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8 ‘Duh’ Principles Of Direct Marketing

The Agitator

’ principles of direct marketing from copywriter Dean Rieck via DirectMarketingIQ. Marketing begins and ends with the product. Make sure you’re doing direct marketing. ” Then there’s Charity:Water’s compelling offer: 100% of your donation goes directly into drilling wells; none of it goes to overhead … unfortunately, an offer not all nonprofits can make. We fundraisers all have our ‘Duh!’

How to use verbatims and digital body language to raise more money

iMarketSmart

That way it gets scored and sorted for future automated marketing using highly segmented, highly relevant, highly personalized messages. Recently I was interviewed by a woman named Mazarine at Wild Woman Fundraising ! You can hear the interview here.

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The 4 levels of donor commitment according to Mal Warwick

iMarketSmart

For those of you who are new to the field, Mal Warwick played a tremendous leadership role in fundraising and direct marketing. In his book titled How to Write Successful Fundraising Appeals , he outlined the 4 levels of donor commitment.

7 Solid Reasons Why You Should Kill Your Printed Planned Giving Newsletter

iMarketSmart

After all, it’s an easy marketing option (especially if you buy them from a vendor who has been creating them for you for decades). In marketing, we call these folks “subscribers” And, subscriber readership is always more valuable than non-subscriber readership.

Plan 71

Charity: Water Is Special. But It’s The Video!

The Agitator

I suppose Charity: Water’s key breakthrough was its offer to direct marketed donors — ‘all of your donation will go to program, our overhead is covered by major gifts’ And the money has poured in, as the organization has matched its unique offer with brilliant online marketing technique. Communications Innovation Online fundraising and marketing premium

Fundraising Agencies — Barriers To Growth, Part 5

The Agitator

charities direct marketing Don''t Miss these Posts fundraising innovation nonprofit management nonprofits premium A lot of what I’m about to say here will seem offensive to fundraising agencies and insensitive to their problems. I mean to be neither. I decided to call out this thorny barrier to growth because I’m not alone in observing a dangerous pattern that’s emerging.

Acquisition: Premiums, Crack Cocaine And Nonprofit Suicide

The Agitator

Almost every direct response fundraiser who can count eventually comes to the realization that reliance on premiums to boost short-term acquisition response rates is a long-term prescription for poor retention and lousy lifetime value. Acquisition charities direct marketing Don't Miss these Posts DonorVoice fundraising research

Trillions and trillions of dollars.

iMarketSmart

Between 2000 and 2050 $12 trillion is expected to go to charity in the form of bequests. All that is going to charity. But how much will go to your charity? marketing Philosophy/motivation Planned Giving strategy Direct Marketing philosophy Planned Giving Marketing results

8 Must-Do Nonprofit Marketing Changes For 2013

The Agitator

Push ahead with integrated marketing. Create a social media strategy … one that’s linked to your overall marketing plan. Nancy’s list is more from the perspective of marketing communications. charities communications direct marketing donor retention fundraising nonprofits social networkingBy mid-January, I’ll bet you’ve seen plenty of ‘resolution’ and ‘must-do’ lists for 2013.

‘F’ Grade For Online Giving

The Agitator

The study of 151 charities, including 100 on the Chron’s Top 400 list, points to many shortcomings in these organizations’ online fundraising practices. What I found interesting is that many of these so-called online fundraising failures are actually failures of Direct Marketing 101. That is, they would be considered failures as well in any direct mail fundraising programs, where the extant experience and institutional knowledge is probably.

No “Thank You”!

The Agitator

Here is a ‘must read’ blog post by Chuck English at Marketing That Works … regarding Thank You’s. charities communications direct mail direct marketing Don't Miss these Posts donor retention fundraising loyalty marketing metrics nonprofit management nonprofits researchWe have met the Wizard of Oz, and not only is he just another poor slob, he wears no clothes!

Flat Earth Fundraising: Wasting Time By Exalting The Trivial

The Agitator

Failure to innovate in the development of new strategies for message and creative is the direct result of trivializing the creative process by focusing on incremental changes that don’t make a damn bit of difference.

Law 24

Barriers To Growth – Part 1

The Agitator

charities direct marketing Don''t Miss these Posts DonorVoice fundraising innovation marketing metrics nonprofit management nonprofits premium

Fundraising Losers: Saving Your Job This Year

The Agitator

According to Chuck… 84% of all organizations characterize their marketing messages as difficult to remember. accountability charities communications direct marketing Don't Miss these Posts fundraising nonprofit management nonprofitsHere in North America we can now get back to business. Canada Day is done. Independence Day is history for another year.

Bacon & Eggs & Fundraising

The Agitator

Fifty national and international charities in the UK were included in the study, along with nine additional and visionary charities who provided specific data to verify and deepen the analysis. Here’s a sampling of what you’ll find out: Which top UK charities have high donor commitment, and which have low commitment? Marketing, communication, donor service, fundraising, or operations?

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How To Retain 70% Of New Donors

The Agitator

direct response) since 1999. In most direct response programs, new, modest and small donors will never make a positive contribution to an organization’s mission unless they die and leave a sizable bequest. Despite no direct response fundraising since 1999, the organization has grown, but more importantly net income has increased dramatically. Before acquiring new donors, learn how to cultivate the ones you have.

Which Mailbox Delivers Emotion?

The Agitator

Done by Epsilon, the Consumer Channel Preference Study (registration required) focuses particularly on consumer preferences with respect to direct mail and email. And specifically, as between direct mail and email, 30% of consumers prefer receiving solicitations for donations in the mail, versus 9% via email. The reasons for preferring direct mail are (in rank order): More private if sent through through the mail.

The Courage To Change

The Agitator

Early this year the 100 year-old American Cancer Society (ACS) rocked the direct response ecosystem with its decision to stop all direct mail acquisition … stop the use of direct mail to non-dm acquired donors … and remove the ACS list of donors from all exchange universes. After all, ACS is one of America’s largest nonprofit mailers — 41 million pieces of acquisition mail; mailings to 300,000 lapsed donors; and $41 million in just its direct mail renewal program alone.

My Favorite Fundraising Metrics

The Agitator

I’ve been fiddling around with a list of favorite fundraising metrics … the fewest numbers I would most like to know about my/your donors to judge my/your direct marketing fundraising performance. Don't Miss these Posts DonorTrends charities direct marketing donor retention fundraising loyalty major donors marketing metrics nonprofit management nonprofits online fundraising planned giving social networking

How You Can Get More Money Through Direct Mail: Interview with Jules Brown of “Dear Joan”

Wild Woman Fundraising

He is a professional direct response copywriter specializing in the creation of highly persuasive fundraising campaigns for charities and non-profits. Mazarine: How did you get involved with copywriting for direct mail fundraising?

Fire The Top 83 Direct Response Fundraisers?

The Agitator

For the 5 th straight year the majority of the large organizations included in the Index – those where the dominant revenue source is direct response – have experienced another lackluster or downright disturbing year. Don't Miss these Posts Hot Research Measuring Up You Oughta Be Fired accountability charities direct mail direct marketing fundraising nonprofit management nonprofits

Acquiring New Donors – Plan C

The Agitator

However, I do think that direct response, paid advertising is, generally, not the best route to go. Creating stories worthy of earned media usually entails people who understand narrative and media relations, as opposed to direct marketing and data crunching.&#. Don't Miss these Posts charities communications direct marketing donor retention fundraising issue fundraising loyalty nonprofit management nonprofits online fundraising

Acquisition: More On Counterintuitive Effects Of Premiums

The Agitator

One experiment conducted as part of the study described the thank-you gifts not as rewards but as a means of furthering the charity’s goals. For example, a tote bag was said to have “our charity’s logo printed on the side, and when other people see the logo, it will raise awareness for our cause.” By making acceptance of the tote bag seem like a means of helping the charity, this description eliminated the negative effect on donations.

How Can You Get More Money in the Mail?

Wild Woman Fundraising

DMIQTV stands for Direct Mail IQ TV. So, here’s the Search page: The Direct Mail categories for nonprofits are: 571,576,580, 600. What could you change in your letter to make people want to give you more money for your cause? TONS of things! For example. Headlines.

Cause Marketing Dampens Giving?

The Agitator

As reported by Marketing Daily , here’s a study from the University of Michigan Business School that suggests cause marketing dampens giving. Marketing professor Aradhna Krishna conducted studies involving 300 college students to see whether consumers who bought products linked to a social cause would reduce subsequent donations to that cause. Don't Miss these Posts cause marketing charities direct marketing fundraising nonprofits research

What Is The Watchdog Watching?

The Agitator

This week the Chronicle of Philanthropy reported that members of the Direct Marketing Association are working on an official protest against the watchdog Charity Navigator. In short, ain’t many donors checking Charity Navigator.

Welcome Advice

The Agitator

Don't Miss these Posts You Deserve a Raise accountability charities communications direct marketing donor retention fundraising loyalty nonprofit management nonprofitsI mean just that … courtesy of Fundraising Success. From Craig DePole at Newport Creative Communications, here’s some very straightforward advice on how to welcome your new donors.

60:40 Rule For Donors?

The Agitator

Your charity has no needs. Your charity is simply the organizational vehicle that gets the donor’s gift to those in need. Don't Miss these Posts accountability copywriting direct marketing donor retention fundraising legacy marketing loyalty nonprofits planned givingUsually I agree wholeheartedly with the advice proffered by Canadian fundraiser Fraser Green. But he recently wrote this article — Donors Love 60:40 — with which I beg to differ.

Rules 21

OK, “Thank You!”

The Agitator

My curiosity stems from the fact that here’s a direct marketing practice we all engage in as a ‘best practice’ … on instinct, on a hunch. charities communications copywriting direct mail direct marketing Don't Miss these Posts donor retention fundraising loyalty nonprofit management nonprofits research

Three Things Donors Want

The Agitator

I like Seth Godin best when he focus directly on marketing, as opposed to his ‘Rah Rah’ stuff aimed at motivating his tribe to bigger, better things. Here’s a recent post — Three things clients and customers want — where he’s offering terrific marketing insight. Take a few moments to consider your latest marketing communications against these three deliverables.

Women Are Better Donors

The Agitator

Holly reports: “Women are more likely to give a bigger share of their income to charity, and in the highest income bracket the total sums they donate are more than two times as high as men in similar circumstances: For a $100 average gift given by an older affluent man, women of similar age, income level, and other characteristics donate $256 on average.” All this in a direct mail only context.

Why Donors Tune You Out

The Agitator

He cites survey data that shows donors are quite sensitive to charities using inaccurate personal data in their communications. For example: 20% of respondents would stop giving to charities that used an obsolete or out of date name and address (up 5% on 2010); When it came to regular donors, most people (63%) who received a mailing with incorrect personal details would notify the charity and ask them to amend their record.

Donor Retention Survey Results

The Agitator

Don't Miss these Posts charities communications direct marketing donor retention fundraising loyalty nonprofit management nonprofitsNothing fancy about last week’s Agitator survey. We asked one question: “What percentage of your nonprofit’s 1st time donors make a second gift?&# [Folks at agencies and consultants were asked to indicate an average over the clients they've typically served.]. Here are the results … 31% — Less than 30%.

Why Bother Getting First Gift?

The Agitator

Don't Miss these Posts You Deserve a Raise charities communications direct marketing donor retention fundraising loyalty marketing metrics nonprofit management nonprofitsA couple of days ago I wrote about My Favorite Fundraising Metrics. Number 3 on my list was first year retention rates. A slightly different — and very practical — way of putting that is … how many initial donors did you succeed in getting a second gift from?

Fire Fundraiser #84?

The Agitator

Earlier this month, Roger flirted with firing the direct response fundraisers for the top 83 charities in America. Bread for the World’s direct response program is characterized by most of the “grounds for dismissal” in your posting – especially our “cookie cutter, same-old-same-old plans recycled year after year.”. Many younger individuals have made their first philanthropic gifts to disaster groups – rather than old-line charities. (4)

Stories For Relationship Building Too

The Agitator

P.S. In case the navigation above doesn’t work for you, use these direct links to the four installments in the story of Xander. Don't Miss these Posts You Deserve a Raise charities communications direct marketing email marketing loyalty online fundraising online publishing social networkingA couple of weeks ago I posted on the importance of stories to support fundraising. It goes without saying that stories support donor engagement of all kinds.

An Online Fundraising Campaign To Watch

The Agitator

Says author Peter Merholz: “In our increasingly connected world, people crave authentic human interaction, and the future of retail is going to look a lot more like it did in the more distant past (or still does in markets and bazaars), and a lot less like the bureaucratically-driven mass consumerism we grew to expect in the twentieth century.”

Get more money with your year end appeal: Interview with Paul Bobnak of DMIQTV and Who’s Mailing What

Wild Woman Fundraising

How long have you been working in the direct mail industry? My basic job which hasn’t changed much, every day I look at direct mail and email. Direct mail and email is dull as dishwater but it’s fascinating to do. We know that the direct mail universe is shrinking.

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How To Talk About Fundraising Costs

The Agitator

Like it or not, far too many folks judge a charity by its cost of fundraising and ‘overhead’ From regulators to the media, from charity watchdogs to far too many nonprofit boards — and even some fundraisers themselves — the false metric of ‘cost of fundraising’ has created a big mess of misunderstanding. Nowhere was the awakening clearer than at last week’s New York conference of the Direct Marketing Association’s Nonprofit Federation (DMNAF).

The Old Big Thing

The Agitator

Marketing maven Seth Godin finished a recent post/rant with this comment: “I love to hear about the next big thing, but I’m far more interested in what you’re doing with the old big thing.&#. Godin’s point made me wonder once again about the ‘dead stuff’ of fundraising … direct mail. Maybe it’s just that innovation in direct mail has disappeared. Is there anything left to be learned about direct mail.