Sue’s Muse

In case anyone missed it … I wanted to share a recent article in the Chronicle of Philanthropy that focused on where donors go to find information about charities. Yes I did discuss this in an earlier blog … but I think it is important to emphasis again … that if your web site isn’t uncluttered … clear about your mission and programs … and most important telling personal stories about what you as an organization do and how it benefits those you serve you are missing the boat!

After all your website is your store front … it needs to be appealing and inviting for those who visit to want to come in and browse! And, if you have it laid out well … to buy … in other words take an action!

http://philanthropy.com/temp/email.php?id=4repqt055ynzht5en2t3z3ryn2ddk6up

M. Sue Woodward, CFRE
Mindshare Interactive Campagins
swoodward@mindshare.net

I get asked all the time … just give me some basic tips for making more of my direct response fundraising efforts. As we all know in fundraising … nothing is basic! I guess that isn’t entirely true. There are some good basic fundraising principles … it is just when you begin to apply tactics and execution strategies that things get more complicated. Why?

Several reasons … take your pick … lack of resources; organizational silos; fear of loosing control over the domain; the list goes on and on … but the one thing that everyone can agree on is that organizations need to broaden their scope so they can reach new audiences and build a more solid and long-term donor base.

Listed below are 10 tips for moving forward to make the most of your direct response fundraising efforts.

1. Craft a Comprehensive Direct Response Program. Focus on building a donor file for all of your programs, including mail, phone and online.
2. Construct a Centralized Database. Ensure that all donor responses are noted on your database not only for the gift amount and date, but the vehicle on which they were acquired.
3. Check your Storefront! Your website is your store front. It is where the public and donors go to find out information about your organization. It should demonstrate that your organization is relevant and has the ability to make a difference. Keep it fresh and updated so there is a compelling reason for visitors to return.
4. Brand Recognition. Ensure that all of your online and offline materials maintain a consistent look and message.
5. Drive Traffic to your site. Use both on and offline strategies to build your online file. These might include, highlighting your web address on all print materials, promotion at events, Search Engine Optimization (SEO), Search Engine Marketing (as a nonprofit you might qualify for the Google and Yahoo grants programs), Blog and Social Network Outreach. The goal is to continue to build your file and give donors options.
6. Make it User Friendly. While you want to ensure that you “Tell the Story” of your organization on your website, be sure to make it easy and accessible for first time and recurring visitors to make a donation. Nothing is more off-putting than having to wade through click after click to take an action.
7. Keep it Interactive. Offer e-cards, sign up volunteers, create your own social community, allow folks to post personal stories and reasons for giving, prominently include a “Tell a Friend” option, create rewards and incentives programs.
8. Ecommerce. If your organization has publications or other items for resale, if you don’t already have one, you might want to consider an ecommerce solution. There are a variety of ecommerce solutions that are cost effective and provide organizations with another opportunity to reach out to potential constituents.
9. Review your Analytics. The Direct Marketers creed - test, test, test and track, track, track. Invest in analytical tools that will allow you to review responses for each of your direct response vehicles.
10. Effectively use multi-channel vehicles. Donors are now giving through mail, phone and online. They are selecting how and when the want to give. Make certain your organization is ready!

M. Sue Woodward, CFRE
Mindshare Interactive Campagins
swoodward@mindshare.net

Front page of the Washington Post - Tuesday September 4, 2007 – “Exacting Donors Reshape College Giving” the article shares several examples where current donors have felt in their words BLINDSIDED by major changes in college plans, or in the case of Princeton, a fund set up 46 years ago that the heirs are now stating is not being used for the intent and purpose for which it was originally intended. I won’t even mention the dollars that have been wasted in litigation on both sides!

Why blindsided? Because it appears that these donors were not included in a well thought out cultivation and stewardship plan … that shares the reality we live in today … priorities and times - change needs and focus.

These examples are not unique … despite all the rhetoric, published papers and materials, speeches and conference sessions … some in our industry have forgotten that the donor is the #1 person in the organization. They are far more valuable to you then you are to them! It doesn’t matter if you are a nonprofit, university, hospital or charity … donors are demanding more for their donated dollar … they want ACCOUNTABLILTY.

The article goes on to talk about … “Savvy donors will stop giving if they don’t like the way their money is being used.” It also makes reference to … but not outright mention that dreaded word for all fundraisers “Restricted Funds!”

Organizations must remember that they need to engage donors … get their input … make them a part of the process … and if after all is said and done they still choose not to give … then that is their prerogative … but your institution can feel comforted that you informed your constituents about planned changes and why they are necessary to the continue growth and expansion of your organization.

In other words … build your case for support … not just during campaign time or annual fund time, but everyday through the variety of communication tools at your disposal. In all fairness … there are limitations to how many restrictions can be put on donated funds … but as fundraisers we need to find a way that conveys that to donors and fund investors in an educated and thoughtful manner.

Giving USA has shown us the numbers … $295 billion in donations for 2006 … up a significant amount over 2005. Donors are out there … wanting to support you and your organizations, make them a part of the process and you can continue to reap the rewards.

M. Sue Woodward, CFRE
Mindshare Interactive Campaigns
swoodward@mindshare.net