Time To Report
As we head into March, many fundraisers will be putting together some kind of quarterly report. Maybe it’s just for routine review up the staff chain of command. Maybe it’s higher profile … perhaps for the first Board meeting of the year.
Let me ask you …
What do they want to know?
- What was the year-end take?
- When are we going to cut back on direct mail?
- Who wrote that letter my husband complained about?
- How’s our mobile app — ‘Meet the Board’ — coming along?
Versus …
What do you want to tell them?
- We’ve launched a big push on monthly giving and it’s going great.
- Our website conversion rate is up 20% because of some process and creative changes we made.
- Our website is now mobile-friendly.
- We’re happy to report that direct mail will generate 85% of our income this quarter.
Then there’s the Dilbert approach …
If there’s a big gap between what they want to know and what you want to tell them, some soul-searching needs to occur. Which of you is asking/answering the right questions?
Their questions might be dumb … you need to fix that.
Or perhaps you’re being evasive … you need to stop that.
Or perhaps everyone’s looking at the wrong metrics … who’s going to realise and change that?!
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer