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Thursday, Nov 30, 2006 |
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In this
issue:
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Special Report
8 Ways To
Avoid Becoming The S Word
Fundraising
Tips
Grants... Start the process with the
easy sections
Direct Response... 13
reasons to go straight to the donor
Capital Campaigns... 4 vital phases of your capital
campaign
Click here for
all NPTimes
Newsletters |
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Feature
8 Ways To Avoid Becoming The S
Word
SPAM - what is it? In Hawaii, it's what one
Honolulu reporter described as "the undisputed king of canned
luncheon meat." It's is even featured on the menus of the
island's McDonald's fast-food restaurants. But to the majority
of the world, SPAM is nothing more than a nuisance.
Defined as "unsolicited email, often of a commercial
nature, sent indiscriminately to multiple mailing lists,
individuals, or newsgroups," SPAM makes up 80 percent of all
email. Not surprisingly, SPAM is the reason for more than 16
percent of email address changes.
Josh Young and Jake
Berry, program manager and product line manager for Blackbaud,
Inc., respectively, offered the following tips to help charities
in the fight against SPAM during the recent Blackbaud users
conference in Charleston, S.C.:
Click
Here for full report |
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Fundraising
Tips
Grants ...Start the
process with the easy sections
You've done the research, found grants to apply
for, assessed your organization's ability to complete a
competitive proposal. Now it's time to actually start writing
your grant proposal. What's the first thing you should do? Don't
panic,according to Alexis Carter-Black, author of "Getting
Grants: The Complete Manual of Proposal Development and
Administration.
"It looks a lot more intimidating than it
actually is, particularly if you are staring down at a federal
application package that's about an inch thick," Carter-Black
said. She suggests breaking up the proposal into smaller
sections and writing one section at a time, starting with the
one you find easiest -- it doesn't even have to be in order
until you send it in.
Material that you should cover may
vary from funder-to-funder, but regardless of whether it's a
government agency or a private or corporation foundation that
you're applying to, most all proposals have two major parts: the
narrative and the budget.
A letter of inquiry, which
should be no more than one to three pages, should include
paragraphs featuring an introduction, project description,
needs, solution, project plan, organizational capacity, budget
and sustainability.
The needs assessment is the "heart
and soul" of the grant proposal and should clearly identify the
need, focus on the need of the target population and use
statistics to demonstrate the severity of the need. |
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Direct Response... 13 reasons to
go straight to the donor
For some reason, direct response has often been treated as
the unwanted stepchild of fundraising, even though it is
probably the most effective way of winning new donors and
keeping those you have in the fold.
There are 13 basic
reasons why direct response fundraising is effective, as
outlined by David Love in "Direct Response Fund Raising:
Mastering New Trends for Results," edited by Michael Johnston of
HJC New Media in Toronto:
- Direct response is simple. It's a personal, one-to-one
proposition that leads to action.
- Direct response is measurable. You either raise money or you
don't - and you can find out quickly whether your project is a
success or failure.
- Direct response is personal. When a direct mail piece
arrives in the mail, that person is in complete control of the
rest of the transaction --if there will be one.
- Direct response is smart. Since response is immediate,
fundraisers can continue to refine the offer until it reaches
maximum return on investment (ROI).
- Direct response is testable. Different letters, different
inserts, different response coupons, different envelopes, even
different typeface -- it can all be tested.
- Direct response is intelligent. Good direct response is
based on research and knowledge, not bias and opinion.
- Direct response is practical. Everything in direct response
takes a back seat to results, which are the only valid measure
of an offer.
- Direct response is cost effective. It's easy to calculate
ROI for a direct response mailing because response is
immediate.
- Direct response is everywhere. It submits itself to a
process of continuous improvement, because direct response
results are continually in the public domain, so fundraisers can
learn from others and replicate successes.
- Direct response is a master of disguise. All media can be
used in direct response, some better than others for generating
immediate response, whether it's an ad, letter, telephone call,
television show, etc.
- Direct response is empathetic. Direct marketing is not about
the organization but about the donor and how he or she can
interact with the organization and its mission.
- Direct response is a problem solver. Direct response is
about solutions, not problems, because it moves a person to
action. The offers that stand out are the ones that compellingly
paint a picture and let the audience complete the
picture.
- Direct response is a loyalty builder. Fundraisers can
delight their best customers in direct response, which builds
substantial donor loyalty.
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Capital Campaigns... 4 vital phases of your
capital
campaign
As the saying goes, failing to plan means
you're planning to fail. No matter what size your organization,
there are four phases that apply to capital campaigns.
Laura
Fredricks, in her book "The Ask: How to Ask Anyone for Any
Amount for any Purpose," breaks down the phases of any
successful capital
campaign.
-
Preparation phase: Identify organizational needs
for the campaign, ensure the campaign goal is realistic,
identify campaign leaders
who will make leadership gifts and who can also identify and
solicit lead gifts. A feasibility study tests
all these initial
efforts and once completed a case statement should be drafted
and approved by leaders before being shared
with campaign
prospects, so they have a clear idea of the
campaign.
Silent phase: The campaign is kept in-house
and top prospects are approached before the campaign is
announced, making them
feel like "insiders," as they become internal stakeholders.
There are two parts to this phase: Any prospect for a
leadership gift is
asked and additional major prospects are asked until the
organization has raised at least half the goal.
This sets the
example for others to make campaign
gifts.
Public phase: Everyone is invited to
participate as direct-mail campaigns kick in and employees are
asked. Now is when you
can announce internally and externally everything about the
campaign. Showcase how the campaign will transform your
organization and
benefit donors, gaining momentum for the final push toward the
goal.
Closing phase: All asks are followed up and
solidified, pledges are firmed up and tracked and prior gifts to
the campaigned are
stewarded. Publicity continues for new gifts while leadership,
volunteers and staff are thanked and
recognized. A report is done on all gifts and
amounts funded for each area of the campaign.
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Copyright @ 2006 The NonProfit
Times. | |
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Tell-a-friend!
