It doesn’t matter whether you’re talking about chewing gum or feeding the hungry; the principles of good marketing remain the same. But how you apply those principles to the fundraising arena will affect results.
One of the fundamentals of traditional marketing is the four P’s – Product, Place, Price and Promotion. In very simple terms - develop the right product for the right target; develop the location that will be most conducive to sales; price it effectively; promote it strategically and presto, you have marketing success. More importantly, the combination of how each of these is applied represents an opportunity to truly stand out from your competitors.
Applying the four P’s to the world of fundraising requires some consideration. Here’s my take.
Product – First you have to understand that the product you are marketing is not the cause, the institution or the organization for which funds are being raised. The product is the impact fundraised dollars will have. The product is what the donor will feel when she or he makes a contribution. The product is the relationship that will ensue. If you are marketing a fundraising opportunity, you are selling a dream, a vision, a sense of satisfaction, and the ability for an individual to make a difference. There’s no question that the credibility and capacity of the organization are key ingredients in your ability to deliver that product. But your focus is the exchange with the donor and the unique opportunity that it can provide.
Place – You want to think about where the donor will be when making a giving decision. For new donors, that may be in their home or their office. Is it reading a letter or looking at something online? Put yourself in the shoes of a donor - in that place - and think about what would make you give. If you’re using an email or mobile campaign, you have to consider the possibility that prospective donors are on a subway, in their car or walking down the street. That’s going to take a quick and powerful pitch to promote action. Another approach is to use images and video to transport the donor from wherever they are to where you need them to be.
Price – The way in which a product is priced makes a huge statement about that product. A $1000 a plate gala invitation makes a very different statement than a $5 point of sale opportunity. You want to make sure you have the right giving options for the right target. Think about who your donors are – whether that’s for the whole organization or a particular campaign – and make sure the giving levels are aligned. This also means the array of options should be different online than it is for direct mail and even different for different segments. The most important consideration is what will your donor feel when he or she sees the giving level being requested.
Promotion – Your website, print collateral, letters and advertising have to take all that is unique in the points above and tell donors the stories that set you apart. Your material cannot not look or sound like the stuff from every other organization. Find the essence of what makes you different and transform it into something that is not only easily communicated but that is talkable – so that people can easily talk, tweet and email about it. This could be a great thank you video or a unique website design or an effective tagline. You can search the web and will find lots of examples. But remember your aim is not to copy what others have done but rather be inspired to find the means of effectively distinguishing your giving opportunity.
Whether you’re a marketing specialist, a fundraiser or a volunteer solicitor, using the four P’s effectively will improve results.
That’s my interpretation of how to apply the four P’s to fundraising but I’m sure others have different opinions. Please share yours by commenting below.
Showing posts with label not for profit marketing. Show all posts
Showing posts with label not for profit marketing. Show all posts
Wednesday, February 8, 2012
Monday, October 3, 2011
Do your donor profiles deliver results?
Good markete
rs – and particularly fundraising marketers are always looking for good stories. A really effective form of storytelling is the donor profile. It’s an opportunity to present the case for giving in a way that’s personal and compelling. It’s a great way to motivate some donors while allowing others to feel validated. And of course it’s an ideal way to cultivate the donor that’s being profiled.
The problem is that many donor profiles end up sounding cold, simply repeating the messages that are part of the case for giving. Many times they could have been written about any donor – almost according to a formula. “For many years (insert donor name here) have been proud to support ABC because they know that it is brightening the lives of those that it serves by...”
Here are some ways you can ensure that your donor profiles deliver results.
Insist on an interview
Don’t settle for the donor’s biography, articles about him or her and a giving record as the basis for your profile. You need to speak to the person directly. Donors are often busy so this will require some planning and lots of flexibility. But the opportunity to speak personally will make a huge difference.
Ask the right questions
The right questions will yield the material you need for a good profile. Clearly there are some questions that must be asked. “Why do you support ABC?” is an obvious example. I addition, try asking questions that are likely to elicit more emotional responses like, “Is there a personal or family experience that makes your support of ABC more meaningful?” Also, people tend to prepare for interviews and have responses ready for the expected questions. As a result they often sound cold and rigid. Ask the unexpected question like, “If you were fundraising for ABC, what would your appeal be?”
Get stories and anecdotes
A summary of the donor’s philosophy and personal case for giving will be dry and frankly boring. You want to know about the personal experiences that are behind the donor’s support. Ask them about their personal interaction with the organization or the constituents it serves. Perhaps there’s a story from their past that accounts for their giving. If the donor profile is itself a story, then it’s the stories within that story that will make it rich.
Write from – and to the heart
You cannot overestimate the degree to which giving decisions are made emotionally. So, if you are going to accurately convey the donor’s reasons for giving, you must know and be able to present the emotional basis for their support. On top of that, your profile won’t be an incentive to any other donor without words that come right from the heart.
Use their words, not yours
A good interview using the right questions should yield lots of great quotes and comments. Let those tell the story. Use just enough narrative to hold them together and add context. Readers want to know about the donor more than your perception of the donor.
Open and close with a theme.
In reviewing your notes or recording of the interview, look for a recurring theme that can be the basis of a headline, opening sentence and a powerful ending. Some times donors will make that theme explicit but other times you may have to review the interview a few times. Often times it’s the response to a very particular question will apply generally to the donor’s support.
One final suggestion - that may not always be possible. While many donors are listed individually, they often view their spouse as a partner in their charitable giving. Interviewing the donor and his or her spouse will add tremendous depth and perspective to an interview. You will almost definitely get different answers to questions from each spouse. If nothing else it will give you more material with which to make the profile more powerful.
Hopefully these ideas will help make your donor profiles more interesting and more effective – and ultimately make your fundraising more successful.
I’m sure there are many of you with other – and probably better suggestions. Please share them.
Image from digitalart / FreeDigitalPhotos.net
rs – and particularly fundraising marketers are always looking for good stories. A really effective form of storytelling is the donor profile. It’s an opportunity to present the case for giving in a way that’s personal and compelling. It’s a great way to motivate some donors while allowing others to feel validated. And of course it’s an ideal way to cultivate the donor that’s being profiled.The problem is that many donor profiles end up sounding cold, simply repeating the messages that are part of the case for giving. Many times they could have been written about any donor – almost according to a formula. “For many years (insert donor name here) have been proud to support ABC because they know that it is brightening the lives of those that it serves by...”
Here are some ways you can ensure that your donor profiles deliver results.
Insist on an interview
Don’t settle for the donor’s biography, articles about him or her and a giving record as the basis for your profile. You need to speak to the person directly. Donors are often busy so this will require some planning and lots of flexibility. But the opportunity to speak personally will make a huge difference.
Ask the right questions
The right questions will yield the material you need for a good profile. Clearly there are some questions that must be asked. “Why do you support ABC?” is an obvious example. I addition, try asking questions that are likely to elicit more emotional responses like, “Is there a personal or family experience that makes your support of ABC more meaningful?” Also, people tend to prepare for interviews and have responses ready for the expected questions. As a result they often sound cold and rigid. Ask the unexpected question like, “If you were fundraising for ABC, what would your appeal be?”
Get stories and anecdotes
A summary of the donor’s philosophy and personal case for giving will be dry and frankly boring. You want to know about the personal experiences that are behind the donor’s support. Ask them about their personal interaction with the organization or the constituents it serves. Perhaps there’s a story from their past that accounts for their giving. If the donor profile is itself a story, then it’s the stories within that story that will make it rich.
Write from – and to the heart
You cannot overestimate the degree to which giving decisions are made emotionally. So, if you are going to accurately convey the donor’s reasons for giving, you must know and be able to present the emotional basis for their support. On top of that, your profile won’t be an incentive to any other donor without words that come right from the heart.
Use their words, not yours
A good interview using the right questions should yield lots of great quotes and comments. Let those tell the story. Use just enough narrative to hold them together and add context. Readers want to know about the donor more than your perception of the donor.
Open and close with a theme.
In reviewing your notes or recording of the interview, look for a recurring theme that can be the basis of a headline, opening sentence and a powerful ending. Some times donors will make that theme explicit but other times you may have to review the interview a few times. Often times it’s the response to a very particular question will apply generally to the donor’s support.
One final suggestion - that may not always be possible. While many donors are listed individually, they often view their spouse as a partner in their charitable giving. Interviewing the donor and his or her spouse will add tremendous depth and perspective to an interview. You will almost definitely get different answers to questions from each spouse. If nothing else it will give you more material with which to make the profile more powerful.
Hopefully these ideas will help make your donor profiles more interesting and more effective – and ultimately make your fundraising more successful.
I’m sure there are many of you with other – and probably better suggestions. Please share them.
Image from digitalart / FreeDigitalPhotos.net
Thursday, August 20, 2009
The Right 1000 Words
OK, we’ve all heard it. A picture is worth a 1000 words. But are they the right 1000 words? Choosing the right photos to appear on your web site, e-newsletters, and in print collateral is critically important. People form an irrevocable first impression based on visual elements. Even when working with a design firm, it’s likely you will have to supply photos. So, how can you pick that photo that’s going to be the difference between an online donation or just another website visit? Here are some tips:
- Content - We’ll talk about photographic and technical considerations later but first, you have to ensure that the content of the photo fits your strategy. Do the people or situation in the photo reflect the way in which you want prospective donors to perceive your organization? This can involve elements like ethnicity, dress, grooming, activity and facial expression. Look at potential photos in great detail and critically. Solicit opinions. Ask people what the photo makes them think or feel. Better yet, would it influence their decision to give? If you’re not getting the right answers, keep looking.
- Composition - Close ups of faces will have the greatest visual impact. Faces convey character and communicate. Consider the amount of space you’re setting aside for the photo. How many people can be accommodated in the space so that you can still clearly see their faces? For sure, less is better. Large group shots are visually meaningless. You may want to think that it will demonstrate the breadth or diversity of the organization. But the person viewing it isn’t likely to get it and will probably be bored. Photos of lectures and seminars in progress have the same problem. You’re better off with a photo of one smiling lecture participant because it will capture the reader’s attention and make it more likely that the ask or the article will get read.
- Photo Quality - There’s a host of technical/photographic issues to consider. Is the space being allowed for the photo vertical or horizontal and can it work in that space? Is the photo in focus? Does the photo have enough resolution? This is more of an issue for print applications but you should always take digital photos at the camera’s highest resolution setting to avoid situations where you have a great photo that just can’t be printed. Is the photo too dark or too light? Don’t assume your designer can fix this. There’s a limit to the miracles that can be worked in Photoshop.
It may sound like a lot of work but there’s no question that the right photos - and the right 1000 word - can lead to fundraising success.
Wednesday, August 12, 2009
Direct Mail Lives On
Direct mail is far from dead. I have spent an amazing amount of time in the past few weeks working with clients on direct mail campaigns and issues like:
- Is it worthwhile to use brokered lists?
- Who is the best person in the organization to sign the letter?
- One page or more?
- Will the incremental costs of segmenting bring results?
- Invest in the tools and resources that will maximize the value of your database. The more you know about your donors and prospective donors, the more effective your direct mail campaign will be. Can you segment your list geographically, by donation amount, by dates of donations or asks? Whether it means acquiring/updating software or providing the manpower to ensure that data is entered and kept current - do it.
- Segment and target - however you are able. This doesn’t have to be difficult. Different letters can be variations on a theme. There are probably 2-4 paragraphs that can be the same in each letter. But a letter that for example acknowledges and speaks to a recipient as an alumnus of an institution or as a member of a profession or as a previous donor will undoubtedly be more successful.
- Test. If you are trying to decide what will be more effective (like who signs the letter), do some one way and some the other. Just make sure you have a way of tracking results - like a code on a pledge card. It’s not perfect because there are other factors that may be at play, but if the results sway dramatically in one direction, you’ve probably proved something.
Monday, July 13, 2009
Obama & The Big Idea
Many of the hundreds of articles that have been written about the Obama marketing campaign and in particular the digital campaign make it seem that the techniques that were successfully used by Obama can be easily integrated into your organization’s marketing efforts. I’m not so sure.
You might think it’s a matter of budgets. Yes, the Obama campaign had resources that most organizations can only dream of. Imagine having individual directors for each of online advertising, email marketing, social media marketing and mobile marketing - and each of them with a large dedicated staff. And that’s in addition to similar leadership and resources in traditional marketing channels.
But its not money that stands in the way of most organizations being able to capitalize on the Obama experience. It’s the lack of a big idea. You see, what really drove the Obama campaign was the powerful concept that captured the hearts of Americans. The “Yes We Can” message of hope, optimism and individual empowerment was irresistible. The entire campaign was built on the strength of that message and its ability to connect with and engage Americans.
With a big idea, even organizations with limited budgets can use the Obama marketing principles of empower, engage and evaluate to achieve some success. Finding that powerful emotional driver isn’t simple but here are some places to start:
You might think it’s a matter of budgets. Yes, the Obama campaign had resources that most organizations can only dream of. Imagine having individual directors for each of online advertising, email marketing, social media marketing and mobile marketing - and each of them with a large dedicated staff. And that’s in addition to similar leadership and resources in traditional marketing channels.
But its not money that stands in the way of most organizations being able to capitalize on the Obama experience. It’s the lack of a big idea. You see, what really drove the Obama campaign was the powerful concept that captured the hearts of Americans. The “Yes We Can” message of hope, optimism and individual empowerment was irresistible. The entire campaign was built on the strength of that message and its ability to connect with and engage Americans.
With a big idea, even organizations with limited budgets can use the Obama marketing principles of empower, engage and evaluate to achieve some success. Finding that powerful emotional driver isn’t simple but here are some places to start:
- Talk to donors, board members and volunteers about why they support your organization. Look for the visceral, not the intellectual. The likelihood is that it’s a personal (not organizational) motive and has something to do with an individual circumstance - either theirs or that of a family member.
- Review or solicit or testimonials from constituents or clients.
- Find out what other people are thinking and feeling. Go to the websites of polling companies. They frequently release studies on a variety of issues. Listen to radio call in shows. Watch Oprah. Read the letters to the editor.
Thursday, May 21, 2009
Puppies and Pandemics
According to a recent study of fundraising organizations in the U.S., it would seem that in terms of charitable giving, puppies and pandemics are the hot sellers. My question is why.
First, a little background. The Index of National Fundraising Performance tracked direct mail donations to 75 charitable organizations in seven categories. The study is comprehensive, measuring a wide array of factors like new donor acquisition, donor retention, average gift and number of gifts per donor. In total, the study summarizes the activity of 36 million donors, 68 million individual gifts and over $2 billion in revenue - so; its statistical base is sound. And the two categories that fared the best in the past year? Animal Welfare and International Relief.
While all other sectors are clearly showing the effects of the lagging economy, these two sectors are doing just fine. According to the study, “The animal welfare sector has been arguably the highest-performing sector in the index over the past three years. These organizations do not appear to be experiencing the negative effects of the struggling economy.” And, “Relief organizations had positive growth in both donors and revenue in 2008, at a time when almost all other sectors saw declines.”
The study in part attributes the performance of the Animal Welfare to the conviction of football star Michael Vick on dog-fighting charges and offers no explanation for the healthy performance of the International Relief sector.
I have my own explanation. I was taught early in my working career that sales is a transfer of emotion. Every sale – and make no mistake, a charitable gift is a sale – is made primarily on the strength of emotion. These two categories - animal welfare and international relief - are eliciting the greater emotional response. Yes, I know that every charitable gift has an emotional component but there is clearly something about helpless animals and those caught in the wake of natural disaster that is making people respond more generously. These causes are touching the hearts of donors and I think its because donors feel a pressing need. In the end, it’s not about the organizations. Rather its about the people and animals that need help.
How can we learn from this? Fundraising marketing should focus on the impact that an organization is having on the individual. Tell stories. Use testimonials. Make it personal. Even organizations that don’t provide direct service can cast the benefits of support in terms of the effect on the lives of real people. Time and time again, emotion sells. Touch the hearts of your supporters and you will get results.
First, a little background. The Index of National Fundraising Performance tracked direct mail donations to 75 charitable organizations in seven categories. The study is comprehensive, measuring a wide array of factors like new donor acquisition, donor retention, average gift and number of gifts per donor. In total, the study summarizes the activity of 36 million donors, 68 million individual gifts and over $2 billion in revenue - so; its statistical base is sound. And the two categories that fared the best in the past year? Animal Welfare and International Relief.
While all other sectors are clearly showing the effects of the lagging economy, these two sectors are doing just fine. According to the study, “The animal welfare sector has been arguably the highest-performing sector in the index over the past three years. These organizations do not appear to be experiencing the negative effects of the struggling economy.” And, “Relief organizations had positive growth in both donors and revenue in 2008, at a time when almost all other sectors saw declines.”
The study in part attributes the performance of the Animal Welfare to the conviction of football star Michael Vick on dog-fighting charges and offers no explanation for the healthy performance of the International Relief sector.
I have my own explanation. I was taught early in my working career that sales is a transfer of emotion. Every sale – and make no mistake, a charitable gift is a sale – is made primarily on the strength of emotion. These two categories - animal welfare and international relief - are eliciting the greater emotional response. Yes, I know that every charitable gift has an emotional component but there is clearly something about helpless animals and those caught in the wake of natural disaster that is making people respond more generously. These causes are touching the hearts of donors and I think its because donors feel a pressing need. In the end, it’s not about the organizations. Rather its about the people and animals that need help.
How can we learn from this? Fundraising marketing should focus on the impact that an organization is having on the individual. Tell stories. Use testimonials. Make it personal. Even organizations that don’t provide direct service can cast the benefits of support in terms of the effect on the lives of real people. Time and time again, emotion sells. Touch the hearts of your supporters and you will get results.
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