October 2013

Published on October 28, 2013 by

How to write for donor retention (Part 3)

My third “donor gift” is to…

Give your donors respect for their values and opinions

Your donors have views about raising families, unemployment, politics, the environment, social justice and the state of the world.

Acknowledge these views in your copy. By doing so, you show that you respect and understand their concerns about the world they live in.

It also makes you stand out from the bureaucratic corporate speak so often seen in fundraising appeal copy.

And get this – it’s the most important thing I’ll say in this post.

If you can show you have values and views ...

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Published on October 23, 2013 by

How to write for donor retention (Part 2)

Remember, building strong relationships with the donor is a two-way street. They give to you but you also need to give to them.

So here’s my second “donor gift” aimed at giving something meaningful to your donors through your copy. It’s actually a two-in-one, a double feel-good whammy for your donor.

Give the donor a heart-warming moment in their day

and

Give the donor the chance to be a hero

I’m constantly astonished at the speed with which stories spread on social media. Even untrue stories and hoaxes.

You’ve probably seen those tearjerker stories where a hard luck case makes ...

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Published on October 17, 2013 by

How to write for donor retention (Part 1)

Gimme, gimme, gimme. Sometimes, that’s all your donors feel they hear from you.

But what we should really be doing is trying to give as much as we can to the donor.

Over the next few posts I will share some "donor gifts" that will hopefully shift attitudes from “How do we get more out of the donor?” to “How do we give something meaningful to the donor?”

Yes, so the donor feels more connected, emotionally engaged, happy or comfortable about giving to you. That’s how you get donors to give – and then keep giving.

Notice I'm not talking ...

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Published on October 9, 2013 by

Risk-value segmentation – get better ROI on your direct mail

Risk-value segmentation takes into account the risk of losing a donor and the potential value of that donor.

World Vision developed and used this segmentation model to get better return on investment from several direct mail campaigns. The results included average gifts up to $30 higher and response rates 10-20% higher.

Thanks to supporter growth manager Bernadette Kennedy for sharing on this at the recent F&P Forum. I thought this model could be useful to other charities, so I decided to follow up on her generous offer to speak to their Marketing Intelligence team about it. Senior marketing intelligence manager ...

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Published on October 4, 2013 by

4 ways to raise more money from your Christmas appeal

Everyone’s in the throes of Christmas appeal planning. So I thought it may be useful to throw in some of the “best bang for your buck ways” to raise more money for your charity this Christmas.

1. Review your Christmas offers

I don’t know why but some charities seem to feel that people will give just because it’s Christmas.

This is partly true. Donors will give – but you still need to develop a compelling offer.

A lot of the letters I see around Christmas time go something like this:

Please give $50 to help disadvantaged people in ...

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