Clairity Click-it: Keep Donors; Make a Case; Neuromarketing; Appeal Frequency + News to Use

Mouse mouse2 300x202 Clairity Click it: Keep Donors; Make a Case; Neuromarketing; Appeal Frequency + News to Use
Click it!

Want to keep more donors? This week’s Click-It will show you how in a number of different ways. Create magical experiences for supporters by taking a page from Disney. Craft a persuasive case for support by stepping into your donor’s shoes and asking yourself, and your team, some critical questions. Learn more about the importance of personalization by watching a video from Starbucks. Understand the psychology of the three different types of buyers (aka donors). And think critically about the number of appeals you send, and how this may help or hurt your donor acquisition, renewal and upgrade efforts. Plus you’ll find some “News You Can Use” (tons of really useful data and reports) at the bottom of this post.  To your success!

Keeping Donors

Click-It: How Disney Creates Magical Experiences (and a 70% Return Rate) from the Help Scout blog gives lessons you can apply to your nonprofit in order to enhance donor loyalty and retention. Walt viewed his theme parks almost as “factories” that produced delight and entertainment. What does your organization do to create a customer service culture that will delight your supporters? Long before Hillary Clinton wrote “It Takes a Village,” Walt understood this: “Whatever we have accomplished is due to the combined effort. The organization must be with you, or you can’t get it done.” This article makes for a very interesting read.

Case for Support

Click-It: Defining Your Case Through Four Vexingly Simple Questions by Andrew Brommel of Campbell & Company could also have been titled “Deceptively” simple questions. Because, while simple, these queries go to the heart of what it takes to be an effective nonprofit communicator and fundraiser. ACTION TIP: Convene an inter-departmental group and try to address these questions one at a time. Can you answer them thoughtfully and strategically? If you can, it will take you far.

Neuromarketing

Click-It: Starbucks Personalization – Evil, Funny, Or Brilliant? This article from Roger Dooley on Forbes will explain to you why you should be personalizing your donor communications. Plus you can watch a funny video. Fun is good!

Click-It: The 3 Types of Buyers, and How to Optimize for Each One, a guest post by Jeremy Smith on Neuromarketing, describes how understanding and embracing human psychology helps you understand consumer behaviors. He describes three types of buyers: Spendthrifts, Tightwads and Average Buyers. I happen to believe this applies to donors as well. Take a look, and see how it might help you with your fundraising offers. There’s a big storytelling trend these days (and for good reason); this article helps you determine when adding in a soupçon of data can help.

Appeal Frequency

Click-it: Is It Better or Worse to Send More Appeals? Michael Rosen gives us a thoughtful piece showing the answer to how many appeals you should send is not a simple one. If you’re going to test it for your nonprofit, you may want to track a number of variables.For now, what we know is that multiple appeals will generate more current net revenue. However, we don’t know how many appeals are optimal. We also do not know the affect multiple appeals have on donor retention and Lifetime Value.”

NEWS YOU CAN USE

Click-It: Must-Read Fundraising and Social Media Reports for Nonprofits is a thorough list from Nonprofit Tech for Good with everything from the Nonprofit Benchmarks Study to the mGive Text Giving Study to the Millennial Impact Report to the Peer-to-Peer Fundraising Study and more. There’s something for everyone here.

Click-It: 50 Ways to ‘Move’ Your Donor: Stewardship Solutions to Get to Yes with Finesse. I’ll be joining the Foundation Center May 19th for a special Major Gifts Master Class: You’ll leave with a step-by-step cultivation plan; plus you’ll learn a novel, tried-and-true way to choreograph and measure your moves so you know exactly when you’re ready to ask. Register here.

Want more ways to keep more donors? I’ll be speaking in person at the AFP Silicon Valley luncheon meeting April 21st on why “A Donor is a Terrible Thing to Lose.” If you’re in the area, come by to learn how to improve your bottom line by recalibrating your strategies to concentrate more efforts on donor retention. Not nearby? Check out my Donor Retention and Gratitude Playbook.

Photo: Flickr, Isaac Torronterra

The Heart of Effective Major Donor Development: It’s Not Money

man holding heart 300x199 The Heart of Effective Major Donor Development: It’s Not Money
The heart of major donor development is demonstrating impact and showing gratitude. Continually.

Everyone wants to develop a major gifts program. Or to strengthen their existing major gifts program. Why? Because they want to raise more money.

If you approach major gifts development solely from this perspective you’ll ultimately fail.

You might raise more money for a little while. But over the long-term you’ll lose more support than you gain. Because it’s not just about money.

Successful, lifelong major donor relationships are about two things: Continue Reading

Clairity Click-it: Ice Bucket Aftermath, Integrated Fundraising/Marketing, Prospecting, Change + Learning Opps

Mouse mouse21 300x202 Clairity Click it: Ice Bucket Aftermath, Integrated Fundraising/Marketing, Prospecting, Change + Learning Opps

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There’s a whole bucket full of interesting, practical and inspiring stuff in this week’s Click-It (and I don’t mean an ice bucket)! I’ve got stuff about what you must do to compete in a digital marketplace… articles about integrating fundraising and marketing (which I’m passionate about)…  stuff about types of skills to look for in today’s communications staff and some ideas as to which marketing channels give you the biggest bank for your buck.  And speaking of bang for the buck, there’s info on how to research donor prospects. Plus I’ve got a thought-provoking cartoon for you at the end.  And, as always, some great learning opportunities (scroll to the bottom) you won’t want to miss! Continue Reading

Borrow from Jimmy Fallon to Keep More Donors

Time for love 300x249 Borrow from Jimmy Fallon to Keep More Donors
Set aside some time to show gratitude – you’ll be doubly rewarded!

TYIF!

If you’re a fan of late-night talk show host Jimmy Fallon, you know he sets aside time every Friday night to write thank you letters. I think of it as “TYIF” (“Thank You It’s Friday). Jimmy’s notes are usually creative and thought-provoking, like “Thank you, emails that say “You have successfully unsubscribed from these emails,” for completely missing the point. One of his band members plays some soothing music that’s conducive to thank you writing – after a while, the music alone is enough to get you in a grateful, thank-you-writing mood!

What if your nonprofit did the same thing?!Continue Reading

Clairity Click-it: Nonprofit Staffing, Online Gratitude, Neuromarketing, Social Media, LinkedIn + Learning Opps

Mouse mouse2 300x202 Clairity Click it: Nonprofit Staffing, Online Gratitude, Neuromarketing, Social Media, LinkedIn + Learning Opps

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This week’s Click-It includes some really cool tips I’ve found for you across the web. Lots of practical stuff, plus some interesting data about how the human brain processes information. I also learned about a new website that might help you persuade your board to add a new position (or increase your salary). And, as always, some great learning opportunities (scroll to the bottom) you won’t want to miss! Continue Reading

Clairity Click-it: Nonprofit Social Media, Fundraising Ideas + Learning Ops for You

Mouse mouse21 300x202 Clairity Click it: Nonprofit Social Media, Fundraising Ideas + Learning Ops for You

Click it!

This week’s Click-It is nice and fat, offering a big mix of social media tips I’ve found for you across the web. Some are nonprofit specific; some are ideas you can steal from the for profit world. If your social media plan isn’t working, or you’re working too hard, check these out. Plus, of course, you’ll find some stuff to help you raise more money (we lead off with some really big ideas) — including some great learning opportunities (scroll to the bottom) you won’t want to miss! Continue Reading

9 Amazing Secrets You Need to Get a Major Donor Meeting

Milk a cow 284x300 9 Amazing Secrets You Need to Get a Major Donor Meeting

If you want to milk a cow, sit by its side.” Get the visit to get the gift!

Did you know you’re 85 percent on your way to securing a gift if you can get your prospect to agree to a visit? So says veteran major gifts fundraiser Jerold Panas in his iconic book, Asking. He also says, “If you want to milk a cow, sit by its side.”

But … how do you get the cow to cooperate? Ay, there’s the rub.

Why is it so hard to get a visit with a prospect?

It just is. People screen phone calls. They don’t answer emails. They’re busy. And, let’s face it, they know what this is about. Once you get in the room with them, you have your chance to win them over. But how to get there?Continue Reading

Clairity Click-it: GenX, Retention, Video, Decision-making + Learning Ops for You

Mouse mouse2 300x202 Clairity Click it: GenX, Retention, Video, Decision making + Learning Ops for You

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This week’s Click-it is another eclectic mix of some really interesting stuff I’ve found for you across the web. I really like this week’s collection; I believe you’ll find it surprisingly thought-provoking. And at the end you’ll find some great learning opportunities you won’t want to miss!
Continue Reading

Do You Want to Double Your Donations? Seize Matching Gifts!!!

chocolate love you melting 300x225 Do You Want to Double Your Donations? Seize Matching Gifts!!!

Your matching donations will melt away — unless you seize them!

Children crave sugar, cars want gasoline, and nonprofits need money to operate at full capacity. While moms bake their children cookies and drivers give their cars all the fuel they need, nonprofits have donors to keep them running. Nonprofits need all the dollars they can get, which is why increasing fundraising from matching gifts is such a crucial endeavor.Continue Reading

Clairity Click-it: Event Marketing, Headlines, Writing, Major Gifts + Master Class

mouse red and blue 300x199 Clairity Click it: Event Marketing, Headlines, Writing, Major Gifts + Master Class

What did one mouse say to the other mouse? Click-it!

This week’s Click-it is another eclectic mix of stuff I think you’ll find really, really useful. The post on headlines has already changed my life! And at the end you’ll find a great opportunity to join a cool major gifts Master Class. I promise, it’s a good one.Continue Reading