Reflections

It takes a certain spirit to put yourself on the front lines, to ask for contributions, and know that more often than not, the answer is no. Yet you believe, so you keep at it. When it works, it feels like magic, but you know it had a lot to do with your good strategy and hard work.

We don't always succeed. Our world is troubled and ever more complex. Problems don't go away. The need for resources increases. Challenge reigns. That's why it's so important to take some time to pause, reflect, and appreciate the good that was accomplished this year. 

On the eve of this holiday weekend, our gratitude goes to the many talented and dedicated people we work with every day. You help maintain our conviction that there's tremendous value in seeking solutions, striving for excellence, and doing work that makes a difference.

Our wish for you in the New Year is to be inspired... to work with joy... to learn, share and laugh with colleagues near and far. And always, the ultimate -- to meet your goals!

All the best from the LKA team. Happy holidays, and we'll be back in January!

                                                         Photo by Jim Lewis.

What fundraisers want for xmas...

...A CEO who raises money.

In this article printed in the public broadcasting newspaper, Current, Norm Silverstein, CEO of WXXI in Rochester, New York, outlines his seven rules to succeed in fundraising -- ideas that easily apply to the world outside the CEOs office too. Take a few minutes to read his stories about the experiences that helped him develop these rules.

#1 It's all about relationships
#2 Develop a "Top 20" list
#3 Turn your mistakes into opportunities
#4 Your major donors want you to succeed
#5 Don't let the "Fear of No" paralyze you
#6 Start a planned giving program -- Now!
#7 It starts with the board

Two weeks to go...

Be passionate about your role in making the world a better place.

Be direct in your requests for support.

Work as a team to build a powerfully persuasive case.

Never stop asking.

Never stop appreciating.

Do this all year round! 

Details... details....

The National Audubon Society's year-end campaign combines the idea of holiday giving with a match.

Points awarded for the strong, clear, direct, call-to-action language. "You Count" and "Donate Now," for example. Points for the bright image of the snowman and birds that effectively draws the eye and generates a warm emotion about the gift you're about to make.

Two issues:

1)
The donate button on the splash page doesn't work, at least not on my standard platform and browser. This speaks to the importance of having a plan to test your technology -- with multiple testers on multiple platforms and browsers. This is not the time to experience technical glitches that encourage people to click away and give to someone else. A seamless online experience matters.

2)
Audubon's matching language says, "Donations will be matched dollar-for-dollar, up to $100,000, until December 31." Does this mean that the matching fund is $100,000 total? Or does it mean that it's virtually unlimited, and every very generous donor who comes through with a giant gift of $100,000 will have their gift matched? Language matters. Here's more from us about the challenge of challenges here.  

18 days to go.... Make them count! Make them shine!

Beyond our limits

 "Limitations force you to find the essence of what you want to say." -- Julie Taymor 

It's the rare nonprofit that believes they have enough resources to accomplish all they want to do. Yet the most successful don't waste their time whining about what they don't have. They find ways to make what they do have bigger.

They drill down to the essential, then use the powerful forces of creativity, imagination and strategy to make every moment and every effort count.

Julie Taymor is celebrated for the way she brings things to life within the limitations of the stage. What a great time of year to take her approach, to reflect on your aspirations for the year to come, and figure out how you can make your limitations work for you instead of letting them stop you in your tracks.

Where niceness abounds

In today's world, it's imperative to have an online presence in order to succeed, and sometimes even to remain relevant. 

This article from New York Magazine by Nathan Heller, gives some insightful perspectives on how the culture of the web has developed and changed in recent years.

His conclusion is one that many of us in fundraising and marketing have seen demonstrated by results (or the lack thereof), particularly in the social media sphere. 

"Good faith has become indistinguishable from good speech, and agreeable words risk outweighing the actions that push them towards fruition."

It's an engaging read that's well worth consideration if you have anything to do with crafting messages or raising money online.

The gift of a contribution

Today's spin for engaging year-end ideas landed here at Mercy Corps. 

It's a well-done twist on a growing tradition -- the gift of a contribution. 

In this case, not only is the contribution inspiring and concrete... a community garden... a bike... a beehive... the true beauty of this offer is that it pairs the contribution with a small token gift that perfectly matches the purpose of the donation, and recognizes the pleasure of giving.

The photos, copy and presentation are charming, allowing you to easily envision the good you'll do with your contribution, as well as the joy you'll have when the recipient opens their gift.

The proof, of course, is in the results. We'll follow up after the holidays to see how it worked.

When controversy strikes

Information flows openly and quickly. Controversy can strike in moments.  

Nonprofit organizations are particularly at risk for scrutiny, as they hold a special place in the hearts of the people who care about them. A poor response can erode trust and impact your efforts to engage the community and raise funds for years to come.

Preparation matters.

Effective crisis communication and management does not come naturally. Confidence comes from practice. Identify your core spokespeople and leaders. Provide them with regular training and information to build skills. Continuously think ahead about issues that may come forward. And don't step up to the microphone without having spoken key points out loud more than once.

Presentation matters.

Answer questions clearly and concisely.

Don't ever say anything you may later need to retract.

If you don't know the answer, admit it, say what you'll do to find out, and move on.

Never discount the concern of the public by saying things like "this is not a big issue," or "you don't understand how this works." That may be true, but it's your job to respect their concerns and walk them through the facts to build a greater understanding. 

Crisis is never a welcome circumstance. It comes to nearly every organization at one time or another. It means that people care.

What do you have?

These days, the Oregon Zoo has it all -- an amazing baby elephant that's generating "likes," buzz and donations aplenty. If only we all had cute little animals to tell our stories and raise more money. 

The fact is, every organization has something special. So what do you have? What's unique and compelling about your organization? And how does that translate into images and stories to connect emotionally with what you do? 

Well-crafted images and stories can add to the power of your cause.

The Nature Conservancy provides a great example on social media. 

Their post about Giving Tuesday creates a strong connection between nature and people, with an uniquely framed image that invites you to engage in what's going on.

This fun, limited-time offer has an eye-catching headline, "Get a jump on your tax-deductible donation today and receive a free 2013 calendar, while supplies last!" (Yes, they have animals too....) Yet, it puts a positive spin on donations and has the perfect look and tone for social media.

And finally, they give a nod to the idea of planned giving, with this post, "Spending a lot this holiday season? Here’s a better idea: A charitable gift annuity can provide future income and support nature too! Learn how charitable gift annuities pay you back." The image they chose is effective because it evokes the very things a nature-lover would care about when planning their legacy -- timelessness, beauty, life and preservation.

They did it right

This article about the Obama campaign's email strategy gives us the thrill of a peek at their top performing subject lines. It also has some important takeaways:

1) They asked actively. The bulk of their online money came from email solicitation.

2) They tested relentlessly. Subject lines, formatting, messages, graphics, tone.

3) They adopted what worked, not what they liked. Ugly played a part.

4) Even the best emails had a life. They didn't work forever.

Best line of the article -- "We were so bad at predicting what would win that it only reinforced the need to constantly keep testing." 

(A nod to Rob Walker for being the first to share... and Anne Ibach for being the next. Great fundraising comes from sharing ideas and making them work for you.)

Little words. Big difference.

Many fundraising appeals are peppered with the word "if." 

If you contribute today, you'll feel great knowing you did a world of good.... If you give, we'll place your name on our holiday tree.... If you act by December 15, we'll thank you with an extra special gift....

There's a wonderful technique called the assumptive close. It means you craft your appeal as though you assume the recipient will take action. It's simple to do. Just change those "ifs" to "whens."

When you make your contribution today, you'll feel great knowing you did a world of good.... When you give, we'll place your name on our holiday tree.... When you act by December 15, we'll thank you with an extra special gift....

This technique is particularly effective when you're talking about benefits. It's active, it leans forward, it inspires more action. Plus, it brings the focus more quickly towards how much they'll give... how they'll give... and what good they'll do.

This is one case where it's a great thing to assume!

Declare, don't ask

When bold fundraising is required (and that is now), a question can be a risky proposition. It can weaken the strength of your appeal, and it might simply be answered with "no," which effectively ends your chances for a donation.

The purpose of your fundraising appeal is not to ponder "why give?" It's to provide answers... to radiate certainty and reassurance... to declare value and impact... and ultimately, to inspire a gift. 

Is today the day to make your contribution?
Vs.
Make your contribution today.

Did you know that our organization provides critical solutions?
Vs.
Our organization provides critical solutions.

Why not make your gift right now?
Vs.
Make your gift right now. 

Questions invite discussion. Answers invite action. 

Giving thanks

As you pause this week to appreciate family, friends and the good things in life... take stock of how you thank the people who support your cause. 
  
The story you tell in your acknowledgements is just as important as the story you tell in your fundraising solicitations.

Does your online confirmation pop-up keep people inspired and engaged with warm statements about the importance of their generosity... or is it a utilitarian statement that lets them know an official acknowledgement will arrive shortly in their email box? 

Does your e-mail acknowledgement maintain a focus on your mission... or does it focus on donation amounts, benefits and tax information?

Do you still send paper acknowledgments in the mail? You should!

A letter from you is a concrete and meaningful symbol of appreciation. It's real. It doesn't disappear with a click. And it can help people maintain their ideas about why they care so much about the work your organization does.

The most immediate donor experience is the acknowledgement they receive from you. 

It can also be one of the most memorable.

Books we love

Whether you're in planning mode, or simply need to get unstuck... Tom Peters' Design is a tiny book filled with big ideas and insightful gems

It's not actually about formal design, but rather about the idea that everything we do has a design sensibility that either brings people closer or moves them away.

It's about soul. It's about simplicity, clarity, grace, and beauty. It's about finding passion around your uniqueness. And it's about making a dramatic difference in the field you're in. 

"If not unique... WHY BOTHER?" That's the question he asks.

It's filled with attention-catching statements... real-life examples... checklists... quizzes... and lots of color commentary. Whether you open it to a random page for inspiration, read an entire chapter, or spend time with the entire thing, you'll get some new ideas, and probably remember some things you've forgotten. 

Mars and Venus

Some interesting insights in this New York Times interview with uber-researcher Jen Chang. Among other ideas, she lays out words that she's found increase giving by women and men.

Women:
Kind, Caring, Compassionate, Helpful, Friendly, Fair, Hard-working, Generous, Honest.

Men:
Strong, Responsible, Loyal.

The women's list seems to be based on quantitative research, whereas the words for men are based on qualitative information. 

Still, it might be worth jotting them on a post-it and sticking it to your computer as you write your next fundraising communication.

Brilliant rewrites

Earlier this week, at the age of 103, celebrated modernist composer Elliott Carter left his place in the world. He wrote until the end, fortunate to have found a path that inspired him, and in turn, so many others. 

About his compositions, he once said, "I like to sound spontaneous and fresh, but my first sketches often sound mechanical. I have to write them over until they sound spontaneous." 

It's an idea easily transferred to the work we do. Because similar to music... our work relies deeply on making human connections. At its best, it too, feels natural and original. 

It rarely comes out that way on the first attempt. 

Consider that Elliott Carter's rewrite efforts resulted in Pulitzer Prize-winning music that changed the way many people experience it. A worthy achievement.

Coffee and a contribution

Another interesting development in the wake of the storm was the Red Cross partnership with Itunes and Starbucks – two other places many of us are highly likely to be when we’re not buried in the world of our phones and TVs. 

These efforts went a step beyond the ability of text-to-give campaigns, because they offered and encouraged donations greater than $10. 

As a strategy, this has far more long-term potential for organizations outside the humanitarian and crisis-response field. It could even work for a locally-based organization that develops a partnership with a respected and popular regional venue.

And of course, the participating companies benefit big-time too with lots of positive social cred.

It’s too early to know how this works on the back end... how robust the information is that's shared back with the Red Cross... or whether there are restrictions on future communications with these donors... but it’s interesting to think about how a technique like this could provide non-crisis fundraisers a boost in sustainable donor acquisition and participation.

Text to give

In the aftermath of the recent storm, it’s been impossible not to see it everywhere:  “Text REDCROSS to 90999 to donate $10.” And no doubt, in the weeks to come, someone in your organization will ask when you'll launch a text-to-give effort.

Here’s the thing. The business model of text-to-give is volume. Set up and processing fees are still high. Information you receive on contributors is still limited. And the maximum donation size remains $10.

You literally need tens of millions of people to see your message to generate enough $10 donations to make this business model work. And it takes a true crisis to deliver those eyes -- to get your message striped across national news reports, weekend football games and big televised benefit concerts.

Another way to consider it is... to place any significant portion of your revenue expectations on a text-to-give campaign means that you must replace one $100 donation secured in another way... with ten cell phone givers. It’s simply not a sustainable proposition in our world of shrinking donor pools.

The flip side of the equation is what happens after the donation is made. In a disaster, funds are contributed and quickly spent helping people. Then it’s over. Most organizations rarely have expenses that rise up, then go away. Add to that, the fact that these donors will be extremely difficult and costly to retain in future years as you continue to need stable funding that simply won't be there.

Relief organizations know that they’re basically building two files – their tried and true donors who stick with them year-round, and their disaster donors – people inspired to make a difference in the moment. And they need both of these kinds of people to accomplish the work they do. But it’s a rare occasion that disaster donors transition to becoming annual donors.  

Yet, even if these techniques won’t work for most of us right now, it’s still important to keep our eyes wide open to what’s out there… to do the analysis of how it might impact the work we do… and to pick up little kernels and pieces of efforts that just might work in our programs today or at some point in the future.

And ultimately, what really matters this week is that enough dollars are contributed in every possible way to support the many people for whom daily survival is now their only concern.

Go for it!

No matter which side you're on today, if you took our advice and signed up to receive some campaign communications, your email box has been jam packed for weeks on end.  

But what great fodder to learn about how to be strong... how to get to the point... and how to say the same thing over and over, in a plethora of different ways.

Did you notice how the tone was different when the sender was the candidate, the spouse, a celebrity, or a regular person? Or how different emails targeted different types of people?

But the best thing of all was the pure and simple "go for it" factor. How they went after what they wanted... went after it relentlessly... and had zero hesitation in their stance.  

This is absolutely urgent....
It's time for you to step up....
We must close the gap....
Don't wait any longer....
It's your responsibility....
Don't fool around with this...
Dig deep...

Even though our organizations could never get away with sending an email a day... we can use these techniques to strengthen the work we do... to "go for it" in every way.

Best line from last weekend: "This is me saying goodbye to your inbox."

And give yourself a moment today to savor the remarkable nature of the freedoms we have. May they one day exist for all.

**Tomorrow: text-to-give... is it for you?

A big week for fundraising

A national election coupled with continued recovery efforts from storm devastation on the east coast brings a tight focus on fundraising in a week where hundreds of millions of dollars will be contributed by people all across the nation.

In addition to making your own personal contribution choices, it's an invaluable opportunity to explore how the organizations on the front line respond.

For example, take a look at the Red Cross website.  

Check out the use of photos that include people... how the hurricane is mentioned front and center... and how they place the big red donate button right inside the main photo.Very effective.

Then look at their online giving form. The Red Cross knows that thousands and thousands of people will visit their site to make small, one-time donations. They also know that there's a slim chance these folks will donate again before the next crisis comes around.

So right under the gift amount box, they immediately offer the option to make it a monthly donation. And they label the header "multiply your impact."  Nicely done! A simple and powerful way to signify the "goodness" of making this choice, while still allowing people the opportunity to feel great about making a single gift too.

There are many other organizations involved in important relief efforts for people impacted by the storm, like the United Way, Salvation Army and World Vision. Check them out and see what you think.

**Tuesday we talk politics.... Wednesday, text-to-give.

Happy doesn't sell

Most of us want to be happy.  But when it comes to fundraising, happy doesn't sell.

Effective fundraising is built around tension. It's about unresolved needs and challenging concerns. It's about dreams, passions and solutions. It's about a world that's not yet perfect.

Effective fundraising is urgent, important and inspiring. 

At its best, it doesn't let that tension go easily. 

But tension can be uncomfortable, which makes us lean towards the pleasant, "look at the great work we've done!"

The fact is, when you're happy, your work is done. You don't need anyone.

When you approach your communications with drive, desire and determination, people understand that their support is necessary for you to continue your work.  So hold on to that tension. It will raise more dollars. 

And then everyone will be happy.

Sustainers: The Finale

 

Sustainers aren't free.

Think about it like this. 
 
Some of your Sustainers are hyper-connected to your mission.  They love what you do, and they're highly likely to increase their giving, make additional gifts, or even, place your organization in their will.

The rest of your Sustainers have an affinity for your organization, but their main motivation for making a monthly gift is one of convenience or ease... they're not that connected yet.

Both groups demand serious attention.

Ignore the first, and you miss out on big time additional revenue opportunity.  

Ignore the second, and at their first annoyance, they're far more likely to cease their giving.  Once they've taken that decisive negative step, it will be a long time before they forget.

You simply must invest in thanking them... staying connected with them... asking them for additional support... and ensuring that they know that what they do makes a difference.

It will pay off.

On Sustainers: Part 3

Yep! Sustainers really are great. And now you want all your supporters to be sustainers, right?  Well, that's just a dream.  But there are things you can do to have a piece of that dream. 

Talk up your sustainer program often. Use these key selling points... "it's simple... it's easy... it's great for you and great for us!" Make your program highly visible on your website and create a simple online sign up.

And avoid potential peril:

In your fervor to create new converts, continue to be inclusive of those who want to make single gifts. Too much sustainer talk risks depressing your overall response. We've seen it happen, particularly in the mail. Just like we all did when we started encouraging credit card giving many years ago... and later online giving... keep it in front of people as an exciting opportunity, but don't go overboard.

Remember that sustained giving is merely one way to give... it's a choice, just like writing a check or calling in a donation or making a contribution online. People still need to be convinced to give in the first place by your brilliant fundraising eloquence. And they need to know that you value their donation no matter how they choose to give.  

That's being donor-centric.

(If you missed our first two posts on sustainers, you can link to them over there on the right.)

Just $5/month

In which we answer the question... Is $5/month insignificant?

Well... first... no gift to any organization is insignificant, because each gift represents someone who cared enough to do something to support your work.  

However, there are gifts that are too small to be sustainable from a long-term financial standpoint.  That’s why, at the vast majority of organizations, the basic entry point to encourage first-time givers is somewhere between $25 and $39. It's the place where you can usually find more people willing to test the waters with you, while still maintaining financial health.

To bring a new donor into your organization, even with a small gift, is one of the most important things you can do because you’ve just identified someone who has a true interest in what you do. Now you can talk to them, and connect with them, and begin to move them up the ladder of giving.

Let's say you have a prospect ready to contribute $39 as the result of your appeal. Then they learn about the ease and convenience of making an ongoing gift of just $5/month. And they choose that instead. You’ve just increased your revenue from that donor by 50%, and greatly increased the odds that they’ll continue into the second year. 

Not insignificant.

Up next… how to make the most of this opportunity.

The sustainer debate

One interesting aspect of our line of work is settling disputes. Recently, the debate was about whether sustained giving is the way to go... and whether $5/month sustainers have value, or are insignificant to your efforts. 

There is no debate.  Monthly sustained giving is now a definitive best practice in nonprofit organizations nationwide. And most successful organizations are aggressively pursuing sustainers. 

Why?

Membership retention continues its slow decline.  And fewer people are entering the ranks as new donors. Add to that, new generational behavior, and the impacts of new technology, and we have shrinking donor files, diminishing revenue, and higher costs to acquire donors from a smaller pool of prospects.

Sustained giving can improve your net revenue bottom line far into the future.

Here’s an example: Let’s say 40% of your first-year members typically renew for a second year. This means that every year, you must work to fill up the hole that was left by the 60% who don’t return. This is difficult, time consuming, and expensive.

On the other hand, an average of 90%+ of your sustainers stick with you from year to year. This not only increases your gross revenue, but also adds to your bottom line since you’ve eliminated the need to spend money trying to renew them.

Additionally, sustainers are likely to give a higher average gift than they would if they were not sustainers (sometimes as much as 40% higher), which also boosts your revenue.

Research shows that donors are only likely to become sustainers to a maximum of four or five organizations, which is why it’s imperative to secure them now for your organization before all of your best prospects are tied up elsewhere.

Sustained giving is an exceptional tactic to employ, and is positively changing the revenue picture.

**Up next – is $5/month too low?