If you work for (or with) a non-profit, this book is a must-read. Kim Klein (the editor) focuses on key problem all non-profits face: acquiring, retaining, and upgrading donors.
Acquiring is the process of getting new people to donate to your organization. Typically this is done with direct mail, web site asks, and some special events. The goal is to create an impulse donation.
Retaining is the strategy of converting an impulse donation into a habit.
Upgrading converts the "regulars" to give more than they have before. Typically this is done via a personal call, letter, or special "insider" event.
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Finding Donors. Did you know that in 2004, 75.6% of contributions came from individuals (11.6% of foundations, 8% bequests, and 4.8% corporations)? Or, 7 out of 10 adults in the US and Canada give away money?
Asking For Money. What’s the #1 way to get donations? Ask for them! You need to identify people who: are able to make a gift, believe in your organization, and can be contacted. Formally, you ask for letter first with a letter detailing your organization and a request for monies for a specific need, following up with a phone call, and ending with a face-to-face meeting. Informally, a phone call followed by a letter would suffice.
Special Events. A special event is a two-fer: a fund-raising opportunity plus increased publicity. During the event, there must be a pitch to let people know now is the time to donate. Consider having some friends of your organization purposely start the donation process to break the ice.
Direct Mail. Use direct mail to: get someone to give for the first time, get donors to repeat their gift, and get donors to renew their gift. On a direct mail piece, expect less than 1% response (higher quality lists produce greater response) - so you’ll need to play the numbers game. Before starting a direct mail campaign, calculate the cost of the mailing vs. the likely result of the donation to arrive at a net income per donor. There a lot of information in the book about crafting the copy of the mail piece.
This book is a gold-mine of non-profit fundraising strategy. If you work with non-profits, read it often.
Book Review: Fundraising For Social Change - To learn more about this author, visit Jay Hamilton-Roth's Website.
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Leanne Hoagland Smith
Are your sales where you want them to be? Will you be one of the few who achieves sales success or one of the many who have failed to change? So what are you doing to change those results? Let’s be honest, with companies moving globally and at lightening speeds, the traditional business solutions are outdated and dead. My approach moves your business out of its comfort zone and secures your competitive advantage now. If you are seeking to increase sales, build customer loyalty, create a culture of great attitudes or just achieve some sleep filled nights, then we should talk because my clients have experienced exactly those types of results. Learn more about customer loyalty at http://www.processspecialist.com/customer-loyalty.htm Give me a call at 219.759.5601 for a free strategy session. P.S. If you are seeking a motivational speaker, sales trainer or small business expert that will leave your audience smiling and remembering, please feel free to contact me at 219.759.5601. - Visit Leanne Hoagland Smith's Website |
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Jay Hamilton-Roth
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Jay Hamilton-Roth founded Many Good Ideas
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businesses brainstorm, design, and
implement effective marketing strategies.
He combines creativity with common sense
to demystify the process of getting great
results. He has used his high-tech
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five businesses. He consults with
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