Sue’s Muse

First let me apologize for taking so long to share with folks why this blog has not had an entry since before Thanksgiving. 

I have accepted a position with a wonderful nonprofit organization in Chicago … and have spent the past several weeks, packing, painting and hiding out while our house was being shown to prospective buyers!

I plan on returning to some serious blogging after the first of the year once the snow - and the dust! - has settled.  In the meantime … I wish each of you a wonderful holiday season!

Regards,

Sue

Last week I shared with you the results of a recent survey conducted by Roger Craver and Tom Belford. 

Roger and Tom asked participants:

“What is the single biggest challenge your fundraising program faces in 2010?”  And the number one answer was: 

Getting board members involved and energized!

For those of you in the Washington, DC area … there is an exciting upcoming session focusing on this very issue, sponsored by Booze Allen, in partnership with a number of professional fundraising associations. 

You can find out more information and how to register for this event on the Nonprofit Conference on Fundraising Development Speaker Series site.  This looks like a great opporutnity to hear from those who have sucessfully “been there - done that” and you can’t beat the price!

Regards,

Sue

Fundraising gurus Roger Craver and Tom Belford recently conduced a survey, polling 235 nonprofit fundraisers about their plans and perceived outcomes for 2010.  Reporting results on their daily blog The Agitator, Tom and Roger conclude what they call Creeping Optimism amongst participant responses.

They also asked fundraisers, “What is the single biggest challenge your fundraising program faces in 2010?”  Answers included:

·         Getting board members involved and energized

·         The perception that direct mail doesn’t work and investment in

        acquisition isn’t worth it

·         Panic and short-sightedness of top management

·         A board that doesn’t get it

·         Persuading management to try new approaches and techniques

Many of these challenges have been a barrier to fundraisers for years … now add in the “panic factor” and they seem even more pronounced.

What is the answer?  There is no quick “down and dirty” … but a couple of things to keep in mind … use data driven decisions to build your case and reassure senior leadership that you are moving in the right direction … educate board and staff on why we do the things we do … don’t get caught up in the panic around you - you still need to raise dollars for your mission … and be certain you have covered all the basics of good fundraising techniques, along with incorporated some great new ideas.  You will prevail!

I hope each of you has a wonderful turkey day!

Sue

Like most fundraisers, I stay on the lookout for the next “BIG” thing.  Something that will give me an edge to raise those dollars. 

We continue to hear statements like … Direct Mail is DEAD … eMail is DEAD … TV is DEAD. 

R-I-G-H-T.

Reams, both real and virtual, have been written on blogs and industry publications to debunk these myths such as:

1- Direct mail still raises more than any other direct response vehicle (The Agitator);

2- eMail is still the #1 form of reaching people online (yes, even young people - eMail Insider ); and

3- TV viewership is up 1.5% over 2008 - great news for DRTV - nielsenwire).

So what is the next “BIG” thing?  Who knows … after all, were you participating in social networking sites five years ago? 

One thing that did catch my eye recently was a piece on the Today Show talking about Augmented Reality.  (Yea, I still watch Meredith, Matt, Ann and Al.) 

David Granger - editor of Esquire Magazine - unveiled their December issue (due out next week) that, when held up to a web cam, will play a video on your screen of Robert Downy Jr. and other celebrities on inside pages.  Mr. Granger explains that this technology isn’t designed to change the essence of the magazine, rather it is there to enhance the user experience.

Kind of reminds me of the newspapers in the ‘Harry Potter’ movies, where photos move around as the reader scans the pages.

The technology is not simple (and I would surmise not cheap)  … it requires layers of data … but thinking about how far online communications technology has progressed since I first tried e-mail fundraising in 1996, imagine this becoming accessible to the masses … it could bring a whole new meaning to interactive marketing.

Regards,

Sue

Email fundraising has been around for quite a while … okay, not as long as direct mail … but for a while.  I can remember trying to raise funds back in the 90s using names purchased from Juno. 

So when I read a recent article in AFP’s eWire, about a survey of 50 nonprofits conducted by email service provider Return Path, that concluded nonprofits were missing out on the power of email marketing … I was not totally surprised.

As fundraisers, we know that successful philanthropy is about building relationships by first capturing a donor’s interest and then ensuring ongoing cultivation and stewardship for continued support.

Major gift folks target donors’ sweet spots, and ensure that they continue to receive information and updates centered on THEIR interests.  But, for years, those of us in direct marketing have had to cast a wide net hoping to capture a potential donor’s interest by listing numerous programs and services provided by an organization.

Online now provides direct marketers the tools needed to make that personal connection – without having to meet face to face … but it appears the majority of nonprofits are still not taking advantage of curent technology beyond a personal salutation.  What a waste!

So why the reason for missing such a great opportunity … especially now?  Could it be that someone other than fundraisers are creating and sending emails … or is it a matter of not enough resource of time, staff and money to make it happen?  

Whatever the reason(s) … nonprofits should evaluate the effectiveness of their current online programs … and start making the changes necessary to recruit and retain their online donors.  After all, your donors are more important to you than you are to your donors.

Regards,

Sue

There are good copywriters in this business, and there are great copywriters.  I have been fortunate to work with a number of the great ones … but one couple stands out for their down to earth advice and, of course, great copy. 

I am talking about award winning writers Deborah Block and Paul Karps of BK Kreative. 

Deborah and Paul have been writing copy for over 20 years and I got to know them back in 1996 when working for an advocacy group in DC.  I was just getting into the direct mail side of fundraising and they gave me some of the best advice I have ever received …

“The power of direct mail is the one on one communication between the signer and the reader … copy should be warm, personal and friendly … written from the recipient’s point of view … focusing on the tangible and intangible benefits to the reader.”

Sounds easy, right?  Yeah well … as I read all the copy recently coming to my mail box and email inbox, I sometimes think these simple ideas are being ignored.  After all, if you want to inspire someone to action … and, as fundraisers, we know that action is making a donation … you have to spell out how the reader is a part of the solution and explain how their gift will make a difference.  Not just infer those points … really lay them out.

Never forget that the donor is more important to you than you are to the donor!

For more advice on creative copywriting … you can read Deborah and Paul’s monthly column in Mal Warwick’s Monthly Newsletter.  The October issue focuses on “Converting Volunteers to Donors.” 

Enjoy!

Sue

Ever been to an airshow?  Ever watched English comedy?  If either of these things appeals to you, then I offer up a little diversion before the holiday weekend. 

The Brits have a fantastic RAF air display team called the ‘Red Arrows’ … much like our US Navy display team, the ‘Blue Angels’.   Here is a little video forwarded to me by my own RAF aviation enthusiast. 

I hope you enjoy this Monty Python-esque air show display … featuring the Red Sparrows!

Have a great weekend!

Sue

Is your organization still hampered by the thought that “If we could just get our name out there, our funding troubles would be over?” 

Not according to Derrick Feldman, CEO of Achieve LLC.  In a recent article from AFP eWire, Derrick talks about raising awareness through your organization’s programs and the people you help.

How many times over the years have we heard from legendary copywriter Jerry Huntsinger, direct mail guru Mal Warwick, and major gift expert Karen Osborne … simply tell the story of how your organization makes an impact on the lives you touch?  Yet somehow, we continue to talk about “the mission” instead of those we serve. 

As you focus on your year-end giving … tell your story … share your successes and get others to pass on your good works.  With that winning combination … you can’t help but grab people’s attention!

Regards,

Sue

Do your subject lines grab your readers attention?  Are they compelling enough to persuade your readers to  click and look further?  Once they are there, is your content compelling enough to make them read on? 

Need some help deciphering these tricky waters?  If so, then ‘Network for Good’ has just released its Nonprofit Email Marketing Guide: 7 Steps to Better Email Fundraising & Communications, including strategies, tricks and messaging techniques that will get your constituents humming!

The guide has some great tips, no matter what your organization’s size.  Have a wonderful weekend and happy reading.

Regards,

Sue

Target Analysis has just released its 2009 2nd quarter report …the Index of National Fundraising Performance, - which includes 36 million donors who gave 68 million gifts or, in round numbers, almost $2 billion in donations. The report focuses mainly on direct mail, but also includes web, telemarketing and face to face canvassing.  Gifts over $5,000 were excluded. 

Once again, to no one’s surprise, all key metrics showed a decline in the 1st half of 2009 when compared to 2008.  The main decline continues to be attributed to the low acquisition rate of new donors.  Loyal donors have, and will continue to be, the ones who make a difference in an organization’s bottom line. 

Direct response donors have been declining over the past 5 years … most noticeably after the hurricanes of 2005.  Reason?  They are numerous … but the ones that stand out are a declining direct response donor population, the economy and an increased focus by organizations on major gifts. 

So - where should you put your limited organizational resources?  Should you drop investment in direct response programs … invest only in major gifts, cause marketing, foundations, and planned giving?  If anything, what the analysis shows is that organizations that invest across the board are feeling the least impact from the current economic crisis.  Diversification is key!

This is not a time for the timid … nonprofits should look at continued investment in all direct response vehicles … including acquisition, cultivation and second gift strategies.  Why?

To quote my good friend and Direct Response guru extraordinaire … Roger Craver: 

“If an organization truly understands the source of its gifts and understands how the process of upgrading over the years truly works (in spite of what most organizations or consultants do), they would be willing to pay far more for the right type of newly acquired donor. Why? Because in virtually all organizations a significant portion of the major gifts spring from the ‘small’ gift programs and so do significant numbers (although not the majority) of bequests. And when these riches are imputed back to acquisition costs, the return on investment is terrific.”

I couldn’t say it any better myself!

Regards,

Sue