Direct mail is still king as far as fundraising goes. Even with the advent of email addresses, blogs, online sign ups etc, the most money is still being raised from direct mail. We also know that if you sign up people on line you will need to convert them to direct mail if you want to keep them for more than a year.
In a recent survey conducted by the magazine Fundraising New Zealand, six organisations were asked to provide details about their direct mail campaigns in 2011. For all full run down on the results contact Tony Pilalis(you can find him on Linkedin) or view the www.foresee.co.nz website.
However I wanted to draw your attention to the changes in the average donation. The survey found that over the six organisations, the average donation had increased to $60.92, up from $33 in 2003 and $52.96 in 2008. Does this size of donation surprise you? Does it fly in the face of anecdotal comments you have been hearing? This shows the importance of getting the numbers right by testing. You don't want to be asking people for $25 if they are happy to give you $65, When preparing your direct mail campaign, make sure you don't undersell yourself by asking for too little.
The other influencing factor in a successful direct mail campaign is to segment your database to make your correspondence more personal and the size of the request more appropriate. There are a number of ways of segmenting, for example according to size of previous gifts, number of previous gifts, average of the last year's gifts, whether they have ever given before, how they signed up, when they signed up, reference to personal interests. Can your database give you this information? Are you even collecting this kind of information?
Showing posts with label charities. Show all posts
Showing posts with label charities. Show all posts
Thursday, January 19, 2012
Monday, January 9, 2012
Too much communication?
Direct mail is a topic so close to the heart of all fundraisers but when you are starting out on your fundraising path you might ask the question “how many times should I be sending out communications to my stakeholders?”
I think the simple answer is that you send out as many mailings as your donor’s want to receive. So this means asking them!
Some organisations set up systems that allow for once a month pledges. Others communicate only a few times a year, one of which would be around the publication of their annual report. Not all communications needs to be a fundraising ask, once or twice a year it might be a copy of the stakeholder newsletter.
Campaigns are often based on time of the year, tax time or Christmas appeal for example. This might be supplemented with a special appeal for a crisis situation or a response to an emergency.
Some organisations that have multiple mailings each year may segment their database so not everyone gets every single communication. I know of one organisation that gives donors a pass for the next appeal. If they have responded to a particular appeal, they are not mailed for the next appeal.
Writing to regular donors is another contentious area. Some organisations will not send ordinary appeals to regular or recurrent donors. Sometimes this is a deliberate strategy not to over communicate with people who have already demonstrated their loyalty. However this must be balanced with a lack of communication which leaves regular donors thinking you don’t care any more. It’s especially important to build loyalty with recently acquired donors, particularly if you secured them through face to face or telemarketing or even on line. These donors will quickly leave you if you don’t build a more personal relationship with them.
There is no easy answer to “how many times should I communicate?” But my recommendation would be to err on the side of caution. If you communicate too much, the donor will probably tell you, and that’s good because a donor who calls up is one of your most loyal supporters! Communicate too little and the donor will think you don’t care!
I think the simple answer is that you send out as many mailings as your donor’s want to receive. So this means asking them!
Some organisations set up systems that allow for once a month pledges. Others communicate only a few times a year, one of which would be around the publication of their annual report. Not all communications needs to be a fundraising ask, once or twice a year it might be a copy of the stakeholder newsletter.
Campaigns are often based on time of the year, tax time or Christmas appeal for example. This might be supplemented with a special appeal for a crisis situation or a response to an emergency.
Some organisations that have multiple mailings each year may segment their database so not everyone gets every single communication. I know of one organisation that gives donors a pass for the next appeal. If they have responded to a particular appeal, they are not mailed for the next appeal.
Writing to regular donors is another contentious area. Some organisations will not send ordinary appeals to regular or recurrent donors. Sometimes this is a deliberate strategy not to over communicate with people who have already demonstrated their loyalty. However this must be balanced with a lack of communication which leaves regular donors thinking you don’t care any more. It’s especially important to build loyalty with recently acquired donors, particularly if you secured them through face to face or telemarketing or even on line. These donors will quickly leave you if you don’t build a more personal relationship with them.
There is no easy answer to “how many times should I communicate?” But my recommendation would be to err on the side of caution. If you communicate too much, the donor will probably tell you, and that’s good because a donor who calls up is one of your most loyal supporters! Communicate too little and the donor will think you don’t care!
Friday, January 6, 2012
Complaints, good news or bad?
Complaints, good news or bad news?
The fear of fundraising is often about the possibility of complaints. People are afraid of complaints, often because of their personal perceptions, and they forget that they are not the target audience of their communication activities.
Let's talk about a complaint and see it as a good thing, rather than a bad thing. First of all, someone who takes the trouble to phone you is actually your number one fan. They have read your communications. They have pondered the request and then they take time from their day to respond. If they didn't care, they wouldn't respond. The phone call proves they care about your organisation and want you to receive feedback about your activities. A complaint therefore is your number one way of having a dialogue with your most ardent supporters. Take the time to respond in a positive manner and then do something to action their complaint. Make sure you record the call on your database and that you diarise to follow up. Check their giving history following the complaint. Did they actually stop donating or did they actually donate more after your conversation?
A more positive way of looking at complaints is to see them as feedback or critique. Take them as something to celebrate. They read your communications after all! Make sure you take some action and follow it up. Respond to them in writing or by calling back a few days after the initial call. Next time you are sending out a communication, forewarn them and actively seek their feedback.
And whatever you do, use the opportunity to review their database entry. Double check their details. Make sure nothing is incorrect. Record your follow up actions and do them.
The fear of fundraising is often about the possibility of complaints. People are afraid of complaints, often because of their personal perceptions, and they forget that they are not the target audience of their communication activities.
Let's talk about a complaint and see it as a good thing, rather than a bad thing. First of all, someone who takes the trouble to phone you is actually your number one fan. They have read your communications. They have pondered the request and then they take time from their day to respond. If they didn't care, they wouldn't respond. The phone call proves they care about your organisation and want you to receive feedback about your activities. A complaint therefore is your number one way of having a dialogue with your most ardent supporters. Take the time to respond in a positive manner and then do something to action their complaint. Make sure you record the call on your database and that you diarise to follow up. Check their giving history following the complaint. Did they actually stop donating or did they actually donate more after your conversation?
A more positive way of looking at complaints is to see them as feedback or critique. Take them as something to celebrate. They read your communications after all! Make sure you take some action and follow it up. Respond to them in writing or by calling back a few days after the initial call. Next time you are sending out a communication, forewarn them and actively seek their feedback.
And whatever you do, use the opportunity to review their database entry. Double check their details. Make sure nothing is incorrect. Record your follow up actions and do them.
Saturday, December 31, 2011
Don't believe everything you read!
It's now the morning of the first day of the year and my resolution is to start blogging. Since I resigned from my long standing role producing Fundraising New Zealand and Sponsorship Profile I've become a little rusty with my regular writing. I have managed to contribute to a blog through Blackbaud Pacific for a few monthsand contribute a few articles to Fundraising New Zealand, but now it's time to start my own commentating.
During the holidays it's obvious that the newspapers will rely on some old news but the article I saw on the Charities Commission in the Dominion Post took the biscuit. The reporter had clearly scored a real coup. A new website was about to make it easy for the public to find out more about charities and their operations. For those of us working in the fundraising and sponsorship sector, we know that the Charities Commission website is at least three years old and has been showing us data about charities for the last three financial years.
What is more newsworthy about the Charities Commission is the sad news that the independent body is about to become part of Internal Affairs, lose its independence and probably lose its expertise. Happily, before that happens they have recently (about six months ago) launched a really useful tool - the ability to search the database in a complex manner. The information allows us to put paid to nonsense comments from the public about the state of philanthropy in this country, and allows us to review the fundraising successes or otherwise of charities. There is now three years of information which allows us to see whether trends are developing. I foresee a new opportunity for researchers, for fundraising specialists and people like me to take fundraising from an art to a science!
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