Author Archives: june

Published on November 13, 2013 by

That Gmail tab’s effect on your fundraising emails

If you don’t know about Gmail tabs then in a nutshell the concern is this.

All those beautifully crafted fundraising emails you send out to your donors with Gmail addresses will end up under a "Promotions tab".

What the heck is the Promotions tab?

In May this year, Google introduced a new tabbed layout. If your donors use Gmail addresses then they can enable up to five tabs. They are Primary, Social, Promotions, Updates and Forums. If enabled, Gmail automatically sorts all incoming messages into those tabs.

And the fear is that your fundraising emails will be less likely to ...

Learn more
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 ...

Learn more
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 ...

Learn more
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 ...

Learn more
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 ...

Learn more
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 ...

Learn more
Published on September 30, 2013 by

The difference between fundraising and begging

    “I’m not going to beg!”

Frustrated fundraisers (and in some cases CEOs) have told me this is the response they get when trying to involve board members in fundraising.

This is a great shame as it’s costing many charities thousands of dollars each year. Possibly even tens or hundreds of thousands. Money that could be used to help more people, more animals or whatever your cause is.

So I decided to write something to show the difference between fundraising and begging.

Characteristics of beggars

When you’re begging, you have no relationship with the prospect. You develop no right to ...

Learn more