In This Edition:

• Hispanic Donors: Playing Up Family Ties In Appeals
  
  
• Direct Response ...
  5 ways catalogs can be winners for nonprofits
  
  
• Online ...
  5 starting points for your Web strategy
  
  
• Media ...
  Taking a layered approach to fundraising

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Hispanic Donors: Playing Up Family Ties In Appeals

Teletón, a Mexican charity that helps disabled children, puts on a radio and television telethon to raise money each year. But last year, Teletón wanted to expand to Hispanics living in America, the country with the second largest Hispanic population, and acquired more than 67,000 new donors in just 30 hours.

Fundraisers who want to reach Hispanic donors will have to speak the language -- both literally and figuratively, according to Michael Saray, president of Michael Saray Hispanic Marketing in New York City, at the Direct Marketing Association New York Nonprofit Conference.

To read the complete article click here...

Direct Response ...
5 ways catalogs can be winners for nonprofits

Some nonprofit fundraisers have found that catalog sales can be a very effective vehicle for fundraising. Others have found that catalogs just add to potential donors’ recycling piles.

Speaking at the DMA Nonprofit Federation 2009 Conference in Washington, D.C., Lisa Scott Benson of Russ Reid said that catalog fundraising can work very well, but that there are five success factors.

Those factors are:

• Merchandise. Product mix, variety, introduction of new products and pricing come into play. In addition, think differently about what you place in the catalog.
• Successful products often differ significantly from standard offers. Be aware of your ability to sell products too small in scope or scale to be the sole focus on a mailing.
• Metrics. Analysis rests in the “squinch” or square inch concept. It seeks to identify how each piece of real estate performs by evaluating page, spread and product performance relative to space allocation and placement. Beware of the self-fulfilling prophecy: products can become successful because of repeated hero placement. Keep testing.
• Multi-channel integration. The printed catalog is the foundation, but the partner for optimal performance is interactive. The phone center is still a must.
• Offers and incentives. These are the pluses that drive more and higher value purchasing. They are set in stone once a printed catalog is in the mail.
  

Online ...
5 starting points for your Web strategy

Having an Internet presence is one thing. Having an Internet strategy is something more. At the Direct Marketing Association New York Nonprofit Conference, Laura Durington of Catholic Relief Services and Anthony Jones of Ducks Unlimited emphasized the importance of having an Internet strategy, and they offered five points toward getting that done.

Remember that an Internet presence is an opportunity for you to listen, as well as for you to speak to donors.

• The starting point for content strategy, they said, is to establish your site as the “online” authority for your business.
• Know your site analytics. Know what turns your audience on. What content presents the most value to your visitors? Make content material they want, not what you want.
• Let them know when you launch something really special, a new e-newsletter, a new initiative, something that sets you above the others or helps you stand out.
• Own up to your mistakes. As we struggle to cope with technology that changes by the nanosecond, mistakes will be made. Besides, we’re human and can make mistakes. Just as Internet immediacy can cause problems, it can also help get apologies out quickly.
• Remember to say “thank you.” An online presence offers a chance to offer acknowledgment, as well as to let donors know what their support means. Let them know it really does make a difference.
  

Media ...
Taking a layered approach to fundraising

Which is the best for fundraising -- television, radio or the Internet?

The answer is yes.

Speaking at the DMA Nonprofit Federation 2009 Conference in Washington, D.C., Mary M. Arnold of the Christian Children’s Fund and Kevin White of Russ Reid emphasized the concept of layered media, and integration of television, radio and online fundraising vehicles to maximize success.

According to Arnold and White, audience fragmentation and marketplace choices require layering, the same message delivered across multiple media channels increases the impact of the message. The whole is truly greater (and more valuable) than the sum of its parts and layered, integrated campaigns have shown significant lift in response.

Why does it matter? Further considerations in favor of layered media include:

• Consumers have a multitude of options at their disposal, and they enjoy their control.
• Content will continue to become user-focused and user-driven over the next several years (newspapers are struggling with, among other things, the concept that readers want a chance to talk back, right away).
• Audience knowledge will be the key. Know where they are, and understand their behavior.
• Many “new” consumers expect to define the relationship   make sure to have pathways open for donors to engage with the organization.

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