Sue’s Muse

As we near Thanksgiving, there are so many things happening in the nonprofit world that certainly need to be discussed … from the downturn in charitable giving … the newly proposed rating for charities … to how to survive in a downturn economy … but today, I want to focus on an area that all good fundraisers know is vital and imperative to the continued relationship with their donors. 

Simply put - stewardship - saying Thank You and how programs You support provide service in Your community, across the country … and around the world, if that’s your mission.  Because of YOU, we are able to continue to make a difference!

I just received such an email from my old employer, the American Red Cross - attached below. It brought a smile to my face … a wonderfully creative and simple Thank You for my efforts and how, because of my gift and others, ARC will be able to be there for folks during times of disaster.  

Have you simply thanked your donors … making sure they know that it is because of YOU … we continue to make a difference in the lives of others?  What better time than during this holiday season?   Down the road it will pay HUGE dividends!

Sue

Many in the nonprofit community are heading to either Austin, TX  for the Convio conference or to Charleston, SC for Blackbaud’s annual gathering … and so is this blogger.

But fear not dear friends and readers I will be back November 24th … talking about the latest we are hearing regarding “all voices” being heard from the President-elects’ transition team … and the government’s crackdown on not only spammers … but also their web hosts.

Lots to talk about! 

Have a great weekend and if you are going to be on the road over the next week - safe travels!

Regards,

Sue

Fourth quarter and now is the time of year we begin to see our mail boxes fill up with catalogs, nonprofit appeals, acquisitions, and renewal reminders.  Yeah, I know that most decided to delay due to the election … same as I recommended to my clients … and some mail did begin to trickle in over the past week … but not to the extent I have seen over the last several years.

In all honesty, I have seen less mail and emails all year long!

I will hold judgement until after Turkey Day … but it looks like it’s not only commercial vendors - but nonprofits as well that are definitely cutting back on their mail this year.  Not only am I getting less direct mail … I am seeing fewer and fewer eappeals.  And these are organizations to which I DONATE!

So, I begin to wonder what is causing this radical change in direct response tactics?   Is the drop in mail and email due to increased postage, the economy, the election, staff reductions, more use of social networks for communicating - making emails less relevant … a combination or one or more?

I know that more and more organizations are data mining and doing more thought-out analytics … ensuring that they get a higher ROI for every dollar spent … but does this include not going to donors who have given to you year after year?  Incidentally, for my own research, I donate at varying times of the year, not just at year’s end!

My gut tells me that many have pulled back to SAVE rather than try to raise dollars.  However, I am certain that all will be revealed in the early part of 2009, when the surveys and questions from associations like the DMA and AFP begin!

Until that time I will continue to watch both my mail box and my in-box … to see how the remainder of this year pans out for fundraising asks … crossing my fingers that the same mistakes that were made after 9/11 are not repeated! 

Not asking equates to not receiving … and those that continued after 9/11 with their fundraising plans made or exceeded their goals and those that did not … well you can figure that out on your own!

Regards,

Sue

Cultivating and Stewarding donors … a basic in nonprofit fundraising - yes?   From the moment you get a prospect to make a donation … hopefully you are sharing updates on how YOUR donation helps … talking about organizational programs and how YOU YOU YOU are so vitally important to us and enable our organization to provide direct services - advocate - educate etc.

Sometimes this gets lost in some of the direct mail and email appeals I receive … telling all about US … never about YOU … but, for the most part, that donors are more important to an organization than an organization is to donors is well understood!

And now commerce has picked up on what nonprofits have know for years … that in order to acquire and keep customers, they are going to have to offer more than a simple sale!

Not only by offering bargain prices … but by trying to create an emotional attachment to their brand … from evoking the ”I Believe” Miracle on 34th Street Macy’s pitch, to having mail boxes throughout stores where children can send letters to Santa!

So now we find ourselves in a season of private parties for Talbot’s customers, to Macy’s harking back to sentimental movie images, to Walmart’s deep discounting of the most popular toys (rolling back with that 70’s happy face) according to Washington Post columnist Ylan Q. Mui.

Which will win out … sentimental relationship building or discounted prices … that has yet to be seen.  Either way … retailers are finding that they have to cultivate and steward customers in order to ensure consumer loyalty … that hopefully will directly result in sales this coming holiday season. 

Does that mean that retail staff will actually have to pay attention and provide service to me when I go shopping this year!  Boy, that will be a change … so we all wait to see if this is simply a marketing ploy or if customer service, like constituent service, is going to become a real part of our ongoing consumer relationships!

Either way … it is clear … if you want to continue to be the “charity of choice” for your constituents … better make sure that you continue to let them know how vital and critical THEIR support is to your organization’s continued success!

Regards,

Sue

This election, like no other in my lifetime, not only excited folks, but invited people to participate … it engaged and empowered everyday citizens to get involved and determine the direction of this great country. 

Freedom can’t get much sweeter then that! 

But this campaign went beyond what we saw in 2004, and the large sums raised by Howard Dean … where they just asked for money … this year, the campaigns had more of a grassroots appearance in a tech savvy world.

Both campaigns utilized the Internet … when the McCain campaign became cash strapped … it turned to the use of online videos on YouTube and Search Engine Marketing to reach a broader audience. 

But I think everyone will admit that when it came to interactive marketing … the Obama Campaign won hands down.

Online donations were at levels we hadn’t seen since hurricane Katrina. (Don’t underestimate the free media coverage this campaign received - it certainly drove traffic, and hard.)  You could go online to donate or volunteer on a grassroots level … when you went to the site … you simply put in your name and address (info that allowed for more targeted messaging)  … checked boxes of what you were willing to do … and if you said you would make calls - up popped phone numbers in your neighborhood to contact as an Obama supporter. 

They used Facebook to allow voters to build their own Campaign site … texted the VP selection to those that gave their cell numbers, encouraged the use of Twitter and other social networking sites to get out the message and encouraged folks to either vote early or get out and vote on the day of the elections.  Each email message sent built on the previous … with one final push using the video below to encourage and motivate constituents to fight on for one more day. 

Watch a short video about how far we’ve come, and how close we are. Then find or confirm your polling location and make sure your friends and family do the same:

But for all the use of technology and creative ideas … I don’t think you can overlook the inspiring and powerful message, given by an extremely charismatic speaker … together … together we share a hope for tomorrow … together we can bring about change … yes we can. 

It is hard to evaluate the exact impact that each of these tactics and strategies had on both campaigns.  But I do see a lesson for nonprofit organizations … by using all the marketing tools at your disposal … online, mail, telemarketing, face to face … by staying on message and building a “case for support” that excites and invites participation, that also empowers and engages … when you combine grassroots and technology … you can’t help but have a winning combination!

Regards,

Sue

Every one’s attention over the next two days is totally focused on the presidential election … as it should be … tomorrow all Americans will have the opportunity to determine the course our country will take for the next four to eight years. 

The decision will have an impact on every facet of our lives. 

So if you haven’t voted early … I encourage each of you to get out and vote November 4th! 

Regards,

Sue