Month: August 2012

  • What donors are interested in

    A great reminder from the No Small Change blog: Stop documenting. Start communicating: The woman who sends you Rs 2,500 a year does not want to see the pipe you’ve installed from four different angles. She wants to see the happy face of child who now has water. That’s an important distinction that’s lost on…

  • Why the boss can’t read your fundraising right

    From Tom Ahern’s newsletter, a checklist you might want to give your boss or that meddling board member who’s bent on taking all the life out of your fundraising: Why does good direct mail sound so weird? Here’s what I think may be the main point, the reason reviewers have a tendency to get things…

  • Are Your Online and Offline Efforts in Sync?

    Here’s my Fundraising Ninja column in this month’s FundRaising Success magazine, Are Your Online and Offline Efforts in Sync?. Teaser: “Many organizations today have falling direct-mail response rates and little or no increase in online giving. Those are the Great Compromise organizations. Others have stable (even improving) direct-mail results — and skyrocketing online giving. Those…

  • Writing that motivates donors to action

    From the KISSmetrics blog, 8 Habits Of Conversion-Focused Copywriters. These are ways to improve the chances that your readers will take action: Timing It Right (the call to action is not too soon, not too late) Using the Magic Word (in headlines, it’s often “get”) Going Beyond the Comfort Zone (if you want action, you…

  • Good news for fundraisers: Donors are happy and loyal

    Here’s some encouraging research for fundraisers, reported at Customer Experience Matters: Women And Wealthy Are Happiest. Here’s the first part of the good news: This shows that women are somewhat more happy than men, but more importantly, older people are happier than younger, by a margin that increases with age. (Other findings, not shown here,…

  • Does your fundraising look too good?

    Authentic fundraising beats smoothly professional corporate-looking fundraising every time. It seems donors would rather support something real than something beautiful. The Grizzard Blog notes this at Is your fundraising rooted in the particular? Instead of fancy-pants symbolism and high-end design, donors respond to messages that are odd, home-made, very specific, and sometimes containing the unexpected:…

  • In fundraising, the donor is the hero; you are the sidekick

    Here’s an important reminder from Katya’s Nonprofit Marketing Blog: Who is your hero? It should be your supporter. Main point: If you want to inspire people to action, make them a part of your story, playing a heroic role in the change you seek to effect. We all want to be part of that collective…

  • How to make your stories persuade donors to give

    Neuromarketing reports on a study of how stories persuade juries, at Six Characteristics of Highly Persuasive Stories. (The study itself is available here.) Attorneys working to persuade jurors through narrative need to take these things into account: Delivery Counts. A well-written story is stronger than a weak one. Vivid Imagery. Realism and Understandability. Structure. Stories…