2014 npd what the what? 45 ideas in 60 minutes (or thereabouts). what’s working, what’s not in...
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What the what? 45 ideas in 60 minutes (or thereabouts). What’s working, what’s not in direct response fundraising today. Lisa Greco, Guideposts Luke Vander Linden, Academy of Management Joseph Ferraro, CFRE, PULSE Marketing, Development & Communications [PULSE-MDC] In this fast-paced, must-attend session, you will hear from industry experts on what’s working now in direct marketing fundraising. You’ll ␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣ From creative to lists to data and social networking - you’re guaranteed to learn instantly implementable strategies when you get back to ␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣␣ LEARNING OBJECTIVES/TAKEAWAYS: • Improve results through creative design techniques • Write effective copy that will inspire people to give • Properly acknowledge generosity • What is Donor-Focused and Relationship-Centric • Avoid Bow Tie and Giant Check resentment • Upgrade your donors to maximize their valueTRANSCRIPT
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45 Ideas in 60 Minutes **
What the What?
A rapid-fire panel discussion on what’s working and what’s not in
Annual Fund and Direct Response
**= or thereabouts
Lisa Greco, Guideposts FoundationLuke Vander Linden, New York University
Moderated by: Joseph Ferraro, CFRE - PULSE-MDC
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Idea/Tip #1
You don't always have to include a teaser
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Idea/Tip #2
Test adding highlighting in yellow to the letter copy to call out some key points
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Idea/Tip #3
Integrate and coordinate your message
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Idea/Tip #4
Be a peeping Tom
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Idea/Tip #5
Test adding “Attn: <<Signer of letter>> to the reply envelope in a handwritten font
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Idea/Tip #6
Call donors JUST to thank them
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Idea/Tip #7
Convert single-gift donors to monthly givers
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Idea/Tip #8
Don’t be afraid to do timing tests – especially on follow up/reminder packages.
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Idea/Tip #9
It is NOT about you BE donor-focused and relationship-centric
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Idea/Tip #10
What your letter looks like may be just as important as what it says
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Idea/Tip #11
Test a BRE vs CRE
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Idea/Tip #12
You are the facilitator/conduit of pre-existing donors desires.
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Idea/Tip #13
(Almost) always include a postscript
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Idea/Tip #14
Keep a good history on all test results
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Idea/Tip #15
When asking always remember the who and the why
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Idea/Tip #16
The reply device is king
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Idea/Tip #17
Consider mailing a follow up to your best acquisition lists
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Idea/Tip #18
Step back and do a creative audit
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Idea/Tip #19
Use testimonials and quotes for maximum impact
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Idea/Tip #20
Membership card vs. “Supporter” card
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Idea/Tip #21
Avoid Drop in the Bucket Syndrome
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Idea/Tip #22
People need (and like) to be told what to do
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Idea/Tip #23
Consider adding copy on the back of your OE
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Idea/Tip #24
Revisit your acknowledgement process and language
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Idea/Tip #25
Write a strong call to action
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Idea/Tip #26
Consider more than pure RFM data
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Idea/Tip #27
Use telephone voice messaging tools to enhance direct mail
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Idea/Tip #28
Lapsed donors are still part of the family
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Idea/Tip #29
Personalization - consider selecting anniversary names out first and messaging them specifically
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Idea/Tip #30
Say Thank You, Thank You, Thank You and Thank You Again!
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Idea/Tip #31
Utilize big data
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Idea/Tip #32
Test panels – and sample sizes
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Idea/Tip #33
Offer long-lapsed donors “MEMBERSHIP”
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Idea/Tip #34
Some of the best fundraising letters don't ask for money
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Idea/Tip #35
DM tests that have worked: live postage or fake meter, active devices, personalization
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Idea/Tip #36
Every success story must lead to a clear action
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Idea/Tip #37
Get interactive … or ask for something else
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Idea/Tip #38
Gift asks
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Idea/Tip #39
Death to brochures!
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Idea/Tip #40
Sometimes you have to 'take the money and run!
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Idea/Tip #41
Acknowledge each gift received and thank donors specifically for what they supported
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Idea/Tip #42
NO Tuxedos or giant checks EVER Re-focus your donor stewardship newsletter
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Idea/Tip #43
Keep email simple
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Idea/Tip #44
Mine lapsed donors
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Idea/Tip #45
Utilize “Integrated Mini-Campaigns”
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BUT WAITThere’s More!DVD Extras
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Idea/Tip #46
No matter your file size, always test
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Idea/Tip #47
Donor retention is just as important as donor acquisition.
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Idea/Tip #48
Results matter
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Idea/Tip #49
Report multichannel giving too
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Idea/Tip #50
Consider testing an EFT program, especially with sustaining donors
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Idea/Tip #51
If you already offer monthly giving, make an upgrade appeal a standard part of your program
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Idea/Tip #52
Email – subject line testing
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Idea/Tip #53
Less is more, less is more, less is more
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Any More Questions?
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45 Ideas in 60 Minutes **
THANK YOU
Lisa Greco, Guideposts – [email protected] Vander Linden, New York University– [email protected]
Moderated by: Joseph Ferraro, CFRE - PULSE-MDC – [email protected]