Archive for the ‘For the Beginning Fundraiser’ Category

One of my favorite blogs (For Impact) is talking today about making fundraising calls.

I hear so many times how excited my friends are when they manage to actually get the appointment.

In their excitement, they forget about planning the details of the visit.

I remember years ago when I was a beginning fundraiser at Duke University. I was walking down the street with the VP for Development at Duke.  He was going to accompany me on a fundraising visit.

I was pretty excited but also nervous because he was the head honcho. And I will never forget what he asked me:  “what are your goals for this visit?”

Well, I almost swallowed my tongue! I had never given it any thought! I managed to scramble and come up with some objectives to share with him, but boy – what a jolt!

Don’t let this happen to you.

Never make a fundraising call unless you determine what you want to get out of it.

If you are clear, you’ll actually be able to achieve what you want during the conversation. If you don’t know what you want to accomplish, you can pretty much be sure that you won’t accomplish it!

The For Impact blog today talked about a particular visit, and then suggested these as possible goals:

1. Qualify the prospect. (Financial capacity and interest).
2. Have her help to identify the correct players in the city to get on board.
3. Get her help in getting to some or all of those identified in number two.

A great start!

I am reading my favorite blog today, the Agitator. The authors Roger Craver and Tom are “direct response” guru’s (remember it used to be called “direct mail?” Now it’s much more sophisticated direct response.)

They are citing an article by Denny Hatch about the best way to write “marketing copy.” That’s the technical term for the wording we use when we write appeals, brochures, email broadcasts and our fundraising materials.

Denny is apparently an old pro at marketing and copywriting. He says that we need to be sure to do the following things:

1. Set a deadline that will create urgency. By WHEN do we need to hear from you? Now we all know that you really have a terrible time raising money if you don’t have some sort of deadline.

You have to give people a reason for acting NOW. Write that check NOW. Put it in the mail NOW. Because we have to act quickly … (you know how to complete this sentence, right?)

2. But choose your deadline carefully. If you leave it out too long in the future, the  need to act now dissipates. But if it is too close, you are at the mercy of mailing schedules that might go wrong and ruin everything.

3. Use emotional hot buttons. If you appeal to these powerful, motivating emotions, you’ll have the most success. These hot buttons are called “key copy drivers” — because they are so powerful they can change behavior.

When you insert them into your effort, the more powerful your argument. Those copy drivers are: fear – greed – guilt – anger – exclusivity – salvation – flattery.

So how do you flatter your donors?

Tell them how smart and wonderful they are and how they’re so helpful, kind and caring.

I’ve seen lots of fundraising material that appealed to anger and guilt. Haven’t you?  Not so sure about using greed or fear here.

But don’t forget that it is POWERFUL emotions that will get attention and create action – and funds to help your cause.

The New York Times today ran an opinion article about a new study from the national organization Feeding America.

The study showed that one in 8 Americans sought emergency food aid last year. (This is 37 MILLION PEOPLE!)

Lord have mercy, as we say in the south! They are feeding one million more Americans a week than they were in 2006.

Hunger is alive and well in America, it is awful to say.

The need is so very clear. All over our country and the world, there are people desperately in need.

We fundraisers and nonprofit leaders are on the front lines of the battle for safe, decently-fed, healthy families in our communities.

If you ever start to lose heart and feel that what you do is not making a difference, do step back and look at the real results of your work.

I think fundraising is one of the most noble professions ever.

When I say we are on the front lines of the battle, I am not kidding.  We literally can make the difference between tragedy and safty, or hunger and food, or the difference between illness and health. We do this because we bring in the resources to make it happen.

We are the catalyst. We bridge between the well-meaning people who want to help and those who so desperately need the help.

Don’t ever lose heart. Call me or email me if you need to and I’ll pump you up.  Find other fundraisers and bond with them for support. Our causes need us more than ever, ever before!

Onward, and may the force be with you!

Donors are always carping on the whole issue of “overhead.” They act like it is a terrible thing that their funds would go into the black hole of “administration.”

BUT we need to take the bull by the horns and take charge of this discussion.

We have to educate our donors on the importance of investing – not only in direct program work on the ground – but also in the infrastructure of our organizations.

You have to explain to donors that infrastructure funding is really important too – it keeps the lights on, pays for staff and computer systems – so that the good work on the ground can happen.

I think when you explain this to donors, they do get it quickly, and then they are likely to be ok with the administrative costs. If you don’t explain it, and pitch it to them just right, then you just might get in trouble with your donors.

I’d like to see a pitch for “infrastructure” right along with the pitch for “direct program funding.” We should never apologize for our overhead costs. Instead let’s re-define the words “overhead costs” into “investing in infrastructure.”
This is a proactive and proud term we can all stand by!

A friend and client sent me this email last week:

“I am a development director so am particularly sensitive to these things, but I have to say I was appalled yesterday to received a long typed thank you yesterday for a small donation I gave 10 weeks ago at a fundraising breakfast.

“I went to the breakfast at the behest of two friends who serve on the board of directors.  I also know another board member and the executive director, who gave a fabulous short speech at the event.

“The event was packed with enthusiastic people.  All was done just right, except for the follow-up.

“Why not have thank you envelopes pre-addressed ahead of time so the table captains can quickly jot a note after the event?

“Why not call everybody who attended, say thank you, what did you learn, and how would you like to get involved?

“My donation was miniscule.  What these people don’t know about me, however, is that if I don’t spend it all ahead of time I stand to inherit a nice chunk of change in the next couple of decades.

“They don’t need to spend a lot of time thanking me, but an impersonal 10 weeks later is abysmal.

What can we learn from this? So many of us are using “ask events” successfully. These types of events are becoming more and more frequent. They can be wonderful fundraising tools.

But a 10-week old thank you? This is how to drive your donors away – and FAST!

Just think of all the work that went in to the ask event. And how little work went into the followup.  Isn’t that like so much of what we do in fundraising?

Halloween was last night and we turned deep into the dark side.  Goulies and ghosties walked the streets in my neighborhood.

So let’s turn to the dark side of your year-end fundraising campaign – and shine a light on mistakes many organizations make.

Here’s my Top 10 list of ways to sabotage your year-end fundraising effort.

1.  Send a letter that’s hard to read, with ponderous sentences, long paragraphs and no white space.  (This fails the “easy to read” test, which is the first hurdle for your reader, who is skimming your prose for the highlights only.)

2.  Send a letter much like last year’s with tired messaging, no visuals, no metaphors, no stories.  Your reader is unlikely to keep reading if it is not interesting.  You are not writing an academic treatise; instead you are writing marketing copy.

3.  Bury The Ask deep inside a paragraph at the end of a sentence. (Your reader must be able to easily find out how much you are asking for and for what purpose.)

4.  Don’t include a  reply envelope. (you’d be surprised how many organizations leave out this VITAL component – you have to make it easy for people to give!)

5.  Don’t update your web site. (Studies show that donors – even those who give by writing a check and sending it in the mail – will most often check out your web site to research you before they give.  And your website MUST look professional and up-to-date!)

6. Only send out one appeal letter. (this is the kiss of death for many campaigns.  Studies show that one letter will typically get a 15% response – NOT enough to make your year-end goal. Your donors are too busy and need repeated reminders. And no, it is not tacky to keep reminding them!)

7.  Don’t do phone followup. Studies show that a followup phone call can double your results.

8.  Don’t do an email push to non-donors the last two days of December. Studies show that a majority of on-line donors give in December and most of them are on the last two days of December.

9.  Don’t send a PROMPT, warm, personal thank you immediately to your donors. And “warm, personal” does not mean “on behalf of the board of directors we thank you for blah blah” – this impersonal bunk doesn’t warm your donor’s heart.

10. Don’t have your board members call donors to thank them within 24 hours of the gift’s receipt. Penelope Burk’s landmark studies showed that when board members made this type of followup call, then subsequent gifts from the donors rose by 39%!

Here’s a worrisome problem with online gifts. (Let’s make our problem into our opportunity here!)

Did you know that donors who make their first gift to an organization via email are much less likely to renew their gift than those who give through the mail?

As direct mail guru Mal Warwick said recently in the 09 Year End Fundraising Strategies Telesummit, “What we have been discovering ironically is that lots of people seem to be wiling to make a first time gift online. But of course these numbers are relatively small compared to people who make first time gifts by mail or phone.”

BUT we have trouble renewing our on-line donors, by and large.”

Donors ARE likely to respond to a direct mail appeal after they’ve given once online.  Even though they probably would not ever give a second gift on line.

Here’s how you solve the problem: Provide incentives to donors to furnish their street addresses and then use the mail to get hold of them.

Of course, getting their phone number would probably work even better. But it’s going to be harder to get their phone number.

If you had their phone number, then you could phone donors to thank them for their gift – ALWAYS the best strategy.

So the moral of this story?

1.  Pay very careful attention to your donors who are giving online.

2.  Track the people who make a first time gift online.Create a monthly or weekly report that gives you the names and amounts of first time online donors.

3.  Create something appealing to your first time online donors that will incline them to give you their address. Perhaps it’s something free that you might send them, or tell them that you have a special thank you package for first-time donors that you’d like to send them by mail. Would they like to get your catalog? Or would they like to join your mailing list for alerts?

4. Followup by mail with those who provide their street addresses. Send them a special thank you package that makes them feel very special.

5. Put them on your list for future direct mail appeals.

If you don’t follow this strategy – you will likely lose those donors because they will not repeat their gift.  And I know you want to keep them!

We all talk about the need for a visual and emotional “hook” in our fundraising letters. But it’s really hard to pull off!

What you want to do is create a visual metaphor or a story that portrays your message. In the 09 Year-End Fundraising Strategies Telesummit, direct mail guru Mail Warwick calls this the “dynamite marketing concept.”

It’s something really compelling about the campaign that catches people’s attention and motivates them to learn more about it and eventually to responds.

Here’s what not to do!

Mal shared his perspective,”The problem is that nonprofit folks typically think what they need to do in their letters is to tell their donors all about the great work they are doing.

“They like to talk about the specifics of their work, the programs and projects they have in place, and then they think the donors will come running.”

But we really have to step back and get into the mind of the donor.

We have to determine which aspects of the work we’re doing would really appeal to the donor’s fundamental values and beliefs and what benefits that would provide.

This is very different from starting out an appeal letter “for 20 years the xxx organization has lovingly served xxxx group of people in our community.” (yawn)

Instead start your letter with a story. Just like the way lots of newspaper articles begin.

Perhaps it goes like this:  “Johnny Smith woke up Monday morning, hungry again.”

Wow, doesn’t that strike you in a completely different way?  It creates a visual narrative that draws the reader in. You want to keep reading don’t you?  Starting with a story is an amazing technique.

You could go on to say that Johnny lives right here in our community, and his single mother could not find work. You could talk about how many nights a week he goes to bed hungry. Or perhaps how he stuffs his empty backback with cafeteria food at school because he knows there is no food at home.

As you read this, you are forming pictures in your mind, aren’t you? It is generating an emotional feeling in your soft heart (I hope.)

THIS is the way to appeal to your donors’ hearts. And you’d be surprised at the result.

Here’s a guest post from a smart colleague of mine: Amy Eisenstein.  In her newsletter today, she gave us 7 ways to strengthen our end of year fundraising appeals.  (Check out her webiste:  Tri-Point Resources; she has lots of great information and an excellent newsletter.) Here’s a dynamite list of things you don’t want to forget!

Amy says:

“I spoke to a group of almost 50 fundraisers this morning, from a variety of non-profits in Wilmington, DE, and only a quarter of them had started drafting their year-end appeal!

If you are like so many others who haven’t started your annual appeal letter, what are you waiting for? Time is running out.

You can’t be late with your appeal this year, because people with limited resources are going to give to the first organizations that come knocking.

1.      Create a timeline and work backwards.
When do you want appeal letters to land in mailboxes? Early November is ideal, but anytime before Thanksgiving will do. December is late!  The mail house will need a week, as will the printer. You probably need a week to write the letter, and a week for board members and others to write personal notes. (That’s a total of 4 weeks.)

2.      Contact vendors (printer and mail house) and get quotes.
Select your vendor and discuss timelines with them. Make sure they can work under your deadlines and understand the urgent nature of your appeal.

3.      Develop a concept and write your letter.
Include personal stories, client quotes, and photos, when appropriate. This is your opportunity to tell your supporters what you accomplished this year, and who you have helped. They should feel the tug at their heartstrings!

4.      Create a Business Reply Envelope (BRE)
Don’t send your appeal without one of these. Start saving ones you get in the mail as samples for next year. The reply envelope is another place to tell your story, such as your mission or more quotes. Ask for specific amounts, such as $25, $50, $100 and Other. Remember to collect donor information for your database, including address, phone number, and email address.

5.      Personalize, personalize, personalize.
-  Segment your list. Can you send different letters to board members, donors, non-donors, and lapsed donors?
-  Always use Dear Amy, not Dear Friend.
-  Ask board members, staff, and volunteers to write personal notes to people they know (and those they don’t).
-  If you can handwrite envelopes to your largest donors, you should.

6.      Use “live” first class postage.
This is not the time to use your bulk mail permit or postage meter.

If the envelope doesn’t get opened, it doesn’t matter how good your appeal is. Don’t let your appeal end up in the trash before being opened. First class stamps and handwritten envelopes exponentially increase your open rate.

7.   Follow Up
-  Before the appeal is mailed, write generic thank you letters. Have a system for how they will get out, as fast as possible.
-  Implement a thank you calling system. Ask board members to help make thank you calls.

A thoughtful thank you goes a long way in securing the next gift. Stand out this year as an organization that is extraordinarily grateful for the donations you receive!

I bet you are starting to receive year-end appeal letters like I am. Have you ever stepped back to examine exactly what they look like?

Are they dense with type?
Is the type font so small you have to dash for your reading glasses?
Is it all one dull black color?
Are the paragraphs so long that you sorta skim the first sentence and then skip on to the next paragraph?

OR, perhaps
There are attractive photos?
There is nice use of color?
There are boldface headings that make it easier to read?

And perhaps,
They use bold type and italics to highlight key points?
The are margins nice and wide?
There is plenty of white space?
Are paragraphs short?

Guess what! What your appeal actually LOOKS like has an enormous amount to do with whether people actually read the whole thing.

So often we labor over just the right words. Lots of people spend too much time writing and re-writing over and over. And finally we have it perfectly written. Then we jam all the lovely copywriting into a very small space.

There is to much to say that we end up shrinking the font. We narrow the margins to get it all there.  We throw lots of sentences into paragraphs.

And can you find the appeal?

Especially if you are skimming which is what everybody is going to do!

But we forget to step back and take a look at its overall appearance. The amount of white space on your letter may have more to do with whether someone reads it or not!

Number one rule of writing fundraising letters?

Make sure your letter is easy to read!

(Example:  Look at this post and how easy it is to read with all the white space. )