When To Change Course?
Yesterday, we asked readers to take our Mid-Year Assessment survey … Has the first half half of 2009 met expectations? How are fundraisers tweaking their programs or adjusting their fundraising investments?
We won’t publish results till next week, but early returns suggest that folks are relatively calm at this stage.
In that context, here’s some advice from the former chief marketing officer of eBay and Best Buy. He uses an extended sailing analogy to worn against panicky changes in strategy. In his view, the smart marketer must accurately sense the difference between a truly fundamental change in the marketplace and the odd variation in winds. Lots of energy can be fruitlessly consumed to over-reacting to temporary shifts in the wind.
How would you apply that warning to today’s fundraising marketplace? Have there been any "seismic" shifts you’re feeling a need to respond to … or are you coping just fine with some routine tacking?
Think about …
- The recession … transformational or transient?
- Basic consumer/donor responsiveness to marketing/fundraising … nothing you haven’t seen before or something scary?
- Online fundraising … just another channel or somehow changing the rules?
I suspect your assessment of these questions might indicate your strategic anxiety level!
Tom
P.S. Take our Mid-Year Assessment survey here.
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