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Managing Editor

Get What You Give

By Joe Boland

About Joe

Joe loves the 5 F's: food, fun, friends, football and fundraising

Joe has been with FundRaising Success since 2008, first as the magazine's copy editor, then senior editor and now managing editor. Prior to joining the magazine, he was a sportswriter for Montgomery Newspapers, covering high school and community sports in suburban Philadelphia. He is a graduate of Penn State University in University Park, Pa. Contact him via e-mail at jboland@napco.com or on Twitter at @JoeBolandFRS.

 

Ruthlessly Practical Fundraising

Gail Perry
The Fastest Way to Ruin Your Appeal Letter
Oct 22, 2014

Be explicit, don't beat around the bush, get to the point and be clear in your fundraising appeal letter. You'll...



Bedrocks & Beacons

Jeff Jowdy
Major Gifts: People Aren't Always Who or What They Seem
Oct 22, 2014

There are many ways to prospect for potential major donors. But to really uncover opportunity, there is no substitute for...



Navigating Off the Napkin

Angie Moore
Giving Tuesday: I’ve Changed My Mind
Oct 21, 2014

Is Giving Tuesday about raising awareness or raising money — or both?...



Connections

Richard Perry
What Should Your Total Caseload Value Be?
Oct 20, 2014

It is very important to have a clear handle on what your caseload value currently is and if that number...



Pay It Forward

F. Duke Haddad
The Best Birthday Gift of All
Oct 17, 2014

Think about ways your organization can partner with others to help those in need. It may stir your passion toward...



Old Dog Fundraising

Pamela Barden
A Tale of 4 Acquisition Efforts
Oct 16, 2014

When I open an envelope, I want to quickly grasp what it is I am being "offered" — what problem...



It's Your Turn

Larry C Johnson
How to Know If You'll Be Successful
Oct 16, 2014

Although the outcomes of any given fundraising effort cannot be known with absolute certainty, assessing the probability of success isn't...



Outrageous Hope

Margaret Battistelli
Engage P2P Conference Is Next Week
Oct 15, 2014

Join FundRaising Success in Washington, D.C., next week for our inaugural peer-to-peer conference, Engage P2P: Redefining Peer to Peer.
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ProSpeak

Who's Up Next?
5 Steps to Measuring Nonprofit Website Success
Oct 14, 2014

Because your website is so important, we should consider some ways to evaluate and measure its success. Here are five...



Outside Counsel

Willis Turner
More Usage Mistakes Writers Make
Oct 13, 2014

Part 2 of my alphabetical list of writing mistakes that are easy to make but important to avoid.
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Donor Trippin'

Nick Allen
Is There an App for Us?
Jul 1, 2014

Got an idea for an app that could connect a charity or nonprofit with its supporters and beneficiaries in an...



Raising the Possibilities

Thaddeus B. Kubis
Recurring Themes: The Case for Integrated Marketing Communications, Part 2
Dec 27, 2013

Recent discussions focus on a myriad of topics, but in the past two months, the recurring targeted topics seem to...



Hump Day Hullabaloo

Jo Sullivan
Hump Day Hullaballoo: Sometimes It's Hell in the Hallway
May 22, 2013

This week, as I transition into my new position as interim executive director at Save the Chimps, we're talking about...



6 Steps to Increase Donor Response Through Offer Optimization

 
As every fundraiser knows, there is no "one size fits all" model for donor communications. This is true of donors to different organizations and just as true of different levels and types of donors to the same nonprofit.

That's why targeting and optimizing the offer to specific donor segments is so vital. At the DMA Nonprofit Federation's 2013 Washington Nonprofit Conference last week, three fundraising professionals provided a step-by-step approach to make your data work for you to help send more targeted messages in the session "Donor-Message Matching: Increasing Response Through Offer Optimization." Here are the six steps provided by presenters Amy Barriale, membership and product manager at the African Wildlife Foundation; John Graves, vice president of Eidolon Communications; and Rebecca Shapalis, client services manager at Production Solutions.

1. Know who your donors are
To create personalized communications you need to know who your donors are, what the fundamental influencers are that encouraged them to join or donate, and what the drivers are for them to remain loyal donors, Barriale said.

Let your data do the work for you. It's one of the most important factors in the equation. Use your data to segment and unearth who exactly your donors are and what motivates them to give.

2. Prepare your data
Barriale said your database structure needs to support general contact information and giving history, information on key influencing triggers and actions, and organizational interest areas and preferences of your donors. She suggested asking yourself the following:

  • What are the key data points for the organization?
  • How can organizational interest preferences be codified and simplified?
  • By what means should data be collected for the necessary segmentation?
  • How can the data collection process be automated for ease of us and scalability?

Barriale said the African Wildlife Foundation had discrepancies and inconsistencies with its database — everything from struggling to differentiate between online vs. offline donors to communication preferences to a lack of collecting or tracking data on donors and their interests. So AWF embarked on a data restructure by creating standard coding and attributes across the entire organization, and created an online portal for individual management of communication and interest preferences. The result has been better targeted messages and better tracking mechanisms, and AWF plans to refine the process even further.

3. Set the stage
Graves said it's important to set the stage for your messaging strategy by:
  • Contemplating questions to ask supporters that assist in tailoring campaign messaging
  • Identifying additional means for data collection and donor engagement
  • Being careful to not share too much of your data (or the appearance of that) to prevent unnerving supporters — "Big Brother" syndrome, so to speak

4. Establish campaign messages
Graves added that you have to establish strong connections and missions of your campaign to build a fundraising strategy. That includes taking into consideration what parts of the campaign are best suited for personalization to maximize the impact and investment.

5. Synchronize across channels

To truly optimize your fundraising offer, you have to integrate and synchronize the creative across every channel — e-mail, website, social media, direct mail, etc. — Shapalis said. Your message has to be consistent across all the channels through which your supporters connect with you to convert as many donors as possible and increase retention. Plus, as studies have show, she added, multichannel donors are the most lucrative donors.

6. Tweak and retool
Fundraisers and consultants everywhere trumpet the importance of testing, and for good reason: Not every message inspires donors the way you had intended, Shapalis said. That's why it's important to test, test and then retest because little tweaks can make a big difference. You should never be satisfied with your control.

To wrap up the session, the presenters offered the following final thoughts.

Data
  • Resource allocation — ensure the bones of your database structure can support your program in the short term and the long term.
  • Be mindful of how much is too much with personalization and data sharing.
  • Identify the key interest groups of your donor base through data.

Strategy
  • Understand the facts of who is one your housefile. Don't rely on gut feelings!
  • Have the conversation — engage in a dialogue early in the process to developed a better rapport with your team and your donors.
  • Be willing to take risks.

Production

  • Be patient, and plan for the expected and unexpected issues that inevitably give you problems when executing a campaign.
  • Be mindful of costs, and development partnerships to get the most bang for fundraising campaign buck.
  • You must test to determine if the ROI — both financially and staffing resources) justifies the campaign.

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