7 Things For Fundraisers To Do Now
Fundraiser Ken Burnett wrote this great article for Advancing Philanthropy. Pursuing the theme of “turning talk into action,” he recommends Seven different yet practical things you should be doing, now.
Here’s an abbreviated list, but it’s always worth reading Ken in his entirety.
- Master your data.
- Make it a pleasure to be your donor.
- Invest passion in answering your donors’ most pressing question, ‘Did my gift make a difference?’
- Make a strong case for the need to invest properly in fundraising.
- Ring-fence a substantial percentage of your fundraising resources for testing.
- Dedicate real time to learning how to think differently.
- Communicate so as to make the donor experience unforgettable.
Has he missed something critical in your view?
I’ll be returning in later posts to a few of Ken’s recommendations that I find especially compelling — my favorites are #1, 4, 5 and 6.
Tom
2 responses to “7 Things For Fundraisers To Do Now”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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I think there’s nothing more important for a nonprofit to do than thank a donor. I’m sure that’s part of #2 – make it a pleasure to be a donor. I believe that if more nonprofits focused on and mastered this piece of fundraising, they would see improved results.
Sandy Rees
Fundraising Coach
I agree with Sandy – a thank-you is a necessity in the fundraising world, and it certainly is part of making it a pleasure to be a donor. For each donation, you should try to issue at least two thank-yous – and preferably more.
Remember that a thank-you means more to a donor than just good manners. Donations can be used as income tax deductions, but donors need proof of those contributions to receive them. A thank-you letter serves as a supporting tax document for those deductions, so the omission of a thank-you could prevent your donor from saving money down the line. For a large enough donation, that inability to make the tax deduction claim could cost your organization its relationship with the donor.
For most donations, I try to send a personal thank-you that elaborates on how those funds may be used, as well as sending a shorter letter simply saying thank you and that no products or services were provided in exchange for the funds. The first serves to establish and nurture the relationship with the client, while the second serves as the necessary tax document. I usually follow up with a third letter a few weeks later to inform the donor of differences being made thanks to his/her contribution.
Nathan Huddleston
Development Officer
Prevent Child Abuse Tennessee