Sarah Lundberg

Sarah is a Fundraising Advisor with Better Fundraising. She has been part of the nonprofit world for over 18 years, most recently as Director of Marketing and Communications at an international ministry. Sarah loves helping organizations see what’s possible when they put proven fundraising practices into place.

Direct response and major gift fundraising should follow the same rhythm

Sarah Lundberg  |  Repeat
Follow the rhythm.

Before my time at The Better Fundraising Co, I used to be a Director of Marketing and Communications for a nonprofit. But then the nonprofit I was working at needed me to create their fundraising materials from scratch, and I discovered a whole new world of expertise — it challenged the beliefs that my nonprofit and I had for how fundraising worked.

As I learned about direct response fundraising best practices, I also started to learn about major donor fundraising. And the similarities between successful direct response fundraising and successful major gift fundraising stood out to me.

I understood that all our organization’s fundraising helped our mission. But I never quite understood that both kinds of fundraising were about building relationships, just in different ways.

Our major gift fundraisers spent their days reaching out to donors. They had meetings to share a need and ask for a gift. They had meetings to report back on a donor’s gift or share an update about a project. And they wrote lots of thank you notes and made countless thank you calls. The major gift fundraisers at my organization were doing these things to build a one-to-one relationship with the donor.

With our direct response fundraising we were following a similar rhythm, but on a one-to-many scale.

We shared a need and asked donors to give through appeal letters and e-appeals. We sent out newsletters to report back to donors on what their giving made possible. And we sent out thank you letters and handwritten thank you notes when donors made a gift.

Understanding this similarity helped me view my role differently. I wasn’t just a person behind a desk, assisting with fundraising by writing copy and designing the mail and email. I was a Fundraiser myself, building relationships with people who wanted to do powerful things but weren’t in a personal/major donor relationship with us.

And that shift made all the difference.

Thanking Your Donors is Essential

Sarah Lundberg  |  Thank
Thank donors.

Before my time at The Better Fundraising Co, I used to be a Director of Marketing and Communications for a nonprofit. But then the nonprofit I was working at needed me to create their fundraising materials from scratch, and I discovered a whole new world of expertise — it challenged the beliefs that my nonprofit and I had for how fundraising worked.

But we started raising a LOT more money. 

Before we learned direct mail fundraising best practices, thanking donors who gave in response to appeals and newsletters happened… sometimes. But thanking wasn’t built into our processes, so we dropped the ball more times than I’d care to admit.

We WERE thankful for our donors every time they gave, but we took it for granted that they knew we were thankful.

That was a big mistake.

When a donor makes a gift, they don’t know you’re thankful if you don’t tell them.

When we started building intentional direct mail “thank yous” into our internal processes, thanking started happening more consistently. And donors really appreciated being thanked.

What I wasn’t prepared for was how this consistent thanking process would change ME and my approach to fundraising.

One day I was sitting at my desk, writing thank you notes to everyone who had responded to our Christmas appeal. What started off as a tedious task became something else. As I wrote note after note, a wave of emotion hit me, and I could feel the tears in my eyes.

We had sent out a letter in the mail. And these kind, generous people chose to send money back to help. It felt… magical.

$50. $250. $5,000. I began to see each gift as a precious act of sacrifice from the donor.

What a gift.

I started to approach direct response fundraising differently after this emotional thanking experience. I was more comfortable boldly asking donors to give, because I knew they would be thanked personally and emotionally.

And most importantly, donors started to give more often through our appeals and e-appeals because they KNEW we were thankful for their gift.


Read the whole series:

Avoid Looking Too Sleek or Professional

Sarah Lundberg  |  Repeat
Sleek professional.

Before my time at The Better Fundraising Co, I used to be a Director of Marketing and Communications for a nonprofit. But then the nonprofit I was working at needed me to create their fundraising materials from scratch, and I discovered a whole new world of expertise – it challenged the beliefs that my nonprofit and I had for how fundraising worked.

But we started raising a LOT more money. 

Before we learned fundraising best practices, we spent a fair amount of time trying to make our fundraising look sleek and professional.

I remember sending a donor a thank you note and taking the time to print out a label on the printer to make it look more professional.

Little did I realize… a hand scribbled address would have been the better choice.

We were a medium-sized nonprofit and we had the mistaken assumption that we had to have a certain polished “look” to be taken seriously by our donors. For us, this meant highly designed pieces, glossy paper, and yes… many, many printed labels.

Then we learned how powerful it was to be real – to show our donors that there was a human behind each communication. Being authentic and making a connection became more important than looking sleek and professional.

We began to look for opportunities to show donors that a human had touched the communication they were reading.

Things like a scrawled “thank you” on the carrier envelope of a newsletter or a plastic coated paperclip clipping together pieces of a newsletter pack (brilliant idea from John Lepp of Agents of Good!). These tactics showed that a person was behind the mailing, not a brand or a marketing campaign.

Over time, it felt like we were building a friendship with our donors through direct response fundraising, rather than just trying to get a donation.

As with the other best practices we learned along the way, being real and less polished with our donors made our job easier. It felt more like “us.”

Being real and less polished with our donors caused them to trust us more!  And their donations increased because it was clear that a person was asking them to give, not just a brand or an organization.


Read the whole series:

Share Stories That Support Your Ask

Sarah Lundberg  |  Ask
What's your story?

Before my time at The Better Fundraising Co, I used to be a Director of Marketing and Communications for a nonprofit. But then the nonprofit I was working at needed me to create their fundraising materials from scratch, and I discovered a whole new world of expertise — it challenged the beliefs that my nonprofit and I had for how fundraising worked.

But we started raising a LOT more money. 

When we learned more about the role of stories in our fundraising, it helped us shape our fundraising pieces to perform better.

Our organization had GREAT stories, but we didn’t always share them in a way that worked effectively for fundraising.

Sometimes we would share a long story that would be full of details and symbolism and references to historical happenings. We loved these stories, but they didn’t seem to work when we were asking donors to give in direct response fundraising.

When we learned to use the right story for the right fundraising piece, our fundraising results increased.

Based on expert advice, we gave each fundraising piece ONE purpose, either asking donors to give or reporting back on what their giving had done.

We started sharing incomplete stories in our fundraising appeals, to show the donors the need that existed. These stories featured someone facing a problem that hadn’t yet been solved. This was an effective part of a piece where we were asking donors to give.

We shared completed stories in our newsletters, to show the donors what their giving had accomplished. These stories featured someone who had been facing a problem and also how the donor’s gift helped to solve the problem. This helped us report back to the donor and show that they made a difference.

This felt different to us internally.

For one thing, our stories were shorter and simpler.  But once we got the hang of it, finding and sharing stories was easier. We knew exactly what kind of stories we were looking for, depending on whether we were asking in an appeal or reporting back in a newsletter.

Something that makes me chuckle… back in the day when I was on staff at a nonprofit, the more I learned about best practices for direct response and email fundraising, the more I realized we’d been doing things the hard way.

Once we learned the fundamentals of what worked, everything became easier, including sharing stories. We knew what to do and how to do it.

When we started doing something that was easier AND raised more money – that was a win for us!

Read the whole series:

Design So Donors Can Read, and They Will Thank You by Giving More

Sarah Lundberg  |  Repeat
Fineprint.

Before my time at The Better Fundraising Co, I used to be a Director of Marketing and Communications for a nonprofit. But then the nonprofit I was working at needed me to create their fundraising materials, and I discovered a whole new world of expertise — it challenged the beliefs that my nonprofit and I had for how fundraising worked.

But we started raising a LOT more money. 

One part of our journey as an organization was learning how to design fundraising materials that donors could actually read.

I remember one day a colleague a few years older than me called me up to say, “Can you please make the font bigger? Donors are having a hard time reading the print.”

I took a quick look at the piece she was talking about, shrugged, and said – “It’s fine!”

At that point I was still in my thirties, and it WAS fine… for me.

When I started to learn more about designing for readability, I wished I could have that moment back so I could respond differently.

Making things readable for donors is fundamental for them being able to respond with a gift. If they can’t easily read it, they won’t give.

My organization started to pay more attention to readability, and we adjusted three main things:

  • We made the font bigger — minimum of 14pt for everything
  • We stopped using reverse text (white print on a dark background)
  • We used black font for body copy and dark, saturated colors for headlines

These design choices were fairly simple to implement, but we had to be smarter about our copy choices because the formerly-used option to just “make the font smaller” was no longer on the table when we had too much copy.

Our donors responded in a way that let us know we were on the right track.

I even had a board member’s wife tell me, “Finally you printed something big enough that I could read it!”

Making these few design tweaks improved the readability of our fundraising pieces and helped increase giving without raising our costs. That’s a win!


Read the whole series:

Make Your Copy Clear and Easy to Understand to Raise More Money

Sarah Lundberg  |  Ask
Make it easy.

Before my time at The Better Fundraising Co, I used to be a Director of Marketing and Communications for a nonprofit. But then the nonprofit I was working at needed me to create their fundraising materials, and I discovered a whole new world of expertise — it challenged the beliefs that my nonprofit and I had for how fundraising worked.

But we started raising a LOT more money.  Let me share my journey…

Something that made a big difference for my organization was creating fundraising materials that people could easily understand by writing at a lower reading level, using simpler sentences, and eliminating jargon.

As we started communicating differently, a whole host of worries came up. We worried donors would think we were talking down to them. We worried we wouldn’t come across as the “experts” we were.

We decided to try it anyway.

And none of the things we worried about actually happened.

We started to treat donors like the busy, caring people they were, and they appreciated it. We did the work to make our fundraising writing clear, so THEY didn’t have to do the work to read something dense and full of jargon.

Here are the main issues we focused on to make our writing clear and easy to understand:

  • Using short sentences and short paragraphs
  • Not using internal jargon that our donors wouldn’t easily understand
  • Writing at a reading level between 6th and 8th grade so donors could understand our fundraising writing quickly

It didn’t take a lot to make our materials easier to understand. It didn’t cost any more money or take that much more time. It just took working through some discomfort internally.

But changing these three things to make our copy clear and easy to understand helped us raise more money for our mission!


Read the whole series:

Get to the Point FAST to Raise More Money with Your Appeals and E-Appeals

Sarah Lundberg  |  Ask
Get to the point.

Before my time at The Better Fundraising Co, I used to be a Director of Marketing and Communications for a nonprofit. But then the nonprofit I was working at needed me to create their fundraising materials, and I discovered a whole new world of expertise — it challenged the beliefs that my nonprofit and I had for how fundraising worked.

But we started raising a LOT more money.  Here’s a bit about my organization’s journey…

One thing that made a huge difference in our direct mail and email fundraising efforts was getting to the point fast in our communications.

First, a funny (slightly mortifying) story.

When I started learning about direct mail fundraising, I had to face an uncomfortable reality that nearly every instinct I had as a marketing and communications professional was wrong for fundraising.

I remember telling Steven Screen (co-founder of The Better Fundraising Co. and now my boss) that I used to include the fundraising “ask” at the end of the appeal as a reward for the people who read to the end.

I wish I could include a snapshot of the look on Steven’s face.

What I didn’t know at that point was that almost nobody reads to the end to an appeal.

So almost nobody had been SEEING the fundraising ask in our appeals.

Gulp.

We adapted our appeal and e-appeal format to get right to the point in the first four paragraphs. We shared the problem and the solution right away. AND we asked the donor to give in the first four paragraphs.

It was bold. It was uncomfortable. Internal staff didn’t like it as much. Wasn’t it —impolite — to get right to the point like that?

But it worked.

More donors started to respond to our appeals. And the average gift went up.

Over time, it felt less uncomfortable internally. The team started to appreciate the new approach to appeals and e-appeals. It’s amazing how raising more money can help a team get over discomfort.

If your team is struggling with trying a new fundraising tactic, it helps to acknowledge with your team that change is uncomfortable and be willing to try it anyway. Raising more for your mission is worth it!


Read the whole series:

How a Strong Fundraising Offer Changes Everything

Sarah Lundberg  |  Repeat
Can you help?

I used to be a Director of Marketing and Communications for a nonprofit where I had minimal involvement with fundraising.

But then the nonprofit I was working at needed me to start writing their direct response fundraising, and I discovered a whole new world of expertise. This experience challenged the beliefs that my nonprofit and I had for how fundraising worked. But we started raising a LOT more money.  Let me share my journey…

The first thing that made an impact was developing strong fundraising offers for our direct mail appeals.

This meant we started being clearer about what the donor’s gift would do or promising what would happen when they made a gift, like “your gift of $50 will provide a food basket for a child while they are on school break.”

For years, we had been sending out appeals asking people to give but we weren’t that specific about what their gift would do. We asked people to give to help children in a certain country get an education. Or give to help support a church planter.

It sort of worked. The donors who were close to the organization and the mission would respond. But people who didn’t know the organization as well just didn’t seem to respond to our direct mail appeals.

“If they understood how important this is, they would give,” was a common phrase.

But how to get donors to understand?

When I started to learn more about fundraising offers, I brought back some new ideas, and we started approaching our appeals differently.

We started digging into the line items of budgets.

We started asking our program team detailed questions about how many people were participating in different programs, and every last detail they could give us.

This research meant we could put a dollar amount to doing a specific thing. And we could ask the donor to give to do that thing.

Instead of “give to help children in (country name)” we now had “give $35 to provide a backpack full of school supplies for one child in (country name).”

Instead of “give to support a church planter” we now had “give $5 so a church planter can reach one person.”

And suddenly our appeals started to raise more money.

The main change was that we were showing donors the difference they could make for one person with a specific gift.

I remember the first appeal we sent out with one of our newly developed offers. It was year-end — not a time of year you want to fumble things. I was… worried.

I remember saying to my boss, “What if this doesn’t work?”

“You know… it’s possible it won’t work,” he said. “But let’s still try it.”

Having a boss who was open to trying things differently was a gift. (I know bosses don’t always respond like that!)

But what it came down to was this… we could keep doing things the way we had always done them and get similar results. Or we could take a calculated risk based on best practice recommendations from an expert and raise more money for our mission.

And when things are only “sort-of” working, taking a calculated risk based on expert recommendations is a smart thing to do.

My organization went from raising around $10,000 from our direct mail fundraising appeals to raising $30,000, 40,000, and even $50,000 from our direct mail fundraising appeals.

Change can be scary, especially when you’ve been doing something the same way for years. But if you can work through the fear with your team, Better Fundraising can happen for your organization as well (see what I did there?).

Why your direct response fundraising should be like a Hallmark Christmas movie

Sarah Lundberg  |  Repeat
Hallmark

Something strange happens to me at the end of October.

I’m a smart, logical, educated person who appreciates arts and culture.

But at the end of October when Hallmark Christmas movies start playing 24/7, I turn into… someone else. Someone who will watch movie after movie with essentially the same characters and the same plot. Someone who tears up at the end of the movie when the lovers FINALLY kiss and then a gentle snow begins to fall.

Sigh. It’s so sappy.

But I’m a direct response fundraiser, so I notice something else.

A Hallmark Christmas movie reminds me of effective direct response fundraising. It’s formulaic. You know what’s coming next. The plot is easy to follow. And you may tear up because, gosh dang it, it’s emotional!

And it works.

Every year, the Hallmark Channel makes more of these movies because people – like me – are watching them!

Sometimes we try to make our direct mail fundraising appeals into something more like a Cannes Film Festival entry. Complex. Ironic. Edgy. Different.

But that just doesn’t work as well.

If you want to appeal to the highest number of donors, your direct mail fundraising should be more like a Hallmark Channel Christmas movie.

Here’s the basic formula:

  • Tell them why you are writing to them
  • Share the problem that needs to be solved
  • Tell how the problem could be solved
  • Ask the donor to give a gift to solve the problem
  • Go into more detail about the problem and solution
  • Include a story that illustrates the problem (optional)
  • Ask them to give again
  • Signature and title
  • P.S. Ask them to give again and include the deadline.

Listen. I get it. Near the end of every single Hallmark Christmas movie, I grumble and complain and wonder why I watch these sappy movies.

Then the snow starts to fall and there’s a magical kiss and I’m dabbing my eyes with a tissue.

There’s something about that feeling…

The direct response formula isn’t a secret. Simple. Easy to follow. Emotional. Maybe a little bit of magic… These things help donors get to the point where they will write a check to make something good happen.

Follow the formula with your next direct response fundraising appeal or email and see how it goes!