The Fundraising Factory - Archive for the ‘Marketing’ Category

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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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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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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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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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