Smart Priorities For 2016
In a recent post I reminded Agitator readers of Roger’s top ‘To Do’ item for any fundraiser in any new year — keep educating yourself.
One of the easiest ways is to sign up for some of the blogs and e-newsletters proffered by your fundraising colleagues. We include a heap of good sources on our blogroll here.
I’m reminded of this by Pamela Grow’s recent article — Top 10 Things Smart Fundraisers Will Be Doing in 2016. Perfect example of excellent advice that’s appropriate for probably all Agitator readers.
I’ll tease you here with Pamela’s ten items, but I heartily urge you to read the entire article for yourself:
- Know your retention rate at all times. [Boy, do Roger and I love seeing that as #1 on her list!]
- Master the tenets of donor-centricity.
- Make a plan for every donor.
- Make gratitude a daily habit.
- Integrate print and email.
- Work your monthly giving. [Yes, yes!]
- Figure out how to communicate that your bequest program exists. [Fantastic reminder — do I detect some Pamela sarcasm?! — about a hugely neglected opportunity.]
Check out this stat sent to us recently by Agitator reader Mike Cowart at Allegiant Direct: By 2020, there will be 54 million Americans 65 years and older or 1 out of 6. And 6.5 million (double the number in 1990) are projected to be age 85+ (12%). Go get ’em! But first, check out this excellent report from Merrill Lynch flagged by Mike: Giving in Retirement: America’s Longevity Bonus. No doubt these observations apply in every country with a ‘Boomer bulge’. [Thanks Mike.] - Don’t neglect acquisition. [You’ll be hearing more from The Agitator on this.]
- Create your systems and invest in training.
- Take good care of yourself. As Pamela says: “Assuming you’re a human being and not a robot, water, exercise, sleep, and even some ‘me time’ are essential to your existence.”
Thanks for your great recommendations, Pamela!
Tom
4 responses to “Smart Priorities For 2016”
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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An outstanding top 10 list, thanks Pam!
Tom,
Thanks for the kudos. My friends at Thompson & Associates have 90+ nonprofit clients who are tapping into this “Boomer bulge”. Their nonprofits are raising $2-$5 million in new planned gifts per year with a ROI of $75:$1. It’s time nonprofits begin asking for gifts from net worth in addition to asking for gifts from discretionary income!
Their core business is educating the constituents of nonprofits in self-directing estate taxes from the government to their favorite charities.
Way to go Pam! Love number 3: “Make a plan for every donor.”
If we all focused that deeply on our DONORS – with a plan for every donor, just think what could happen.
Maybe, just maybe — our entire organizations might start actually embracing donors.
And then they just might embrace fundraising as an important, integral and appreciated activity.
I start out every weekday reading The Agitator, usually at 5 am. Wouldn’t you know, today I overslept and nearly missed this. What a delightful surprise – thank you Tom! And thanks to you and Roger for keeping our sector on our toes.