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.