In the big funnel of fundraising, we often spend much of our focus on how many prospects we turn into donors.
There's also the issue of speed - how quickly we can funnel people from interested person into committed donor.
When speed is the focus, communication is the priority.
Speedy donor conversion comes from building an engaging experience... connecting early and often... and creating a collaborative marketing and fundraising program that brings high visibility to your appeals.
More donors faster goes far beyond just asking more. It's a commitment to connection.
Unlike direct mail, which can be held up for a day or two in a busy post office, you have ultimate control over when to send your emails.
A recent article in the Chronicle of Philanthropy reports that Tuesday
is the most lucrative day for online giving, while Thursday sports the
highest average gift, and Monday, the highest number of gifts. Weekends are decidedly lackluster. Additionally, 60% of online giving occurs during workday hours.
So should we all just start sending emails out on Tuesdays at 10am?
Not necessarily, because email doesn't stand alone. Other fundraising efforts still drive the majority of online giving.
Instead, combine this data with what you know about your own program and the other initiatives you have in play, in order to make the best choices for your situation.
Always keep in mind that email is there and gone in the blink of an eye. The more informed your strategy is, the better chance you have to generate traction.
As several more athletes recently got caught up in doping violations that made the finish line just a little easier for them to reach, it's a good time to note that in fundraising, there is no performance-enhancing drug.
Long-term success in our race can only be found in doing the work... learning... creating... putting your campaign in the race... collecting the results... learning more... and doing it again and again.
This is how a program builds, improves, and creates the traction and loyalty that generates solid, increasing net revenue.
Your easy, sure-fire idea simply won't work if you haven't built a strong foundation of messaging and technique over time.
And when the time comes that you actually need to sprint to the finish to fill a funding gap or avoid a fiscal crisis, it's only your foundation of solid work that will ensure that your supporters will come along with you to help you finish that final homestretch with success.
Chances are, other organizations do similar work, and your marketing and fundraising efforts target many of the same people.
Success often comes in helping people see how your organization is special and distinct.
It's not likely to be found in what you do.
It's more likely to be found in how you do it, where you do it, or who you serve.
This is a great summer exercise. Gather some colleagues, have this conversation, then turn your answers into copy and campaigns that truly set your organization apart from the rest.
On any given day, a multitude of people could be delivering a message about your organization. Do you know what they're saying?
Whether it's your board... volunteers... donors... your customer service team... organization staff... telemarketers... event partners, and more....These people have a passion for your organization. They want to talk about you. And they're more than willing to fill in the details if they haven't received them from you.
Here's what you can do:
Launch a new habit of sharing key messages and developments with all stakeholders on a regular basis, either annually, semi-annually, or at the launch of important campaigns.
Make it a priority.
Make it part of your process.
Make it simple to absorb, easy to get behind, and specific to their needs.
When people feel that they're an important part of your communications team - when they feel informed and inspired - when they know not only what you want them to say, but why you want them to say it - they can help keep your message strong and targeted out in your community.
