Developing Donor-Centric Direct Response Fundraising

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1 Developing Donor-Centric Direct Response Fundraising Presenters Name Leo Orland FFIA CFRE Plenary Thursday, 24 th Feb :05 3:05pm

2 The Big Question? Is it possible to be Donor-Centric and raise more money?

3 Donor-Centric Fundraising is not a new idea. BUT Do we practice what we preach?

4 How do you feel when.

5 Or

6 Where it starts Donor-centric fundraising is an attitude where you put the interest of the donor first Even to the point where you treat every donor like they are a major donor.

7 Having the right mind-set You don t own the donor. You only own the experience with them at that given moment in time.

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9 Focus of this presentation Direct response fundraising

10 Seven Key Challenges Focus on donor loyalty not on campaigns or tactics Communications, bonding, and giving donor choices Invest & treat donors in different ways Compelling, strong, tangible offers to your cause Making the donor the real hero Making it easy for the donor to understand your communications

11 Focus on Donor Loyalty

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13 Communications, bonding, and giving donor choices

14 Communications, bonding, and giving donor choices

15 Communications, bonding, and giving donor choices

16 Communication, bonding and giving donor choices cont

17 Milestone Marketing Communications

18 Invest & treat donors in different ways Advanced Donor Targeting Recency Frequency Amount + Lifecycle Giving media Offer preference Creative preference Seasonality And more

19 New Donor Cycle

20 Standard Appeal Pack Appeal Letter Lift Letter

21 Appeal Motivation Piece Standard Appeal Pack Coupon DLX Envelope

22 Major Donor Appeal Pack Stickers Appeal Letter Photo Card DVD

23 Major Donor Appeal Pack Information Pack

24 Compelling, strong, tangible offers to your cause

25 Compelling, strong, tangible offers to your cause

26 Compelling, strong, tangible offers to your cause

27 Making the donor the real hero

28 Organisational Centric We did this. We did that. We were amazing. Oh, by the way, thanks.

29 Donor-Centric With your help, all these amazing things happened. And without your help, they won t.

30 Remember Being donor-centric is easy: Link your donors directly to your results Make your donor the real hero of the story

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32 Everything MUST pass the you test

33 Get yourself one of these

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35 Personalise as much as you can The person s name The previous gift The pronouns you and I A reader s attribute: As a parent you know Geography: As a resident of Hand written touches.

36 Personalising the ask

37 Making it easy for the donor to understand your communications

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40 Recommendation

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42 Graphic Design Design for comprehension And for Scanability

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45 Graphic Design Scanability Before your letter is read line by line, the recipient skims over the whole page in one cursory glance. This results in a reading curve with particular points which arrest the eye.

46 Visitor interaction with content on a site First 3 seconds if the page is what they were looking for & if they find it appealing Visual Impression Yes Next 8 seconds if the content is relevant to what they are interested in Yes Initial content Impression Next 60 seconds they spend being engaged with the content. To see if sufficient content is available for them to make a decision Content engagement Yes Next Step if they have made a decision, then they look for their desired next step on the page. Has it been displayed clearly and is easy to locate CTA engagement

47 Keep It Simple Simplify Content Easy Navigation Call To Actions (CTA s) Don t tackle everything at once

48 Donor-centric web site Results Where $ Are going Success Stories

49 Always Remember Put the donor at the centre of your fundraising And think about your donors needs not yours.

50 Thank You

51 Conference Partner Principal Sponsor Major Sponsors Media Supporters National Corporate Partner National Principal Sponsor FIA Corporate Supporter Awards Sponsors