Okay, now is the time for me to channel my “old grumpy self.” Here we go… “When I was a kid, we didn’t have “President’s Day, we had Lincoln’s Birthday on February 12 and George Washington’s Birthday on February 22.” Harumph! (Truth be told, when I was a kid, I just liked having two days off from school!)
Do you have a President’s Day? Yes. Every day you put her or him in front of a donor, signature on a letter, or voice on the phone, you’re asking a lot. Believe it or not (and I’m sure that you believe it), not every president enjoys fundraising. In fact, a lot of them loath it. That’s why you need to honor them for their service in fundraising each time they do it. You need to reward their efforts by congratulating them for each and every accomplishment.
Remember President’s Day in your organization. Have a party and thank him or her for their service… then get ‘em out to do some more!
Do your donors feel your love? February is a great time to show it. Of course, it’s the month of Valentine’s Day, and a number of nonprofits take this opportunity to send an “I love you” message. But do your donors know why you love them? Money? Just like with someone you are dating or marry, if it’s for money, it’s the wrong reason!
When was the last time you “split test” an appeal? You know, changed something (a “variable”), just to see if one seemingly insignificant iteration gets more gifts than what you usually do (the “control.”)? It could be a change in a envelope color, the text of one paragraph, an envelope style or anything else.
Split testing is a powerful, highly underutilized tool in direct response fundraising. You could be missing out in hundreds, maybe thousands of dollars each mailing because your donors think window envelopes aren’t “personal.” Split testing to see if a plain white envelope is better might get you 25 more donors. At your average gift is $41, that’s an extra $1,000 for your mission. Not shabby for an extra 30 minutes of work, huh?
So divide, and conquer your mailings with split testing… and multiply your results.
The eyes have it.
Have a picture of someone in your solicitation? Look at their eyes. Where they look makes a difference.
We all know that “a picture is worth a thousand words,” right? Having a picture of your mission recipient is a powerful emotional “hook” in any direct mail piece. To make that photo yet more effective, the eyes need to be looking one of two ways… at the person reading the letter (makes sense, right?), or (get this!) at the solicitation line of the letter.
As social beings, we react to where we are directed by others like ourselves. If you see someone looking at something, you’re drawn to look there, too. So if the eyes of the mother you’re helping or the first violin of the orchestra you’re funding is looking at the “won’t you give $25 today” line, you will too.
So let the eyes have it… and let ‘em help you raise you more money, too!
That picture could be worth more than a thousand words… it could be worth thousands of dollars, too!