Once is Not Enough – Why You Need a Multichannel Fundraising Campaign

9302746500_abac718b17_wYear-end fundraising season is starting to gear up. Perhaps you’ve already mailed an appeal letter or are planning to in the next couple of weeks.

Planning is the key word here. If you just send one fundraising letter and wait for the donations to come in, prepare to be disappointed. Your donors are busy and may put your letter aside to handle later, and never get to it.

You may be thinking of not using direct mail at all because it’s too expensive and only sending email appeals. That’s a mistake. Direct mail is still a viable way to communicate and well worth the investment.

Of course, you can also send email appeals, but you’ll need to plan to send more than one appeal due to the enormous volume of email people receive, especially at this time of the year. 

Some donors will respond to the first appeal, but most are going to need a few reminders.

Your fundraising campaign will be more effective if you use a combination of mail, email, social media, and phone calls. Some donors may respond to your direct mail piece but donate online. Others will see your email message but prefer to send a check.

You’ll have a lot of competition since you’re not the only organization seeking year-end donations. Plus, you’re competing with a deluge of email and social media posts from a variety of sources.

This is why you need a multichannel fundraising campaign with a series of asks.

BEFORE YOU START

Clean up your mailing lists

If you haven’t already done so, clean up and organize your mailing lists. Do you have both postal and email addresses for all your donors?  Be sure to segment your donors into different groups (current, monthly, etc), as well.

6 Steps to Direct Mail List Management

Clean Up Your Email List With These 3 Simple Steps

Make it easy to donate online

You must have a donation page that’s engaging and easy to use on all platforms, including mobile. Test all links in email messages and social media posts. The last thing you want is a donor contacting you about a broken link or have to hunt around on your website for a link to your donation page.

When you’re ready to launch your campaign, include a blurb on your homepage that says your appeal is underway. Make sure your donate button is in a prominent place and stand out even more by including an engaging photo to draw people in.

Which channels do your donors use?

Don’t spend a lot of time on channels your donors aren’t using. Figure out in advance where you want to focus your efforts.

SAMPLE SCHEDULE AND STRATEGY

Come up with a schedule of when the appeals will go out. I’ve created a sample schedule below. Of course, you can adjust the timeframe as needed and use this for campaigns at other times of the year. That said, I do recommend starting your year-end campaign sooner than later. If you’ve already mailed your appeal, you can start planning your reminders.

November 6

Give your supporters a heads up by email and social media. Let them know your year-end appeal is underway and they should receive a letter from you soon, provided you have their mailing address. Encourage them to donate online right now. This means your donation page needs to be in great shape.

Keep in mind that the fact your year-end appeal is going on will matter to some donors and not to others. Use an enticing subject line such as How you can help Lisa learn to read.

Make sure it’s obvious your message is coming from your organization so you have a better chance of getting it opened. Get noticed on social media by using an engaging photo.

Week of November 11

Mail your appeal letters.

Week of November 18

Start sending follow-up reminders via email and social media. If possible, don’t send reminders to people who have already donated. Otherwise, be sure to thank your recent donors. You can even phrase your reminders as more of a thank you or an update.

Thanks so much to all of you who donated to our year-end appeal. We’re well on our way to our goal of serving more kids in our tutoring program. If you haven’t donated yet, please help us out today by visiting our website (include a link to your donation page) or sending us a check (provide address).

Week of November 25

Send another reminder, along with a Happy Thanksgiving message. Share a success story in your appeal.

Week of December 2

December 3 is #GivingTuesday so you could tie that into a reminder message. You may already have a campaign planned.

Your donors’ inboxes will be bursting at the seams on #GivingTuesday and your messages can easily get lost in the melee. Make your messages stand out and show some gratitude, too. 

Don’t just send generic weekly reminders. Also, keep it positive. Don’t make your donors feel bad because they haven’t donated yet.

Week of December 9

Start making reminder calls, along with sending electronic messages. If time is an issue, you could just call people who have donated before. That’s probably most effective. It’s a busy time of the year and your donors may need a gentle prompt.

The rest of December and beyond

Keep sending reminders throughout December. It’s tricky because you want to get your messages across without being annoying. This is another reason why you should only send reminders to people who haven’t donated yet.

Be sure to keep sending your newsletter and other updates. You don’t want the only messages your donors receive to be fundraising appeals. December is also a great time to show some #donorlove and send holiday greetings.

The end of December is the busiest time of this already busy fundraising season. Send two or three reminder emails during the last week of December, including one on the 31st. This is especially relevant if your fiscal year ends on December 31 or your donor wants to give before the end of the calendar year.

Even though you’re trying to raise money, don’t forget about building relationships, too. That’s just as important.

Look to see who hasn’t contributed yet. Concentrate on people who are most likely to donate, such as past donors. You may need to send another letter or a reminder postcard to donors who don’t use electronic communication.

In addition, plan to get in touch with your lapsed donors at the beginning of January.

Your fundraising campaign will be more successful with multiple asks and by using multiple channels. Good luck!

More on multichannel fundraising.

Why Every Fundraising Campaign Should Be a Multi-Channel Campaign

How to Make a Multichannel Fundraising Ask: the Basics

 

Don’t Get Lost in the Shuffle – Make Your Messages Stand Out

4698746521_0f3d47dd0f_mInformation overload is an understatement right now. We’re bombarded by messages of all kinds from many different sources.

How can your nonprofit keep up with all this? You want to communicate with your donors, but you don’t want your messages to get lost in the shuffle. It won’t be easy, but here are a few ways to make your messages stand out.

What’s your intention?

What’s the purpose of your message? What do you want your reader to do? Maybe it’s to donate, volunteer, attend an event, or contact her legislators. Maybe you’re sharing an update.

Think from your reader’s perspective. What would she be interested in or what would make him take action?

Keep it simple and stick to one call to action.

Choose the right channels

Most likely you’ll use more than one channel to communicate. Pay attention to the channels your donors are using and focus your efforts there.

Email is often the primary way nonprofits communicate and there’s a reason for that. It’s fast, easy, relatively inexpensive, and almost everyone has an email address. You can quickly get a message out to a lot of people. Also, unlike social media, it’s something you can control. You don’t have to rely on a social media algorithm to hope your message ends up in your donor’s feed.

But email has its drawbacks. People can get hundreds of emails a day plus messages from other sources such as social media. It’s easy for your messages to get lost in this melee. I often don’t read all my email. I usually scan through the burgeoning list to see what looks interesting. That, of course, depends on if I even have time to look at my email.

Some email messages, such as a fundraising appeal or an event invitation, you’ll probably need to send more than once. Try not to send messages to people who have already responded.

You can also go multichannel. For example, include a link to your e-newsletter on your social media platforms.

While you’ll likely use electronic communication pretty regularly, don’t discount direct mail. Your donors are more likely to see these messages. We get far less postal mail than electronic communication. Also, a person can put a piece of mail aside and look at it later. Don’t count on that happening with any type of electronic communication.

Get noticed right away

A good subject line is the key to getting someone to open your email message. If he doesn’t bother to open it, all your work has gone to waste.

Give some thought to it. Instead of Donate to our Spring Appeal or May 2019 Newsletter, try Find out how you can help Michael learn to read or Thanks to you, Dara won’t go to bed hungry tonight.

For postal mail, consider an engaging envelope teaser or a colored envelope with a stamp. You don’t want your letter to look like junk mail.

Keep it short

Your next step is to get your donor to read your message. Keep her interested. With email, yours may be one of hundreds she’ll receive that day, along with whatever else is going on in her life.

Make your messages short, but engaging, and get to the point right away.

Keep this in mind when you send your e-newsletter or updates. You might want to consider a two-article newsletter twice a month instead of one with four articles (and it’s unlikely your donors will read all four articles) once a month.

Given the cost of direct mail, why send a six-page annual report when you can wow your donors in an instant with an infographic postcard?

Photos and other visuals can be a great way to stand out, especially on social media.

Make it easy to read and scan

Besides sending a short message, use short paragraphs and lots of white space, too. Your messages need to be easy to read (and scan) in an instant. Don’t use microscopic font either.

Be personal and conversational

Write directly to your reader using clear, conversational language – no jargon. Address your message to a person – Dear Janet and not Dear Friend.

Segment your lists so you can personalize your messages. For example, you’ll create different messages for current donors, potential donors, and monthly donors.

Don’t cast a wide net

It’s important that you send your message to the right audience and your audience isn’t everyone.

You’ll have more luck with a fundraising appeal when you send it to past donors or people who have a connection to your cause. The same is true for event invitations or recruiting volunteers.

You may want to reach out to as many people as possible, but that won’t guarantee you’ll get more donations or event attendees. Segmenting and engaging with the right audience will bring you better results.

Be a welcome visitor

If you communicate regularly and do it well, your donors should recognize you as a reputable source and are more likely to read your messages. If all you do is blast them with generic fundraising appeals, well good luck to you.

Make sure people know your email is coming from your organization. In the from field, put DoGood Nonprofit or Lisa Wilson, DoGood Nonprofit. If you just put a person’s name or info@dogoodnonprofit.org, people may not know who it’s from and ignore your message.

Only send email to people who have opted into your list. Otherwise, you’re spamming them. Some people will choose not to receive email from you, and that’s okay. The ones who do are interested in hearing from you. Give people the option to unsubscribe, too.

Even though people only get a few pieces of mail a day, most of it’s junk mail. You never want any of your letters, newsletters, or postcards to be perceived as junk mail.

It’ll take a little more work, but it’s possible to make your messages stand out so you don’t get lost in the shuffle.

 

Seeing the World Through Your Donors’ Eyes

16694129500_90ff25d71d_mIn my last post, I wrote about the importance of staying donor-centered. Now let’s take it a step further. Try to think like your donors. Visualize one donor or a type of donor and imagine how they will respond to your communication.

Get to know your donors better

You may have a hard time with this if you don’t know your donors very well. One way to get to know them better is to send short surveys. The key here is short. Ask a few questions at a time.

3 Examples of Nonprofit Donor Surveys

The 5 ½ Principles of Effective Donor Surveys

GET TO KNOW YOUR DONORS: THE ULTIMATE GUIDE TO NONPROFIT SURVEYING

While surveys are a great way to connect, not everyone is going to respond to them. Another tactic to try is to create donor personas. You can use your database to figure out vital information and/or interview a few donors.

How to Develop Donor Personas for Your Nonprofit

GUIDE: Using Donor Personas to Maximize Your Nonprofit Fundraising

I think some of the most important things to know about your donors are why they give to your organization, what aspects of your work are important to them, and how they like to communicate (by mail, email, social media, or a combination of those).

Let’s look at these more closely.

Why do your donors give to your organization?

Donors are human beings, not just money machines. There’s a reason they’ve chosen to give to your organization. If you can find out what drew them to your nonprofit, it will help you with your donor communication.

Most likely they feel a connection to your cause. For example, I support the American Cancer Society because way too many people I know have been affected by cancer.

The best time to find out this information is right after someone donates, especially for first-time donors. This will be easier to collect online and you could include this question on your donation form.

Of course, not everyone donates online. You could also include a short survey and a reply envelope or a link to an online survey with your thank you letter or welcome packet for new donors. (You do send those, right?)

What aspects of your work are important to your donors?

You may have already found out this information from the question above, but most likely you’re working on several initiatives. If your organization is working to prevent homelessness, you may discover your donors are most interested in finding affordable housing for homeless families. Then you can share stories and updates about that initiative.

What communication channels do your donors prefer?

It’s probably more than one, but listen carefully. Don’t spend a lot of time on channels your donors aren’t using much.

Email will probably be your biggest communication tool. You won’t use direct mail as much because of the cost, but you do need to use it at least a few times a year, especially if you find out some donors don’t use electronic communication.

You could also try to get feedback about the frequency of your communication. Shorter, more frequent messages, especially for email and social media, should be more effective. This doesn’t mean blasting your donors with a bunch of generic messages.

The advantage of email and direct mail is you have complete control of them, unlike social media. Speaking of social media, almost every day you hear about some issue with Facebook. I’ve stopped using it and only use Twitter sporadically, but that’s just me. Other people can’t get enough of social media.

This is a good opportunity to monitor your email and social media to see if people are responding to your messages. Look at the open rates, click-throughs, and likes. (I know likes don’t mean that much, but they do reflect some sort of engagement.) Monitor this frequently and focus your efforts on channels your donors are using.

Use your database

As you gather vital information about your donors, put that in your database. Your database also comes in handy because you want to segment your donors – first-time donors, long-term donors, monthly donors, etc – so you can personalize their communication as much as possible.

Putting your work into action

You’ve spent time getting to know your donors better. Now you want to make sure they respond to your messages. This can be hard, especially when donors are bombarded with messages from many sources.

Keep them in mind. What will entice them to look at your email or letter and take action, if necessary. The email subject line Find out how you helped Claudia and her family move into a home of their own is profoundly better than April e-newsletter.

Now that your donor has opened your e-newsletter, is the first thing she sees a story about Claudia? You know from surveying your donors they like to read about the people they’re helping.

Every step of the way you need to see the world through your donors’ eyes – why they give to your organization, what they would like to hear from you, and which channels are best for connecting with them. Do this for every fundraising letter, thank you letter, newsletter, or any other type of communication.

Take time to get to know your donors, so you’ll have a better chance of keeping them for a long time.

 

Why You Need a Multichannel Fundraising Campaign

 

9302747250_55a3eb4704_zYear-end fundraising season is here and it’s the busiest time of the year for most nonprofit organizations.

You need to plan carefully. If you just send one fundraising letter and wait for the donations to pour in, you’re chasing rainbows. Your donors are busy and may put your letter aside to handle later, and never get to it.

You may be thinking of not using direct mail at all because it’s too expensive, and only sending email appeals. That’s a mistake. Direct mail is still a viable way to communicate and well worth the investment.

Of course, you can also send email appeals, but you’ll need to plan to send more than one appeal due to the massive volume of email people receive. Some donors will respond to the first appeal, but most are going to need a few reminders.

Your fundraising campaign will be more effective if you use a combination of mail, email, social media, and phone calls. Some donors may respond to your direct mail piece but donate online. Others will see your email message but prefer to send a check.

You’ll have a lot of competition since you’re not the only organization seeking year-end donations. Plus, you’re competing with a deluge of email and social media posts from a variety of sources, even more in the US since it’s an election year. The fact that it’s an election year may not affect nonprofit giving, but it does factor into the amount of communication your donors are receiving. Fundraising in an Election Year: Much ado about (almost) nothing

All this is why you need a multichannel campaign with a series of asks.

BEFORE YOU START

Clean up your mailing lists

If you haven’t already done so, clean up and organize your mailing lists. Do you have both postal and email addresses for all your donors?  Be sure to segment your donors into different groups, as well (current, monthly, etc).

6 Steps to Direct Mail List Management

Clean Up Your Email List With These 3 Simple Steps

Make it easy to donate online

You must have a donation page that’s engaging and easy to use on all platforms, including mobile. Test all links in email messages and social media posts. The last thing you want is a donor contacting you about a broken link or have to hunt around on your website for a link to your donation page.

When you’re ready to launch your campaign, include a blurb on your homepage that says your appeal is underway. Make sure your donate button is in a prominent place and stand out even more by including an engaging photo to draw people in.

Which channels do your donors use?

Don’t spend a lot of time on channels your donors aren’t using. Figure out in advance where you want to focus your efforts.

SAMPLE SCHEDULE AND STRATEGY

Come up with a schedule of when the appeals will go out. I’ve created a sample schedule below. Of course, you can adjust the timeframe as needed, and use this for campaigns at other times of the year. That said, I do recommend starting your year-end campaign sooner than later.

October 31

Give your supporters a heads up by email and social media. Let them know your year-end appeal is underway and they should receive a letter from you soon, provided you have their mailing address. Encourage them to donate online right now. This means your donation page needs to be in great shape.

Keep in mind that the fact your year-end appeal is going on will matter to some donors and not to others. Use an enticing subject line such as How You Can Help a Family Move Into Their Own Home.

Make sure it’s obvious your message is coming from your organization so you have a better chance of getting it opened. Get noticed on social media by using an engaging photo.

Week of November 5

Mail your appeal letters.

Week of November 12

Start sending follow-up reminders via email and social media. If possible, don’t send reminders to people who have already donated. Otherwise, be sure to thank your recent donors. You can even phrase your reminders as more of a thank you or an update.

Thanks so much to all of you who donated to our year-end appeal. We’re well on our way to our goal of helping more families find a home of their own. If you haven’t donated yet, please help us out today by visiting our website (include a link to your donation page) or sending us a check (provide address).

Week of November 19

Send another reminder, along with a Happy Thanksgiving message. Share a success story in your appeal.

Week of November 26

November 27 is #GivingTuesday so you could tie that into a reminder message. You may already have a campaign planned.

Keep in mind that your donors’ inboxes will be bursting at the seams on #GivingTuesday. Make your messages stand out and throw some gratitude into the mix.

Don’t just send generic weekly reminders. Also, keep it positive. Don’t make your donors feel bad because they haven’t donated yet.

Week of December 3

Start making reminder calls, along with sending electronic messages. If time is an issue, you could just call people who have donated before. That’s probably most effective.

It’s a busy time of the year and your donors may need a gentle prompt.

The rest of December and beyond

Keep sending reminders throughout December. It’s tricky because you want to get your message across without being annoying. This is another reason why you should only send reminders to people who haven’t donated yet.

Be sure to keep sending your newsletter and other updates. You don’t want the only messages your donors receive to be fundraising appeals. December is also a great time to show some #donorlove and send holiday greetings.

The end of December is the busiest time of this busy fundraising season. Send two or three reminder emails during the last week of December, including one on the 31st. This is especially relevant if your fiscal year ends on December 31 or your donor wants to give before the end of the calendar year.

Even though you’re trying to secure donations, don’t forget about building relationships, too.

Look to see who hasn’t contributed yet. Concentrate on people who are most likely to donate, such as past donors. You may need to send another letter or a reminder postcard to donors who don’t use electronic communication.

In addition, plan to get in touch with your lapsed donors at the beginning of January (more on that later).

Your fundraising campaign will be more successful with multiple asks and by using multiple channels. Good luck!

More on multichannel fundraising

How to Make a Multichannel Fundraising Ask: the Basics

6 Tips for Planning a Multi-Channel Fundraising Campaign