If this happens to your startup, and it will to many well thought of companies within the next two years,… Read more Do Not Become an Unintended Victim
Not everyone on your mailing list will make a donation or a commitment so you must try to focus on those prospects that offer the greatest potential. Remember, the “80/20 Rule” applies to donors as well as respondents in other marketing campaigns. 20% of the donors will contribute 80% of the donations. Therefore, the correct course to take is to spend 80% of your time on that 20%. Find out everything that is relevant to your prospects so you have the best possible outcome. Here’s how to make your campaign more effective.
People don’t get excited about making a donation… they make a donation because they’re excited about what it will accomplish and who it will help. Therefore, it is imperative your donors know how their money will be spent. They deserve this information and you should feel obligated to provide it.
Donors should not be treated as “one and done.” Your first job is not to get a prospect to donate. It is to get them to believe. The following is what your donors need to believe in.
Don’t assume there is a single medium such as social media, direct mail, advertising or e-mail that will work perfectly all the time for all campaigns and under all circumstances for every audience. Each campaign is unique, here’s how to make yours personal and more effective.
The biggest disadvantage most fundraisers suffer from is not having sufficient funds to run the type of sophisticated campaigns they think would be most effective. In their desire to provide as much money as possible to the people who would benefit from each campaign, they often shortchange or overlook their own needs that could make their fundraising efforts more effective and efficient. Here’s how to avoid that costly and time-wasting mistake.
The biggest fundraising mistake I believe nonprofits make is… the failure to provide sufficient funding for their own fundraising operations.
This area of the plan is filled with landmines because there may be a large number of events that are totally out of your control… so expect the unexpected and plan for it.
There’s a wide variety of choices or “tools” you can employ but not all are suited to every project. Remember, fundraising takes time and costs money so utilize your resources wisely. Make sure you have sufficient funds, time and personnel to achieve your objectives and don’t try to employ every tool at your disposal. Always use the right tool for the job and don’t overspend by using too many tools when it would be more efficient to use fewer… and always use tools with the intention of building long-term relationships, not just raising short-term money.