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What the what? 45 ideas in 60 minutes (or thereabouts). What’s working, what’s not in direct response fundraising today. Lisa Greco, Guideposts Luke Vander Linden, Academy of Management Joseph Ferraro, CFRE, PULSE Marketing, Development & Communications [PULSE-MDC] In this fast-paced, must-attend session, you will hear from industry experts on what’s working now in direct marketing fundraising. You’ll ␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣ From creative to lists to data and social networking - you’re guaranteed to learn instantly implementable strategies when you get back to ␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣ LEARNING OBJECTIVES/TAKEAWAYS: • Improve results through creative design techniques • Write effective copy that will inspire people to give • Properly acknowledge generosity • What is Donor-Focused and Relationship-Centric • Avoid Bow Tie and Giant Check resentment • Upgrade your donors to maximize their value
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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]
