Is This Any Way To Report To Your Donors?
You bet it is!
I recently received this email from Charity: Water
This organization just keeps impressing me over and over. Click below to watch the video.
Rachel’s Gift. One Year Later.
Call me a marshmallow, but it got me crying. See how long you last.
Tom
3 responses to “Is This Any Way To Report To Your Donors?”
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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I know I sound like a cynic… the email is great… the video is terrific… but… if no one clicked thru, it may not be as impressive to all of us.
I wonder… do you know the delivery rate, open rate, and (most important) the click-thru rate for this email effort. In other words… did anyone actually watch the video besides us?
I blogged about it too!
http://www.nonprofitmarketingguide.com/blog/2012/07/30/what-did-you-do-with-the-money-you-raised-last-year/
Great stuff.
Tom, I’m with you – perhaps it’s because my son is the same age as Rachel or perhaps it’s because I’m a marshmallow too but I lasted about 30 seconds before crying. What an inspirational family.
With my hard fundraisers hat on, I notice that they’ve gone on to set up another campaign to raise money in Cambodia so presumably, charity:water aims to encourage future gifts from donors to the original campaign? They’ve raised about $23k to date so obviously, it has resulted in further donations. Very impressed by this charity too – not just their creativity in engaging with donors but the way they’ve involved Rachel’s family.