What Are You Doing Tomorrow?
Beginning with the New Year, Tom and I have been pounding away on the subject of “loyalty." The term means different things to different folks. A key factor is likely to prove to be "involvement." ( We have a series of surveys and other analytic projects in the works which we’ll share with you later.
Well, if "involvement" is key, once again the Obama organization has shown its brilliance.
Take a look at the email I received Sunday evening in preparation for Tuesday’s Inauguration. Talk about involvement and continuity. In this message to Obama campaign donors, the former campaign director is now exhorting “Obama Campaign” supporters to continue to be part of the “Obama Community” – this time to help renew America. This time through a new organization named USASERVICE.ORG
Of course I’m not suggesting the top woman/man in your organization is about to get the attention of a Presidential Inaugural, but I am saying that being on top of new events, new opportunities, and urging your donors/members to lead the way is one of the best steps you can take to build loyalty and involvement.
Please share with Tom and me any experiences you’ve had on seizing such opportunity.
Roger
P.S. I know, regardless of where you sit on the political spectrum, or in which country you’re reading this, you join us in wishing President Obama well. Here’s to the future!
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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