If your nonprofit’s direct mail copy doesn’t communicate that your charity urgently needs money when attempting to convince the reader to donate, then something is very, very wrong. You can expect the results of your campaign would be about the same if you told the mail shop to find the nearest dumpster instead of the nearest post office.
But when expressing an urgent need, some nonprofits perpetually sound like they are “going broke.” That’s not necessarily a bad thing.
No one wants to donate to a charity perceived as ineffective or a bad steward of their donors’ contributions. When surveyed, donors often cite concerns about their donations being used wisely as a roadblock to giving.
If the organization is always a month away from the lights being cut off but can never explain how it’s using donations to successfully advance its mission, the level of urgency expressed in the fundraising copy isn’t the real problem.
However, if the reason it sounds like your nonprofit is going broke is because you’re putting all your donations to work successfully advancing your important mission, that is something donors can appreciate.
One of the main benefits that drives people to freely give away their money to charities is they feel good about making a difference in a cause they connect with personally. And everyone feels better about donating or spending their money when they know they’re getting the most value for their dollar.
If your nonprofit is doing valuable work and urgently needs more funds to keep that good work going, your current financial crisis isn’t a hindrance for current and potential donors — it’s a motivation for giving.
A number of other key elements must be incorporated in your fundraising package for it to really be successful (an intriguing outer envelope that gets the package opened, compelling copy that tells a story and connects emotionally with the reader, convenient reply options, etc.), but “going broke” can present some favorable fundraising opportunities.
The Lawrence Direct Marketing, Inc. team will be on location next week, August 3-4, at the 12th Annual Bridge to Integrated Marketing & Fundraising Conference.
“Clean your room, please. Hey, clean your room. Did you clean your room? CLEAN YOUR ROOM!!!” If you have kids, you know the struggle of trying to get them to take action. You often need to repeat yourself multiple times — sometimes loudly. You know they heard you, they just aren’t responding.
Email is a critical element in digital fundraising for nonprofits, and it should be part of an integrated fundraising strategy. Why? About a third of all online fundraising is driven by email. And online giving increased by nearly 8% last year.
So if your nonprofit isn’t using emails in your fundraising campaigns, you should start right away. And no matter how often your nonprofit sends fundraising emails, there are a few simple steps you can take to make sure each email is fully optimized to drive donations to your cause.
Here’s a new maxim to introduce at your nonprofit’s next strategy meeting: mobile friendly is donor friendly.
The percentage of online donations made to nonprofits using mobile devices jumped 8% in just two years according to recently released data from the Blackbaud Institute for Philanthropic Impact’s 2016 Charitable Giving Report
We’re almost two full months into 2017, but there’s still plenty of time for nonprofits to tweak their fundraising and marketing strategies this year to reach and exceed goals for growth.
There are certainly tried and true, effective methods that nonprofits can utilize to reach supporters and raise money for their worthy causes — such as direct mail. (See “How to Get Donations for Your Non-Profit.”)
You probably can’t scroll through your social timelines very long before being prompted to sign an online petition. New online petitions are launched every day on a host of different website platforms. These platforms are often organized as a “community” of registered users (many times in the millions) who can easily be reached through the website.