.

Some people will leave less; some people will leave more. What this survey reveals, however, is you only need 12 to 13 donors making a provision for your organization in their will to reap $1 million.

If a major gift for your organization is $1000 (or even 5000 or 10,000), I imagine this sounds off the charts to you. Guess what?

Legacy giving is off the charts!

In fact, bequest marketing produces the highest ROI (return on investment) of any fundraising activity.

The first step to making this happen for your organization is to encourage bequests. Actively.

Promote Charitable Bequests, or Else

If you don’t actively encourage charitable bequests, people are unlikely to make them.

Why? There are three primary reasons:

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Why Donor Wooing Requires WOWing

cashier-Pixabay1791106_640The Unfair Exchange Bernadette Jiwa, The Story of Telling.

That will be eight dollars,’ the woman, who is carefully weighing and wrapping two serves of freshly made fettuccine for us to take home, says.

As my husband is about to hand her the cash, she takes another handful of the pasta from behind the glass and adds it to our package.

She doesn’t announce that she’s giving us twenty per cent extra for free.
She doesn’t even invite us to notice the gesture at all.
It’s enough for her that she knows she has added value.

We think of value as a hard metric—the anticipated fair exchange of this for that.

But value can be a surprising, generous, unfair exchange.

Something that is given because we can, not because we must.

Ah… value.

Wow, wow, WOW!

This is what all fundraising, fundamentally, is about.

A value-for-value exchange.

Yet one side of the exchange is a hard metric: The donor’s cold, hard cash.

While the other side of the exchange is something decidedly less tangible: Freely given gratitude from you and your organization.

Or at least that’s how it should work.

The Difference between ‘We Must’ and ‘We Can’ 

What does your donor love and loyalty plan look like?

Do you even have such a plan?

If the only reason you acknowledge donations is because you feel you ‘must,’ it’s likely your donors aren’t walking away from the encounter feeling much more than matter-of-fact. The transactional receipts many organizations send out are registered by the donors as “Ho, hum. Guess I’ll go file this with my tax receipts.”

This kind of exchange is fair, sure.

But it’s not generous.

WHAT ELSE DO YOU HAVE TO GIVE?

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