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As of the time of writing, the outcome of certain seats in the Australian Federal election is still uncertain. Although it appears Turnbull will be able to form some kind of functioning government, whether he can achieve what he wants is also uncertain. But to me, as a fundraiser, one thing IS certain. And that is… FEAR is a much stronger motivator than GAIN.
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Will you make your tax appeal target? One week out from 30 June and I’m checking in with the charities I work with to see where fundraising income is up to for their tax appeals. So where is YOUR non-profit up to? At this point, if you’re not up to at least 50% of your tax appeal target, I can pretty confidently say you won’t reach it. (Please see the disclaimer below though.) Personally, I prefer it if my fundraising clients are closer to 70% at this point. But yes, if you run a standard direct mail tax appeal to your house file… it’s fairly common for 30-50% of donations to come in during the last week before June 30.
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I’ve heard many a fundraiser bemoan the fact that they don’t do one of the three Cs. Cute animals. Children. Cancer. Let’s face it, it’s easier to raise funds for these kinds of causes. This post is about what to do when your cause is the worst kind of unsexy…
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If you’re an Aussie, the plight of our dairy farmers has been big news over the last few weeks. Here is one of the many articles about it. The Australian public responded, trying to buy locally produced, non-Coles or non-Woolworths milk. My Facebook feed (and probably yours) has been filled with people trying to work out which brands of milk and dairy products to buy that will help Australian dairy farmers. In the midst of all this, the following post caught my eye. This is an example of an almost perfect thank you letter in social media format. Although it’s written from a business rather than a non-profit perspective, non-profits can learn a lot from it.
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Last week, I got an email from a client sending me a direct mail sample from another charity. She suggested we do something similar. I opened up the sample… and did a facepalm. It was not the most terrible piece of fundraising communications I’ve ever seen… but it broke all the rules of effective direct response. And not in a good way. The problem is the client thought it was good simply because their much bigger competitor did it.
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A client asked me last week whether you need to send your donors a thank you letter after EVERY donation they send in. Because the donor admin department doesn’t want to send gift acknowledgements and thank you letters after each gift. “It’s much more efficient to just send one annual statement at the end of the financial year. We save money and it’s much less hassle.” So let’s think about this.
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