The Fundraising Factory - Archive for the ‘Marketing’ Category

What was Susan Komen thinking?

Wednesday, May 12th, 2010

I can’t help but pipe in on the recent Susan G Komen marketing campaign.   Komen partnered with KFC.

I saw the campaign advertised on a billboard while driving past a KFC before it ever hit the headlines.  I actually did a double take.  Could that be right?  Buy a bucket chicken and a donation goes to the Komen Foundation. It didn’t make any sense which is what all the media hoopla is about now.  The idea of greasy KFC helping to find the cure for Breast Cancer raises eyebrows.  Who was the marketing genious behind that idea?  Worse yet, who in Komen approved it? 

Komen certainly plays the leading role in social branding in the relationship.  Did big dollar signs cloud Komen’s judgement?  We may never know because they are in the recovery spin zone right now.

This cause related marketing scheme would seem a very hip hookup for KFC who stands to gain the most.  However, at this point, the heat is on in the kitchen at KFC too.   Let’s face it, now we are talking about the link between the Colonel’s Secret Recipe which we all know is fat, and it’s link to cancer.  PR NIGHTMARE!!!

What I’d like to know is, what were the real intentions behind both parties?  Outcomes are directly linked to intentions.  If you don’t like the outcome change your intentions.  The lesson here is don’t compromise principles for sales.

Komen needs to come clean to regain respect.  As for KFC, the whole thing leaves a bad taste in my mouth.

Lucinda

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Posted in Komen, Marketing, Rants | No Comments »

To Facebook or Not?

Friday, April 16th, 2010

Today’s post Tom the Agitator ”the chicken or the egg” poses the question as to whether using Facebook as opposed to typical customer driven incentive marketing  makes customers loyal.

The study sited on his post shows that consumers who became Facebook fans of a cafe dessert business,  purchased, visited, and spent higher average dollars at the cafe than other customers who were not FB fans.   He asks the question.  If customers were given some form of incentive card would they be just as loyal as those who did not have one?  He thinks so.  I honestly don’t know but coincidentally, just this past week, I did a test using FB advertising as a vehicle for gaining new fans, and customers.

In just one week, fans on the Designs by Lucinda Facebook page increased by %100.  I’ve also seen an improvement of %50 more traffic on my website.   Through Google Analytics I can see they are coming directly from Facebook.  Fans are flooding my FB page with endorsements and praises of me (batting my eyelashes wildly right now) and my product as well.  From my perspective it does not matter which is better or even if one creates a more loyal customer than another.  What matters is that more people now know about my product and services, are sharing with friends,  and I can continue to build relationships with them through a medium of social networking that I can not do with incentive loyal customer punch cards.  I believe customer loyalty will come from the relationships that I nurture not the discounts I offer.

I urge all non profits to create a presence on FB and build a fan base.  It provides an easy means of expression to educate an audience, promote events, brag about accomplishments, and ask for help.   And it’s FREE!  Hello?????

Happy Fundraising!
Lucinda

PS: If you aren’t a FB fan of mine you can become one now.

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Posted in Marketing, Uncategorized, social media | No Comments »

What’s in the Mind of the Donor?

Thursday, March 18th, 2010

The Agitator had an interesting and thought provoking article on crowdgiving.  Cancer Research UK is currently implementing the idea.  Basically, it works like this.  A donor can choose to donate to a specific project. Then the donor is able to track the progress and outcome of the project via the non profits website.  The web page is continually updated providing the donor with feedback on how the their donation is impacting the project.  I am not sure what the name crowdgiving has to do with the concept of an individual having the power of choice.  At any rate.
This sounds like a great idea that can help to begin to form a more intimate relationship with a donor. It offers transparency and inclusion. But here’s the kicker. Does it really just create the the psychological illusion that the donor has some control?

Pondering,
Lucinda

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Posted in Donor, Marketing, donations | 3 Comments »

Just the Facts Maam-Donations Change Lives

Tuesday, March 16th, 2010

Everyone already knows ALL non profits need revenue.   How do donors choose where to contribute?
Meaningful messages are imperative in getting the attention of donors today.   Just saying you are providing shelter to the homeless is not enough. 
 
The question is why should I give to you?  Give me a compelling reason.  Make me believe.  Spell it out! 
Tell me what my $20 donation will do.  
Tell me my donation will provide 3 people a bed for the night.  
Tell me my donation converts into $98.15 of food. 
Tell me my donation will provide one mammogram for a woman who can’t afford it. 
I want specifics.  I want the facts.  I can get my head around facts.  The facts spell out clearly how my contribution changes lives. 
That’s what I want: lives changed!

Think about it,
Lucinda

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Posted in Donor, Marketing, Rants, donations | No Comments »

Every Donation is a “BIG” one.

Thursday, March 4th, 2010

When you target donors, it’s OK to think small.  By increasing the number of smaller donations two things happen.  First, more people become connected to your organization and drive word of mouth awareness.  We all love large donations, however one large donation connects you to only one person.  Second, when you ask small you aren’t asking for much.  It’s easier to ask again.  In other words it doesn’t hurt.  When it’s painless people are more receptive.  Take it one step further and give them something meaningful and unique for their money and you’ll hit a home run.  That’s why my “pin business” works.

I’ve helped non profits raise over $25 million dollars $7.00 at a time!  That’s over 3.5 million contributions.  Not only have huge sums of money have been raised but now 3,571,428 people know about important causes.  Let’s do just a little more math and watch what happens.  Those contributors talk to 8 people about their $7 experience.  We use the number 8 because statistics prove that if you have a good “buying” experience you will share it with 8 people.  So, take the 8 and multiply it by that big number and guess what?  We are talking crazy numbers: numbers that will get your heart thumping.  28,571,248!  YES you read that right.  Over 28 million! 
What’s seems really small is actually really big.

Happy Fundraising!
Lucinda

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Posted in Donor, Fundraising, Marketing | No Comments »

Is Your Non Profit In the Trash Can?

Monday, December 28th, 2009

News Alert!
The largest amount of charitable contributions come in the last week of the year.

That may explain why my mailbox was stuffed with 11 solicitations from non profits this week.  Chances are, you opened your mailbox to find a pile of them as well.  To my amazement, 6 non profits that I have not supported before were soliciting donations.  What’s up with that?  Have we lost all our manners?  Who would ever introduce themselves and the first thing they do is ask for money?

I am at a loss as to why nonprofits do not understand the importance of investing in meaningful relationships with potential new donors.  When nonprofits make decisions to obtain unqualified mailing lists, there is a hefty price to be paid.  If potential donors get this kind of unsolicited request, they can be turned off and left with a bad taste in their mouth.  Money spent on paper, ink, postage, not to mention staff and volunteer time has been wasted.  Donors may feel as though the nonprofit is not a good steward of their money and the nonprofits reputation is at risk if a donor views them as irresponsible.  Not good ROI!

The next 4 envelopes that I opened were donation requests from organizations that I have supported in the past.  5 years in the past!  Clearly those mailing lists need attention and cleaning up.  The nonprofits would be far better off  sending me a seasonal card.  At least I could be under grand delusions that I am more than a name and address on an envelope.  Yes I am being sarcastic but really, a once a year communication does not make for a relationship.  What’s that phrase?  “Out of sight out of mind.”

At last….ah a request from a nonprofit I recognize.  An immediate smile crosses my face.  Why?  I always receive a letter from them letting me know how the money I gave them is being put to work.  Sometimes I get flyers too with updates so I won’t miss a future event.  They EVEN send me hand written notes just to say hi and wish me well AND they don’t ask me for money every time I hear from them.  I truly believe this organization not only cares about the people they serve but they also care about the people who support them.  That’s real community and that’s what works for me as a donor.  I know I can’t be the only one that feels this way.

So if you want more donors, put some thought into your direct mail communication strategy.  Communicate with donors regularly (more than once a year).  Vary the content (it doesn’t always have to be about you) and yes ask for money (sometimes).

As always, Happy Fundraising!

Lucinda

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Posted in Marketing | No Comments »

Ask and You Shall Receive

Wednesday, November 25th, 2009

This time of year mailboxes are flooded with fundraising “ASK” letters.  Although the causes may be worthy of a donation most of us have limited resources that only allow us to give to a few.

Here’s my two cents worth on the ASK…

1. Build trust.  Start off honestly, sincerely and from your heart.  Tell us why you personally are writing the letter.

2. Be a storyteller and share circumstances about peoples lives that have changed because of the money you have raised for your non profit.  When you share a great success story you immediately establish credibility.  Compelling stories move people to support a cause.

3. Ask BIG!  Don’t hold back on what you ask for.  People will give what they can but you need to share the need for giving EVEN if it seems like a lot to ask.

4.  Spell it out. Let them know how their gift can be used.Correlate dollar amounts to services needed by your clients.  They see how donations of different levels can help pay for heat, rent, food for a family any service your non profit provides. They connect on a deeper level and the donation becomes more meaningful.

5. Be humble.  Recognize the current economy and how it effects donations.  The donor can understand a real human need and are more likley to empathize with these difficult times.

I hope my two cents makes sense to you and helps your non profit stand out from all those envelopes.

Cheers and Happy Fundaraising!

 Lucinda

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Posted in Fundraising Tips, Marketing | No Comments »

Writer’s Cramp or Digital Digger?

Thursday, November 12th, 2009

Mine and other blogs have been praising technology and social media.  You Tube, Facebook, and Twitter are critical marketing tools in today’s age.  But let’s not forget the good old handwritten letter.  Remember the days when you received a penned letter from a relative or close friend?  There was something special about opening that letter.  Studies suggest that people still desire and embrace that personal touch.  In fact many non profits rely on the personal connection of the handwritten letter as the first building block in establishing a strong relationship with a donor.  A prominent blog www.theagitator.net seconds this concept.  The author notes that “communications in digital form drives attention deficit and diminishing returns.”

My first thoughts on handwritten or not?

I visualize the wastebasket brimming with discarded start overs calling into question what this handwritten letter has on my carbon footprint.  Does this mean more work? If I handwrite a letter do I have to plant a tree now?

Of course, a handwritten letter demands attention to my penmanship, whereas the delete key, the new digit on my right hand  rearranges my scribbles and thoughts formulating eloquent communications.  I like that very much.

Let’s not leave out time and money.  I’ll need an envelope, the 42 cents and who knows how long it will be before my letter arrives to its destination.  On the other hand (get it)…other hand…the send  button is free and delivery is immediate.

The case for digital seems compelling…but here’s what I really think.  A hand written ask letter is more likely to be effective when it’s written by someone the writer knows personally.  It lends itself to a level of intimacy that digital communication doesn’t capture.  The reader connects emotionally, understanding the time taken, efforts involved, and the writers passion for the cause.

After all, the letter is permanent, leaving a lasting impression and your request will be given more consideration.  Whatever your choice,  handwritten or not , my recent post “Ask and You Shall Receive”- 5tips for writing an ASK Letter will surely help you either way.

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Posted in Ask Letters, Marketing | No Comments »