All Things Annual Giving

The Importance of Updating Email Addresses Regularly

The wonders of technology and its efficiency are not always what they seem. 

The tried and true process of direct mail fundraising is more difficult than ever, as the impetus has been placed on you, as the sender, to be sure your database is up-to-date.  This isn't the worst thing ever as it does force you to keep lists current, and this is a good practice regardless, but people have become less likely to respond to direct mail as they have gone to online giving, expected a higher level of personal contact, broadened their own giving options, and economic circumstances have hindered their ability to give.  

One development director recently related to me that her response rate on direct mail had declined from over 3% to less than 0.5% just in the last three years.  Yet, she was achieving growth in overall fundraising nonetheless, and even as the economy was in a doldrums.  

 How does this work?  For her, it meant increasing the attention she was paying to mid- and high-level donors, with personal visits, phone calls, saying thank you in new and different ways, etc.  But she runs a small shop, covering all aspects of development, from major gifts to annual fund. 

What if you are in a larger development operation and your piece is strictly limited to the annual fund through direct mail, phonathon, email and online promotions?  How do you keep up with donors' decreasing use of traditional postal services and responsiveness to phone solicitations?

Truly, you are left to pursue them directly through email solicitation.  Done correctly, this can be very efficient, unpretentious and focused.   But it also requires great attention to detail. 

Think about the logistics.  Some people live in one home, yet change email addresses often.  Others may have made multiple moves in recent years, but have maintained the sam email address.   Many people have more than one email address.  Mailboxes can be set up to screen anything they choose. 

"Opt in" services are quite valuable.  However, it is worthy of note that even people who are very welcoming of your attention early on, tire quickly of hearing from you in the maze of spam that hits their inbox every day.  You may have been moved to a folder you would have never thought of because a donor "opted in" to receive your newsletter.

Brian Lacy & Associates has many years experience helping nonprofits crack the donor code and get through the many and varied filters that exist.  Contact Brian Lacy & Associates today to find out how you can improve your results by enhancing your email potential.

Donor Giving: Economic Turnaround or Tough Sledding?

The trends in annual giving have not been good.  But there are signs that the economy is beginning to turn around.  Interest rates and oil prices are spiking, durable goods orders have come out of the depths, and trade numbers are looking positive for the moment?

Does this foretell brighter days ahead in donor giving?  Perhaps, but be cautious. Now may be a time to try to seize on the opportunities that may present themselves, but to do so with a greater level of efficiency than you may have even thought possible in the past.

Instead of planning to hire new staff this Summer, it may be wise to hold off and try to multiply the work you can do yourself.  You may or may not be able to ask more from your existing staff, but the job insecurities that are felt in everyone's work space motivate some to do extraordinary things. 

Now is a good time to take advantage of what you can.  It's also not a time to try to make due without the very basic services and things you need to enable your success.  If an upgrade to your web presence, server or other technology is needed, do what you must to avoid imminent failure.  Don't put yourself in a spot that makes it more difficult to recover later.  You still have a budget - don't be afraid to spend any of it.

Economic recoveries tend to start when people take a few chances with things they buy or investments they make.  No one knows what's going to work.  All we know is that what we're doing now isn't working.  Take risks - just don't don't take costly ones. 

The odds are more against any given initiative failing at this moment than just a few years ago.  But the payoff could be much higher.  We won't be in an economic doldrum stage forever.  We're still incredibly resilient. 

Use the consultative services of a group like Brian Lacy & Associates now in order to help be creative while you continue to be efficient.  

Annual Giving Clips from Around the Web

Below are some worthwhile clips from around the web.  Check these out and let us know what you think:

http://www.fundraisingsuccessmag.com/article/the-search-sneezers-how-find-online-fundraisers-epidemic-proportions-406920_1.html

http://danallenby.com

http://www.fundraising123.org/article/five-things-you-should-never-say-online-donor

Donor Confidence on the Rise

From Brian Lacy

Positive views edging higher month by month since October 2008

Confidence among individual American donors edged higher in April 2009 to an index level of 88.2, according to a nationwide survey published by polling firm Campbell Rinker. The firm's April Donor Confidence Index topped a score of 87.5 measured in February and bested the 84.7 measured in December. This trend suggests that donors are gradually gaining confidence in 2009. 

http://www.campbellrinker.com/e-newsletter/5-2009.html

Annual Giving Programs in a Small Office Environment

In the current economic climate, every day and every dollar count.  In smaller, community nonprofits, there are few resources available to hire a full development staff, and rarely even an experienced development director. 

But how then do maintain a thorough and adequate database, create the message, produce the materials, or touch the donors as often or in the way you need to be able to in order to attract the resources that will enable your success?

First of all, assess what you need in order to succeed.  The list of items itself will help you identify things you may be able to outsource that you hadn't previously considered.  Check online to see what resources you can gather that are available in the broader marketplace.  Then determine what resources may be available for free and what may be discounted if you ask. 

Then look at your existing staff.  How much ownership has your program staff taken for the actual existence of the positions they occupy?   Whoa!  These are tough words - and indeed they are.  But in a depressed economy, it's just wrong to think that anyone can hold a job without taking responsibility for its funding.  Those who do are soon referred to as "former employees".

While time management is important in a larger organizational structure, it is tantamount to survival in a smaller nonprofit.  Reassess your own schedule and think about places where you might devote more time to working through the prospects for more funding.

Finally, go to your board!  This is both the course of last resort - and the first.  The entire board needs to take ownership of fund development and bring the resources the organization needs to succeed.  Go to them for personal commitments and a division of responsibilities on the board that will account for meeting every dollar in your budget. 

Granted, most boards of small nonprofits will resist - and strongly - but if you are tactful, yet direct, reinforcing, yet transparent - they have little choice but to respond or turn over the reins to those who will. 

Brian Lacy & Associates has years of experience helping small nonprofits manage through the challenges of limited staff and other resources.  Contact Brian Lacy & Associates today to learn more about how we can help.