Trick Or Treat?
It’s Halloween for most of our readers tonight.
I guess clown costumes are out (for you U.S. readers).
Tricks are out too, for fundraisers. Instead, take a moment as you start the week and treat yourself.
Think about the most memorable donation you personally have ever made.
What was it? Who received it? How were you asked?
Now, why has that particular donation come to mind?
Was it the ‘trick’ … The odd hot pink envelope? The riveting subject line or carrier teaser? The 400 to 1 match? The plush toy?
I suspect not.
As you’re thinking, again, about that most memorable donation, you’re probably feeling pretty good. That appeal touched you … made you feel better, more hopeful, helpful, empowered.
And that’s the secret, isn’t it? What a treat … for you, the giver.
Now think about the appeals you’re sending out this week.
Will any of them be truly memorable? What are you doing to make them so?
Aim to treat you donors.
Tom
4 responses to “Trick Or Treat?”
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 was 18 and I joined NOW. It was the most empowering thing I had done at that young age and I still have the package I gave to in a scrap book. Little did I know at the time that it was a connection to CMS! It made me feel like an adult, like I was part of something big and that I could make a difference. I followed quickly with donations to NARAL and to support the ERA (I still have my ERA YES sticker). Thanks to who made those opportunities to give available to me and for the mission and passion of those organizations and the brave and incredible women who started it all. And thanks to Roger for influencing me long before I knew who he was – for teaching me so much about activism and fundraising – and for still influencing me today.
How about a Trick or Treat message from Phil. Phil the bag – official spokesbag for The Food Bank of Waterloo Region? http://us9.campaign-archive2.com/?u=f0cd980db1c52c9e70c1dd2b8&id=4d3ef253b5&e=2720f16623
My most memorable gifts have been to those organizations with whom I have a PERSONAL connection…my clients, my daughter’s marine organizations, my grandson’s scout troop, my friends walks and runs.
We owe it to our donors and our clients donors to try and make/build/rebuild that personal connection. Not an easy task, but a rewarding one!
I was 22 years old and living on an editorial assistant’s salary in NYC. But, Reagan had just cut the Corporation for Public Broadcasting’s budget and WNYC was on the air asking for listeners help to make up the difference. It was my first real gift. (BTW, they did it in a day.) And 6 years later I was working in public broadcasting with some of the finest fundraisers in the industry.