45 Ideas in 60 Minutes **
What the What?
A rapid-fire panel discussion on what’s working and what’s not in
Annual Fund and Direct Response
**= or thereabouts
Lisa Greco, Guideposts FoundationLuke Vander Linden, New York University
Moderated by: Joseph Ferraro, CFRE - PULSE-MDC
Idea/Tip #1
You don't always have to include a teaser
Idea/Tip #2
Test adding highlighting in yellow to the letter copy to call out some key points
Idea/Tip #3
Integrate and coordinate your message
Idea/Tip #4
Be a peeping Tom
Idea/Tip #5
Test adding “Attn: <<Signer of letter>> to the reply envelope in a handwritten font
Idea/Tip #6
Call donors JUST to thank them
Idea/Tip #7
Convert single-gift donors to monthly givers
Idea/Tip #8
Don’t be afraid to do timing tests – especially on follow up/reminder packages.
Idea/Tip #9
It is NOT about you BE donor-focused and relationship-centric
Idea/Tip #10
What your letter looks like may be just as important as what it says
Idea/Tip #11
Test a BRE vs CRE
Idea/Tip #12
You are the facilitator/conduit of pre-existing donors desires.
Idea/Tip #13
(Almost) always include a postscript
Idea/Tip #14
Keep a good history on all test results
Idea/Tip #15
When asking always remember the who and the why
Idea/Tip #16
The reply device is king
Idea/Tip #17
Consider mailing a follow up to your best acquisition lists
Idea/Tip #18
Step back and do a creative audit
Idea/Tip #19
Use testimonials and quotes for maximum impact
Idea/Tip #20
Membership card vs. “Supporter” card
Idea/Tip #21
Avoid Drop in the Bucket Syndrome
Idea/Tip #22
People need (and like) to be told what to do
Idea/Tip #23
Consider adding copy on the back of your OE
Idea/Tip #24
Revisit your acknowledgement process and language
Idea/Tip #25
Write a strong call to action
Idea/Tip #26
Consider more than pure RFM data
Idea/Tip #27
Use telephone voice messaging tools to enhance direct mail
Idea/Tip #28
Lapsed donors are still part of the family
Idea/Tip #29
Personalization - consider selecting anniversary names out first and messaging them specifically
Idea/Tip #30
Say Thank You, Thank You, Thank You and Thank You Again!
Idea/Tip #31
Utilize big data
Idea/Tip #32
Test panels – and sample sizes
Idea/Tip #33
Offer long-lapsed donors “MEMBERSHIP”
Idea/Tip #34
Some of the best fundraising letters don't ask for money
Idea/Tip #35
DM tests that have worked: live postage or fake meter, active devices, personalization
Idea/Tip #36
Every success story must lead to a clear action
Idea/Tip #37
Get interactive … or ask for something else
Idea/Tip #38
Gift asks
Idea/Tip #39
Death to brochures!
Idea/Tip #40
Sometimes you have to 'take the money and run!
Idea/Tip #41
Acknowledge each gift received and thank donors specifically for what they supported
Idea/Tip #42
NO Tuxedos or giant checks EVER Re-focus your donor stewardship newsletter
Idea/Tip #43
Keep email simple
Idea/Tip #44
Mine lapsed donors
Idea/Tip #45
Utilize “Integrated Mini-Campaigns”
BUT WAITThere’s More!DVD Extras
Idea/Tip #46
No matter your file size, always test
Idea/Tip #47
Donor retention is just as important as donor acquisition.
Idea/Tip #48
Results matter
Idea/Tip #49
Report multichannel giving too
Idea/Tip #50
Consider testing an EFT program, especially with sustaining donors
Idea/Tip #51
If you already offer monthly giving, make an upgrade appeal a standard part of your program
Idea/Tip #52
Email – subject line testing
Idea/Tip #53
Less is more, less is more, less is more
Any More Questions?
45 Ideas in 60 Minutes **
THANK YOU
Lisa Greco, Guideposts – [email protected] Vander Linden, New York University– [email protected]
Moderated by: Joseph Ferraro, CFRE - PULSE-MDC – [email protected]
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