Inspiring donors and prospects to give more and more often
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The seven simple steps to revolutionise your direct mail fundraising program * Best kept secrets * Tried and tested approaches * New Development * Campaign examples
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Inspiring donors and prospects to give more and more often
- 1. Donors,CommunityandDirectMarketing Inspiring Donors & Prospects to Give More and More Often: The Seven Simple Steps to revolutionise your direct mail program •Best kept secrets? •Tried and tested approaches •New developments •Campaign Examples
- 2. Donors,CommunityandDirectMarketing What are we actually talking about?
- 3. Donors,CommunityandDirectMarketing What are we actually talking about?
- 4. Donors,CommunityandDirectMarketing What are we actually talking about? • Your direct mail program • Which likely includes other channels • Appeals • Solicitations to individuals – current or prospective donors • With an ask to take an action – make a cash gift, convert to regular giving, fill in a survey, consider a bequest
- 6. Donors,CommunityandDirectMarketing Objectives • Financial – Net Income (and Gross) – ROI – Response Rate – Average Donation – % of donors giving at various ask levels • Non-Financial – Information updates (data capture) – Donors taking action (campaigning) – Survey completion – Thanking response times
- 7. Donors,CommunityandDirectMarketing Objectives Channel Measures to consider Email •Bounce back rates •Open rates •Click through rates •Direct response rates (replies) •Conversion rates (giving rates) Online (web) •Time on site •Number of pages visited (depth of content) •Conversion rates (giving rates) •Page completion rates (where, why & trends) Phone •Call connect rate / penetration rate •Call length •Complaints Acquisition •ROI not CPA •Ongoing value
- 10. Donors,CommunityandDirectMarketing Audience – WHO Data is your gold • Remember these are real people • Segment – Use to target & develop asks – Process for consistency – RFV • Extension: Consider attitudinal and other behavioural overlays
- 13. Donors,CommunityandDirectMarketing Audience – WHO • Asking Face-to-Face recruits for cash? Test it – ROI critical: – Test channels: Direct mail, eDM, Phone • Consider ongoing needs if they respond via these channels – Test targeting: Recruited 25 – 90 months ago vs. 6 – 24 months • Lose ~60% in first 2 years, 25-90 months are most committed • 6-24 months past the critical attrition point in 1st year, should be highly engaged – Overlay age and gender • 45+, females are more ‘like’ direct mail donors – Target: Value (ask levels) • Higher value gifts make it worth the effort as response rates are low (2% - 4%)
- 14. Donors,CommunityandDirectMarketing Audience - HOW • Channel Selection – What channel were they recruited via? – What channels have they responded to in the past? – What channels have they given you permission to contact them via? – What channels can you make an ask and generate a response with? – What channels can support the activity? • Timing Selection – What is your reason to ask now? – Ask sooner rather than later
- 17. Donors,CommunityandDirectMarketing Message • Proposition /Case for Support / Need • Clear Message, Simple Message • Consistent across channels • Delve into the big picture – Break it down – Build your story over time
- 18. Donors,CommunityandDirectMarketing Message • Clarity – Clear about the need
- 19. Donors,CommunityandDirectMarketing Donors don’t care about your needs, they want to meet the needs of your beneficiaries
- 20. Donors,CommunityandDirectMarketing Message • Clarity – Clear about the need – Clear about the impact
- 21. Donors,CommunityandDirectMarketing Message • Clarity – Clear about the need – Clear about the impact – Clear about what you need the donor/prospect to do (call to action) All Kris needs for Christmas is a Seeing Eye Dog. All I need is your gift of $50 before 15 December to give him one.
- 22. Donors,CommunityandDirectMarketing Message • Clarity – Clear about the need – Clear about the impact – Clear about what you need the donor/prospect to do (call to action) – Create sense of urgency
- 25. Donors,CommunityandDirectMarketing Message • Clarity – Clear about the need – Clear about the impact – Clear about what you need the donor/prospect to do (call to action) – Create sense of urgency – Clear about how to respond and by when
- 26. Donors,CommunityandDirectMarketing If our letters have crossed paths, I cannot that you enough for your donation. But, if not please click here now to make a secure online contribution of whatever you can manage. Many lives are being lost needlessly to heart attacks every day. We are losing our loved ones at an appalling rate, and all be because they are still waiting too long to call Triple Zero (000). The only way to tackle this tragic problem is to reach out to families across Australia and to make sure everyone knows the warning signs off by heart. This means grabbing people’s attention with powerful radio and television ads and directing as many people as possible to our website, something we cannot do without your financial help. Which is why I must ask you once again to please make a secure online donation of whatever seems appropriate to you right now. Email Follow Up
- 28. Donors,CommunityandDirectMarketing Message • Clarity – Clear about the need – Clear about the impact – Clear about what you need the donor/prospect to do (call to action) – Create sense of urgency – Clear about how to respond and by when – Consistent across ALL channels
- 33. Donors,CommunityandDirectMarketing Message • Its got to be real 1.Have I presented the specific need I will address with this ask 2.Have I shown the way/s this need is being addressed? How I will spend the $? 3.Have I demonstrated why my organisation is best positioned to achieve this goal? 4.Have I been clear about why the work needs to happen now?
- 34. Donors,CommunityandDirectMarketing Message Present: •what the most important thing is that you want them to do •why they should give you money •by when •how All of this in the: •first 3 paragraphs and the P.S. of your letters •above the fold of your emails •front and centre on your website •above the fold on your web landing page •via your social networks
- 37. Donors,CommunityandDirectMarketing Storytelling • What works best? •Human stories •Interviewing •Emotion (heart) •Child focused*
- 39. Donors,CommunityandDirectMarketing Storytelling Message: All I need for Christmas. With the overwhelming thought being that many Australians which visual impairment have only one wish for Christmas and that is the mobility and confidence that a Seeing Eye Dog would bring to their lives. Story: Kris Kringle (yes his real name), a soldier, police officer, husband, father and grandfather to 61 grandchildren. In 2010 a tumour tragically took Kris’ sight. Kris’ Christmas wish? To once again be able to bring smiles to the faces of sick kids by dressing up as Santa and visiting them at Christmas time. “I won’t be able to see them, but I’ll be able to laugh and joke with them and they can see my Seeing Eye Dog. It’ll be ‘Santa and his dog’.” At a time when many people are shopping and going on holidays, there are many Australians who instead feel isolated, lonely and depressed at Christmas. A Seeing Eye Dog brings freedom to the life of someone with vision impairment, the ability to go shopping without relying on somebody, the simple pleasure of strolling though a park, or to bring smiles to the faces of sick kids in hospital.
- 41. Donors,CommunityandDirectMarketing Personalisation • Personal: gender, age, area where they live • Behaviour: survey data, previous giving • Type of support: regular giver, brand new donor, volunteer
- 42. Donors,CommunityandDirectMarketing Personalisation Most impactful? • Emotional connection: name of sponsored child, name of pet, name of a loved one lost, why someone first donated, country / area of interest, something supported in the past • Asks
- 44. Donors,CommunityandDirectMarketing Personalisation • Personalised asks –Based on previous donation patterns –Used to prompt donation ask amount –Highest gift, last gift, average gift with ask multipliers Repetition of ask increases response Personal (and increased) ask amount increases average gift
- 45. Donors,CommunityandDirectMarketing Personalisation Heart Foundation Xmas Appeal [VARIABLE PARAGRAPHS] [REGULAR GIVERS] You are a fantastic supporter<, Personalised>, and I am deeply grateful for your monthly gifts of $<Amount>< since Date First Gift>. With your long-term support for our research program you have already helped save many lives. Now, by giving an additional gift today, you will help save many more. [NEW DONORS] I know you are already aware of the importance of our work, and that you share our determination to protect families from tragedies like Sean’s death. The kind gift of $<Amount> you sent in <Date Last Gift> tells me that. So it is with great hope that I ask for your help again today. [LAPSED] I know you are already aware of the importance of our work, and that you share our determination to protect families from tragedies like Sean’s death. The kindness of your past support leaves me in no doubt about that. So it is with great hope that I ask for your help again today. [CASH] Your gifts <since Date First Gift>, and your most recent contribution in <Month>, have already helped to save many lives<, Personalised>. Now, by giving an additional gift today, you will help save many more.
- 48. Donors,CommunityandDirectMarketing Personalisation Use it to be clear & focused on what you need the supporter to do • Focus on (justifying) your first ask amount • Repeat through out and on response devices (make sure they match) • Use multipliers to create upgrade asks • Consider an extraordinary fourth ask • Always provide a my choice/ surprise me • Don’t always try to upgrade
- 53. Donors,CommunityandDirectMarketing Creative • Real works best • Include an involvement device • Webinars, videos, audio • Spending more DOES make more when targeted correctly • More pieces in a DM pack still generate higher response
- 57. Donors,CommunityandDirectMarketing The Follow Up Thanking • Develop an acknowledgment strategy Segment Approach Confirmed Bequestors Handwritten note form bequest officer + personalised letter Major Donors Handwritten note from CEO + personalised letter High Value Donors Handwritten note from Major Gifts manager + personalised letter RG & Cash Donors Variable thanking for RG in personalised letter All Others Personalised letter specific to the appeal
- 58. Donors,CommunityandDirectMarketing The Follow Up Thanking • Develop an acknowledgment strategy • Thank promptly • Use the words ‘thank you’ • Personalise the response & make it specific to the ask • Don’t ask the donor to do anything else*
- 59. Donors,CommunityandDirectMarketing The Follow Up Don’t ask the donor to do anything else* • Recent testing has shown that making a regular giving conversion ask in the thank you from cash acquisition can be successful
- 60. Donors,CommunityandDirectMarketing The Follow Up Measure • Against your objectives • Compare to last year • Consider what has happened in between now and then • What does it mean for next time?
- 61. Donors,CommunityandDirectMarketing The Follow Up Feedback • Plan to update those who respond on your progress – Specific communication e.g. letter, postcard, email – Donor care letter – Newsletter • Thank again and tell them how their support/money has been used & the impact
- 63. Donors,CommunityandDirectMarketing What three things will you do when you get back to work? Check to ensure you are: 1.Putting your donors, not your organisation, at the centre of your direct mail program 2.Telling good stories, with a clear consistent message, across all channels suitable for your audience(s) 3.Targeting your message, ask and creative at the right time, to the right audience through the right channel
- 64. Donors,CommunityandDirectMarketing Fiona McPhee fiona.mcphee@paretofundraising.com Twitter: fimcphee Phone: +6421 336 905 Web: www.paretofundraising.com THANK YOU QUESTIONS?