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DONORS STEADY, AVERAGE GIFTS DOWN Average gifts were down 20% to 35% in December 2008 compared to December 2007, but the number of donations was about the same. That's what we’ve seen for several clients. The good news is that most donors continue to believe in the organizations they support. They continue to give, but -- no surprise -- they’re not giving as much as they did last year, especially at higher giving levels. At the Target Analysis Internet Benchmarking meeting last week in New York, some organizations reported the same trend, while others reported year-end 2008 hit projections. Many groups were seeing a drop in $500+ gifts, which can have a big impact on average gift! Search marketing showed similar trends -- fewer Google users were searching to make donations. Those who did gave less on average than last year. Even so, search remains a vital part of many organizations' year-end campaigns with ROI ranging from 5:1 to 20:1. Most search donations come from search on “brand terms.” Because as many as half of search-driven donors may already be on an organization's donor database, some believe it's not worth buying brand terms (or getting them free via a Google Grant). But in the same way that Comcast buys "Comcast", you want to do everything you can to make it easy for donors to find you, whether they are looking at organic or paid search results. And the ROI numbers prove it. One of our clients got a $10,000 gift from a search on a non-brand term -- it turned out that the donor had given to the organization several years before but had opted out of e-mails.  NEW CLIENTS: NAACP, UN FOUNDATION, UNHCR We’re proud to be working for some great clients who are changing the world, including the NAACP, the United Nations Foundation, and USA for UNHCR. We've also been working with our colleagues at Mal Warwick Associates to provide online services to some of their direct mail clients, including AIDS Project Los Angeles, the San Francisco AIDS Foundation, and Save the Bay. For the NAACP, the nation’s leading civil rights group, we just launched "In My Lifetime," a site where you can celebrate the election of the first African American president and share your dreams and photos. Thanks to a partnership with CREDO Mobile, NAACP supporters got text updates on NAACP Inauguration events in Washington. The United Nations Foundation, founded by Ted Turner with a billion-dollar pledge to support the UN, raised money through a year-end campaign that included the "Gift to the World" gift-giving site at holidaygiving.org. Supporters also got a series of e-mails about the work of the Foundation’s various projects, including Nothing But Nets, Friends of World Heritage, and the Better World Campaign. USA for UNHCR, which raises money for the UN Refugee Agency (UNHCR), is working on a series of e-mail appeals and direct response video ads starring Kite Runner author Khaled Hosseini, a UNHCR Goodwill Ambassador who’s visited his native Afghanistan as well as Darfur. We also helped UNHCR on its "Gimme Shelter" for of the fighting in the Eastern Congo. The campaign featured the Rolling Stones anthem "Gimme Shelter" (courtesy of Sir Mick Jagger) and horrifying documentaries by actor Ben Affleck. NEW STAFF AT DONORDIGITAL Danielle Dobson, Account Executive, joins Donordigital from the ACLU of Northern California. As membership coordinator, she recruited, retained, and renewed a membership of 55,000 through direct mail, online giving, and new media tools. She also worked with refugees and asylum seekers at Jewish Family Services in Ann Arbor, and raised money for the Democratic National Committee. At Donordigital, Danielle works with CARE and Amnesty International USA. Nick Reid, Web developer extraordinaire, joined Donordigital after graduating from U.C. Berkeley with a degree in Art Practice and an obsession with New Media. He spends his time developing and constructing Web sites, widgets, e-mail messages, and newsletters. Always ready to learn something new, Nick works hard to use the latest Web-related technologies to build custom solutions for our clients. Adam Lord, who managed the 2008 Democratic National Convention site and worked on the John Edwards campaign Web team, is our new chief designer. So far, he’s worked on projects for CARE, NAACP, UN Foundation, and American Jewish World Service. And he’s looking to join a Bay Area band, so contact him at adam@donordigital.com if you’re looking for a bass player. Account Executive Ingrid Behrsin partied in DC during the inauguration, then got back to work in Berkeley. In September, she took two months' leave to work for the Obama campaign, where she coordinated volunteers in Charlottesville, Virginia. Thanks to her (and a few others), the once-red state went for Obama. VISIT OUR NEW OFFICES IN BERKELEY Now that we’re part of Mal Warwick Associates, we’ve moved across the Bay to the MWA office in Berkeley. The converted locomotive repair yard is in a light industrial area where our neighbors include Café Trieste, Good Vibrations, the Ecology Center, and the notorious Juan’s Place. Come visit us at 2550 Ninth St., Suite 103, Berkeley, CA 94710. Or give us a ring at our new main number, (510) 843-8888. FUNDRAISING IN A DOWN ECONOMY: MAL'S TAKE
Viewed from a different perspective, your challenge in crafting a case for giving is to establish a link between your donors and your clients or beneficiaries or the issue you address. It’s that connection you need to emphasize, not the connection between the donor and your organization itself. Let’s try a few examples to make all this clearer. Case for giving for a food pantry Your support for The Pantry will help bring closer the day when no one in our community need go to bed hungry at night. Your contributions of food and cash will demonstrate your commitment to sharing with those less fortunate than you and to building the caring community you want to live in. Case for giving for an environmental advocacy organization Save the Earth can win the case against global warming at all levels of government and throughout the business sector only with your active participation and generous support. In both ways, you help advance the media campaign and lobbying efforts that are central to our mission. Ultimately, your unwavering commitment to leave our children and grandchildren a healthy, verdant planet and a sustainable economy will be the key to the survival of our way of life. Case for giving for a community orchestra As a classical music lover, you know that the arts represent the finest ｅxpression of our civilization. Through your generous support for The Symphony, you help keep alive a centuries-old tradition of artistic excellence while making it possible for the young people of our community to express their innermost feelings and gain access to their talents through the Symphony’s Music in the Schools program. In practice, each of these cases might well be a little longer and more specific than I’ve indicated. Longer or shorter, though, the case for giving needs to connect with donors in every dimension of motivation, emotional, logical, and spiritual. And that language needs to be worked into every appeal and every communication with donors. | |||||||||||||||||||||||
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DONORDIGITAL DIRECT is published from time to time by Donordigital, the online direct marketing agency which helps nonprofits build their constituencies through fundraising, advocacy, and marketing campaigns. |
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© 2009 by Donordigital. Contact us: info@donordigital.com, phone: (510) 843-8888 2550 Ninth Street, Suite 103, Berkeley, CA 94710 This message was sent to odeuk@hanmail.net. Visit your subscription management page to modify your email communication preferences or update your personal profile. To stop ALL email from the Donordigital e-newsletter, click to remove yourself from our lists (or reply via email with "remove or unsubscribe" in the subject line). |
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