Fundraising: the 2 key “abilities”

Donor retention keeps falling, while donor skepticism keeps rising. So, it’s more important now than ever to connect with donors in a personal way if you expect to engage and keep them. But how?

There are two key “abilities” that are vital for effective fundraising. They’re credibility and likeability. It’s essential to convey both to donors if you expect them to join with you in your mission. See more in my article in Nonprofit Pro.

  • Building credibility takes financial transparency, testimonials, and the like. But it’s more than that. There are specific things you can do to gain donors’ trust or win it back if you’ve lost it. See more here.
  • Establishing likeability is a lot about tone and presentation, including a conversational copy voice. But again, it goes deeper than this. Likeability is more than the way an appeal is written. It’s a strategy that embraces donors on a personal level of shared values. More about that here.

It’s all but guaranteed that failing to convey credibility and likeability in appeals and content marketing will hurt your fundraising efforts – which will drain revenue. For some nonprofits, the result is some belt-tightening, but for others, it could be a question of survival.

 

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The 3 kinds of deadlines for fundraising appeals

You see deadlines all the time in fundraising appeals. But are they helping or hurting response? It depends. There are roughly three kinds of fundraising deadlines:

  1. Real deadlines, like year end, fiscal year end, Christmas, and others.
  2. Reasonable deadlines, like those for fund drives, matching grants, and things like National Doctors’ Day and Giving Tuesday.
  3. Arbitrary deadlines. These are just made up and slapped onto an appeal. They can be trouble.

See more about this in my guest post at Future Fundraising Now. Some deadlines will almost immediately set off donors’ BS alarms, possibly causing them to toss the appeal. There are better ways to heighten the urgency in fundraising. See more here.

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Is social media fundraising worth it?

With all the controversy about Facebook and selling user data and undermining user trust, it’s a good time to think about how and why we’re using social media for fundraising.

It might not seem like it at first, but there’s a lesson for nonprofits and fundraisers in Sport Rider magazine. This popular motorcycling magazine went out of business a little while ago, even though they had 2.4 million Facebook followers — 2.4 million!

Looking at 2.4 million followers, anyone could be forgiven for thinking, “Our readers love us! What could possibly go wrong?”

But as vintage-motorcycle esthete Paul d’Orleans soberly observed, “A ‘like’ isn’t a dollar.” So true. In the cold light of day, those social-media vanity metrics aren’t really worth much.

How many charities and fundraisers will learn this same, hard lesson about social media?

How many ‘likes’ does your nonprofit get? How many followers do you have? Thousands? Millions? Chances are, all that means very little.

Shareable content – that’s the key to social media, we’re told. Think about how much time and effort you’re spending to come up with clever videos, catchy photos, and other shareable content for social media all in order to chase likes and followers. What is it really achieving?

Sure, the social media proponents say that Facebook and Instagram and the like are supporting and bolstering email response rates. And that may be true. After all, we know that email helps drive up direct mail response rates, so, yes, there may be some cross-channel benefit. But the problem is that when you use Facebook and other social media, they’re the ones in control of the platform, not you.

As fundraising expert John Hayden explains, an over-reliance on social media is risky, and as an online strategy, instead of putting too much emphasis on social media, it’s smarter to focus more on email, which you can control and which actually produces fundraising results.

For the fundraisers chasing vanity metrics like the number of followers, likes, impressions, and even more vague measures like awareness, it’s probably time to take a hard look at social media and then at actual donations.

 

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Donor retention keeps falling – what to do about it

Donor retention was down again last year. It’s part of a steady downward trend that’s been going on for the past decade. What’s going on? There are four possible reasons for donors’ increasing lack of loyalty:

  1. Completing the story in fundraising appeals – which leaves the donor out.
  2. Using safe, euphemistic language that doesn’t inspire anybody.
  3. Pairing a dire headline with a smiling face, sending mixed signals to donors.
  4. Sending out boring thank you letters.

See more about each of each of these problems – and their solutions – in my guest post for Guidestar blog.

Each of these can be addressed in the communications that donors receive. When retention drops, charities are forced to spend more on acquisition. And because it costs much more to acquire a donor than to retain one, charities end up spending more and more just to keep a sustainable donor base. It’s unfortunate, because donors want to give and will give if the opportunity is presented to them in the right way. See more here.

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5 ways to build rapport with donors

If we want to engage donors, it’s important to reach out to them on their terms and in ways that avoid being seen as too pushy or too salesy.

So, we want to build a friendly rapport with donors and show them that we’re on the same wavelength as they are. You can see more about it here, but there are five easy ways to do this:

  • Use logic, specifically the if-then statement to establish common ground.
  • Acknowledge your donor’s commitment, especially with donors who’ve given before.
  • Create a situation that your donor can identify with.
  • Make a confession that will create a bond with donors
  • Add a photo, so that donors can put a face with the signature on the appeal.

Not surprisingly, donors don’t like to feel like someone’s twisting their arm in order to get them to give a gift. It’s not necessary to do that or even effective for fundraising. We can create a rapport with them instead. See more about this here.

 

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When “Donor as Hero” is wrong for fundraising

Lots of charities are telling their donors, “You’re a hero!” It’s become the go-to theme for fundraising of all kinds in a variety of sectors. But simply telling donors that they’re heroes falls way short of the goals of donor-centric fundraising. In fact, there are four main pitfalls to this approach:

  • It’s overused. When hero references are everywhere, they don’t mean much anymore.
  • It’s vague. Just stamping “Hero Campaign” on an appeal doesn’t really say anything that connects with donors.
  • It lacks believability. Telling donors they’re heroes isn’t a believable donor benefit.
  • It’s a metaphor not intended to be used literally. Donor-as-hero is often misinterpreted to mean that all you do is tell donors “You’re a hero!” and that makes the fundraising donor centric.

See more about this here. Good direct response fundraising means developing a powerful offer, along with solid donor benefits and realistic reasons to give, not simply adding a label that says, “You’re a hero!”  Click here for more.

 

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How too much collaboration ruins fundraising appeals

There’s this idea that people seem to accept without even thinking about it. It’s the idea that all work is teamwork … that nothing can happen without the involvement of anyone and everyone … that any kind of collaboration is always inherently good.

You see this all the time in environments where people do creative work like marketing and fundraising. Everyone from the proofreader to the receptionist to the account staff to a board member’s brother-in-law has a hand in the creative, making changes that are often based on little more than personal opinion.

There are comments like, “I don’t like this” or “Can we change this to something else?” or “Why is this in here?” And invariably, there’s this one: “Change that – the client won’t approve it.” Then someone goes ahead and incorporates the changes, often without regard to the tone, presentation, or strategy goals of the appeal. Hey, we’re a collaborative team, right? So, all input is implemented without question.

This might seem like collaboration since we’re involving everyone and being very egalitarian, but it isn’t collaboration. It’s creative by committee. It’s group think. It’s too many cooks in the kitchen.

This isn’t to say that collaboration is bad. Not at all. Collaboration is vital. But ideally it’s limited to those individuals familiar with the strategy of the appeal, the target audience, the concept, the offer, and so on. This group discusses the appeal and the strategy, and reviews it based on strategy — not personal opinion, ego, or office politics. That’s collaboration.

Creative by committee is something else entirely, and it’s deadly for fundraising. Because if we’re creating fundraising that a committee can approve, that doesn’t ruffle any feathers, that everyone can okay, then there’s a good chance it’s bland and boring. And that’s not going to excite donors.

 

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