Live Blogging for AFP International Conference in San Francisco
Here we go. The crowd at the Moscone Center is primed and ready to go. This should be a great three days!
Sunday, April 30, 2017
Tammy Zonker - Lead Speaker
Major Gift Strategist, Trainer & Keynote Speaker - Fundraising Transformed
Here we go. It is all starting out well we got thank you letter and a cookie. Can't get better than that. Tammy
46% retention rate on average for nonprofits. What do they want / What do they say-
54% No longer afford to give
36% Other's more deserving
15% Bad Communications
13% No Thank you
9% Don't remember making a gift
8% received no information on how their gift was used.
9% Charity doesn't need me
Knowing what donors want we could keep them and raise more money.
With that in mind, Tammy recommends looking to the self-help book 5 Languages of Love by Gary Chapman. In it, he gives five categories for doing things that show love.
1. Acts of Service
2. Words of Affirmation
3. Gifts of Appreciation
4. Physical Touch
5. Quality Time
Donor "love" is the cake, not the icing. LOVE is the Currency of lasting love.
She takes us through each of these but from a non-profit donor perspective. (She promised her slides would be posted soon, and then I'll attach them here.)
She takes us through each of the categories and show us how they would correlate to non-profits. She gives examples like:
"Acts of Love" include all forms of volunteering. This includes any hands-on opportunity to see the organization's mission in action.
"Words of Affirmation" include personalization on thank yous, handwritten notes, phone calls & board interaction. These include using sincere compliments, "Your" impact, non-monetary calls to action, and gratitude calls. Again, you can do this with handwritten notes, holiday cards, special moment cards, copies of meaningful articles with a note.
"Token of Appreciation" this one can be tricky it doesn't mean sending a set of address labels or some other premium that people may not want or need. These are tokens that are usually one-of-a-kind items created specifically for donors. It could be cards made by clients/participants or photo cards of a program that you know interest the donor.
"Quality Time" simply equals engagement. It must leave donors feels appreciated, create a better understanding of the mission, understand the "need," site visits, give them "inside" information.
You want all of your communications to be personal and show proof of impact.
These ideas can revolutionize the way you interact with donors.
Design can affect your outcomes. Pretty -vs- Functional
I am a visual person. I like clean and interesting graphics. During my career, I have prided myself on bringing great graphic looks to the pieces I helped create. How can you change years of middle of the road design on your pieces? Well, you don’t do it in one mailing. Recently, I had the experience of working with a new organization to help them update and energize their direct mail appeals.
The first thing I did was get copies of every appeal that had been mailed in the last three years and did a table top. By placing all the pieces side by side, you should see the visual story your direct mail tells. Are they similar, do they look like they come from the same organization? Do they represent your organization well? In this case, the pieces were all rather bland. There was a disconnect between the vitality of the organization and what was on the printed page.
You will notice I am not talking about the content of the letters. I was just interested in the first impression of the materials. What does a prospect of donor see with they are flipping through their mail?
I changed everything! The new package had a four-color envelope cleverly designed letterhead and was very modern looking.
We mailed the piece to current donors as the first mailing of the year. I was very pleased, and everyone thought it looked great. Everyone but the donors - they didn’t respond to it by sending donations. The appeal only did about 2/3 as well as the previous year's mailing did. So what happened?
After much soul searching and conversations with staff and consultants, the answer was pretty simple. My new pieces didn’t look like what donors expected from the organization. The appeal appeared to come from a different organization. So they didn’t respond.
This was a hard lesson to learn but an important one. "No style" is a style. If your donors are accustomed to getting pieces that have a certain look and you want to make changes to the way those pieces look - make them incrementally. Starting with the inside of the pieces after all you need them to open the mail. Then make small tweaks to the envelope. Take your time. You can freshen up and modernize your designs without alienating or confusing your donor
Take that fancy design and test it with your acquisition mailing. If it does well in the test, then make it your base piece for acquisition. These donors only know you from the piece with the new look. With these new donors in hand, you can slowly update your renewal pieces.
It is always worth reviewing your design esthetic, but my recommendation is to go slowly and test everything.
It Occurs To Me
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