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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language of love alphabet

How to Supercharge Nonprofit Major Giving Using the Language of Love

language of love alphabetWhat motivates someone to make a major philanthropic gift?

Generally it takes one or more meaningful conversations with a donor who (you hope!) may contemplate a gift to your organization. At some point you’ll be ready to make them an offer you hope they won’t be able to refuse. But how do you develop their interest and passion to the point where they’re willing and ready to enact them?  Today I’m suggesting it’s actually pretty simple, as long as you truly understand the process of what the nonprofit sector has come to call “development.”

To get folks to “YES” you simply need to learn the language of gift planning!

It’s not just about HOW people give, but WHY.

Planning is the operative word. Alas, when many folks talk about ‘planned giving’ it’s a term that’s come to mean giving vehicles. Often it’s just about deferred giving vehicles. Most donors don’t think this way. Rather, they consider how they want to help. They concern themselves with the best ways to enact their values. This may mean an outright gift today or a deferred gift tomorrow. Or both. Form follows function. So thinking in terms of gift vehicles is a decidedly non-donor-centric way of framing things.

People making bequests or gifts in trust often visit legal and financial advisors. So we think of this more as “planning” mode. And we ask “planned gift officers” to work with these folks. This isn’t wrong, but it’s not as right as it could be if you approached the donor’s giving decision more expansively.

In othe words, major gift officers are also planned giving officers.

Anyone who contemplates a major, or stretch, outright gift plans ahead.

No one gets up one morning and decides spontaneously to give away $100,000.

Or let’s just stipulate it’s relatively rare.

Rather, would-be philanthropists consider how making a particular gift at a particular point in time may match their values and help them accomplish their objectives, personal and philanthropic.

It’s seldom a spur of the moment action.

For purposes of this gift planning article, let’s consider your audience to be prospective major (outright) and legacy (deferred) gift donors.

Let’s try an experiment.

Leave a commentMajor & Legacy Gifts

Hold these 4 Nonprofit Fundraising Truths to Be Self Evident

DeclarationOfIndepenceI’ve created for you a little “Declaration of Fundraising Independence” to help you become a fruitful philanthropy facilitator from this day forward.

This Declaration incorporates what I consider to be essential fundraising truths — four pre-conditions which must be met before you’ll be able to successfully exercise your fundraising strategies. Within these four pre-conditions are additional hidden truths (don’t worry; I’ll call them out for you).

We hold these truths to be self-evident, that not all charities are created equal, that they are endowed by their constituencies with certain unalienable visions, missions and values, that among these are visions, missions and values that some, but not all, members of the public share. That to secure these visions, missions and values, charities are instituted among the public, deriving their just powers from the support of the public. That whenever any form of charity becomes destructive of these ends, it is the right of the people to fail to support it, and to instead support those institutions as to them shall seem most likely to effect the safety, happiness, goodwill and public benefit of the populace.

Fundraising is not an end in itself. It serves noble ends.

(1) When those ends are ones valued by the people, and

(2) When folks trust you’re doing an effective job meeting needs they believe must be met, then

(3) You earn the privilege of fundraising and, in fact,

(4) You assume the responsibility to fundraise to assure those who rely on you to meet these needs are not left high and dry.

So… this is where you get your Declaration of Fundraising Independence.  You are ‘free to fundraise’ once you’re able to make a case to enough people that you deserve to exist.  For this to be the case:

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fruit in basket

Where Are Our Nonprofit’s Legacy Donors?

fruit in basketLegacy gifts don’t fall from the sky.

Legacy donors aren’t delivered by storks.

You won’t find them hiding behind cabbage leaves.

You’ll mostly find them living in your donor database, volunteer roster, alumni mailing list, membership roll, client files and anyplace else folks connect with you and have a positive affiliation. An affiliation with you.

You see, the mere fact someone is wealthy does not make them a legacy giving prospect. Period. And the fact they’re wealthy and philanthropically inclined does not make them a legacy giving prospect for your charity.

The biggest indicator someone is a good legacy giving prospect for your organization is their affinity and loyalty. Generally this is demonstrated through affiliation (how they are connected to you) and behavior (what they do with you).

Of course, someone who simply shares the values your organization enacts can also be a viable legacy giving prospect. But they’re not likely to make a bequest or other type of legacy gift unless you first develop their affinity and loyalty — to your charity.  So let’s begin with the fruit already picked and in your donor basket.  We can look at the low-hanging fruit later. I do not recommend investing a lot of resources going after the fruit you’re hoping will just fall from the sky (though a little couldn’t hurt).

Leave a commentMajor & Legacy Gifts

text messaging women

How to Rock Nonprofit Text Messaging Appeals

text messaging womenText messaging is becoming an increasingly important fundraising tool. Why? One of the reasons is U.S. adults now spend 10.5 hours/day consuming media.  With all the competition for your donors’ attention, there’s a need to cut through the clutter.

Texting can do that! In fact, it offers a wonderful way to strengthen and build authentic relationships with your donors because it’s so intimate and immediate. Done well, it can create a potent way for people to connect with your cause.

The key is to choose the texting tools that will work best for you, given your resources and constituency, and to wield those tools with wisdom and responsibility. While I’m not recommending any particular products, much of what I’m reporting in this article I’ve learned from experts at Rally Corp and Qgiv. You can find additional platforms here; there are others as well.

Why text messaging is so powerful for fundraising

  • Over 90% of Americans own a smartphone. And they look at it at least 80 times/day, on average.
  • 98% of texts are read within the first five minutes – which is way better than the 20 – 30% open rates for emails.
  • 39% of people have more than 100 unread emails in their inbox, with 20% saying they have over 1,000
  • 10 – 15 minutes is the average adult attention span; short term it can be as short as 8 seconds.
  • 90% of texts get opened and read.
  • 45% of people reply to branded text message blasts; 5%x the average reply rate of emails. The most immediate information – where folks go if they really want to reach us – is found on smart phones.
  • Almost 40% of Americans use cell phones to pay at least one bill. So your constituents are already accustomed to processing financial transactions via mobile.
  • Studies suggest text messages generate average gifts of $112 per Rally Corp. Even major gifts are given this way today.
  • Adding a text to donate as a giving option resulted in a 32% increase in giving over a 12-month period per a study by PushPay.
  • A study by Qgiv learned 10% of donors, overall, prefer to give by phone. And it’s a higher percentage for certain demographics. While not as attractive to Boomers (who still represent the majority of giving), it’s true for more than 30% of GenX and Millennials.

Different styles of text fundraising

Leave a commentAnnual Giving

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

Philanthropy is a Team Sport

Team huddleNo one can do it alone, sitting in their own little corner.

Not the E.D. Not the development director. Not the development committee of the board. Not the fundraising consultant.

One-person shows don’t work in fundraising.

This isn’t tennis, figure skating or golf. You’re not one person trying to be the best you can be, with all the glory accruing to you. You’re part of a team, all pulling together in the same direction, with the glory accruing not just to your team but also to your fans and your community.

Siloes don’t work in fundraising.

You aren’t saving up grain for the winter. Besides, simply hoarding won’t help enough. Development operations must figure out how to grow and harvest as much grain as possible so you can feed more and more people in need. Hoarding in siloes is a scarcity, not an abundance, mindset. A status quo, not a growth mindset.

If you have vision and big goals you need a team to see you through.

How Do You Build Your Development Team?

Begin with recruitment of stakeholders.

Look around you. Who do you see? You see internal and external stakeholders. People who care about your organization winning.

Generally, you’ll see:

Leave a commentStrategy & Management

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.

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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

Clouds and sky

How to Kon Mari Your Nonprofit Work Plan

This year it’s been easy to hoard.

You had all the strategies that worked for you in the past, PLUS you had to add a bunch of new ones when faced with the realities of the pandemic economy.

Then you had to add things to be relevant to supporters who were thinking about a million news stories. You needed to be relevant, and consider your stance on BLM, BIPOC, DEI and a range of political and social justice issues.

The extraordinary times could not be ignored, so strategy got piled upon strategy, got piled upon…

And your nonprofit work plan got super crowded.

Time to clear out some space!

You’re likely wondering if you have to do everything virtually as well as in person. You’re wondering if your messaging needs to change to be more inclusive? You’re wanting to connect with folks in ways they’ve come to expect, and to offer meaningful engagment opportunities, but… where is everything going to fit?!?!

Never fear. Help is here!

What if you were to look at your work plan this year from the KonMari perspective?

If you’ve been living under a rock, Marie Kondo’s KonMari is the art of “tidying up to transform your life.” It’s a popular book that’s become a Netflix sensation, and it may not be your cup of tea, but…

What if, through some simplification and organization, you could transform your life (at least at work) as well as your nonprofit’s life — so all involved felt greater inspiration and even serenity?

You. Can. Do. It.

Alas, I’ve participated in many a planning session, and seldom do I recall – if ever – really focusing first on what we could stop doing to make room for new endeavors.  If this sounds familiar, you’re likely also familiar with the unfortunate consequences.

There are some things that really should not be part of your work plan moving forward. Or, at the very least, they should be pared down. Quite. A. Bit.

Here’s how you know you need, as Marie Kondo might say, to tidy up.

  • Do you try to stuff too much into your work plan and end up doing nothing as well as you’d like?
  • Do you allow daily clutter to crowd your inbox so you’re often responding to the little issues rather than the big ones?
  • Do you keep working on things that no longer have the payoff they once had, causing you to miss out on newer and more cost-effective opportunities?
  • Do you allow inertia to divert your focus towards ‘make work’ transactional stuff that satisfies your need to feel ‘busy,’ while you know it’s not really transformational work?
  • Have you allowed your job to become overloaded with tasks you don’t enjoy, to the point where you feel a bit like a lobster in a pot?
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

Sign: Amplify Your Voice

Digital Fundraising Revolution: Annual Benchmarks Study; Trending Behaviors

Sign: Amplify Your VoiceYou’ve no doubt become familiar by now with the term “digital revolution.” It’s something that’s been dawning on us, slowly but surely, over the past few decades, and particularly in the past ten years with the advent of social media. How far has your nonprofit come? Far enough?

It’s hard to believe, but a mere ten years ago so few nonprofits had jumped on the digital bandwagon I began blogging about it. I even wrote monthly for a national social media blog, becoming their guest nonprofit expert. It makes me chuckle now, because use of technology is by no means my sweet spot.  But I was just so troubled by the elephant in the room too few nonprofits were naming.

Today, most nonprofits have a digital strategy. Some are even going so far as to discontinue direct mail entirely. I don’t recommend this; still, it’s testimony to how far we’ve come in a short period.

NOTE: I find abandoning direct mail a bit extreme and precipitous. A classic “leaving money on the table” rookie mistake. Merely substituting an online for an offline channel ignores today’s reality. What’s that? It’s a multichannel world. Sure, it’s more work than in the past. Where you used to just have to communicate in one space, now you must show up in many. Yet there’s good news: layering your strategies can result in richer engagement than before, because you’re meeting folks where they are and reaching people you’d never have before reached. And donors cross channels! The lion’s share of philanthropy still comes from direct mail, but things are evolving. Online giving may be precipitated by offline fundraising strategies. Even if you engage in direct mail, you need to consider the convenience of your prospects and donors. What makes giving easy, convenient and likely for them? Simply sticking to online fundraising may narrow your chances for success. Did you know average email lifespan is 17 seconds vs. direct mail’s average of 17 days?  Also, did you know 31% of offline-only first-time donors are retained for over a year, versus 25% of online-only first-time donors? So you’re going to want to hedge your bets and not just fundraise in one place.

Okay, back to the revolution.

Nothing accelerated the transformation to digital like the past year.

Is your digital adoption of a transformational nature? Has it fundamentally altered how you do business? We’re at a transformation tipping point, and transformation doesn’t move backwards.

Going digital is now an in-your-face proposition that can’t be ignored.

I’m about to share some data with you to demonstrate how online engagement and revenue grew in 2020. But first I want to share some broad perspective strategic thinking on the subject.

1 CommentOnline Fundraising

"Conscious Soup" street art

Stop Writing Unconscious: Secrets to Inspire Action on Your Nonprofit Appeal

"Conscious Soup" street artYou want to raise money with your fundraising appeal, right?

Guess what?

However you feel when you sit down to write is how your readers will feel when they sit down to read.

Feeling anxious? Unprepared? Bored?

Your feelings come through in your writing. Or not.

So… first put a smile on your face! Think about what inspires you about your mission. What are you passionate about? What drew you here and keeps you here?

Passion is contagious.

You can do this – it’s just like talking to a friend about how important your cause is.

Yup.  Your donor is your friend.

Talk to them exactly that way.

Becoming a writer is about being conscious.

“When you’re conscious and writing from a place of insight and simplicity and real caring about the truth, you have the ability to throw the lights on for your reader.” 

– Ann Lamott

7 Key Secrets + 16 Blooming Tips to Appeal Success

Leave a commentAnnual Giving

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.

2 CommentsDonor Retention

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.

2 CommentsDonor Retention

Satisfaction-Cant-get-no.jpg

What Causes so Many Fundraisers to Leave their Jobs?

Fundraisers report money is the number one reason they leave their jobs. While I do believe too many fundraisers are underpaid relative to their skill sets and performance, I’ve a strong hunch it’s not the real chief culprit for fundraiser dissatisfaction.

What is causing so many fundraisers to leave their jobs? Or leave the nonprofit field entirely?

Support. Culture. Infrastructure.

Or, to be specific, the lack thereof.

  • Too little support.
  • Toxic culture.
  • No organizational infrastructure to facilitate philanthropy.

Alas, in interview after interview with fundraisers working in the trenches, I find these essential components of a productive and joyful work environment sorely lacking. This situation doesn’t usually arise out of malice. It’s born of a desperate lack of understanding about what it takes to manage people well. Of course, that’s a topic unto itself. But there’s something else that happens with people hired to work as development staff. And that’s what I want to address here.

1 CommentCulture & Values

PB&J

Nonprofit Marketing & Fundraising Are Like Peanut Butter & Jelly

PB&J

Making folks hungry for your content? You need to better marry your ingredients!

They’re meant for each other. Yet it may take a while to bring them together.

Here’s what I mean:

Peanut butter was first introduced at the 1893 Chicago World’s Fair. It didn’t get mixed with jelly until 1901, when the first PB&J sandwich recipe appeared in the Boston Cooking School Magazine of Culinary Science and Domestic Economics. It was served in upscale tea rooms, and was exclusive food. Until the world changed.

The 1930 Depression made peanut butter, a low-cost, high-protein source of energy, a star. But not the combo sandwich. Not yet.

Then…WWII.

Peanut butter and jelly were on U.S. Military ration menus. Soldiers added jelly to the peanut spread to sweeten the sandwich and make it more palatable. When soldiers came home from the war, peanut butter and jelly sales soared.

Suddenly this marriage became the norm. Why separate them?  After all, they went together like… PB&J!

We never looked back.

How is Nonprofit Marketing and Fundraising Integration like the Marriage of PB&J?

They didn’t start out married, but they belong together.

Here’s what I mean:

1 CommentStrategy & Management

Helping hand

Nonprofit Content Marketing Should Help, Not Sell

Helping handWhen I think about nonprofit content marketing, one of my favorite marketing strategists is Jay Baer, author of Youtility: Why Smart Marketing is About Help, not Hype.

He says the difference between “helping” and “selling’ is only two letters. But what a difference those two letters makes!

If you substitute ‘h’ and ‘p’ ( in ‘helping’) for ‘s’ and ‘l’ (in ‘selling’) in building your nonprofit content marketing strategy you’ll convince more of your nonprofit social media fans and followers to convert to subscribers or members, and more of your subscribers and members to convert to donors.

Think of it this way. If you’ve traditionally focused on selling vs. helping, you’ve emphasized ‘s’ and ‘l’ [stupidity (your customers) and laziness (you)]. You’ve acted like your customers don’t know very much, so they need you to show them the way. Yet at the same time you’ve been too lazy to gently teach them what they need to know.

Now imagine you focus on helping vs. selling. You emphasize ‘h’ and ‘p’ [humanity (your customers) and peer (you and your customer)]. You treat your constituents like individuals with specific values, needs and desires. You endeavor to learn more about them so you can meet their needs. You engage them as partners, showing you’re all in this together. You create a community of like-minded folks, welcome folks to your community, and take care of your members. Not as infants, but as peers. No one likes to be infantalized.

Sell something and you create a customer today. Help someone and you create a customer for life.

It’s human nature to fall into a ‘sales’ model when you feel so proud of what you do you assume everyone else will want to jump on your bandwagon. Yet just “doing good” is not enough. Anymore than having a good product is good enough for the soap manufacturer. You need to tell people how you can be helpful to them, their loved ones and their community. And don’t expect them to just take your word for it. Show them by offering up useful content and sharing powerful emotional stories and facts that demonstrate your outcomes. Otherwise, you keep people dependent on you to tell them what to do because “you know best.” When you keep people in the dark about the details, they feel both stupid and disempowered. Since these are not good feelings, how to you think this “sales vs. help” model makes your constituents feel?

1 CommentContent Marketing

puzzle pieces

Bring Top Value to Your Donor Survey

I get lots of questions about what to include in donor surveys.  But that’s the wrong place to begin.

First you must have clarity on why you’re sending the survey. You can’t bring top value to your donor survey unless you’re specific about what value you want to receive and deliver. The great thing about donor surveys is they’re a genuine “twofer.”

  1. One is for you(useful information you will act on);
  2. One is for your donor(a way to usefully participate, other than giving money, and feel a part of a community of like-minded folks).

Donor surveys are an opportunity for a value-for-value exchange. This is at the heart of all successful fundraising and marketing. The donor gives something of value (usually time and/or money) and you return something of value (usually an intangible “feel good;” a sense of meaning, purpose and connection). Donors are focused on value; you need to focus there too. And value is understood as a clear ‘walking’ of your talk.

Never do something merely to check the task off your ‘to-do’ list. If you’ve had “do a survey” on your back burner for a while, now’s the time to move it to the forefront and give it a closer and more purposeful look. What pieces of the puzzle are you looking to uncover? Begin with asking: How will I know this survey was successful?

1 CommentDonor Retention

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8 Strategies to Celebrate Nonprofit Donors on Valentine’s Day

I love a good celebration.

And nothing is more worth celebrating than a holiday, and your donors!

So… let me wish you a happy Groundhog Day! Whether or not the groundhog sees their shadow, chances are good we’re still in for a long season of time during which donors could really use a little extra love from you. As I’ve written before, during this season of isolation and uncertaintly, people — your donors included — are love starved.

You’ve still got time to send a little love your donors’ way!

Why might this be something for you to consider, amidst all the other “to-do’s” on your plate?

If you don’t do a lot more donor loving, you’re going to do a lot more donor losing.

I hope by now you know donor retention is the name of the game. It costs so much more to acquire a new donor than to keep an existing one. Yet too few nonprofits have serious, intentional donor stewardship programs in place. Because of that, on average, nonprofits lose nearly 8 out of 10 first-time donors and close to 6 out of 10 of all donors.

Don’t be one of those organizations!

If donors only hear from you when you want something from them, they’re not likely to give more. Or even give again.

Be generous! Show donors how much their support means to you.

Really, donor love should be like breathing for you. In and out. Out and in.

  • They love you, and show you.
  • You love them, and show them.

You’ll be amazed at how a little love can go a long way.

This year why not dedicate Valentine’s Day to giving, not asking?

If you can’t send valentines to every donor, pick a segment or two.

Think about those donors for whom you’d like to show some special love, because they showed you some. Show them you noticed! They could be:

  • Major donors.
  • Monthly donors.
  • Donors who’ve given faithfully for five years or more.
  • Donors who increased their giving this year.
  • First-time donors of $100+.
  • Donors who also volunteer.
  • Board and committee members.
Leave a commentDonor Retention

calendar

9 Things Your Nonprofit Needs to Know About Monthly Donations

It’s the time of year when nonprofits are evaluating their recent fundraising results and making plans to bring in more contributions in the coming year. But… how?

What will move the needle for you this year?

This question came up in a recent call I was on, and the subject turned to this organization’s monthly giving program. It was doing okay, but they weren’t persuaded it was worth the time and effort compared with focusing on major donors. What I tried to tell them was that many monthly donors are major donors or major or legacy donors in waiting!

If you’re not thinking about your monthly donor program this way, this year is your opportunity to reframe how you think about it.

CONSIDER THIS: A $50 monthly donor is a $600 donor. A $100 monthly donor is a $1,200 donor. PLUS… monthly donors are exceedingly loyal. One-time donors renew, on average, at a rate of 45%. Monthly donors renew, on average, at a rate of nearly 90%. And the fact they give consistently over time means they truly identify with your charity. You are so important to them you are like one of their children to whom they give a monthly allowance! So there’s a good chance they may also leave you a legacy gift.  Wouldn’t it make sense to double down this year to try to grow and cultivate more of these loyal supporters?

On my recent call with the charity feeling uncertain about how much resources to devote to monthly giving, I remembered this conversation I had a few years back with expert, Bill Sayre, CEO of Merkle RMG. Since he works with hundreds of organizations to help them build and manage their sustainer programs, I’d asked him to give me his thoughts on what you can do to begin and/or better manage your monthly giving program.

Chances are you already have some sort of monthly sustainer program.  But… is it the best it can be?  Could it do more heavy lifting for you?

Today I’m re-running this article in the hopes it will help you plan for the year ahead. You’ll learn not only why monthly donor programs are a good idea, but how you can put management systems in place, grow your revenue, keep donors happy and maximize return on your investment.

1 CommentAnnual Giving

Giant gummy bear

The Giant Mid-Level Fundraising Opportunity Your Nonprofit’s Missing

Nonprofits pay a lot of attention to donor acquisition. Then?

They largely ignore these donors, unless…

They become worthy of attention by virtue of being ‘major’ donors. Then?

Nonprofits pay a lot of attention to major donor relationship building.

But between new donor acquisition and major donor cultivation, solicitation and stewardship, what happens?

Usually not enough.

This is a BIG missed opportunity.

You’ve likely got great donor prospects hiding inside your own donor base, and you’re essentially treating them like, well, poop.

What if you were to begin to look at your mid-level donors as the transformational fundraising opportunity they are?

1 CommentMajor & Legacy Gifts

Are you reading your major donors right?

Are You Reading Your Major Donors Correctly?

Are you reading your major donors right?

What are you doing to get inside your donor’s head and ring their particular bells?

 

“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?

Leave a commentMajor & Legacy Gifts

12 cups coffee

12 Quick Strategies to Boost Year-End Fundraising

The biggest fundraising time of the year for most nonprofits inexorably approaches.

It can be stressful.

Don’t succumb to the stress. You’ve got this!

Perhaps you can’t do everything you’d like to do this year, but you can do some things.

Here are 12 strategies that will pack a big punch.

  • Some you can do on your own.
  • Some will require support from technical and/or marketing staff.

Don’t become discouraged thinking you don’t have the time. Sometimes you don’t have time not to do these things.

None of these suggestions are big time consumers standing alone. They’re each little tweaks. Because often it’s the little things that count. That pack a surprising wallop.

So don’t save all your energy for writing your appeal. Help your appeal along by putting some of the dozen suggestions that follow into effect.

Even just one or two will make a difference.

Let’s get started…

Leave a commentAnnual Giving

headstand kid

#GivingTuesday in Reverse: Do’s and Don’ts

headstand kidI’ve written in the past about why I like to turn the tables on #GivingTuesday by actually giving to your donors, rather than asking them to give again — yet one more time — during this busiest fundraising time of the year.

I’m not suggesting you not ask multiple times at the end of the year. You should. You must! However…

Your asks should flow together as a coordinated campaign.  And you should do whatever you can to really stand out in your donor’s inbox.

The problem with #GivingTuesday?

Everybody and their dog is asking on this particular day. 

There’s so much competition, you’re not likely to bring in many new donors.

For the most part, you’ll be preaching to the choir. The choir that already sings your song. That already loves you. That already gives to you.  At best you’ll be eeking out a small additional gift from them.  Or you may just secure their annual gift on this particular day; so… no net gain.  At worst you’ll tick them off by asking them to give, yet again, without showing them enough well-deserved gratitude.

There’s a time and a place for everything. 

And, as I often say, if you want gifts you must give them!   Which is why giving gratitude to donors is such a powerful thing to do.  Another way to understand the meaning of “Giving” Tuesday.

Sometimes Nonprofits Try Turning Things on Their Head But Don’t Quite Succeed

Today, I want to evaluate an example

Leave a commentAnnual Giving

Thankful for Thanksgiving

Happy Days of Thanks(for)Giving

Thankful for ThanksgivingThis Thursday folks in the United States will celebrate what I consider to be the social benefit sector holiday of the year:

So it’s time for my annual Thanks(for)Giving post!

Just think about what ‘Thanksgiving’ means.  Literally, it’s a day for giving thanks for blessings.

Who, and what, do you count among yours?

I know when we go around the table at my family Thanksgivings, saying what we’re grateful for this year, most folks respond with a people-based answer. Sure, they’re happy about the feast in front of them. But they’re most grateful for caring friends… loving family…. and for being together sharing the warmth of good company. This year the company may be virtual, but the gratitude for shared connection will be the same.

Who are you grateful to at your organization?

Leave a commentDonor Retention

woman waving magic wand

Magic Wand to Wave to Keep Nonprofit Donors Close Virtually

It’s a scary world out there.

Is there a magic wand you can wave to keep your donors close while living in a socially distanced world?

Getting up close and personal with donors has always been the gold standard killer strategy for generating passionate gifts and keeping donors loyal.  But we didn’t take the term “killer” literally!

Today it’s simply too dangerous for folks to leave home.

So… what can you do instead? Plenty!

Thanks not only to digital technology, but also to familiar tools like the telephone and snail mail, it can be pretty easy to stay attuned and in touch even when practicing social distancing.

Your ‘donor love’ wand still has an abundance of fundraising and donor stewardship magic in it, if you just think a bit creatively. And it doesn’t have to cost you a lot of money.

Today I want to share with you some of my favorite ‘wand wave’ tricks for end-of-year fundraising season. Depending on who you connect with, and how you tweak your message, they work to:

  1. Acquire new donors
  2. Retain existing donors
  3. Upgrade existing donors

Consider your goals first. Then pick from among these strategies.

Even if you just do one of these things between now and the end of the year, you’ll boost your fundraising results.

Leave a commentDonor Retention

Wish hanging from a tree

Warning Sign: A Post-Trump Digital Divide Between Nonprofits?

Believe it or not, this guest post appeared originally on my blog 3 1/2 years ago. I happened on it today, and thought it was still appropriate so wanted to share. One of my Clairification School students, Matt Patchell, had begun an important discussion in our online Subscriber Forum about what he termed the current “digital divide.”

He was referring to the chasm between nonprofits who are facing the digital revolution head-on, adapting their strategies to embrace its’ opportunities, vs. those sticking their heads in the sand and hoping it will go away.

Folks, digital engagement is not going away. Rather, it’s exploding.

As of late last year, one study found 43% of U.S. adults get political news online, rather than via television, radio or print media. A report from the Pew Research Center found one in five Americans get their news from Facebook. For the first time in the Center’s surveys, more than half (55%) of Americans age 50 or older report getting news on social media sites. That is 10 percentage points higher than the 45% who said so in the previous year. And that report is now three years old!

If you continue to ignore the channels your supporters frequent, and the ways they prefer to receive their information, the only thing that will be going bye-bye are your supporters.

What digital means for nonprofits.

It’s a sea change in how your marketing and fundraising team(s) operate and cooperate. Adopting is a far cry from adapting.

What does this have to do with Trump?

Leave a commentOnline Fundraising

Show-me-you-know-me.jpg

Show Me You Know Me* — 5 Strategies To Sustain Donor Relationships

Let’s pretend you and your donor are not connecting meaningfully right now. You’re not sure why. Could it be they feel financially insecure…  they’re worried for their kids… they’ve been let down by politicians… they’re just feeling cynical and/or hopeless? For whatever reason, things aren’t singing between you and them. They haven’t renewed. They haven’t upgraded. They haven’t responded to any of your outreach. They seem to have other priorities.

So, you decide to go to counseling to reinvigorate the relationship. The therapist makes a wise observation: Sometimes in life, one partner feels strong; the other less strong. In such times, the stronger partner has resources to support the weaker partner. Other times, neither partner feels they have coping resources. During these times, we have to depend more on ourselves, be patient, and accept that our partner is not currently in a strong position – even though we really need their support.

Are you being a support for your donor? Are you helping, not selling all the time? Are you being patient, yet persistently showing you care?

We’re in turbulent times.. Giving has surged overall during the pandemic, but there are fewer individual givers.  Some industries, like education, are losing support. As are many smaller charities not involved in addressing hot-button topics. And prior to the pandemic studies showed giving to be sluggish. Donors are less loyal. Donors may be distracted by emergencies. Or so-called rage giving. Or simply uncertainty about what lies ahead. So they’re giving less consistently. As a result, donor centered fundraising has never been as important as it is now.

People are feeling a need to be nurtured. In other words: Ask not what your donors can do for you, but what you can do for your donors. Recognize they don’t serve you; you serve them. They don’t owe you; you owe them.  Your job is to help them experience the joy of giving. It is through you they will achieve their most meaningful work.

Embrace the true meaning of philanthropy as love of humankind.  Remember your donors are humankind; you must love them if you want to be a part of philanthropy.  Otherwise, you’re just transacting business.

So… what can you do to embrace the love and thereby keep your donors close?

2 CommentsDonor Retention

Elvis

You Deserve to Rock Nonprofit Email Subject Lines!

“Five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

— David Ogilvy, advertising legend

Your email subject line matters. A lot.

So this article is all about learning how to rock your online ‘envelope’ – which is really what determines if your email will get opened.

When you stop to think about this, it makes a lot of sense. Your email subject line has a function! And its form should follow that function.

  • First, it must capture attention.
  • Second, it must convince people to open your message.

People’s inboxes are increasingly cluttered, so you need to stand out. Big time!  Really, you’ve probably got no more than two seconds to make an impression.

Do you think carefully about purpose when you create your email subject line?  Do you even craft it at all, or do you delegate this essential function to someone else, perhaps an assistant or someone in your marketing or digital communications department? Someone who perhaps doesn’t really understand the email’s primary purpose as well as do you?

If you’re like most nonprofit fundraisers and marketers, you likely spend a lot of time crafting the perfect email body copy, selecting images and figuring out just the right design that will entice someone to respond to your call to action.  Then, at the last minute, you’re ready to send it and hastily come up with a subject line.

2 CommentsOnline Fundraising

Collage of nopnprofit heart logos

Survival of the Most Loving – and Loved (aka, Why do so many charities have ♥♥♥ in their logos?)

Collage of nopnprofit heart logosWhy do people – with plenty of worries and expenses — give hard-earned money that could otherwise be spent on their own families, taxes and bills to complete strangers via philanthropy?

It’s not a rational thing to do.

This is a question that puzzled Charles Darwin.

While known for the theory of “survival of the fittest” (which actually was coined by the philospher, Herber Spencer), Darwin posited the notion of “survival of the kindest,” finding sympathy to be the strongest human instinct. You see, survival doesn’t necessarily mean the strongest or most aggressive. It depends, as much if not more, on cooperation and empathy.

Which would mean people give to be helpful because they’re biologically wired that way.

It simply pays off to come from the heart and be generous.

Humans are wired to be selfless.

Recent research in psychology agrees with Darwin,

Leave a commentDonor Retention

"Doing the right thing isn't always easy" storefront art

How Humanity and Trust Supercharge Nonprofit Fundraising

"Doing the right thing isn't always easy" storefront artEveryone is saying it.

Just about daily.

“These aren’t ordinary times.”

We’re living in the face of a firehose of breaking news, and most of it is pretty difficult to digest. Let alone know how to face, handle and get through it with safety and sanity intact.

We can either retreat, live in limbo or figure out a way to navigate through this reality and find opportunities to do our work in new and better ways.

It’s a difficult assignment, because it’s not easy to know where to begin.

We want to come from a donor-centered and community-centered place, but… what exactly might that be in this extraordinary time?

“We’re not only longing for the normal that was – we’re grieving losses yet unaddressed and ignoring some of the most obvious. I know for sure: if we don’t find a way to consciously engage with our losses, when this pandemic is finally over, the soul of our country will still be locked down”

– Oprah Winfrey

I’ve been thinking a lot about what the world most needs right now.

I think it’s humanity and trust.

Usually we have to guess at what will feel relevant to our supporters. Today, we pretty much know. Because we hear it all the time. On the news. On social media. When we zoom with colleagues. When we talk to our friends. When we’re sheltering in place with our family.

  • People want to know who they can trust!
  • People want their fellow humans to act the part!
  • People want to consciously engage — with humans they can trust — in a meaningful manner.

‘Philanthropy’ means ‘love of humanity’. Yet today it sometimes seems all we’re hearing and seeing is hatred of humanity. Us and them. Insiders and outsiders. Democrats and Republicans. Left and right. Young and old. Good and evil. I could go on…

There’s a better way.

Leave a commentAnnual Giving

Even Nonprofits Get the Blues

2020-06-07 15.39.42Times are tough. It’s easy to get demoralized. Especially if you work for a business, nonprofit or otherwise, that doesn’t feel ‘essential’ in today’s environment.

It’s human to feel depressed.

A survey conducted in June by the Kaiser Family Foundation found more than 30% of adults in the United States were reporting symptoms consistent with anxiety or depression since the coronavirus pandemic began.

Even our former First Lady revealed in a recent podcast:

“There have been periods throughout this quarantine where I just have felt too low… I have to say, that waking up to the news, waking up to how this administration has or has not responded, waking up to yet another story of a Black man or a Black person somehow being dehumanized or hurt or killed, or falsely accused of something, it is exhausting. It has led to a weight that I haven’t felt in my life — in, in a while.”

— Michelle Obama

I know it’s difficult to see the light at the end of the tunnel sometimes.  And waiting for time to pass sucks.

Yet my Mom always said, “This too shall pass.”

I found it comforting.

It was like she was sharing some universal truth by telling me time-specific depression need not turn to despair.

There’s another path.

Mrs. Obama said she had benefited from keeping a routine, including exercise, getting fresh air and having a regular dinner time. I’ve found these things useful as well. Most important, I’m learning to focus more on what I can control than what I can’t. Plus I’m learning to accept there are some things I can’t do. Some things I can’t fix.  Not now.

Sometimes we have to wait.

Meanwhile, there are things to do to make the waiting bearable.

What Nonprofits Can Learn from the Blues

Leave a commentContent Marketing

Chalkboard Menu

What to Put on Your Nonprofit Fundraising Plan Menu

A good fundraising strategic plan, like a menu, should be broken into component parts so it’s easy to wrap your brain around.

With a menu, it might be appetizers, meat entrees, seafood entrees, vegetarian entrees, sides and desserts.

With a fundraising plan, it tends to break down into strategies.

It might be annual giving, major gifts, legacy gifts, foundation grants, business sponsors, events and so forth.

Before you can get to determining your priority strategies, however, you need to do a mini fundraising audit.

When I begin working with a new nonprofit client, I always ask the same three questions.

Leave a commentStrategy & Management

Me wearing a mask

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

There’s a pandemic out there killing people.

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 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 — to create happier supporters.

Notice a lot of folks saying “2020 is 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 (not random) 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 a Pandemic, and Beyond

1 CommentDonor Retention

4 Sculptures of torsos, Kristina May, Filoli 2020

4 Types of ‘PERSONAL’ Your Nonprofit Must Adopt Today

4 Sculptures of torsos, Kristina May, Filoli 2020Early in my career I received a piece of fundraising advice that has stuck with me to this day:

People are all people.

And what do you do with people if you want to build a relationship?

You get PERSONAL!

In fact, if I had to tell you how to win over donors with just one word, “personal” is the word I’d choose.

This word should become your mantra and underscore everything you do. Your annual appeal writing. Your special events. Your newsletters. Your blog posts. Your proposals. Your reports. Your social media.

If you take just this one word to heart — PERSONAL — you’ll be leaps and bounds ahead of the competition.

This is the one word that can set you apart.

That can help you build relationships like nothing else.

Though we talk a lot about empathy and donor-centricity, truly valuable tools in building donor relationships, these terms are subsumed by the umbrella of the ‘person’ to whom they apply.

Make sense?

Today I’d like to flesh out the multiple meanings of this word, and discuss how getting personal can help you achieve your nonprofit fundraising and marketing goals.

This is something that has always mattered. Today, in an era of social distancing and striving for greater diversity, equity and inclusion, how we get personal and how we define people are more important than ever.

Leave a commentDonor Retention

'Wearing is Caring' Street art

Fool-Proof Nonprofit Crisis Fundraising Communications Templates for Every Audience

'Wearing is Caring' Street artDuring a crisis is no time to be passive. Build a list of audiences, prioritize contacts among those lists, and develop a step-by-step written PLAN to reach out. With updates, engagement opportunities, little gifts of content folks can use, and opportunities to contribute and make a demonstrable difference.

Sharing is caring too.  Do you have a plan in place to regularly share what you’re up to, and offer opportunities for donors to engage?  Are you communicating with donors as if they’re a part of your family or favorite group of friends? If not so much, what are you waiting for?

Establish templates with talking points in advance of your communications; then let the reaching out begin. First determine your purpose.

  • Do you want to say thank you?
  • Do you want to simply check in to see how your donor is doing, and whether they have any questions about your organization’s status and work right now?
  • Do you want to ask them to volunteer their time?
  • Do you want to ask for a philanthropic gift?
  • Do you want them to complete a survey?

Figure this out first, because the more you know where you’re going the more likely you are to get there! If you’re light on staff right now, ask your volunteers and influencers for help.

These communication templates can be used for phone (or other online) conversations and emails. Got that? Conversations! Merriam Webster describes a conversation as “oral exchange of sentiments, observations, opinions, or ideas.” In other words, you want to prompt two-way participation on some level. This is not about you delivering a monologue or formal dissertation. Think of your communication as you raising an issue for discussion. You want to pique your donor’s interest and ask open-ended questions that invite their engagement.

Start with your top priority donors who have the highest likelihood of making an additional gift to get you through this crisis. I suggest

Leave a commentAnnual Giving

REVEALED: Best Strategic Advice to Raise Money for Your Nonprofit, Crisis or Not

2020-05-31 16.07.25Is there a best way to raise money?

That question is really at the heart of what most nonprofits want to know.

And recently I was reminded of this when asked a question for a Virtual Summit for Nonprofit Changemakers in which I’m participating in the early Fall. [There will be a ton of useful content presented in this online conference – by 20 of well-respected experts over two days – so please check it out.]

Here’s what I was asked:

What is the best advice you can give to a fundraiser… and does it hold true in times of crisis?

I thought about this long and hard. Because I’ve lots and lots of advice!

But… my best advice?  Hmmn…

And then it came to me.

I recalled a favorite quote.

“If I had an hour to solve a problem I’d spend fifty-five minutes thinking about the problem and five minutes thinking about the solution.”

— Albert Einstein

That’s the advice!

You see, one can’t really pick a best fundraising strategy without first fully describing the reason money is not already flowing in. In other words…

You must identify and define your problem before attempting to solve it.

The time you spend doing so will be well spent. And when it comes to fundraising, worth its weight in gold.

I like to go through an iterative process of asking why, why, why, why…. until I’ve exhausted every question. It looks something like this:

Leave a commentStrategy & Management

Sign: We Miss You, We Love You

Monthly Giving! Not-so-Secret Strategy to Keep Your Nonprofit Afloat Today

Sign: We Miss You, We Love YouFor at least the past five years I’ve been actively encouraging nonprofits of all stripes to begin or ramp up their monthly giving program. It made sense then. It makes even more sense now.

Why?

You need a dependable source of income in order to be able to plan for the future.

If that sounds good to you, please continue reading. I’m going to share some best practices and examples to help you somewhat magically raise more dollars from individuals, both today and tomorrow.

Guess what?

Once donors sign on as monthly givers they tend to stick with you.

In fact donor retention of monthly supporters averages 80 – 90%, compared with just 65% for annual donors.  That’s huge!

So huge, in fact, you’re missing a gigantic boat if you don’t currently promote monthly giving as a key fundraising strategy. In other words, you’re leaving boatloads of cash on the table.  If you could use a boatload of cash right now, never fear.  All you need to do is…

4 CommentsAnnual Giving

Nonprofit’s ‘Unfair Advantage?’ You Deliver Meaning.

In whatever times we’re in, that’s what folks don’t have enough of. That’s what folks crave.

That’s what explained Nike’s daring move in 2018 to put forward a polarizing marketing campaign featuring the face of American football quarterback Colin Kaepernick, most famously known for taking a knee during the singing of The Star-Spangled Banner.

In Why did Nike do what they did? Mark Schaefer of Grow, and author of several digital marketing books, explains why this was a brilliant idea. Despite the fact it generated controversy, including protesters burning shoes in the streets, Schaefer notes Nike’s move aligns with research highlighted in his book, Marketing Rebellion. The book explores how to connect with customers and build a brand in a world without loyalty.

The message of the book applies  to folks in the social benefit sector as well.

1 CommentCulture & Values

Heart sculpture

Should Your Nonprofit Participate in #GivingTuesdayNow?

Heart sculptureIf you feel too busy to contemplate adding one more task to your plate right now, you’re not alone. A pandemic is no vacation!

Not to worry. I’m here to help.

But first, in case you haven’t yet heard, the folks at GivingTuesday.org are organizing an emergency response to the unprecedented need caused by COVID-19. I believe it began as more a rallying cry than a fundraising call to action, as you can see from the GivingTuesdayNow landing page and press release with suggestions you can share with your constituents, as appropriate (e.g., (1) Support healthcare workers by donating supplies, advocating for them, and staying home; (2) Combat loneliness by reaching out to a neighbor, relative, seniors or, veterans, and (3) Join a local mutual aid network and come together to help neighbors in need).

Lately, you may have seen a rash of articles and webinars designed to help you launch a #GivingTuesdayNow campaign. I shared some of these in last week’s Clairity Click-it, so if you want to turn this into ‘#GivingTuesday in May’ (the next ‘regular’ GivingTuesday is December 1, 2020), don’t let me stop you. It may work.

However… I’ve got another idea for you. Because a single day of fundraising during a period where crisis (flashing lights!) is permeating people’s every thought doesn’t make a whole lot of sense. I hope, if your organization and/or those who depend on you are at risk, you’re asking for urgent support on more or less a weekly basis. So please don’t interpret this article as a caution against asking for money right now. I absolutely want you to ask!

Just not necessarily on May 5th.

Of course, I’ve never been a fan of using the ‘Hallmark’ opportunity as an impetus for fundraising. It’s a bit generic, and everyone and their dog is fundraising on this day. If you want to stand out, I’d advise doing something different.

2 CommentsAnnual Giving

Family making noise on balcony to celebrate first resonders

How to Discover Your Unique Coping Strategies

I confess. I’m a sucker for a quiz. I love to test myself, and compare my answers with others. We all need a little distraction to keep our minds off the news right now, right?  Some of us more than others.

So I want to share some quizzes, exercises, and assessments that may help you discover some important truths about the most interesting person on earth. YOU!

The way you cope during stressful times has a lot to do with your unique personality traits. Do you consider yourself self-aware? Do you know why you may be feeling particularly panicky right now? Or inexplicably calm and at peace? Do you know what makes you feel creative and purposeful? Even joyful?

Every night at 7:00 p.m. my neighborhood goes outside and stands on the street, sidewalk or balconies to make a little ‘music.’ The other night this kid took a spatula to the iron balcony and managed to make a lovely racket! The hospital staff around the corner and up the hill has let us know via social media that they hear us and appreciate us. It feels like a beautiful way to cope, if even for just a few minutes each day. All it took was one neighbor to organize it, and… voila!  I am grateful to that neighbor.

What are you doing to cope? How are you adapting, personally and professionally, to our ‘new abnormal?’

Are you living your life in the best way possible for you to make a contribution that feels authentic, productive and true to you?

Now is a terrific time for some good old-fashioned introspection.

Everyone brings their own gifts to the situation at hand. There’s no ‘right’ or ‘wrong’ personality. Now’s a time to get in touch with, and appreciate, what you bring to the table.

Maybe you can help someone else – a friend, family member, neighbor or even a donor – overcome some of their own weaknesses right now. And maybe they can help you as well. Yin-yang. Give-take. Mutual support. Empathy and understanding.

Are you game?

I’ve got four fun things for you to try!

Even if you don’t love doing exercises and taking quizzes as much as I do, you may find one or more of these interesting. None of them take a lot of your time. And it’s even more fun if you do it together (with friends, family, co-workers); then compare and discuss results!

Leave a commentCulture & Values

Not Today Covid 19

Anatomy of a Coronavirus Nonprofit Email + Thank You

Not Today Covid 19Last week I shared a number of real-life examples from innovative nonprofits taking creative steps to connect meaningfully to their supporters during these trying times. While staying connected, some organizations are succeeding in stepping up both their marketing and fundraising communications to the next level.

Sometimes this means virtual events, online conference calls and hang-outs and, yes, asking for the philanthropy needed to respond to urgent needs and stay in business for the longer haul.

I promised today I’d share an example of a straight-up email appeal.  Actually, it’s more than an appeal.

Because every communication you have with folks today must be more than business as usual.

It’s got to be empathic.

Let’s face it. All folks are thinking about today is coronavirus. If you ignore this fact, you’ll come across as out of touch and even insensitive. So begin every communication with some acknowledgement of what people are going through. Not just you. Them.

Check in with people and ask them how they’re doing.  This is actually always a good way to begin. We do it more in our personal lives (oddly, particularly with strangers).  You ask the clerk at the counter “How’s it going?” You leave the store saying “Have a nice day.” In fact, one of the hallmarks of a culture of philanthropy is you’ll find staff always asking each other “How can I help you today?” [See “Fundraising Bright Spots”]

Silver lining of this pandemic? Rediscover the power of empathy.  Take this opportunity to connect the dots between the problem you lay out and the solution with which the donor can be helpful. This is solid, basic fundraising – the way it should always be practiced but too often is not.  Use this opportunity to be better.

It’s got to be innovative.

Remember, this is not ‘business as usual.’ Already every nonprofit and their dog are sending out messages related to this crisis.  What will get your messages to stand out? Lots of things come to mind, including great subject headlines, compelling images and graphics, engaging stories and an authentic tone. All the basics apply.

Practice solid fundraising, of course, but try to add in a little bit of something extra. Novelty. Fun. Inspiration. Prayer. Social action.  Whatever is best suited to your particular brand and community.

Silver lining of this pandemic? Many of your familiar, tired strategies were probably due for a change anyway. This is an opportunity to reject the status quo, develop new skills and consider fresh initiatives that may, ultimately, serve you far better than the ones you’ve been using.

TIME TO SHARE AN EMAIL EXAMPLE: APPEAL PLUS

3 CommentsOnline Fundraising

The World is Changing

Coronovirus Fundraising: Steal these Ideas!

Now more than ever you must, must, must invest in your fundraising efforts.

Rather than spending time worrying – panicking? – why not turn your mind towards positive things?  Like creative ways to invite others to help keep your mission afloat?

In my post earlier this week, I shared some ingenious ideas implemented by other nonprofits  — all so you can resourcefully borrow their ideas. I will keep sharing, because that’s how we learn. And… that’s what Clairification School is for, right? [If you’re not yet enrolled, there’s no better time than the present!]

It’s a blank slate now when it comes to fundraising. Yes, use tried-and-true principles of donor-centered fundraising. But don’t be tone deaf to the unprecedented times we are in.

Coronavirus is all folks are thinking about right now. Even while they try not to think about it.

Stay relevant, or prepare to be ignored.

You can help people!

Here’s the deal.

I’ve never in my lifetime heard so many people asking: “what can I do to be of service?” 

Charities have the opportunity to answer this question.

Living in a pandemic sucks, but you’d be remiss if you didn’t avail yourself of this opportunity to (1) keep your mission, and those who rely on you, afloat, and (2) help would-be helpers feel helpful!

2 CommentsAnnual Giving

Mona Lisa with face mask

How long… will this be going on?

Mona Lisa with face maskIf you’re like me, chances are every other email in your inbox has something referencing coronavirus. You can’t ignore it, avoid it or wish it away.

So… what is your organization going to do?

The inimitable thought leader, Seth Godin, recently had this to say:

React, respond or initiate?

That’s pretty much all that’s on offer.

What will you do next?

The first gives us visceral satisfaction and emotional release, and it almost always leads to bad outcomes.

Responding is smarter. It requires each of us to think hard about the action and emotion we seek to create after something is put on our desk.

And the third? Initiating is ever easier and leveraged than ever before, which, surprisingly, also makes it more difficult to move up on our agenda.

In normal times, it’s easy to get into a rhythm of simply responding. Someone else setting the agenda.

When things are uncertain, it’s easy to react.

But now, right now, is the single best time to initiate. We’re in for a slog, but there will be an end to it.

Make things better by making better things.

Taking this advice to heart, I’d like to share a couple of examples of organizations who have initiated some inventive strategies to stay connected to their supporters in these challenging times. Usually I would share these in my “Don’ts vs. Do’s” feature. But both of these are big ‘Do’s,’ so I want to highlight what’s brilliant about them. You can ‘sincerely flatter’ them through imitation — and a bit of your own innovation.

Ready to be inspired?

OMG, What Will We Do About Our Upcoming Event?

1 CommentOnline Fundraising

How Nonprofits Can Connect Virtually During Trying Times

Virtual meeting PixabayConnection is essential, especially during challenging times. When the going gets tough, we yearn to commune with people who will support us… teach us… commiserate with us… empathize with us… calm us… distract us… … entertain us… enable us to support them… and more.

Without connection, people can feel isolated. Yet today, as we prepare for the spread of coronavirus, we’re contemplating doing less of the things we normally do in person with others. And nonprofits are not immune.

What are you doing to reach out to your supporters when they need connection most?

Here are just a few messages received from local nonprofits in San Francisco within just the past two days:

Canceling a popular fundraiser that we depend on to cover the costs of keeping Public Glass open is not a decision we came to lightly, but it is critical that we do our part in helping to ensure that our Bay Area Community remains as safe as possible.

UNDER ADVISEMENT AND RESPECTING THE NEWLY ISSUED AGGRESSIVE RECOMMENDATIONS ANNOUNCED TODAY BY THE SAN FRANCISCO DEPARTMENT OF PUBLIC HEALTH TO REDUCE THE SPREAD OF CORONAVIRUS (COVID-19), THE MARCH 12, 2020 SFIC MONTHLY BREAKFAST IS CANCELLED.

We are very sorry to announce that, due to public health guidelines from the Mayor’s Office, our 2020 Benefit Art Auction, hosted in a city-owned building, must be cancelled. This event is a massive effort, involving over a hundred contributing artists, a dream-team of volunteers, and many beloved business partners. We were ready to create a wonderful celebration of creativity! We will continue to explore innovative ways to connect our community, but right now, this is the best way to take care of each other. 

How about this haiku from my cousin, who is hosting his son’s wedding this week-end (at least as of this moment):

Last year seemed so bad

COVID-19 is now here

How I miss last year

While apt, missing last year and wringing your hands won’t help. As in-person gatherings are indefinitely postponed or canceled, as public spaces are closing, and as people are working from home, what can you do to make lemonade — and quench your supporters’ thirst?

7 CommentsOnline Fundraising

Valentine-Monterey-Aquarium-300x300.jpg

8 Strategies to Celebrate Nonprofit Donors on Valentine’s Day

I love a good celebration.

And nothing is more worth celebrating than a holiday, and your donors!

With Groundhog Day in the rear view mirror, and Valentine’s Day on the horizon, it’s the perfect opportunity for a holiday/donor celebration mash-up!

You’ve still got time to send a little love your donors’ way!

Why might this be something for you to consider, amidst all the other “to-do’s” on your plate?

If you don’t do a lot more donor loving, you’re going to do a lot more donor losing.

I hope by now you know donor retention is the name of the game. It costs so much more to acquire a new donor than to keep an existing one. Yet too few nonprofits have serious, intentional donor stewardship programs in place. Because of that, on average, nonprofits lose nearly 8 out of 10 first-time donors and close to 6 out of 10 of all donors.

Don’t be one of those organizations!

If donors only hear from you when you want something from them, they’re not likely to give more. Or even give again.

Be generous! Show donors how much their support means to you.

Really, donor love should be like breathing for you. In and out. Out and in.

  • They love you, and show you.
  • You love them, and show them.

You’ll be amazed at how a little love can go a long way.

This year why not dedicate Valentine’s Day to giving, not asking?

If you can’t send valentines to every donor, pick a segment or two.

Think about those donors for whom you’d like to show some special love, because they showed you some. Show them you noticed! They could be:

  • Major donors.
  • Monthly donors.
  • Donors who’ve given faithfully for five years or more.
  • Donors who increased their giving this year.
  • First-time donors of $100+.
  • Donors who also volunteer.
  • Board and committee members.
Leave a commentDonor Retention