Reminder of the structure of the study. Mention that we made second gifts to selected organizations in the 2009 holiday season and again this June.
It should be easy for potential donors to find your donation page. The word “donate” is the most common word to describe this page. “support” or “help” imply other non-financial options and may leave potential donors looking for the donation page. Positioning the link in a bold color in the top navigation is one good way to make sure people see it. People don’t READ web pages, they scan them, starting at the top and going across the page, then down the left side. There’s no harm in having multiple links to the donation form (as World Villages’ site has – this is just a close-up of the top of the home page).
Marist Brothers (upper) – find better ways to balance between credit card security and gift acceptance – challenge your bank! Maryknoll Sisters (lower)
TKU Email confirms how gift will be used, lists details (not shown).
Oblate Missions
Franciscan Missions
Province of St. Mary: Capuchins
Another Convio thank-you form, showing the options
Great opportunities to reconnect, second gifts, prayer requests (don’t like the registration process)
The best? Text links and buttons, reiterates reason for giving, gives details, shows authenticity (invites school visit) follow-up invitations for FB/Twitter
Relates to the children immediately Invitation to visit shows transparency and authenticity PS suggests matching gift
When you are ready…
This email came on June 30 – right before July 4. It was timely and relevant
Offered a product
Too soon, you think, to ask for a monthly gift? Many organizations say that the BEST follow-up ask for a new web gift is a monthly donor ask. One organization has 20% of its gifts as the first gift of a monthly gift. Many offer monthly gift options right on the donation page, or in a follow-up phone call. This was based solely on a single direct mail gift
With a disaster on the scale of the Haiti earthquake, you don’t have to write a lot of copy. These first two sentences are enough. (maybe add a text link in the PS)
Compelling headline; great timely chart showing cold weather in cities where Covenant House has facilities
Emergencies are always good times to send an email. Email can work towards smaller, more urgent fundraising goals than are possible in the mail.
Maybe list rental files got updated after June 30, but it’s ironic that we have received mail from 2 organizations NOT on the list, and NOT 2 organizations to whom we gave gifts!
Operation Smile – Welcome Pkg – The use of the before and after picture book is very engaging. The photo album is an effective use of an engagement device where the donor can save the before and after pictures provided. These images confirm they do what they promise.
Society of the Little Flower – Self-mailer – What struck me about this package is the graphics fit with the audience – mostly females 65+ years. It has such a warm, feminine feel which again draws you into the great copy.
Covenant House – April’s Story – This package uses a reinforcement of the “good kids on bad streets” positioning that we hear. Page 2 of letter: “The streets killed her.” Reinforced with the small version of the poster that hangs on the front door of the Covenant House crisis shelter.
On Aug 17 we sent this email to every organization on the list. We used a web form if it was available, or went on line and found one that we thought might work.
Received within 2 hours of completion of a webform, shows complete and accurate information, and reminds the donor of the value of the gift. Specific Reaffirms the donor intention Offers more help
For direct mail, December can be up to 40% of an organization’s entire calendar year of revenue. For online giving, December can be up to half!
Matching gift campaigns used by Food for the Poor, CMMB, Operation Smile, Covenant House
Great time to use video
Specific winter appeal combined with year-end
Powerful header – test as subject line
Photo of two similar-looking babies conveys the image of doubling.
Matching check campaign a great visual way to let people envision how to double their gift. $30 and $40 amounts based on previous $25 gift.
Great way to involve recipients in a premium package, as well as gathering postal addresses from those on your list who may be email-only. Always invite donors to help you “choose” among choices for artwork.
E-Valentine card matches the image in the direct mail package (next slide)
School-sized valentines reinforce the thoughts of the donor’s own school days and convey hope throughout the package.
On the home page
Within the frame of the thank-you page
Hidden within the email
Customized welcome page – 37,565 friends
Use OSN to support key objectives within the organization – special events, monthly giving clubs, etc. Test the waters but don’t expect instant results. Talk to us for more information & case studies.
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