Sue’s Muse

There is an organization in Washington, DC that is near and dear to my heart … I have been donating to them for the past 10 years. (Guess this makes me a great potential candidate for a planned giving opportunity!)  Yet I had to find out about a Capital Campaign they have launched through an article in Washington Post! (Fortunately they included a website link to find out more information.)

I know you might say … but Sue perhaps they were in the silent phase and have just launched the public phase … I only wish that were true … when I went onto the website … there it was all about building a new facility to meet future demands for the organization’s services.  (Neither prominent but not hidden either.)  Not only do they talk about the Campaign … but they give you a link to find out more … and when you click on the link you are then directed to CALL one individual at the organization on how to donate or you can MAIL a check… NO online option.  (I will save my comments on making it as easy to donate as possible for another blog posting.)

I receive regular mail appeals and newsletters from the organization.  And yet, I have received no appeal for the public side of the campaign … I went back and reviewed my latest newsletter and the update was buried in the middle of the copy … and we all know how everyone reads all the info we send them!  Including those of us in direct response who view all mail, online and telemarketing communications we receive as research. 

I understand the needs and the desire to continue to receive funds for ongoing programs … but this is a great example of how an organization shouldn’t be making the decisions of where “I” the donor would like to designate my gift … not only to meet a short term need but also for the long term goal … to build a facility that will significantly expand the service delivery operations.

So what did I do?  I downloaded the form and have mailed off a gift to the capital campaign … thank you Washington Post … and I am keeping my fingers crossed that the organization will continue to cultivate and steward me as a donor for ALL their programs!

Regards,

Sue

Trust … a key motivating factor why people give!  I think every fundraiser would agree!

Personal Connection to an issue is still ranked as the top reason people give, as found in a number of surveys … including a recent poll conducted by Harris Interactive and Virilion.

A good reputation and trust … knowing that the organization can be depended on to use its resources and funds wisely.  Yet, are nonprofits doing enough to market that they are trustworthy and establish credibility? 

In a recent article from the Association of Fundraising Professionals addresses this very issue, and shares a number of ideas for nonprofits to use in building trust. 

And what better tool then your organizational website?  It is the first place most people go to find out about you, your programs, and your impact … in other words it is your storefront! 

Are you sharing your story and building credibility?

Regards,

Sue

Females in the USA are outnumbering males online!  You heard right … and that number is going to continue to grow in the coming years!

According to a recent article in eMarketer  … during 2008, 100.4 million females and 93.5 million males will go online at least once a month. In 2012 females will outnumber males online by more than 8 million.

What is driving these numbers other then population statistics … teenage girls.  

Regarding the adult demographic … eMarketer is predicting that in 2008 adult women around 68% … and adult men at around 70% will go online. 

What does all this mean for nonprofit marketers?  More people from all age groups are going online, some for social networking, some for information and some to stay updated on the latest news and trends … whatever the reason … we have a golden opportunity to reach out and begin to build relationships … through one of the most cost effective direct response tools at our disposal. 

Universities began several years ago building relationships with their students … providing free emails and updates about campus life … and continue to build those relationships as students graduate and begin their careers, strenthening that bond.  Another example of reaching out to a younger demographic to build brand awareness … are games and contests found on a number of nonprofit sites for generational education opportunities such as those found at the U.S. Fund for UNICEF .

Generational and gender marketing is in our futures.  It will be the savvy nonprofits that pick up on these statistical facts and find a way to be successful reaching out to these wide variety of potential constituents.

Regards,

Sue

It was reported this week in the Chronicle of Philanthropy that corporations increased their grants by 7% in 2007 and more then half expect to give even more in 2008!  Although the economic downturn may affect this rosy picture.

If true then this is a bit of good news for the nonprofit sector … particularly in the light of 2007 year end reports that saw a number of nonprofits listing a down turn in donations and donors.  Organizations that succeeded in reaching their goals did so through increased and larger gifts from their dedicated donors … and by varying the types of revenue streams to make up for the short fall in other areas of giving.

Corporations as a philanthropic group are still growing at a slower rate then foundations as a whole … and only make up 10% of all foundation giving.  However, at this point any bit of good news brings hope to nonprofits who are facing a tough year ahead. 

As fundraisers we know that we are dependent on individuals to make up the largest source of donations (76%).   But as we look to diversify our funding sources it is nice to know that corporate foundations may just continue to be a growing resource. 

Regards,

Sue

When we get in a tight economy agencies and analytical firms begin investing more heavily in surveys and polls to gage public reactions … along with a flurry of benchmarking reports … how organizations measure up - against each other in their respective fields and across the sector.  Why … so we can advise our clients on how to adjust their tactics and strategies in order to meet their fundraising goals.  

And of course to walk you through all of these findings … agencies along with professional organizations such as DMANF, AFP, NTEN and industry publications offering numerous webinars.  In fact I have two that I am participating in later today!  

So how much information is enough?  It is NEVER enough!  In order to make sound decisions regarding fundraising practices, whether it is face to face, online, in the mail, on the phone … or in the future “texting” … you owe it to yourself and your organization to take advantage of every opportunity to glean more information … and then take that information and if applicable incorporate it into your existing fundraising plans.

Please don’t get me wrong … sound fundraising practices are the cornerstone for success … but in this fast paced media age you no longer have to wait to attend a conference … it is all at your fingertips on the screen in front of you! 

There have been some fantastic reports and findings just recently released … if you haven’t had a chance to review I have provided a couple of links below …

The Wired Wealthly - Survey by Convio, Sea Change Strategies and Edge Research                           

Index of National Fundraising Performance - Target Analysis Quarterly Report

So sign up and join in … make the time … it will pay off down the road for both you professionally and for the organizations you work for … and, be sure to join us at Virilion for our own webinar around the DonorPulse Survey June 5th.  Simply contact Mimi Carter mimi@virilion.com to be be added to the guest list. 

Regards,

Sue

Americans love polls, surveys and sound bites.  But what happens when only partial information gets reported?  A slightly distorted view?

That is what happened with a recent press release of the “DonorPulse Survey” conducted by Harris Interactive and Virilion.  Many in the blogosphere locked onto the first stat … that 51% of those surveyed stated they would not be be interested in keeping up with nonprofits or charitable organizations that they cared about through social media.

Yet the same group when asked the question:  “How important would you say it is for nonprofit and charitable organizations to use social media to communicate with their supporters?”  52% said it was important for nonprofit and charitable organizations to use social media to communicate with their supporters.  Higher level donors show greater interest in being kept informed through social media (51%)  then mid and lower level donors (43%). 

But is it simply donors that organizations are trying to reach through social networks … or should we also be asking … “Are social networks an effective acquisition and marketing tool to build awareness for organizations and their issues?”  

An example of how social networks can be successful and engage new constituents was the recent launch by Virilion of a “MySpace” page for UNICEF.  In less then four months, friends increased by 40% to over 26,000, and comments increased by 20%.  Now UNICEF has a base of new constituents that can be cultivated for future organizational support and to share its programs.   

That brings us back to the main question … social networks are they important for nonprofits?  Dan Solomon, CEO of Virilion comments: “For charitable groups, this survey points the way to remain relevant and continue to engage supporters. The Internets’ ability to build communities and deliver in-depth information on demand is driving this reliance.”  

A full release and webinar around the survey results will be held June 5th. Please contact Mimi Carter mimi@virilion.com to be added to the guest list. 

Regards,

Sue

A colleague sent me the following article.  I found it intriguing … but I wonder if we can put charitable donations through this kind of sterile analytical process?  The filter asks people to rate issues that are important to them (or not so important) …  but whether you can state emphatically that it takes into account some one’s “Personal Connection to an Issue” which is the number one motivation for people to donate it up for debate.

If you don’t have a strong affiliation with an organization or issue … the Dashboard can assist you by making recommendations … but where are the personal stories of how yours and other donations will make an impact … will it share for example how your donation will keep a child from going hungry … provide much needed immunization to fight even the basic childhood diseases … keep another dog or cat from being destroyed … or assist in fighting cancer or finding a cure? 

Right now it only has 70 organizations listed and provides a pie chart for how you might want to consider distributing your charitable donations based on the the rating you shared … it is not yet able to make donations to organizations on your behalf … but they are hoping to have 3rd party gift processing in place in the very near future. 

I certainly understand the concept … and can see its applications for the future … but can we really take the human element that has made the USA the most charitable country in the world … out of the equation? 

Gee I wonder if it will eventually cover the over 1.5 million nonprofits based in the US today?  How will it make recommendations with that large a number?  Will it ask for example if you want your money to support local, regional, national or international issues?  Will the dashboard share ratings of organizations as to their accountability to donors and the clientele it serves?

That will certainly be some Dashboard … but please read on … link to the “filter” and see for yourself! 

Regards,

Sue

Donation Dashboard: collaborative filter-enhanced charity

I recently came across an opinion piece in the Chronicle of Philanthropy that hit the nail on the head when it comes to nonprofit messaging.  Ms Leet shares a number of common sense ideas and approaches that all nonprofit leaders should be using as a bell weather for how their organizations are viewed by their constituents, donors, media, and government officials etc.  To read the full article you can go to the Chronicle website.  ( you may need a subscription and password to view the entire article.) I hope you enjoy this thought provoking piece - I know I did! 

Regards, 

Sue  

Strong Messages Mean Strong Leaders

By Rebecca K. Leet

The president of the United States spends part of almost every day working on the messages he wants to get out to the public. Hillary Rodham Clinton, John McCain, and Barack Obama know that to become the next president they need to devote a good part of their days to developing and delivering specific messages.

Yet few presidents of nonprofit organizations spend time each month — or, in most instances, ever — working on their message. They ignore this task but then are confused about why grant makers, policy makers, or journalists ignore them. They bemoan poorly attended programs yet forget they were too busy to create a message pitching the program to participants’ desires. They complain about board members not “talking up” the organization without acknowledging that they haven’t given them sharp messages to deliver.

Nonprofit leaders don’t create and use messages, even though they acknowledge their importance. A 2005 survey found that two-thirds of nonprofit organizations don’t use agreed-upon messages, even though they recognize the need for them.

No polls, surveys or trends to discuss today … just one simple question. 

Are you really in charge of your revenue goals and budgets?

Why such a question?  Over the last several years I have asked this very question at a number of nonprofit conferences where I have spoken … and it is alarming to me the number of fundraisers who raise their hand that their goals are given to them without any input from them or their development department.  More alarming is that fundraisers seem prepared to accept this as a way of doing business.

I have also seen where organizations assign an arbitrary number … “we want to see 10% growth this year” … without taking into consideration the economy, required marketing to reach a broader audience, state of the organization’s house file, investment for future growth etc.  Mostly it is raise more with the same or sometimes even less resource.

No wonder many nonprofit fundraisers have an aversion to “risk taking” with new ideas and programs … most continue with old strategies and tactics even in the face of depleting dollars! 

Don’t get me wrong there are always exceptions to the rule … I have seen some very progressive ideas from organizations that have seen their investments pay off … through collaborative efforts, between program, communications and development departments that have “sold” senior leadership and their boards on making an investment for a future gain!  They didn’t wait to be told their goals, they determined their goals and set the bar.  That is what a professional fundraiser does.  

So I ask you to think over the question … are you really in charge? 

Regards,

Sue

We have already seen a precipitous drop in the number of baby boomers leaving nonprofits … and how organizations are trying to fill the void.  I discussed this in detail in one of my earlier blogs … but now if seems that nonprofits are also loosing out on the other end of the pipeline … trying to attract younger workers to their causes! 

After reading the survey results of what younger workers are looking for in a recent Chronicle of Philanthropy article … I wonder if you see the same common thread? 

Younger workers- competative salaries, more career group opportunty and diversity of work forces This sounds familar … only at a different life stage …  Older workers - competitive salaries, and more family time.

What both these stories share is that nonprofits need to look at their offerings to acquire and retain talent. 

I don’t want to paint the entire industry with the same brush … some organizations are doing a great job meeting this challenge … but in this highly competitive market if we want to continue to attract and retain the best and the brightest … then perhaps we all need to take another look! 

Regards,

Sue