Tag: Tips

The Three Things to Become Great At

Steven  |  Ask
three things to get good at

I love getting into the tactics and details of fundraising. Things like “5 Tips for the First Sentence of Your Next Appeal Letter” and “How to Choose What to Underline and Why.”

Those tips really help people. They make a meaningful difference in fundraising results.

But tactics and details are not the most important things small and medium nonprofits can do to raise more money.

Keep It Simple

I’m a big fan of keeping things simple. Here’s a quote that perfectly describes fundraising success:

“Simple, clear purpose and principles give rise to complex and intelligent behavior. Complex rules and regulations give rise to simple and stupid behavior.” Dee Hock, Founder of VISA

So for the small nonprofits out there (and for new fundraisers), I propose three “simple, clear purposes” that create fundraising success…

#1 – Become great at Asking people to make donations

Your ability to know what your donors care about, and then Ask them in a way that makes them more likely to take action, is core to successful fundraising.

Super Simple Rules:

  • Ask with vulnerability, as if you actually need help today.
  • Be honest and clear about the bad thing that’s happening in the world today that your donor can help fix.
  • Show your donor how their gift will make a difference.
  • Even Harvard Business Review agrees: keep it simple.

#2 – Become great at Thanking a person who makes a donation

Making a donor feel your gratitude and appreciation is the key to Thanking – and keeping – your donors.

No donor has ever given a donation and thought, “Gosh, I hope this organization sends me an impersonal, boring letter to ‘acknowledge’ my gift and tell me more about the organization!”

But that’s what organizations do ALL THE TIME in their receipt letters and Thank You notes.

Here are my Super Simple Guidelines for Thanking:

  • Make sure the letter in your receipt or thank-you feels like it is about the donor who gave the gift, not about the organization.
  • No matter what vehicle you use to thank her (card, phone, in person, etc.)…
    • Make sure she knows that her gift was needed.
    • Make sure she knows that her gift was appreciated.
    • Tell her how her gift is going to help (not what your organization has already done).

People! A great Thank You is about what the person did, not about what your organization is doing and how you do it!

#3 – Become great at Reporting to your donors on the impact of their gifts

Each donor gives a gift to you in faith that you are going to use it to make the world a better place.

Are you going to show her that she helped make the world a better place? Doesn’t she deserve that? Or are you going to just keep Asking her for more gifts?

Take off your ‘fundraising hat’ for a second and put on your ‘donor hat.’ How would it feel to you if the organizations you support never took the time to show you what your gifts helped accomplish?

Listen, if you want to increase the chances your donor will give you another gift, you need to powerfully show her how her first gift made a difference. Make her feel it.

After all, if she never feels like her gift made a difference, what do you think her likelihood is of giving again?

My Super Simple Rules for Reporting:

  • Have a printed newsletter.
  • Do it at least four times per year.
  • Tell your donor what she did, not what your organization did
  • Show her impact by using stories of beneficiaries.
    (Keep statistics in your top desk drawer for when foundations and high Organizational-IQ major donors come to visit.)

Reporting is the least-understood part of effective long-term fundraising. And believe it or not, it can be done so well that your donors will send in money in response to your newsletters. The manual for this is Tom Ahern’s book. Or watch this free webinar.

Fundraising’s Virtuous Circle

If your organization does those three things well – Asking, Thanking and Reporting – all kinds of good things happen.

Revenue goes up. Donor retention goes up. You “close the loop” on fundraising’s Virtuous Circle.

Of Course There Are Other Things

Things like segmentation, your online fundraising strategy, donor surveys, donor engagement, etc.

But in my experience, doing your Asking, Thanking and Reporting well are the main things that make the biggest difference. So focus on becoming great at those things first.

For instance, if your organization doesn’t know how to Ask well, having a great online fundraising strategy is expensive and inefficient. If you can get 500 people in the ballroom for your event, great. But if you don’t know how to Ask well, you’ll raise far less than you could.

As an organization, make sure your organization is good at Asking, Thanking and Reporting, because you’ll raise more money and be able to help more people.

And as a Fundraiser, make sure you are good at Asking, Thanking and Reporting. Because if you can do those three things well you will rise in the nonprofit sector and make an even bigger difference than you’re making now.

Resources For You

We have a free eBook to help nonprofits get better at Asking. It’s free, go download it.

You’ll probably also want to check out another eBook, Storytelling For Action, which is also a free download. It has the helpful “Story Type Matrix” that shows the research-based guidelines for what types of stories you should tell, and when you should tell them.

My friend, becoming great at Asking, Thanking and Reporting is a knowledge issue, not a talent issue. You can learn this stuff, raise more money, be more confident that your fundraising is going to be successful, and help more people!

This post was originally published on October 11, 2018.

Five Tips for the First Sentence of Your Next Appeal Letter

Steven  |  Ask
pencil

Right now, I’m noticing that many organizations are saying similar things about coronavirus, and the impact it’s having on their mission. So how do you rise above the chatter and capture your donor’s attention?

You make a great first impression. 

Steven coaches that when writing your appeals and e-appeals, an eye-popping first sentence will pique your donors interest much more than something like: “Recently we held a staff leadership seminar.”  

Be relevant. Be vulnerable. And if your coronavirus message is sounding repetitive, try applying Steven’s 5 tips to help make the start of your next appeal stand out from the crowd.

– Jonathan

The first sentence of your next appeal letter is really important.

Most readers will use it to decide whether to keep reading… or start thinking about whether to recycle or delete your message.

So yeah, it’s important. We’ve written hundreds of appeals and e-appeals over the years, and studied the results. Here are five tips to make your first sentence GREAT:

1. Short and Sweet

Your first sentence should be short and easy to understand. If your first sentence is long, complex, has lots of commas and clauses, and maybe a statistic or two, would you want to keep wading through? Remember, your reader is using it to decide whether to keep reading… or not.

2. Drama, Drama, Drama

Fill it with drama or make it interesting to your donor. Drama and tension are two of the best tools you have for engaging their interest. Or make it something that would be interesting to your donor – which is likely something different than would be interesting to you!

The worst example of this I ever saw was a first sentence that said, “Recently we hosted a staff leadership seminar.” Ouch.

3. What’s The Point?

One of the best first sentences is, “I’m writing to you today because…” That sentence forces you to get right to the point – which donors really appreciate. You want to know why so few donors actually read fundraising letters? It’s because they know how long it takes most nonprofits to get to the point! So if you and your organization get to the point quickly, your donor will be far more likely to read more.

4. Who Cares?

Another great tactic is to make the first sentence about the donor. Think “I know you care about Koala bears” or “You are one of our most generous donors, so I think you’ll want to know…” Listen, most of the other organizations she donates to wax poetic about totally unrelated things or about how great they are. When you write her and talk about her, she’ll love it!

5. Less is More

After you’ve written the first draft of your appeal, you can often delete your first couple of sentences or paragraphs. This happens to me all the time in my own writing, and in appeal letters that I edit for clients. In the first draft, the first couple sentences or paragraphs are often just warmup. They can be deleted and your letter will be stronger because now it gets right to the point.

So next time you’re writing, pay special attention to your first sentence. Keep it short and easy to read. Fill it with drama if you can. And when more people read your writing, more people will donate!

Things an Old Fundraiser Knows

Steven  |  Tips
<Other

At the beginning of last year, Steven wrote one of his most popular blogs. It came after he’d just finished writing his 25th year-end campaign. The thoughts he jotted down are timeless, and not surprisingly, are super-helpful right now.

In his post, Steven lists off 6 things that he’s discovered on his fundraising journey. I particularly like the last one.

So, in this crazy time, I hope you can take a moment and learn from this old fundraiser. He’s still young at heart, though.

– Jonathan

I just completed my 25th year-end fundraising campaign.

It made me think about the lessons I’ve learned over the years communicating to donors en masse. Not the ‘one major donor who likes this’ or ‘the foundation that likes that,’ but when nonprofits are communicating to everyone on their file.

So in hopes that this is helpful, here are a handful of big-picture things that this Fundraiser has come to realize are enduring truths…

It’s harder than ever to get and keep attention

Get great at getting your donor’s attention. And keeping it. This means more drama and less process. More National Enquirer and less National Geographic. This means louder, bolder, redder, and not that fricking shade of light blue that no older donor can see or read.

Mostly it means not assuming that your donor is going to read anything you send them, let alone the whole thing.

You have to earn their attention, my friend.

The way your organization does its work is rarely important

And I mean rarely.

Most organizations, most of the time, should be talking about the outcomes their work creates. They should not be talking about how the organization creates those outcomes.

So if you find yourself talking about your process, the names of your programs, the features of your programs … rethink what you’re talking to donors about.

The best-performing fundraising is usually about something the donor cares about, at the level at which they understand it, and about what their gift will do about it.

This is a hard truth. It saddens me to say that most small nonprofits never embrace this, and they stay small because of it.

Most small nonprofits have ‘untapped giving’ of 15% to 25% of their total revenue

This is based on applying best practices to a LOT of smaller nonprofits. They simply have a lot of donors who would like to give more money if they are Asked well and then cultivated correctly.

It’s a thrill to get to work with those organizations because the increase is real and immediate.

Most of the barriers to raising more money are self-imposed

The things that are holding back small- to medium-sized nonprofits are almost always fear-based barriers:

  • “We can’t talk to our donors more, we’ll wear them out”
  • “We have to share everything that we do, and that we are good at it”
  • “We can’t be so forward, we need to engage our donors/potential donors more before…”

If you’re willing to do things differently, an experienced fundraiser can help you start raising more money immediately.

Successful fundraising is a knowledge issue, not a talent issue

One of the biggest joys of my life is watching fundraisers become Fundraisers. And it almost always happens when they internalize an idea – like the ones I mention above – rather than learning a new tactic.

Donor generosity is amazing

Donors continue to surprise me, even after 25 years. Their generosity is astounding. They want to make the world a better place. They are looking for opportunities to do so.

And we get to tap into that. For a living.

Fundraisers have the best job in the world.

12 Tips for Fundraising Right Now

Steven  |  Crisis
Coronavirus.

Last Friday, I streamed a free two-hour session reviewing Coronavirus fundraising – (mostly emails) and answering specific questions about fundraising during this crazy time.

I’d like to publicly thank Marc Pitman for gathering all the advice dispensed during those two hours and putting it in a super-helpful blog post. Read it here.

And here’s what Marc summarized:

One of the phrases Steven keeps using is encouraging us to “lean into donor generosity.” I love his constant reminder that nonprofits are needed now more than ever. Donors get that. And are currently giving to it. That giving will slow but right now is a time to be asking.

Some other nuggets he says are:

    • Your donors are amazing, and they want to help.
    • Let them decide what is relevant and important to them.
    • Crisis giving spikes, and then slows. The slowing isn’t about donor fatigue. It’s about donor inattention and about the nonprofit’s fundraising irrelevance.
    • Now is not the time to fundraise for the future. Fundraise for the crisis now.
    • Your job is to clearly state how your beneficiaries, or your organization are being impacted by this situation. And how the donor can help.
    • If your most pressing issue is a shortfall in fundraising, tell the donor.
    • Send the emergency email. Resend it to people who didn’t open it. Send it again. Send it every other day.
    • Keep asking until the data tells you to stop. NOT until your feelings tell you. When the appeals stop working, that’s the data telling you to stop.
    • There are still LOTS of older people who haven’t given because they don’t give to emails. If you can get a letter out this week, do it.
    • $25 is a low ask in an email. Average online gifts for many nonprofits is $80, $90, or even $100.
    • Don’t let your unease with asking take away from a donor the chance to make an impact.
    • Now is NOT the time to send an “update on how we’re responding to Covid-19.” That is irrelevant to donors. Share a current need that they can act on.

And one of my favorites: in crisis moments like we’re in right now, “pretty good and fast” will raise more money than “perfect and a couple days later.” Reaching donors now is far better than waiting until things have calmed down. And even better than waiting until you get the wording 100% perfect.

I stand by every one of those.

And I’ll be doing another free review this Friday – you can sign up and submit your materials here.

If you want more guidance right now, here’s a post from last week with the four main ideas that will help you the most right now.

Good luck out there! And stay tuned, we’ll be posting helpful advice every day for the foreseeable future.

The Non-Obvious Mistakes that Cost You Money

Steven  |  Ask
Mistakes.

This post is a list of what I call “non-obvious mistakes.”

No one in your organization will ever notice them.

But they cost you thousands of dollars every time you send out an appeal.

Because these mistakes are the difference between an appeal that raises $40,000 instead of the $68,000 it could have raised. These are the difference between an appeal that raises $2,500 instead of $8,000.

Regardless of how big or small your organization is, these non-obvious mistakes are expensive:

  • Lack of clarity about what the donor’s gift will do. Saying things like “Please send a gift today to provide hope” are not clear descriptions of what a donor’s gift will accomplish. As Brené Brown puts it, “Clear is kind. Unclear is unkind.” (Want to know how to be clear? Have a great offer.)
  • Not printing your donor’s name, address, and suggested gift amounts on their reply card. The tests are clear: customized reply cards with customized gift asks will increase the number of people who respond, and increase the size of gifts they give.
  • Mailing too many people. You’re sending your mailing to all your past donors, even the ones who haven’t given in several years.
  • Making your appeal hard to read. These are things like type that’s below 13pt, too many words per page, too-small margins, too much reverse-type, etc.
  • Not including clear reasons why the donor should give a gift right now, today. Most nonprofit appeals and e-appeals share what’s happening at the organization and ask for support. But they don’t include any reasons that the donor should give a gift right now – and then are weirdly surprised when very few donors give a gift today.
    How many of those mistakes is your organization making on a regular basis?

These get missed because – somewhat rightly – we’re usually focused on the obvious mistakes that everyone knows about:

  • Messing up donor data. Like addressing mail to me as “Dear Seven” instead of “Dear Steven” and doing it for years. (True story.)
  • Print shop foul-ups. Things like half of your donors getting a reply card for a different nonprofit. (Another true story. Super fun!)
  • Lousy Links. When the links and buttons in your email don’t lead donors to the right place.

Everybody who has done direct response fundraising for any length of time has a couple of these under their belt. Things happen. But you can build systems and processes to eliminate most of these obvious mistakes, most of the time.

But it’s the other kind of mistakes that kill you.

It’s the non-obvious mistakes that stop organizations from “making the leap” to the next level.

It’s the non-obvious mistakes that keep organizations from ever reaching the scale they need to make a big difference.

The best thing you can do is learn. Read this blog. Follow people who have done this stuff at scale. For instance, follow Lisa Sargent on Twitter – she’s rocking it lately with great advice. As much as possible, do what experienced people recommend, not what know-nothing opinion-havers in your organization say they like.

And for those of you who can’t do what experienced people recommend because people in your organization won’t let you – hold tight. I’m working on something I’m calling the Convince Your Boss Kit. Stay tuned. And for now, do as much as you can!

3 Tips to Find New Major Donors

Jim Shapiro  |  Major Donor Fundraising
find.

Finding new major donors can seem like impossible work. But it doesn’t have to be.

Here are three proven tips that will help you find new major donors for your organization:

Tip #1: Your future major donors are your former major donors! Look through your past giving records to identify donors that used to give to your organization, but no longer do. These lapsed donors, for one reason or another, stopped giving. But with a little bit of work, many will give a gift again.

Tip #2: Your future major donors are currently giving to your organization (they just aren’t giving at the major donor level yet). These donors tend to give smaller gifts, and more of them. However, with some direct communication and an ask for more than they typically give, you can convert some of these donors to major donors.

Tip #3: Your future major donors aren’t currently giving you a gift, but they have a heart for the work you do. The best way to meet these potential majors is to host “non-ask” events like open-houses, dinner parties, tours of your facility, etc. The more people you can introduce to your organization, the more potential major donors you’ll meet.

Pro Tip: I want to remind you to do all that you can to keep your current major donors actively giving. It costs you more money and time to find new donors than it does to keep your current donors.

The best way to keep your donors actively giving is to Thank them promptly and emotionally for their recent gift. Then Report back to them on the amazing things they did, because they gave a gift.

Thanking and Reporting are the powerful tools you can leverage to keep your current major donors giving to your organization – and loving it!

Want to know more? Get Jim’s recorded webinar and start learning how you can raise more money and steward important donor relationships during this crucial year-end fundraising season.

To help you with your major donor fundraising this year-end, we’re running a series of Jim Shapiro’s most helpful posts.

We hope it provides you with some tips and tactics that skyrocket your major donor revenue during this important fundraising season.

Things an Old Fundraiser Knows

Steven  |  Tips
<Other

This year I completed my 25th year-end fundraising campaign.

It made me think about the lessons I’ve learned over the years communicating to donors en masse. Not the ‘one major donor who likes this’ or ‘the foundation that likes that,’ but when nonprofits are communicating to everyone on their file.

So in hopes that this is helpful, here are a handful of big-picture things that this Fundraiser has come to realize are enduring truths…

It’s harder than ever to get and keep attention

Get great at getting your donor’s attention. And keeping it. This means more drama and less process. More National Enquirer and less National Geographic. This means louder, bolder, redder, and not that fricking shade of light blue that no older donor can see or read.

Mostly it means not assuming that your donor is going to read anything you send them, let alone the whole thing.

You have to earn their attention, my friend.

The way your organization does its work is rarely important

And I mean rarely.

Most organizations, most of the time, should be talking about the outcomes their work creates. They should not be talking about how the organization creates those outcomes.

So if you find yourself talking about your process, the names of your programs, the features of your programs … rethink what you’re talking to donors about.

The best-performing fundraising is usually about something the donor cares about, at the level at which they understand it, and about what their gift will do about it.

This is a hard truth. It saddens me to say that most small nonprofits never embrace this, and they stay small because of it.

Most small nonprofits have ‘untapped giving’ of 15% to 25% of their total revenue

This is based on applying best practices to a LOT of smaller nonprofits. They simply have a lot of donors who would like to give more money if they are Asked well and then cultivated correctly.

It’s a thrill to get to work with those organizations because the increase is real and immediate.

Most of the barriers to raising more money are self-imposed

The things that are holding back small- to medium-sized nonprofits are almost always fear-based barriers:

  • “We can’t talk to our donors more, we’ll wear them out”
  • “We have to share everything that we do, and that we are good at it”
  • “We can’t be so forward, we need to engage our donors/potential donors more before…”

If you’re willing to do things differently, an experienced fundraiser can help you start raising more money immediately.

Successful fundraising is a knowledge issue, not a talent issue

One of the biggest joys of my life is watching fundraisers become Fundraisers. And it almost always happens when they internalize an idea – like the ones I mention above – rather than learning a new tactic.

Donor generosity is amazing

Donors continue to surprise me, even after 25 years. Their generosity is astounding. They want to make the world a better place. They are looking for opportunities to do so.

And we get to tap into that. For a living.

Fundraisers have the best job in the world.

Please Don’t Make These Two Assumptions

Steven  |  Ask
Don't make assumptions.

There are two assumptions that many fundraisers make about their mass donor fundraising. The assumptions reduce how much money they raise and hurt their organizations.

If you stop making these assumptions – you’ll start raising more money right away.

Bad Assumption #1: I’m going to love our fundraising.

When most people start working for a nonprofit, they assume that they’re going to love the fundraising done by that organization. They assume their fundraising is going to make them feel good.

Is that true for you?

Because here’s the thing: some of it should make you feel good. But not all of it.

For instance, your appeal letters and e-appeals should not make you feel good. They should be about the problem that your organization was started to solve. And nobody feels good about that problem. Nobody likes talking about it.

But talking about it – sharing that problem with donors – is what helps your donors remember that the problem is happening and gives you the opportunity to show them how their gift makes a difference.

Newsletters, on the other hand, should make you feel great! Any sort of Reporting – where you’re sharing with donors the powerful changes their gifts helped make – should make you and your organization feel great.

But not your appeals. The only thing that makes most savvy fundraisers feel great about their appeals is that they like sharing with donors a way that the donor’s gift today can make a real difference.

So check your assumption. If you’re creating or judging your fundraising based on an assumption that you’re supposed to like your fundraising, you probably have some re-thinking to do.

Bad Assumption #2: We’ll get to share good news all the time!

This is the second assumption, in my experience, that most people in nonprofits make.

They assume that their fundraising will be full of good news all the time.

They know they have to ask for money – which can feel icky – but they expect to do so by sharing stories of success. So it won’t feel that bad.

This assumption is mostly played out in appeals, e-appeals, and events. It’s assumed that the nonprofit will share stories of success.

But in our testing – and we’re not the only people who have tested this, by a long shot – when stories of success are shared in appeals, e-appeals, and events – less money is raised.

By assuming that good news will always be shared, and that stories of success will be the only type of story that a nonprofit tells – a LOT less money is raised.

Are You Making These Assumptions?

If you are, realizing that you’re making assumptions is a great place to start.

Then, I’d recommend our eBooks on Storytelling and on Asking.

Because if you can take assumptions out of your fundraising – and instead make your content and storytelling decisions based on performance data – you’ll start raising more money right away!

10 Great Questions to Help You Collect Better Stories

Jonathan Steck  |  Ask
questions

As I wrote in my last post, Make Your Story a Memorable One, storytelling in your fundraising can be very effective. A good story will help to support your fundraising offer and connect your donor to what your nonprofit does.

There’s good reason for this, too. Telling stories is what humans do best. Ever since we were drawing pictures onto the side of rocks, storytelling has been our go-to form of communication. With a good story, we’re able to share our passions, our hardships, and our joys. It’s often the best way to explain how things work, how we make decisions, how we persuade others.

For us fundraisers, a good story is vital to engaging our donors. A moving story, if told simply and well, will invoke emotion and motivate her to give. But putting a story together is not always easy. Especially when you’re dealing with beneficiaries who may be embarrassed, shy, or reluctant to share about the difficulties they’ve faced.

So how can you collect the information you need to tell a compelling story in your fundraising communications?

To collect a good fundraising story (including emotional quotes that you can use to help the donor feel something) you need to first see several sides of the beneficiary. And one great way to do that is to interview a beneficiary in person, over the phone, or via email.

But it’s not just a matter of asking them to “tell their story.” You need to ask specific questions that are worded and framed correctly. Do this, and you will get the responses you need.

To help you get started, here are 10 interview questions I’ve used to get great responses from beneficiaries. If you end up using any of these questions, make sure that you adjust the wording to suit your cause and your nonprofit.

  • Tell me your first memory of (what your nonprofit prevents or supports)?
  • What did you find most challenging about (the cause)?
  • What was the best/worst thing to happen?
  • What would someone be surprised to know about you?
  • Tell me how you first got involved with (your nonprofit)
  • What did you think when you first met (your nonprofit)?
  • Tell me how (your nonprofit) helped you
  • If you hadn’t met (your nonprofit) what do you think your life would be like?
  • What does your future look like now?
  • If you had the chance to say something to those who have helped you, what would it be?

You can also pepper any answers with follow up questions like, “What makes you say that? Can you give me an example? How did that make you feel?”

Stories inspire us to act. So whatever it is that your organization does for others – providing food, clothing, safe housing, safety, or spiritual support – capturing and then telling a beneficiary story can support your offer and help you raise more money.

Happy Fundraising!