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Give the donor what he needs …

… not what you want to sell him.

Sounds so easy, you wouldn´t think twice about it. Yet the opposite happens all of the time. Just count the number of  times you´re watching the tele at home, nice and cosy with the kids. And these adverts come on, telling your offspring they should collect these Bagukan action figures of those brand new BeyBlades. And there you find yourself again in the Toys`r´us wondering how the hell you got yourself talked into this, shopping for stuff you don´t want, your kids don´t need, but some marketeer who knows all about ´share of wallet` needs to sell.

And it´s about that feeling “how the hell?” that I want to talk to you, in relation to fundraising of course. Recently I spoke to a guy I know quite well, who has done a lot in fundraising, especially telemarketing. He gave me his opinion on this and I must admit he hit a nerve. (more…)

Think face-to-face: think mobile

It really does make sense when you think about it. Using mobile as the key device to keep in touch with donors recruited on the street.

Think about it.

The average age of F2F recruits around the world is usually late 20’s, early to mid 30’s.

Almost 60% of Aussies own a smartphone, and around 18% a tablet device. These figures replicated in most developed fundraising nations. Overlay this with age and our key F2F recruits one of the most smartphone/tablet active groups, around 80% of them actively using a mobile device.

Most F2F donors are on the phone (or pretending they are) prior to being approached. Which means they’re “on the go”, as in mobile. Not sitting still.

And let’s face it: a mobile device makes it really easy these days to share content. Great content. At your fingertips.

So why therefore are we stuck in the mid 90’s when it comes to our attitude toward caring for donors recruited on the street? (more…)

Is there room for experience fundraising?

Fundraisers should improve their storytelling skills so they can take donors effectively to where the action is.

‘Experience’ marketing is the fashionable new thing for today’s marketer. Apparently you don’t just sell your product, you live it. The aim is to immerse your prospect in a lifestyle that simultaneously stimulates all their senses.

An example of experience marketing is currently practiced by the manufacturers of those cunning designer ‘alco-pop’ drinks – Breezer, Schnapps and the like. Experience marketing for these products involves recruiting attractive, young, out-of-work male models – this is true – who are briefed to sit hour after hour in the most fashionable watering-holes with their Nokia mobile phone and Palm Pilot prominently in view, with the Gucci shoes, the Armani threads, the Rado wrist wear and the Trevor Sorbie hairdo – everything that successful youth might aspire to – and, of course, all the while knocking back bottle after bottle of Zippo, or Heave-up or whatever is being promoted to you, the unsuspecting punter. Just think, that stunningly attractive bloke at the bar who you thought had been stood up and were just about to move in on, may in fact just be coming to the end of his shift.

Silly, isn’t it?

Then I thought about it. Maybe ‘experience marketing’ does have some application for fundraisers… (more…)

It’s Personal!

This is my third blog for 101fundraising and while other may prefer to write about theories of giving. I like to write more about technical things that, hopefully, can immediately help you.

In my previous blogs, I talked about “drip-drip” marketing for legacy fundraising and about organising a legacy event.  Now, I want to discuss how using a “personal touch” can help legacy fundraising

In Indonesia we have a phrase ‘Tak kenal maka tak sayang’— which means “if you don’t get to know people, it’s impossible for you to care for them.”  And with legacy fundraising, personalisation can be a VERY  important factor.

In the WWF Network, globally, we have 24 national offices that have a legacy program. (more…)

What’s All This Noise about Not Giving “Thank You” Gifts?

Recently, a small raft of articles have appeared about a new study, published in the Journal of Economic Psychology, apparently showing that offering a gift as a “thank you”  (what we in the industry would call a “premium” offer) can reduce the amount of money people will donate to your charity.

I found this to be old news.  But the press (and some marketing gurus) didn’t.   The top GOOGLE search on this was entitled “Charities: Don’t Thank Donors With a Gift! – Forbes”.Well, that’s the private sector for you:  making studies to “discover” what fundraisers already know. (more…)

A checklist for your acquisition program

Last week Reinier wrote about a really important topic – planning for the future of your acquisition program. I’d like to expand on his post by sharing an additional tool, and offering a simple checklist to use in your donor recruitment planning.

In the last blog you read about the Hype cycle (and if you haven’t, please read it here.) A second tool to consider in your planning is one that you have probably seen before: the BCG matrix. This tool divides your offerings into four groups, depending on their market growth and market share. But here’s a retooled version for an acquisition program. (more…)