Be direct

Action follows confidence.
   ... Confidence that you have a solution.
   ... Confidence that the success of your solution involves participation.

You can write it like this:
"People say they value this program because it makes a difference. Won't you consider joining us with a contribution today?"

Or like this:
"You value this program. It makes a difference. Your contribution matters so much."

The second version speaks directly to the reader. It's action oriented. And it leads right to your follow up... to your great reason why their contribution makes a difference.

Copy can make or break the confidence level of your appeal. Since you're already out on a limb to make your goals, you may as well be confident about it. You'll raise more money.

And thank them all year round

Effective donor recognition doesn't stop when the donor gives. It happens all year round.

IT'S PROMPT -- Send your acknowledgements out as rapidly as possible. Paper acknowledgements are still important - not as fleeting as that online acknowledgement that's quickly forgotten.

IT'S PASSIONATE -- Beyond the business of the gift amount and taxes, this is a special opportunity to deliver some key messages about your organization and its power to make our world a better place. Design the package so it pops. Put a big “thank you!” on the front of the envelope. Make it shine, delight and create a memorable interaction.

IT'S PARTICIPATORY --  Surveys... quizzes... polls... find ways (particularly online) to invite people to tell you what they most love about your organization. You'll learn more about them. They'll feel great about the opportunity to share. Send them emails with links to great content on your website or elsewhere.

IT'S PERPETUAL -- At least once a quarter, schedule a special social media post to thank your members. If you have a magazine or newsletter, make sure a bold thank you is included in every one. Send a holiday card. Send a surprise postcard mid-year with an engaging message on the front and an appreciative message on the back.

Call your supporters. A simple thank you call in the sixth month of membership has been proven to improve retention. That's something everyone can get behind. 

So many creative ways to connect. And what fun it can be!

Gratitude and appreciation

Happy Valentine's Day!

Today is the perfect day to share a special touch of gratitude with your supporters.

...A catchy facebook post that says thank you! (Be sure to put an image up along with the post to get more traction... even if it's just a simple image of a heart.)

...A peppy email that reminds your supporters they are loved.

...Better yet... a surprise phone call. It's been proven that a well-placed thank you call to a first year donor will improve your retention rate. What if five people from your organization each made just 10 calls today. In less than a half hour, 50 of your donors will be feeling the love! And more of them will return that love when it's time to renew.

Whatever you do... do something. 

Go with the spirit of the day. Give it a fun twist... be a little less earnest... use exclamation points!!!

Approach it with joy and celebration. And have fun! This is the good part.

Be everywhere

Great marketing campaigns happen everywhere at once... TV, magazines, newspapers,  billboards, online. It's about making a splash. It's about driving maximum action. 

So often we do the exact opposite in fundraising. 

We hesitate to send that e-blast out on the same day our direct mail reaches homes because we want people to respond to the direct mail.

We schedule our telemarketing campaigns when nothing else is happening so they're easier to manage, and the results will be clear.

It doesn't work that way. 

Your e-blast, phone call, or online campaign, on top of your direct mail, all at the same time, will cause more overall giving to your organization. 

Fully strategized and timed campaigns are harder to miss... more aggressive... and more effective. Yes! It's much more difficult to count and clearly define the impact of each effort. And that makes us nervous. But this is the brave new world we work in. Time to embrace it.

How your donors think

There are generally two ways donors think. They think about their own good, or they think about the good of others. 

OK, it's not entirely that simple, because these reasons overlap and intertwine. But it's a valuable exercise to consider which idea is the primary driver of support for your organization.

If you're in public broadcasting, zoos, museums, cultural institutions - places where people come to enjoy what you have to offer - your leading idea should focus on the direct value to the donor. They want you thrive so they can benefit from your programs and services.

If you're in social services, international aid work, or health care, for example, your leading idea should focus on doing good for the benefit of others. They want to provide opportunity, solve challenges, or create change because of their vision for the kind of world they want to live in.

Put yourself in their shoes. Speak to their motivations.

Personal = Powerful

No matter how many people your direct mail, e-appeal, or on-air campaign reaches - to be effective, it must focus on individual action.

• It speaks to "you" instead of "everyone" or "our supporters."

• It says "you matter" directly, clearly, and boldly. Your gift makes a difference... Your contribution matters... Only you can ensure this program continues... Your action now is important... You can change the world with your gift... etc.

• It comes from one person, not from "us." One signer... one speaker... asking one person to join in.
  

People donate to people. 

The more personal it feels, the more powerful it will be.

Three important things...

...that every effective fundraising appeal has.

1) AUTHENTICITY
It fully exudes your organization, never pretending to be something else.

2) AUTHORITY
It's confident and crystal clear, what you want and why you want it.

3) URGENCY
It demands action now. (Respectfully.)