2 things you need to know for direct marketing

iMarketSmart

If you’re working on a direct marketing effort for major and/or planned gifts, there are just two things you need to know: 1. What’s really most important for a direct marketing effort to work is the list. Professional marketers focus on what’s really important. NO, I’d rather not know how my marketing is performing. >> What activity metrics you should measure for effective long-term planned giving marketing. >>

8 ‘Duh’ Principles Of Direct Marketing

The Agitator

We fundraisers all have our ‘Duh!’ ’ principles of direct marketing from copywriter Dean Rieck via DirectMarketingIQ. I think they apply to our specialty, fundraising. Not every fundraiser sits at the table where the ‘product’ is created or shaped. Marketing begins and ends with the product. Make sure you’re doing direct marketing.

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70 Steps To Getting Your Direct Marketing Right

The Agitator

It’s been awhile since we featured master direct marketer Denny Hatch. Called The Direct Marketer’s Checklist , it’s simply a list of 70 boxes that any direct marketer should tick before they communicate their pitch. OK, 35 of the boxes apply to all media employed; the balance then focus on direct mail, then space ads, then catalogs, then email/ecommerce, and finally DRTV.

The Skinny on Direct Marketing 101 – The Basics: A Participant’s View

DonorDigital

This following article was originally published in March 2016 by the Direct Marketing Association of Washington and is reprinted with permission. Held at The City Club of Washington, it covered the fundamentals of direct marketing, examined big picture trends and gave attendees an opportunity to network. Lori Barao (MMI Direct) followed with data hygiene. It’s worthwhile for anyone who truly appreciates the science of marketing.

Are fundraising tricks and gimmicks worth doing?

iMarketSmart

Also, go ahead and replace salesperson with fundraiser and selling with fundraising. Smart fundraisers know that the point of acquisition fundraising is to get people into the funnel so they can take a donor journey that leads to a major gift (including a legacy gift). I think it’s time that those fundraisers focused on acquisition caught up regardless of what “works” in the short-term. How Planned Giving Marketing Is Like Selling New Cars.

5 lessons fundraisers can learn from Subway (Yes! The sandwich shop)

iMarketSmart

Here are 5 great lessons fundraisers can learn from Subway : 1. The post 5 lessons fundraisers can learn from Subway (Yes! Fundraising strategy best practices for fundraising charitable giving Charitable Giving Cultivation Copywriting direct marketing tips fundraising blog major gift fundraising strategy marketing tips nonprofit marketing PhilanthropyAsk for feedback. Say please. . Use the word “YOU” often.

3 big reasons why some fundraisers should not critique creative

iMarketSmart

The post 3 big reasons why some fundraisers should not critique creative appeared first on MarketSmart | . Fundraising Major Giving Planned Giving strategy charity blog creative jobs creative work cultivation for major gifts cultivation for planned giving Digital Marketing Direct Marketing donor cultivation marketing for nonprofits marketing services nonprofit marketing Planned Giving Marketing

Another idea to think about before you write your fundraising copy

iMarketSmart

Communication Direct Marketing Fundraising marketing Philosophy/motivation Planned Giving Planned giving Planned Giving Marketing strategy philosophy smart Carol Pollack from Planning and Endowment Consulting had a great idea to add to yesterday’s post.

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How NOT to write a letter to your supporter community

iMarketSmart

All contributed directly to our expanding excellence. Digital Marketing Direct Marketing Fundraising best practices for planned giving charitable giving cultivation for major gifts direct marketing tips email marketing tips for nonprofits major donor fundraising major gift fundraising major gift marketing Planned Giving writing letters for your supporter communityHere’s an old letter from my alma mater.

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The top 10 reasons why your donor outreach fails

iMarketSmart

It fails to provide a way for the donor to respond to someone directly. #2. Direct Marketing Fundraising best practices for fundraising Digital Marketing direct marketing tips donor cultivation donor retention fundraising advice Lead generation for planned giving legacy gift marketing major donor fundraising major gift cultivation major gift fundraising nonprofit marketing online marketing Philanthropy Planned Giving Marketing

There’s power in exclusivity but are you using it?

iMarketSmart

Unlike populist fundraisers (who treat everyone the same), engagement fundraisers aim to find and build relationships with “first class passengers”— people who are willing to “pay” more (with major and legacy gifts). . In this case, private sector marketers employ Velvet Rope Marketing strategies. Related posts: >> Analyzing Fundraising Strategies through the 80/20 Principle. >>

Before you begin to write your fundraising copy, print this out

iMarketSmart

Communication Direct Marketing Donors Fundraising marketing Philosophy/motivation Planned Giving Planned giving Planned Giving Marketing Stewardship strategy philosophy … Just a cute reminder. Print it out and hold it in front of the mirror. It’s not about me!

3 major donor myths broken by Andrew Olsen

iMarketSmart

Andrew Olsen knows a thing or two about direct marketing. On his blog , he debunks 3 major donor myths that pertain to marketing. Digital Marketing Direct Marketing Fundraising Major Giving Andrew Olsen Fundraising Myths lead generation for major gifts major donor fundraising major donor myths smartideas blogYou can find them below. Here’s his proof that they aren’t true.

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

iMarketSmart

Recently I was interviewed by a woman named Mazarine at Wild Woman Fundraising ! That way it gets scored and sorted for future automated marketing using highly segmented, highly relevant, highly personalized messages. Bottom line: That’s what fundraising is all about. You can hear the interview here. Here’s one big point from the interview I figured you’d want to read (in case you don’t have time to listen to the whole thing).

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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. Related posts: >> How to Develop Donor Personas for Your Nonprofit. >> Marketing personas for non-profits: design and implementation. >> Donor Personas, Their Value, and How to Craft Them.

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What a terrific advertisement!

iMarketSmart

I really can’t say it any better than this ad thanks to LegacyVoice , a legacy administration and marketing firm based in the UK. Direct Marketing Fundraising strategy fundraising blog good advertisement examples major donor fundraising marketing blog marketsmart NGO non profit blog nonprofit marketing tips NPO Planned Giving

There’s power in exclusivity but are you using it?

iMarketSmart

Unlike populist fundraisers (who treat everyone the same), engagement fundraisers aim to find and build relationships with “first class passengers”— people who are willing to “pay” more (with major and legacy gifts). . In this case, private sector marketers employ Velvet Rope Marketing strategies.

Why mistakes are awesome and what to do about them

iMarketSmart

Digital Marketing Direct Marketing Fundraising Lead Generation fundraising tips nonprofit marketingI know the feeling. A supporter calls to tell you your email or letter spelled her name wrong. She’s pissed! You begin to sweat and your muscles become tense. You think to yourself – “This sucks!”

7 things about email subject lines that will help you save the world

iMarketSmart

” Jeff Brooks, Creative Director at TrueSense Marketing and author of the blog Future Fundraising Now puts it this way: “Crusty, old-school, no-nonsense advertising copywriters spend more time on the ten to twenty words of a headline than they do on the several hundred words of body copy. Click here to see our definitive list of engagement fundraising channels. Firstly, email subject lines are actually headlines.

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Statistical Averages Versus Fundraising Reality

The Agitator

Roger and I appreciate when Agitator readers share real world data and experience with others in the fundraising community. direct marketing Don''t Miss these Posts marketing metrics online fundraising premium It’s the best way for all of us to compare and learn. So thanks to Carrie Miller at SankyNet for the grist for today’s article.

Fundraising Land Grab

The Agitator

On Valentine’s Day, it’s fitting that The Agitator focus on fundraising’s equivalent of the ‘going steady’ relationship — the sustaining, committed or monthly giving donor. Chuck Longfield, founder of Target Analytics and chief scientist at Blackbaud, is one of my favorite fundraising analysts and observers.

Fundraisers … Beware Of Vanity Metrics

The Agitator

If you truly believe that fundraising is mostly art’, not ‘science’, then stop reading. Chances are you’re going to neither understand nor care which metrics matter in fundraising. It’s fashionable these days for many nonprofit fundraisers and their consultants to claim they’re ‘data-driven. Acquisition direct marketing Don''t Miss these Posts fundraising marketing metrics premium

Stop shaming your supporters!

iMarketSmart

He sends his kids to private school and he figured he’d ask me a question about fundraising since that sort of thing is right up my alley. “Does shame work as a fundraising tactic?” Fundraising Lead Generation Major Giving Planned Giving charity Direct Marketing donor stewardship donor stewardship mistakes donor stewardship tips engagement fundraising fundraising advice fundraising blog legacy gift marketing major donor fundraising marketsmart Philanthropy

Fear or fear not… a massive disruption in the fundraising industry? That is the question!

iMarketSmart

What’s important is how disruption in the fundraising industry affects you. Here’s why: Back when I sold direct marketing (printing and mailing) to nonprofits in the DC region, I made a huge sign and put it above my cubicle’s desk to ensure that I’d read it each morning. So I’m no longer selling direct marketing. The post Fear or fear not… a massive disruption in the fundraising industry?

Institutional Fundraising Memory

The Agitator

An important fundraising caution from Dilbert’s Scott Adams … When it comes to all that testing and results analysis that your fundraising staff has done, what steps have been taken to create and protect your nonprofit’s institutional memory?

2 big reasons why email open rates are meaningless and 3 things you should track instead

iMarketSmart

Related Posts. >> 4 Email Metrics That Matter Most for Major and Legacy Gifts Marketing. >> 8 Great Ways to End Your Emails or Letters. Direct Marketing Fundraising Email Marketing email marketing metrics email open rates fundraising tips philanthropy blog postsThis drives me crazy.

Face-to-Face Fundraising Tips

The Agitator

Unlike Roger, who sings its praises, I confess to no personal experience with face-to-face fundraising … other than as a consumer. So I was pleased to get this article – 8 things you should know before starting Face-to-Face fundraising — from Terry van den Bemt and Willemien Melis of Pepperminds in The Netherlands.

3 reasons to run an OPT-OUT campaign

iMarketSmart

But nonprofits need to recognize that engagement fundraising is like dating. Direct Marketing Fundraising Email Marketing nonprofit marketing tipsI said you should run an OPT-OUT campaign. Not an opt-in campaign. I realize it’s counter-intuitive, but I actually get just a little bit of pleasure seeing people unsubscribe from my blog. Fortunately, very few people do.

Are you communicating with your supporters too frequently?

iMarketSmart

Digital Marketing Direct Marketing Fundraising donor communication strategy donor stewardship mistakes donor stewardship tips effective donor communications fundraising donor communication major gift cultivation planned gift marketingWhen it comes to volume of donor communications, it’s not a matter of how much or how little (especially when it comes to email). It’s a matter of how good!

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. SEE ALSO: >> If you’re asking yourself whether or not direct mail is dead, then you’re asking the wrong question. I know, I know… you love your planned giving newsletter.

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Focus On Fundraising Metrics That Really Matter

The Agitator

Questions, that when answered can dramatically improve the productivity of a fundraising program. Acquisition direct marketing donor retention fundraising loyalty marketing metrics premium Yesterday I explored ‘vanity metrics’ and briefly explained why they’re not very helpful for serious decision-making. Or how, in the case of Benchmarking, they’re often ignored or mis-applied. Today, we’ll move to metrics that truly matter.

Stop filling space!

iMarketSmart

Fundraisers can learn a lot from good advertising because it puts all the focus on the consumer (your donor). Too often, fundraisers seek to fill space in their communications just as the poorly trained ones see to fill silence with talking too much. >> How NOT to design the perfect fundraising campaign. Direct Marketing Fundraising strategy good advertising good vs. bad advertising Nonprofit nonprofit marketing philanthropy blog

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Fundraising Efficiency vs Productivity

The Agitator

Which should be more important to your fundraising … efficiency or productivity? Or, more productively, read this piece by Tom Hurley at DMW Direct. As Tom sees it, the holy grail of fundraising is maximizing net revenue, and sometimes you need to sacrifice a spiffy ROI to do so. direct marketing Don't Miss these Posts fundraising marketing metrics nonprofit management You Deserve a Raise

Fairy Tale Fundraising

The Agitator

I’m looking forward to joining a small, bright band of nonprofit execs, consultants, editors and other assorted members of our fundraising tribe on May 9 th in Philadelphia for Fundraising Success magazine’s first Engage Conference. Second, it’s focused on case studies, with the aim of illustrating the steps a few organizations — Operation Smile, The American Bible Society, and The Human Rights Campaign — took to create truly breakthrough fundraising programs.

Brilliant Fundraising Products

The Agitator

So I was pleased to receive this recent showcase of ‘ brilliant fundraising products ‘ from SOFII, several of which are designed to support monthly giving programs. communications direct marketing Don't Miss these Posts donor retention fundraising innovation loyalty nonprofit managementI’ve always been intrigued with the challenge of growing monthly giving programs.

Resolved: No Fundraising Silos

The Agitator

We picked this recent comment from Steve MacLaughlin at Blackbaud, who talks about the imperative for nonprofit fundraisers to embrace multi-channel fundraising. The bottom line: Different strokes for different folks (donors) is not just some ideal … it’s vital to fundraising success. And the chief obstacles to capturing its fundraising benefits are operational and data silos within organizations. If that means a direct mail piece and a check, then great!

3 big reasons why email open rates don’t matter (and what you should measure instead)

iMarketSmart

She was showing off her firm’s marketing emails. They don’t account for the effectiveness (or ineffectiveness) of email marketing. No smart marketer cares about them. That’s because she didn’t know a darn thing about effective marketing. Sadly that’s what I see happen at most fundraising conferences. First, a short story.

Big Data And Fundraising

The Agitator

They’re rather important to your fundraising future. If you need more incentive to step up your database-building and analytics efforts, read this Time Swampland account — Inside the Secret World of the Data Crunchers Who Helped Obama Win — of the Obama campaign’s elaborate and unprecedented use of ‘big data’ and predictive modeling to drive every aspect of the campaign’s fundraising, voter persuasion and voter turnout efforts.

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Minced Pie And Fundraisers

The Agitator

For the pathetic reason that all too many fundraisers lack the knowledge, energy, skill, discipline and guts to effectively employ proven techniques, the techniques themselves are now savaged and dismissed. Or worse yet, because fundraisers themselves “personally don’t like” the technique. As my friend and Canadian fundraiser David Love points out, “No one has ever made a wet dash out of the bathtub to open a letter, but they have to answer a ringing telephone.”.

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. Growth in e-relationships over past twelve months (No immediate dollar value here; this is meant to suggest fundraising potential): Unique visitors to website(s); Email address file size (actives only); Social media friends, followers, etc.

Fundraising Year In Review

The Agitator

Today, a summary of giving for 2011 and some trends in direct mail. As we head for 2011’s fundraising finish line The Atlas of Giving on Friday reported that overall giving this year will finish 7.4% Much like the CIA once monitored the wheat harvest in the old Soviet Union, Ethan Boldt over at DirectMarketingIQ reports the top 5 fundraising direct mail trends in 2011. Is the fact that premium use doubled in the fundraising sector significant?

Fundraising Agencies — Barriers To Growth, Part 5

The Agitator

A lot of what I’m about to say here will seem offensive to fundraising agencies and insensitive to their problems. charities direct marketing Don''t Miss these Posts fundraising innovation nonprofit management nonprofits premium 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.

Fundraising Intermission #2: Mastering The Basics

The Agitator

But even for us older dogs (that’s me in the foreground), it’s good to pause and revisit the essentials — those basic skills that every competent fundraiser must hone and continually keep sharp. So, here’s a ‘Basics Mini-Tour’ courtesy of the wise and witty UK fundraising consultant Ken Burnett, author of the classic Relationship Fundraising , and among other important contributions, the founder of The Show Case of Fundraising Innovation and Inspiration (SOFII ).

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