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Maximizing Direct Response Fundraising at Year End
- 1. Maximizing Direct Response Fundraising at Year End Kathy Swayze, CFRE Social Justice Fundraisers of DC
- 2. Individual Donors: An Important Piece of the Pie Operating Income Stability gained from diversity of funding sources Gateway to Planned and Major Gifts Public Relations & Education Value Political Clout/ Grassroots Activism
- 5. Lapsed Donors, continued Dear <Salutation>, I don’t want to waste words or paper . . . so I’ll get right to the point. As a former member of the XYZ Foundation, we miss you and we want you back! I know you care about our important work to save baby XYZs. But, according to our records, your membership expired in _____(month/year). I hope there hasn’t been any mistake with our record keeping. If so, please do let us know right away.
- 6. Don’t leave money on the table Individuals money flows like a river
- 7. Case Study: Every Name Counts Presidential Campaign in A Shoebox Jesse Jackson speeches throughout the country . . . “I may run for President and I will need your help. Please fill out card with a pledge amount you can do”. Thousands of index cards in shoeboxes Sent to Telemarketing Center. First night, in less than 10 hours with one caller, raised $18,000 from those index cards.
- 8. Use Matching Gift Do two mailings in the prime time First mailing to a wider audience Second mailing to our core segments Develop a teaser that catches their eye Use a deadline Create a sense of urgency Do high touch package for $100+ donors YEAR END CASE STUDY
- 9. Mailing 1: early-November “Handwritten" note and blue signature add a personalized touch
- 12. Standout in the Mailbox: Use different color and higher quality stock …try a closed face envelope Holidays are a good time to ask for tribute gifts
- 13. It’s ALL about the last 10-15 days of the year Give “donate” buttons more prominence on home page during December Create a multi-part messaging campaign that builds toward the end of the year Year End Fundraising Online
- 14. L.A. Gay & Lesbian Center 3-part Year End Email Campaign
- 17. Case study:
- 18. Tip #1: Be in their mailbox/inbox often At least twice between Nov 1 and Dec 31 Email- backload to the last 10-15 days of year Tip #2: Report back on outcomes Newsletters in Oct/Nov Accomplishments inserts in year end letters Ten Tips for Online & Direct Mail Success at Year End
- 21. Tip #3: Analyze results from last year’s mailing to determine segments that are not making money—and don’t mail them! Tip #4: To help lapsed segments perform better, consider different messaging to let them know they are lapsed. Ten Tips for Online & Direct Mail Success at Year End
- 22. Tip #5. Use holiday themes in your letters and emails. Invoke “Spirit of Giving”
- 23. 6. Use Response-enhancing techniques Matching Gift Mail back devices (cards for clients) Deadlines Back end premium for upgraded gift 7. Year End is a good time to mail deeper: Info & referral requests; deep lapsed; other internal prospect lists. Ten Tips for Online & Direct Mail Success at Year End
- 24. Tip #8. Use outside voices to strengthen organizational credibility
- 25. Tip # 9: Tell a Story, Don’t just ask for money - Ten Tips for Online & Direct Mail Success at Year End
- 28. Tip # 10: Acknowledge gifts in a meaningful way Send personalized thank you letters that tell them the results. Consider new ways to say thanks such as phone calls, videos.
- 29. For more information: Changing the World One Story at a Time Kathy Swayze, CFRE, President 906 Pennsylvania Ave, SE Washington, DC 20003 (202) 543-7671 kswayze@impactdc.com Twitter: @impactkathy
Editor's Notes
- 75% of all dollars Bequests 8 % -- dead people more than corps
- In the year of Proposition 8 – when LGBT donors in California were seriously fatigued – Impact developed a highly successful 3-part, year-end email series for the L.A. Gay & Lesbian Center.
- Example of an insert for a year end mailing that shows accomplishments
- For one reason or another people on our file people had been marked NO MAIL and not because they did not want to receive no mail, we plucked those people out in a small group and tested sending them a newsletter with a BRE. Many responded with high average gifts…these people were willing, able and wanting to give we did not ask. Now we are going to test them in our best offer of the year, a year-end ask with a match.§ If you are not already you should considering including individuals that have touched your organization in one way or another over the last 0-3 months (If you have the money I would consider 12months) and include them in your year-end efforts. Our I&R individuals are an example; they have called wanting information for some reason.
- Have a conversation with your donors, create a connection/partnership Talk to them as partners in this fight and that their dollars are an investment, including meaningful information about what you have done with their past support