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Dear Ohdeuk,
If you’re a regular reader of this newsletter, then you know how chock-full it is of down-to-earth and practical writing about fundraising. And this issue is an excellent example of the diversity and the usefulness of the articles we’re privileged to send you on a monthly basis. In this issue:
 Michael Stein shares practical tips about how to grow your e-mail list.
Tom Ahern and Simone Joyaux presents an invaluable, 23-point presentation on how to build stronger relationships with your donors.
Peter Schoewe presents the second and final part of his analysis of how to measure the health of your donorfile.
I tell you about an amazing and free new online resource you won't want to miss.
Tom Gaffny cites several brilliant examples of how to engage constituents online.
Rob Blizard begins a two-part exploration of how legacy giving specialists are using the Internet—for good or ill.
Deborah Block and Paul Karps interview an innovative university fundraiser who's breaking the rules—and succeeding handsomely.
Where else can you find such a collection of insightful articles? And they’re all free!
Cheers,
Mal Warwick
1. online: Growing your e-mail list
By Michael Stein
Growing the size of your e-mail list is essential for a successful Internet strategy. The larger your list, the more people you can message regularly with campaign updates—and the more who will come back to your Web site, attend your events, and donate online. Just as you’re committed to growing your direct mail list, you should grow your e-mail list.
Here are some strategies to help you grow your list. With any e-mail-gathering effort, make sure you get explicit, documented, opt-in permission to use their e-mail address to send out updates about your organization so you’re in full compliance with the law. . .
 read more
2. Which is it?
By Tom Ahern and Simone Joyaux
Raise your right hand. Repeat after me . . .
We, [fill in the name of your nonprofit organization here], believe:
1. That donors are essential to the success of our mission.
2. That gifts are not "cash transactions." Donors are not merely a bunch of interchangeable, easily replaceable credit cards, checkbooks, and wallets.
3. That no one “owes” us a gift just because our mission is worthy. . .
read more
3. Answerman: Measuring the health of your donorfile (Part 2)
By Peter Schoewe
Last month I wrote about three of the fundamental metrics of fundraising: the number of active donors on your file, donor retention, and conversion and return on initial acquisition investment. In this column, I’ll wrap up the discussion, noting two other key measures of donorfile health. . .
read more
4. Fabulous free resource!
It’s called SOFII (“Sophie”), the Showcase of Fundraising Innovation and Inspiration. And if you’re a fundraiser, you’ll drool over the amazing material available for free on this Web site. Check it out without delay! You’ll want to bookmark this site, and return to it again and again.
SOFII is the brainchild of legendary British fundraiser Ken Burnett, the evangelist of relationship fundraising and author of indispensable books on the subject. Recently, Burnett and the London-based Resource Alliance reached agreement for the latter to support the site. SOFII’s home has begun to migrate from Burnett’s home in France to the Resource Alliance office in London with the hiring of Carolina Herrera, who’s now coordinating the fast-growing operation.
Don’t fail to register for SOFII. It’s easy, painless, and promises many valuable dividends to come, as new examples of world-class fundraising make their way onto the site.
—M.W.
5. Best Practices: Destination marketing
By Tom Gaffny
At the 2008 DMA Nonprofit Conference in Washington DC, late in January, Tom Gaffny delivered an extraordinary workshop, relating the findings of his year-long study of online best practices. The presentation included a staggering 192 slides and revealed so much about the state of fundraising online today that it was virtually indigestible at one sitting. Tom graciously agreed to allow us to publish his findings piecemeal as a new column in this newsletter. What follows is the fifth installment. . .
read more
6. Ask Mal
Since 1994, when the Mal Warwick Associates Web site went online, Editor Mal Warwick has answered fundraising questions posed by visitors to the site. Hundreds of those Q&As are available here. In this feature, we'll spotlight one Q&A from the most recent month.
Question: How do you get lapsed donors to give again via direct mail as well as telemarketing? I would appreciate a brief answer, as well as some materials, books to read that would help me on this issue.
Mal answers
7. Extra!: Marketing legacies online? (Part 1)
By Rob Blizard
Editor’s note: This article discusses the online marketing practice and potential of “planned giving,” the American name for a concept known to most of the world as “legacy giving.” Tax laws in the United States allow for a bewildering array of charitable tax-avoidance schemes that often require assistance from specialists in accounting, law, and financial planning. Nonetheless, the overwhelming majority of legacy gifts in the U.S. are simple bequests, which do not require more than an absolute minimum of professional help. . .
read more
8. Where's Mal
August 6-7, 2008 – Minneapolis MN
Planned Parenthood Federation of America Development Officers Conference
Workshop: The Copywriter's Workshop: Crafting Brilliant Letters, E-mails, and Telemarketing Scripts for Breakthrough Fundraising Results
Workshop: Creating the Perfect Year-End Campaign
Workshop: The Do’s and Don’ts of Response Devices
August 7, 2008 – Minneapolis MN
Association of Fundraising Professionals Minnesota Chapter
Workshop: Crafting a Message to Win More Supporters for Your Cause
October 14-17, 2008 – Noordwijk, The Netherlands
28th International Fundraising Congress
Master Class: The Copywriter’s Workshop: Crafting Brilliant Letters, E-mails, and Telemarketing Scripts for Breakthrough Fundraising Results
Site: NH Leeuwenhorst Hotel
October 23-26, 2008 – La Jolla CA
Social Venture Network
Site: Estancia La Jolla
December 8, 2008 – Stockholm, Sweden
Right Livelihood Award Foundation
2008 Award Ceremony
Site: Swedish Parliament
9. Tips for e-marketing legacy gifts
By Rob Blizard
Since consensus dictates that online marketing for planned gifts is essential, although perhaps not transformative, managers can take some significant steps to educate and encourage donors and prospects. Among the tips offered by Nathan Stelter of The Stelter Company and Charles Schultz of Crescendo Interactive are these suggestions for improving your chances of generating leads. . .
read more
10. Spotlight on Succcess: New twists on university fundraising
By Managing Editor Deborah Block and Paul Karps
When San Francisco State University hired former ad man George Machun to manage its Annual Giving and Alumni Association programs, the goal was clear: use this as an opportunity to put aside traditional notions of university fundraising and try some new ideas.
In fact, as Machun tells us, “One of the reasons they hired me three years ago was that they were looking for someone who did not have any experience with higher education fundraising. They were looking for someone coming out of the private world who was in advertising and marketing and would bring those skills to the job.”
And with a job title—and corresponding business card—that simply says “Marketing,” this is exactly what Machun did. . .
read more
11. Resource Alliance Webinars
Mal and other top speakers are only a click away. You can see experts in the field live on your desktop courtesy of the Resource Alliance, Inc. and Forum for Fundraising. The live Webinars allow you to interact with the presenter almost as though you were in the same room.
For more information about upcoming Webinars or to register, click here.
12. How’s e-mail doing?
A survey of 21 large national not-for-profits finds that the percentage of people who opened or responded to the groups’ e-mail decreased in 2007. According to a study by M+R Strategic Services and the Nonprofit Technology Network, as recounted in The Chronicle of Philanthropy, the percentage of people who opened the messages dropped from 21.3% in 2006 to 17.6%. Meanwhile, the percentage that clicked through to a Web link fell from 4.9% to 3.8%. Ironically, the organizations increased the amount of money they raised online by 19% during that same time period.
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Mal Warwick
Editor |
Deborah Block
Managing Editor |
Kieu Tran
Production Manager |
Contributing Editors:
Nick Allen, Donordigital
Ken Burnett, Cascaid Consulting
Harvey McKinnon, Harvey McKinnon Associates
Jerold Panas, Jerold Panas, Linzy & Partners
Steve Thomas, Stephen Thomas
Joe White, Share Group, Inc.
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