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Give Options To Donors Waiting Until Next
Year
By Michele
Donohue
Kathleen Kane, executive vice
president of development at City of Hope in Duarte, Calif., said
she’s seen donors who want to give to the organization but
are too shaken by the recent economic collapse to make a
commitment.
“We had a gentleman in
here who was about to sign something irrevocably, a man in his
mid-80s with his family there and really wanted to do it. At the
last moment he said, ‘I can’t do this. I’ll
make it revocable in my will but I just can’t sign on the
dotted line today,’” said Kane. “And I think
there is a lot of that fear.”
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Your Career ...
Asked And Answered: Be
ready for questions
Getting ready to apply for a paying
fundraising job? It isn’t the same as volunteering for an
organization, even if that helps you get a foot in the door. And
recognizing the differences between volunteering and becoming a
paid staff member could help in an interview, according to Laura
Fredricks, fundraising consultant and author of “The Ask:
How to Ask Anyone for Any Amount for Any
Purpose.”
Fredricks shared what questions you
should expect in your first fundraising job interview, and some
questions you should ask, at the recent Fundraising Day in New
York, sponsored by the Association for Fundraising Professionals
of Greater New York.
Fredricks said prepare for these
questions:
- Why do you want to work in
fundraising? Explain why you want to get into the field.
- Why do you want to work in "this"
organization? Give concrete reasons why this organization is the
best fit for you – and vice versa.
- What top three skills do you think
are most transferrable to the job, and why? Don't use this
question to highlight what you think are weaknesses in the
organization. Instead, use it to showcase your strengths and how
they can be utilized.
- What unique contribution or creative
thinking can you bring to the job?
- Besides the economy, what do you
think are the biggest challenges facing fundraising/the
organization? This may not be the best time to mention your
negative thoughts about the organization's president.
- Do you have any ideas on how we can
increase our donor base? It helps if you are aware of the donor
base demographics before interviewing.
And don’t be afraid to put your
potential employer in the line of questioning fire. Fredricks
actually encouraged interviewees to ask questions -- it will
show that you understand what the job involves and you are truly
interested in the position. Add these questions to your
arsenal:
- Can you describe the governance
policies and decision-making processes of the
organization?
- Can you tell me how the
“team” meets, communicates, and functions?
Each organization has different ways
of handling teamwork. And be aware that some departments may
work in silos. |
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Cause Marketing ...
Creating a relationship
where everyone wins
Cause marketing isn’t
having a company buy a table at your gala or landing corporate
foundation grants. Cause marketing is about creating
mutually-beneficial commercial relationships between your
nonprofit and a company.
And while selling gala tables is always a
plus, cause marketing relationships can potentially help your
nonprofit build lasting relationships with companies, according
to David Hessekiel, founder and president of Cause Marketing
Forum, Kevin Martinez, executive director of corporate social
responsibility at New York City-based KPMG, and Chad
Royal-Pascoe, managing director of national strategic alliances
at White Plains, N.Y.-based March of Dimes.
Hessekiel, Martinez and Royal-Pascoe
explained more about cause marketing at Fundraising Day in New
York hosted by the Association of Fundraising Professionals
Greater New York Chapter.
- Develop the structure. To create a
corporate alliance, you need a strategy and the staffing
structure to back it. You can't decide to create a corporate
alliance plan without the muscle behind it.
- Have a policy. The organization should
outline what it would be willing to do with corporate cause
marketing. Implementing policies can help guide cause marketing
talks and create boundaries.
- Show the strength. Companies may not have
the marketing dollars they once had, but the positive news is
that consumers are pro-cause. A connection with a good cause
helps move a company's product as well as boost corporate social
responsibility.
- Learn from others. Take a look at other
cause marketing that you admire. See why it works for the
organization and the company and analyze how you can translate
that success for your own organization.
- Don’t let the company take over.
Cause marketing is about mutually-beneficial relationships. That
means your organization should have a reason for getting into
the relationship. Don’t hand over your brand and hope for
the best. That’s the fastest way to lose those most loyal
to your organization.
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Online ...
What testing showed one
organization
Amnesty International USA had two major
goals during multivariate testing for its Web site: raise
more money and acquire new donors.
Isn’t that what every nonprofit wants?
Nick Allen, CEO, and Dawn Stoner, senior
account executive, both from Donordigital in Berkeley, Calif.,
and Milo Sybrant, online fundraising manager for Amnesty
International USA, shared some results of the testing at
NTEN’ s 2009 Nonprofit Technology Conference.
Small changes can make huge differences,
positively and negatively, but nonprofits need to test the
results to see what wins. Here is what they found:
- Email appeal landing page. For this test,
there were three possible variations for two test variables, the
header and the button. The button differed on color, size and
copy. The best performing creative lifted the conversion rate by
22 percent and raised $3,000 more than the base.
- Google search donation page. Amnesty
International USA tested four variables: introductory text,
mission copy, gift string layout and one column versus two
column forms. In one month, the winning creative increased
conversion rates by 40 percent and netted $72,000 in incremental
revenue in that month.
- Email donation page with an A/B test. The
hypothesis was that non-donors on the email file would respond
to conservative gift strings. But the organization decided to
test this theory out. The conservative gift string had a 15
percent better conversion rate but only raised 1 percent more
money because the smaller suggested amounts reduced average gift
size.
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