BRINGING OUT THE BEST  IN THE BIG APPLE <ul><li>BEST THINKING… BEST IDEAS… BEST SOLUTIONS </li></ul>THE 10 COMMANDMENTS — ...
10   Really Important Rules
Rule #1:
Rule #1: It’s not about you.
You Don’t Have   a Direct Mail Program  – It Belongs to the Donor
The Fundraising Dialogue Sender   Receiver <ul><li>What you send </li></ul><ul><li>When you send it </li></ul><ul><li>Whic...
3 Absolute Truths About Your Next Fundraising Piece
TRUTH #1 <ul><li>99.9% of your audience hasn’t been standing by the door all day, waiting for your package to arrive. </li...
TRUTH #2 <ul><li>Unless you do something that interests them … provokes them… or connects with them… you’ve lost before yo...
TRUTH #3 <ul><li>Re-read Truths #1 and #2. </li></ul>
“ But … We Have Needs!” People don’t give to you because you have needs.  They give to you because you meet needs (includi...
Rule #1:  It’s not about you . Rule #2:
Rule #1:  It’s not about you . Rule #2:  It’s all about them … and the context at that moment.
CONTEXT DECIDES How we talk How we dress
 
 
 
 
Donor Pyramid Financial Measures Mid Low Prospects High
Passion Pyramid Psychic Measures <ul><li>Knowledge of you </li></ul><ul><li>Interest in you </li></ul><ul><li>Loyalty to y...
Passion Pyramid Psychic Measures <ul><li>More Likely to; </li></ul><ul><li>Pay attention </li></ul><ul><li>Seek informatio...
Passion Pyramid Psychic Measures <ul><li>Knowledge of you </li></ul><ul><li>Interest in you </li></ul><ul><li>Loyalty to y...
Passion Pyramid Psychic Measures <ul><li>More likely to: </li></ul><ul><li>Not care </li></ul><ul><li>Not want much info <...
 
“ But isn’t that …you know … boring?” The 3 Greatest Fundraising Appeals in my life: <ul><li>Mailed to 500,000 people … an...
 
 
 
 
 
 
 
 
 
 
 
Eureka!  Let’s just mail everyone 7 page letters!
Eureka!  Let’s just mail everyone 7 page letters! No.
Pareto Principle <ul><li>80/20 Rule </li></ul><ul><li>20% of the donors generate 80% of the revenue </li></ul>
Passion Principle <ul><li>80/20 Rule </li></ul><ul><li>20% of the donors do 80% of the reading </li></ul>
 
 
 
 
 
 
January 12, 2010 4:53pm
 
 
 
 
 
The Keys to Context Speak to the recipient … on his or her terms Speak to the moment … in a compelling way
Rule #1 :  It’s not about you. Rule #2:  It’s all about them … and understanding the context. Rule #3:  You’ve got 5 secon...
“ If your outer envelope doesn’t drive the person inside … you’re screwed.”
“ If your outer envelope doesn’t drive the person inside … you’re screwed.” (And the same goes for your subject line!)
The ‘A’ pile Theory of Direct Marketing ‘ A’ Pile – I must open it ‘ B’ Pile – I might open it ‘ C’ Pile – Where’s the was...
 
Making the ‘A’ Pile High Passion Low Passion
Making the ‘A’ Pile High Passion Low Passion THE RULES ARE VERY DIFFERENT, BY SEGMENT!
Making the ‘A’ Pile <ul><li>Hide the brand </li></ul><ul><li>Show the brand </li></ul>High Passion Low Passion
 
 
 
 
 
Making the ‘A’ Pile <ul><li>Hide the brand </li></ul><ul><li>Tricks </li></ul><ul><li>Show the brand </li></ul><ul><li>Tre...
 
 
 
 
 
Making the ‘A’ Pile <ul><li>Hide the brand </li></ul><ul><li>Tricks </li></ul><ul><li>Show the brand </li></ul><ul><li>Tre...
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Making the ‘A’ Pile Of course, you could always just  freak everyone out
 
 
 
 
 
 
Format is a “Difference-Maker” <ul><li>Sets the tone for your appeal </li></ul><ul><li>Ensures you’re noticed … or ignored...
Rule #1:  It’s not about you . Rule #2:  It’s all about them … and understanding the context. Rule #3:  You’ve got 5 secon...
<ul><li>You’re not in the writing business. </li></ul><ul><li>You’re in the interest-building, motivating and selling busi...
Unless you build interest, motivate, or sell, you’ve failed.
Tip #1 <ul><li>Appeal to your reader’s self-interest (you, you, you). </li></ul>
 
 
 
 
 
 
 
“ Our”? Sometimes it’s a big Yeccch.
 
 
 
 
Tip #2 <ul><li>Share news.  Without pussyfooting around. </li></ul>
 
 
 
 
 
 
Tip #3 <ul><li>Be personal.  Show ‘em you know ‘em. </li></ul>
 
 
 
 
 
 
 
 
 
 
Tip #4 <ul><li>Hit ‘em with an interrupting thought. </li></ul>
 
 
 
 
 
 
 
Tip #5 <ul><li>Tell a story. </li></ul>
 
 
 
 
 
 
 
 
 
 
<ul><li>NMSS Slides </li></ul>
Tip #6 <ul><li>Take another look at your 3 rd  paragraph. </li></ul><ul><li>Or your 4 th . </li></ul><ul><li>Or your 5 th ...
Rule #1:  It’s not about you. Rule #2:  It’s all about them … and understanding the context. Rule #3:  You’ve got 5 second...
How Easy Are You Making it? <ul><li>Can I scan it, and ‘get it’? </li></ul><ul><li>Is there a specific offer that jumps of...
 
 
 
 
 
 
 
 
How Easy Are You Making it? <ul><li>Can I scan it, and ‘get it’? </li></ul><ul><li>Is there a specific offer that jumps of...
June 13, 2008
 
Rule #1:  It’s not about you. Rule #2:  It’s all about them … and understanding the context. Rule #3:  You’ve got 5 second...
The elements of every direct mail package (typical 2-page letter package) -The carrier -The opening couple of lines -The b...
% of Words -The carrier 1% -The opening couple of lines 3% -The body of the letter 60% -The close 3% -The P.S. 3% -The rep...
The elements of every direct mail package - The carrier  1% - The opening couple of lines   3% -The body of the letter -Th...
% of Words -The carrier <1% -The opening couple  lines 3% -The body of the letter 60% -The close 3% -The P.S. 3% - The rep...
The Truth About Your Fundraising <ul><li>10% of the words make 90% of the difference </li></ul><ul><li>(All the YOU stuff)...
Some Important Caveats <ul><li>Outer envelope slightly less important </li></ul><ul><li>They will give you 2 nd  chance </...
Rule #1:  It’s not about you. Rule #2:  It’s all about them … and understanding the context. Rule #3:  You’ve got 5 second...
<ul><li>Five Great Human Motivators </li></ul><ul><li>Fear </li></ul><ul><li>Greed </li></ul><ul><li>Guilt </li></ul><ul><...
 
<ul><li>“ Why Do People Give to You?” </li></ul><ul><li>They like you </li></ul><ul><li>They believe in your mission </li>...
Why Do People Give to You? <ul><li>They like you </li></ul><ul><li>They believe in your mission </li></ul><ul><li>They lik...
<ul><li>“ Because it’s Time” </li></ul><ul><li>The most underrated, unappreciated, untapped motivator in fundraising </li>...
 
 
 
 
<ul><li>The Secret Weapon  </li></ul><ul><li>that leverages all the human motivators </li></ul><ul><li>Guaranteed to drama...
 
Rule #1:   It’s not about you. Rule #2:  It’s all about them … and understanding the context. Rule #3 :  You’ve got 5 seco...
The negative spin
 
 
 
 
The positive spin
 
 
 
 
 
The Winner? <ul><li>One package generated: </li></ul><ul><li>A 27% higher % response </li></ul><ul><li>A 12% higher averag...
The negative spin
 
 
 
<ul><li>What about positive stuff about us? </li></ul>
 
 
 
 
The Winner?
“ We Did it!!!”   Appeals Low Passion High Passion
“ We Did it!!!”   Appeals <ul><li>“ Woo-hoo!” </li></ul><ul><li>“ I did it too!” </li></ul><ul><li>“ You’re welcome!” </li...
“ We Did it!!!”   Appeals <ul><li>“ Woo-hoo!” </li></ul><ul><li>“ I did it too!” </li></ul><ul><li>“ You’re welcome!” </li...
 
Rule #1:  It’s not about you. Rule #2:  It’s all about them … and understanding the context. Rule #3:  You’ve got 5 second...
Run With Winners
Warren Buffet said it best… “ There’s something about human nature that we want to pick the flowers and water the weeds”
You Know it’s trouble when someone says… “ I know that works every time, but (insert one) … the board/the donors/I am sick...
You Know it’s trouble when someone says… “ I know that works, but I think we need to try to be more creative.”
 
 
 
 
 
Why do your winners work? It’s the perfect alignment of your marketing and human nature. And until human nature changes, y...
Rule #1:  It’s not about you. Rule #2:  It’s all about them … and understanding the context. Rule #3 : You’ve got 5 second...
 
 
E-mail/D-mail Integration? Integrate where appropriate. Innovate where necessary.
 
Speaker Contact Info: Tom Gaffny Tom Gaffny Consulting 781.489.5709 [email_address] Thank You!
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The 10 Commandments – Ten Ageless, Irrefutable, Non-Negotiable Keys to Optimizing Your Fundraising Success

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The 10 Commandments – Ten Ageless, Irrefutable, Non-Negotiable Keys to Optimizing Your Fundraising Success

  1. 1. BRINGING OUT THE BEST IN THE BIG APPLE <ul><li>BEST THINKING… BEST IDEAS… BEST SOLUTIONS </li></ul>THE 10 COMMANDMENTS — Ten Ageless, Irrefutable, Non-Negotiable Keys to Optimizing Your Fundraising Success Presented by: Tom Gaffny Tom Gaffny Consulting [email_address]
  2. 2. 10 Really Important Rules
  3. 3. Rule #1:
  4. 4. Rule #1: It’s not about you.
  5. 5. You Don’t Have a Direct Mail Program – It Belongs to the Donor
  6. 6. The Fundraising Dialogue Sender Receiver <ul><li>What you send </li></ul><ul><li>When you send it </li></ul><ul><li>Which channel </li></ul>
  7. 7. 3 Absolute Truths About Your Next Fundraising Piece
  8. 8. TRUTH #1 <ul><li>99.9% of your audience hasn’t been standing by the door all day, waiting for your package to arrive. </li></ul>
  9. 9. TRUTH #2 <ul><li>Unless you do something that interests them … provokes them… or connects with them… you’ve lost before you even started. </li></ul>
  10. 10. TRUTH #3 <ul><li>Re-read Truths #1 and #2. </li></ul>
  11. 11. “ But … We Have Needs!” People don’t give to you because you have needs. They give to you because you meet needs (including there’s).
  12. 12. Rule #1: It’s not about you . Rule #2:
  13. 13. Rule #1: It’s not about you . Rule #2: It’s all about them … and the context at that moment.
  14. 14. CONTEXT DECIDES How we talk How we dress
  15. 19. Donor Pyramid Financial Measures Mid Low Prospects High
  16. 20. Passion Pyramid Psychic Measures <ul><li>Knowledge of you </li></ul><ul><li>Interest in you </li></ul><ul><li>Loyalty to you </li></ul><ul><li>Concern about you </li></ul>Low Passion High Passion
  17. 21. Passion Pyramid Psychic Measures <ul><li>More Likely to; </li></ul><ul><li>Pay attention </li></ul><ul><li>Seek information </li></ul><ul><li>Give you 2 nd and 3 rd chances </li></ul>Low Passion High Passion
  18. 22. Passion Pyramid Psychic Measures <ul><li>Knowledge of you </li></ul><ul><li>Interest in you </li></ul><ul><li>Loyalty to you </li></ul><ul><li>Concern about you </li></ul>Low Passion High Passion
  19. 23. Passion Pyramid Psychic Measures <ul><li>More likely to: </li></ul><ul><li>Not care </li></ul><ul><li>Not want much info </li></ul><ul><li>Give you 1 chance … maybe </li></ul>Low Passion High Passion
  20. 25. “ But isn’t that …you know … boring?” The 3 Greatest Fundraising Appeals in my life: <ul><li>Mailed to 500,000 people … and raised $23,000,000 </li></ul><ul><li>Mailed to 8,234 people … and raised $6,300,000 </li></ul><ul><li>Mailed to 489 people … and raised $57,400 </li></ul>
  21. 37. Eureka! Let’s just mail everyone 7 page letters!
  22. 38. Eureka! Let’s just mail everyone 7 page letters! No.
  23. 39. Pareto Principle <ul><li>80/20 Rule </li></ul><ul><li>20% of the donors generate 80% of the revenue </li></ul>
  24. 40. Passion Principle <ul><li>80/20 Rule </li></ul><ul><li>20% of the donors do 80% of the reading </li></ul>
  25. 47. January 12, 2010 4:53pm
  26. 53. The Keys to Context Speak to the recipient … on his or her terms Speak to the moment … in a compelling way
  27. 54. Rule #1 : It’s not about you. Rule #2: It’s all about them … and understanding the context. Rule #3: You’ve got 5 seconds to be successful.
  28. 55. “ If your outer envelope doesn’t drive the person inside … you’re screwed.”
  29. 56. “ If your outer envelope doesn’t drive the person inside … you’re screwed.” (And the same goes for your subject line!)
  30. 57. The ‘A’ pile Theory of Direct Marketing ‘ A’ Pile – I must open it ‘ B’ Pile – I might open it ‘ C’ Pile – Where’s the waste basket?
  31. 59. Making the ‘A’ Pile High Passion Low Passion
  32. 60. Making the ‘A’ Pile High Passion Low Passion THE RULES ARE VERY DIFFERENT, BY SEGMENT!
  33. 61. Making the ‘A’ Pile <ul><li>Hide the brand </li></ul><ul><li>Show the brand </li></ul>High Passion Low Passion
  34. 67. Making the ‘A’ Pile <ul><li>Hide the brand </li></ul><ul><li>Tricks </li></ul><ul><li>Show the brand </li></ul><ul><li>Treats </li></ul>High Passion Low Passion
  35. 73. Making the ‘A’ Pile <ul><li>Hide the brand </li></ul><ul><li>Tricks </li></ul><ul><li>Show the brand </li></ul><ul><li>Treats </li></ul><ul><ul><li>Everyone loves a great offer. Don’t hide it. </li></ul></ul>High Passion Low Passion
  36. 93. Making the ‘A’ Pile Of course, you could always just freak everyone out
  37. 100. Format is a “Difference-Maker” <ul><li>Sets the tone for your appeal </li></ul><ul><li>Ensures you’re noticed … or ignored </li></ul><ul><li>Is the conduit to success … or failure </li></ul>
  38. 101. Rule #1: It’s not about you . Rule #2: It’s all about them … and understanding the context. Rule #3: You’ve got 5 seconds to be successful . Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed.
  39. 102. <ul><li>You’re not in the writing business. </li></ul><ul><li>You’re in the interest-building, motivating and selling business. </li></ul>
  40. 103. Unless you build interest, motivate, or sell, you’ve failed.
  41. 104. Tip #1 <ul><li>Appeal to your reader’s self-interest (you, you, you). </li></ul>
  42. 112. “ Our”? Sometimes it’s a big Yeccch.
  43. 117. Tip #2 <ul><li>Share news. Without pussyfooting around. </li></ul>
  44. 124. Tip #3 <ul><li>Be personal. Show ‘em you know ‘em. </li></ul>
  45. 135. Tip #4 <ul><li>Hit ‘em with an interrupting thought. </li></ul>
  46. 143. Tip #5 <ul><li>Tell a story. </li></ul>
  47. 154. <ul><li>NMSS Slides </li></ul>
  48. 155. Tip #6 <ul><li>Take another look at your 3 rd paragraph. </li></ul><ul><li>Or your 4 th . </li></ul><ul><li>Or your 5 th … </li></ul>
  49. 156. Rule #1: It’s not about you. Rule #2: It’s all about them … and understanding the context. Rule #3: You’ve got 5 seconds to be successful. Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed. Rule #5: Make it easy.
  50. 157. How Easy Are You Making it? <ul><li>Can I scan it, and ‘get it’? </li></ul><ul><li>Is there a specific offer that jumps off the page? </li></ul>
  51. 159.
  52. 160.
  53. 168. How Easy Are You Making it? <ul><li>Can I scan it, and ‘get it’? </li></ul><ul><li>Is there a specific offer that jumps off the page? </li></ul><ul><li>Can the reply slip stand on it’s own? </li></ul>
  54. 169. June 13, 2008
  55. 171. Rule #1: It’s not about you. Rule #2: It’s all about them … and understanding the context. Rule #3: You’ve got 5 seconds to be successful. Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed. Rule #5: People give to solve problems, not to celebrate solutions. Rule #6: Remember the 90/10 rule of creative.
  56. 172. The elements of every direct mail package (typical 2-page letter package) -The carrier -The opening couple of lines -The body of the letter -The close -The P.S. -The reply slip headline/offer -The rest of the reply slip -The brochure/insert -The reply envelope
  57. 173. % of Words -The carrier 1% -The opening couple of lines 3% -The body of the letter 60% -The close 3% -The P.S. 3% -The reply slip headline/offer 2% -The rest of the reply slip 7% -The brochure/insert 20% -The reply envelope <1%
  58. 174. The elements of every direct mail package - The carrier 1% - The opening couple of lines 3% -The body of the letter -The close -The P.S. - The reply slip headline/offer 2% -The rest of the reply slip -The brochure/insert -The reply envelope
  59. 175. % of Words -The carrier <1% -The opening couple lines 3% -The body of the letter 60% -The close 3% -The P.S. 3% - The reply headline/offer 2% -The rest of the reply slip 7% -The brochure/insert 20% -The reply envelope <1% % Impact 25% 25% 10% 10% 20%
  60. 176. The Truth About Your Fundraising <ul><li>10% of the words make 90% of the difference </li></ul><ul><li>(All the YOU stuff) </li></ul><ul><li>If those 10% don’t work, all the other stuff doesn’t matter </li></ul>
  61. 177. Some Important Caveats <ul><li>Outer envelope slightly less important </li></ul><ul><li>They will give you 2 nd chance </li></ul><ul><li>Will want more info </li></ul><ul><li>For the top of the pyramid, facts really matter </li></ul>Low Passion High Passion
  62. 178. Rule #1: It’s not about you. Rule #2: It’s all about them … and understanding the context. Rule #3: You’ve got 5 seconds to be successful. Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed. Rule #5: Make it easy. Rule #6: Remember the 90/10 rule of creative. Rule #7: There are five basic human motivators – use them all.
  63. 179. <ul><li>Five Great Human Motivators </li></ul><ul><li>Fear </li></ul><ul><li>Greed </li></ul><ul><li>Guilt </li></ul><ul><li>Exclusivity </li></ul><ul><li>The chance to be God </li></ul>
  64. 181. <ul><li>“ Why Do People Give to You?” </li></ul><ul><li>They like you </li></ul><ul><li>They believe in your mission </li></ul><ul><li>They need you/a friend needs you </li></ul><ul><li>They like your premiums </li></ul>
  65. 182. Why Do People Give to You? <ul><li>They like you </li></ul><ul><li>They believe in your mission </li></ul><ul><li>They like your premiums </li></ul><ul><li>They need you/a friend needs you </li></ul><ul><li>They like you </li></ul><ul><li>They believe in your mission </li></ul><ul><li>They like your premiums </li></ul><ul><li>They need you/a friend needs you </li></ul><ul><li>Desire for affiliation </li></ul><ul><li>Desire for recognition </li></ul><ul><li>Sense of obligation </li></ul><ul><li>Because “it’s time” </li></ul>
  66. 183. <ul><li>“ Because it’s Time” </li></ul><ul><li>The most underrated, unappreciated, untapped motivator in fundraising </li></ul><ul><li>Otherwise called ‘the billing statement’ </li></ul><ul><li>Every program should have a mixture of 2-4 ‘it’s time’ appeals every year </li></ul><ul><li>Annual Fund Drive </li></ul><ul><li>Annual Donor Drive </li></ul><ul><li>Summer/Winter/Fall Campaign </li></ul>
  67. 188. <ul><li>The Secret Weapon </li></ul><ul><li>that leverages all the human motivators </li></ul><ul><li>Guaranteed to dramatically lift response </li></ul><ul><li>Guaranteed to dramatically increase retention </li></ul><ul><li>Guaranteed to dramatically increase revenue </li></ul>
  68. 190. Rule #1: It’s not about you. Rule #2: It’s all about them … and understanding the context. Rule #3 : You’ve got 5 seconds to be successful. Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed. Rule #5: Make it easy. Rule #6: Remember the 90/10 rule of creative. Rule #7 : There are five basic human motivators – use them all. Rule #8: People give to solve problems, not celebrate solutions.
  69. 191. The negative spin
  70. 196. The positive spin
  71. 202. The Winner? <ul><li>One package generated: </li></ul><ul><li>A 27% higher % response </li></ul><ul><li>A 12% higher average gift </li></ul><ul><li>18% more revenue per thousand </li></ul><ul><li>And the winner is… </li></ul>
  72. 203. The negative spin
  73. 207. <ul><li>What about positive stuff about us? </li></ul>
  74. 212. The Winner?
  75. 213. “ We Did it!!!” Appeals Low Passion High Passion
  76. 214. “ We Did it!!!” Appeals <ul><li>“ Woo-hoo!” </li></ul><ul><li>“ I did it too!” </li></ul><ul><li>“ You’re welcome!” </li></ul>Low Passion High Passion
  77. 215. “ We Did it!!!” Appeals <ul><li>“ Woo-hoo!” </li></ul><ul><li>“ I did it too!” </li></ul><ul><li>“ You’re welcome!” </li></ul><ul><li>“ Huh?” </li></ul><ul><li>“ Did what?” </li></ul><ul><li>“ Who are you?” </li></ul>Low Passion High Passion
  78. 217. Rule #1: It’s not about you. Rule #2: It’s all about them … and understanding the context. Rule #3: You’ve got 5 seconds to be successful. Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed. Rule #5: Make it easy. Rule #6: Remember the 90/10 rule of creative. Rule #7: There are five basic human motivators – use them all. Rule #8: People give to solve problems, not celebrate solutions. Rule #9: Don’t re-invent the world (because the world’s not sitting around waiting for you to re-invent it).
  79. 218. Run With Winners
  80. 219. Warren Buffet said it best… “ There’s something about human nature that we want to pick the flowers and water the weeds”
  81. 220. You Know it’s trouble when someone says… “ I know that works every time, but (insert one) … the board/the donors/I am sick of seeing it.”
  82. 221. You Know it’s trouble when someone says… “ I know that works, but I think we need to try to be more creative.”
  83. 227. Why do your winners work? It’s the perfect alignment of your marketing and human nature. And until human nature changes, your winners will still be winners.
  84. 228. Rule #1: It’s not about you. Rule #2: It’s all about them … and understanding the context. Rule #3 : You’ve got 5 seconds to be successful. Rule #4 : If your letter’s opening line doesn’t engage them … you’re screwed. Rule #5: Make it easy. Rule #6 : Remember the 90/10 rule of creative. Rule #7 : There are five basic human motivators – use them all. Rule #8 : People give to solve problems, not celebrate solutions. Rule #9: Don’t re-invent the world (because the world’s not sitting around waiting for you to re-invent it). Rule #10: Get out of direct mail before it’s too late! Email’s about to destroy it… eat its lunch ... It’s going to be carnage. (just kidding)
  85. 231. E-mail/D-mail Integration? Integrate where appropriate. Innovate where necessary.
  86. 233. Speaker Contact Info: Tom Gaffny Tom Gaffny Consulting 781.489.5709 [email_address] Thank You!
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