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

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

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

Too Many Hats? 3 Secrets You Need to Build a Fundraising Marketing Team

nonprofit communications report 2015 Too Many Hats? 3 Secrets You Need to Build a Fundraising Marketing Team

Hats off to the newly released report from Kivi LeRoux Miller! See what it means for you.

I recently had the privilege of presenting at the ALDE Conference, during the course of which I had the good fortune to listen in on the Keynote Address presented by Kivi LeRoux Miller. It got me to thinking about becoming a nonprofit milliner.

Say what?

Well, here’s the deal. I’m sure I could do a brisk business selling all sorts of different hats based on what Kivi had to say about results from her 2015 Nonprofit Communications Trends Report. After surveying more than 1500 nonprofits, guess what she found?Continue Reading

Philanthropy, Not Fundraising: I Have a Dream 2015

Moonrise large Philanthropy, Not Fundraising: I Have a Dream 2015

I have a dream…

I have a dream for 2015 – and beyond. I have a dream  this is the year your organization will move beyond defining yourself by what you’re not (nonprofit) and will begin to define yourself by what you are (social benefit). I have a dream  this is the year your people will move from an attitude of taking and hitting people up (aka “fundraising”) to a mindset of giving and lifting people up (aka “philanthropy”). I have a dream this is the year your staff and volunteers will move from enacting transactions to enabling transformation.

I have a dream you will think big, because thinking small will not get you where you need to go. You will understand there is great power in a big, wildly exciting vision. You will share this vision broadly to attract people — and financial resources — to your cause. You will no longer be content to remain a “well-kept secret.”

I have a dream you will learn who your best influencers  and advocates are and you will embrace them.  You will recognize you are no longer your best messenger. You will understand that many forces beyond you influence your donor’s decision to invest with you, and you will expand your thinking and operations from a one-dimensional to a multi-dimensional model.  You will allow your constituents to engage with you at multiple points of entry, and to move freely between these points during the lifecycle of their engagement.

I have a dream you will push yourself and your organization towards transformative change.Continue Reading

7 Proven Keys to Inspire Nonprofit Boards to Lead and Give

Key to the heart 7 Proven Keys to Inspire Nonprofit Boards to Lead and Give

It’s not about money. It’s about what’s in their hearts.

My first year as a nonprofit fundraiser was before social media, cell phones, email, computers and even FAX machines. I had never heard the term “information overload” and I wasn’t distracted by interruptions every five minutes.  Why do I mention this?

Because in today’s fast-paced world we are often so bombarded with bells, whistles and flashing lights that we lose sight of the basics. We lose focus.

Back in the day, I focused.

My number one focus was our board of directors. I knew that before we could get others to give, the board needed to give. Passionately. Continue Reading

What “Chopped” can Teach Fundraisers about Productivity and Passion

passion 300x300 What “Chopped” can Teach Fundraisers about Productivity and PassionOne of my secret pleasures is watching the show “Chopped” show on the Food Network. Today I watched an episode that just had me bawling at the end. It was the most heartwarming show I’ve ever seen. And it reminded me of why all of you do the work that you do in the social benefit sector.

So please allow me to share.

I don’t know if I can adequately convey the pathos I felt, but if you’ve had a chance to see this episode I would strongly recommend it. It will make you feel very good. At the same time, it will make you understand — even more than ever — how much work there is to be done.Continue Reading

Whither the Nonprofit Sector in 2015? 6 Ways to Assure Yours Doesn’t Wither

vines growing 300x199 Whither the Nonprofit Sector in 2015? 6 Ways to Assure Yours Doesn’t Wither

Think big to grow and bear fruit; Think small and wither.

I chose the word “w(h)ither” in my title very deliberately. It can mean “Where are you going?” It can also mean “Dying on the vine.” Which does it mean for you and your nonprofit?

If the former, where are you going? You’ll find some “To Do’s” in this article to help you on your way towards a sustainable future. If the latter, how can your prevent this from happening? You’ll find some “don’ts” to help you breathe life into your organization.Continue Reading

Still Time to Get 7 Perfect Holiday Email Subject Lines

Email holiday Still Time to Get 7 Perfect Holiday Email Subject Lines

Will your email say “open me!” this holiday?

Still stuck for subject lines for your year-end emails?

The subject line is like the outer envelope for direct mail. It’s the window into your message. Make sure it’s wide open and gives a glimpse of something that grabs folks’ attention. Make it intriguing, urgent, exciting, compelling, emotional, shocking or funny. The more useful and specific it is the better.

And by the way, if you’re not planning a series of year-end emails — get on it NOW! Did you know that a full third (33%) of December gifts occur on the 31st of the month? If you’re not putting forward your most compelling fundraising offer at a timed when folks are primed to give the most, you’re really missing your best opportunity.

In 15 Subject Line Examples for Your Holiday Email Marketing Ryan Pinkham provides inspiration that applies as well to nonprofits as to retail businesses.  Here are examples I particularly like, with thoughts about how you can use them to boost your year-end fundraising:Continue Reading

#GivingTuesday – How to Be a Winner

Apple with heart 300x198 #GivingTuesday   How to Be a Winner

Have you considered making #Giving Tuesday a gift to  your donors?

In my last post, #Giving Tuesday, Win or Lose Day? You’re in Control I talked about the origins of the day and all the good intentions that went into its creation. Yet I’ve heard from many, many nonprofits that they just don’t have the bandwidth to develop and promote one more fundraising initiative during this very busy time of year. I’ve been there, and I empathize.

Sometimes the newest bells and whistles are simply a lot of sound and fury, signifying nothing in the end.  But rather than reject the notion of #GivingTuesday out of hand, I began to wonder if there were ways to jump on the bandwagon without cannibalizing other types of year-end fundraising.  Or without burning out staff and volunteers. Or without confusing donors who feel like they’re being asked for this, that and every such thing.

I noted that I love the idea of using #GivingTuesday to celebrate and thank our donors. We don’t thank our supporters nearly enough, so why not have a day dedicated to donor love?

I think there’s a way to make #GivingTuesday about both giving and getting. And I promised to share an example with you in my last post.Continue Reading