I love having breakfast with inspiring people.  It starts the day off on the right foot.  Ken Schmidt former director of communications at Harley Davidson, national best selling author and public speaker shared his thoughts on the American and European consumer while I ate my cheerios.   He described us (consumers) that would be you too, as faceless, nameless, and invisible.  We have all had the experience with the automated phone system when what we really want is a person on the other end.  We shop online without a second thought as to giving our money and financial information over to a machine without a bit of human contact and think nothing of it.  We click and consume with no interaction to become only a transaction.

He suggested that we are numb to marketing messages.  They are all the same and have been for years so we know what to expect and ignore them.  We also know we can buy what we want; when we want it and have a certain price in mind about what we expect to pay.  What it all seemed to boil down to is we buy from companies we like. 

When we make it a point to humanize the individual we create an instant millisecond of trust.  If we trust, we like, and as said before we buy from people we like.  He turned Harley Davidson around with the simple observation that human behavior is the key to business.  So have you asked yourself, do your donors trust and like you?

Here is a great read if your interested in finding out how Ken helped kick start the  Harley Davidson come back.

If you are involved in fundraising and have sold a product as a fundraiser then you know there is an endless supply of products to choose from.  Of course, the internet is a fabulous place to search for the perfect product to utilize to raise funds for your organization.  Well, curiosity took over and we wanted not only to see what products are available but what products provide a lasting impression and tell a story.  One that has a message, a reminder, and a meaningful take away each time the donor sees it.  So we began the search.  Granted we did not search every query that would generate results for meaningful fundraising products but let us share our findings. 

Okay, the first try included ‘fundraising with powerful products.’  The results included a powerful pasta fundraiser, gourmet cookie dough, scratch cards, magazines and of course the good ole standbys candy, popcorn and candle fundraisers.  But the most interesting was the powerful liquid vitamin supplement fundraiser.  Okay, perhaps the query wasn’t the best….

 So we tried again. This time we Googled ‘fundraising with cause related products.’  The results were closer to what we were hoping to find.  Yes, the cookies and popcorn made it into the top results but here are a few others that we found.  The Green Light Project.    Their mission is to raise awareness and funds for organizations that help child victims of terror, war, natural disaster or illness.  The GLP’s unique promotional items help to achieve their goals, as the products themselves help to increase awareness of how various funds address the needs of child victims.  One of their featured products is a “How Are You Feeling” poster.  This is pretty creative and fun stuff.

Our search also unveiled Products for the Cure.  They develop custom packaging and awareness campaigns for local and national organizations.  A bit boring but at least you know what it’s all about and it does have staying “reminder” power.

On the third try a heavy hitter surfaced.  The Gap.  You may know of their affiliation with the RED Campaign.   Cool shirts worn by cool actors to support HIV/AIDS prevention leaving a cool lasting impression and stories to be told.  

As mentioned, the queries did not uncover every meaningful fundraising product.  One that you would think would appear is Soles4Soles.  Even Designs By Lucinda, a company that has been involved in cause related fundraising for over 20 years, leaves a lasting impression and has a story to tell didn’t make the show either.  This leads us to believe that there are impressionable fundraising products out there but they aren’t always easy to find. 

We’re curious what has your search turned up?
Lucinda

Reflecting on Lucinda Pin Performance for 2010
Asking the 5 W’s  reveals  insight to what worked and what didn’t.  Understanding the answers will help you plan for 2011.

1.  Who were your customers in 2010?  Break it down…Top customers…repeat customers… new customers.

2.  What pins did they buy in 2010?  How many did they buy?   What was the average number purchased over the number of customers?   Did you offer any specials that influenced buying habits such as $16 each or 2 for $30?  Was a particular pin style more popular than others?  Do you know why?  

3.  When did they buy?  Did they buy for a special occasion, or around a holiday or the end of school year? 

4.  Where did they shop with you?  Were the pin purchases made at a speaking event, a craft show, through a retail outlet, directly through your headquarters or on your website?

5.  Why did they buy?  Were pins purchased as gifts or for personal use?  Did they simply buy because they wanted to help your cause?  Did they buy because of the influence of the person selling them?  Was their purchase a response to a marketing campaign?  Engaging your customers as they buy provides you with tremendous information about them and is a fantastic opportunity to begin building a relationship.  We all know it’s all about relationships.

If you have the answers to these 5 questions you’ll be able to better determine if your pin program is meeting your expectations.  You will also be able to make the correct adjustments for the up coming year when you have a good understanding of the past.  Do more of what is working and less of what is not.

Even If you don’t know all the answers to the 5 W’s, remember it’s never too late to get things in order.
So start off on the right foot for 2011.  Pay attention to your customer and the marketplace.

As always Happy Fundraising!
Lucinda

How important is it?  If you don’t know your customer how can you give them what they want? 

Here are 6 questions to ask when profiling your donor/customer.

1.  When was the first time they donated?  Was it at an event, through a direct mail, or text appeal?  In other words, how did they find out about you.  The answers provide marketing insight.  Use the same strategy to connect with them again.
2.  When do they contribute?  Is there a time pattern to their giving?  Does their donation come in around a holiday, special event, or end of year?
3.  How often are they contributing?  Are they giving once a year or more?  Consider asking for less, more often, to increase sales/donations.
4.  How much are they giving?  Has the amount  increased or declined?  If so, do you know why?
5.  How do they communicate with you?  Are they engaged besides for monetary donations?  Do they attend special events, volunteer, contribute in- kind donations or social network for you via FB or Twitter? 
6.  Who are they connected to in the organization?  Another way to put it, who has the account and what are they doing with this profile to build a deeper relationship?

Stay connected and Happy Fundraising!
Lucinda

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

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.

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

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

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

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