Integrated Fundraising Programs That Work
Here’s a story from DM News that focuses on integrated fundraising campaigns using multiple reinforcing media. The story includes concrete examples provided by Debbi Barber at agency Grizzard. Her examples, which demonstrate the lift in response from integrated campaigns, are drawn from Grizzard’s work with thirty or so of the larger humane societies around the country and the Salvation Army.
Some of you might feel uneasy when we pass along material like this. Does it strike you that we are "plugging" Grizzard? Let us know if that’s your reaction. We’d like to know.
Because our current approach is as follows … If your agency or nonprofit wants to talk about real campaigns with actual results, we’re happy to oblige, if there’s some basic principle illustrated or some broad lesson to be learned.
In this case, hopefully, there are dozens of agencies and hundreds of nonprofits out there that have carried out integrated fundraising campaigns … successful or otherwise. Grizzard happens to have talked about their experience "on the record" … most don’t.
The fact is, here at The Agitator we like it when practitioners are willing to share actual results. We believe we can all learn from these examples.
Tom
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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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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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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