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Are You Unclear on the Concept of Why to Send a Nonprofit Fundraising Appeal?

Paper heart tacked to tree, with mottoWhat’s the point of a fundraising appeal letter?

That’s obvious, right? To raise money!

But, wait a minute.

Dig deeper.

I always ask the question “why?” until I finally get to the end – where no more ‘why’ questions need to be asked — and uncover the true purpose behind anything I’m doing.

So… why are you endeavoring to raise money?

Because your organization needs contributed income.

Why does your organization need contributed income?

Because you don’t generate enough earned income to enact your mission.

Why don’t you generate enough earned income?

Because you make your services available for free or low cost to those who otherwise couldn’t afford them.

Why can’t folks afford what you offer without subsidy?

Because they’re … elderly on fixed incomes… vulnerable children… newly arrived immigrants… low-income single parents… families living below poverty level… veterans… unemployed… homeless… devastated by a natural emergency or illness… saddled by debt… or otherwise at-risk, marginalized, overlooked or being in need of a break.

Why else do you need community support?

Because the upfront cost is greater than the market will bear, but worth it for the ultimate community good of… a cure for a terminal disease… relief from devastating pain… ending injustice… saving the environment… preventing violence, abuse, addiction, suicide… restoring faith and inspiration to those whose lives would otherwise lack meaning, fulfillment and hope.

Aha! Now that you’ve answered all these important “why” questions you know the point of your fundraising appeal letter or email. Right?

It’s to get people to understand the benefit of their gift; what will happen absent their generosity.

It’s more than ridding themselves of the dollar they had burning in their pocket.

But wait another minute.

Can you dig still deeper?

Why do you want people to understand the outcome they can create?

Because… 

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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…

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Mural art, pointing finger

Philanthropy Trends Your Nonprofit Needs to Know Mid-Pandemic

Mural art, pointing fingerCould you be getting it all wrong when it comes to the what, who, where, why, how and when of your nonprofit’s communications and fundraising as this pandemic plays out?

You could.

Especially if you’re leading from opinion above knowledge. You know, going with your gut when it comes to what your donors want or need from you right now. Otherwise known as guessing.

That’s never a good idea for someone whose job is to facilitate philanthropy. Because a lot is known about how much joy it brings people to demonstrate their ‘love of humanity’ through philanthropic acts. Your gut telling you donors don’t want to be invited to become heroes? P’shaw.

Now, thanks to the folks at Blue Frog Fundraising, more is known about how donors feel about giving in response to the current pandemic. In the recently revealed Coronavirus Research Findings: What do donors think now? they focus on what donors have told them about how their approach to giving has changed. Or hasn’t.

These philanthropy trends are important to understand, so I’ve selected the most salient among their key findings (highlighted in the break-out boxes) and have grouped them according to the traditional journalist’s rubric of what, who, where, why, how and when.

Research Graph, Blue Frog, What Donors WantI’m going to explain what your nonprofit should do to show donors you do, in fact, understand where they’re coming from.

Before taking any marketing message or fundraising appeal off your plate, and before adding anything new, always make sure to ask yourself these six important questions! They will help you assess almost any situation, plus focus your efforts and aid you in telling more relevant, compelling stories.

Let’s get started…

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No-Nonsense Strategies for Nonprofit Crisis Fundraising

Balance. That should be your ‘today mantra.’

I’m talking about balancing self-love with donor-love.

You can’t help others unless you first take care of yourself.

This is really a truism you should carry with you throughout your life. But it’s never been truer than the times in which we’re currently living.

At the bottom of this article, I’m going to offer you some ‘don’t panic’ self-care strategies.

Since, however, you primarily look to me for fundraising advice, let’s begin with some specific strategies to try right NOW.

FIRST: Take Care of Your Donors

Donor at home under blanketConnect, Connect, Connect – with Everyone!

Talk to your donors about how they’re doing. It’s always been good practice to stay in touch with your supporters.  In fact, the numero uno reason donors stop giving is due to your poor communication with them. So use this time as your reason to – finally — get your donor love and loyalty plan off your back burner!

Take this opportunity to connect with folks with sensitivity and empathy. Show you care about them. As people, not just donors. Let them know you’ve no idea how this pandemic may be affecting them, personally and professionally. Listen and empathize with what they tell you. Depending on what your organization does, you may even be able to help them. At least put out an offer of help, and a listening ear, should they need you in the coming weeks and months. Then – as appropriate — share with them the situation for your organization and those who rely on your programs and services.

NEXT: Take Care of Your Mission with Specific Strategies to Try Right Now

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Are you reading your major donors right?

Are You Reading Your Major Donors Correctly?

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

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

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

Here’s what I learned from Jay:

The more you know:

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

… the more likely you’ll get a “Yes.”

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

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

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

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

Can you guess what that might be?

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

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

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

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

Okay. Let’s move on.

We’re going to evaluate every element methodically.

I’ll ask you some questions.

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

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

Second, I’ll tell you what I think.

Let’s begin!

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

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

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

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

Get. Everything. In. Order.

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

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

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

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

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