[News] Something Old and Something New

If nothing else at least I’m not stuck on either old or new. This week you’ll find articles about a little of each. Recently the American Cancer Society fessed up that their decision to stop all direct mail was a really REALLY bad idea – to the tune of a negative impact of over $29 million. So whatever you do, don’t make the same mistake. There is still a place for direct mail.

And the new – multi-channel (or omni-channel as the article calls it) marketing is here to stay. And it has big fans. And if you’re not providing it to donors you may start slipping behind…

Scroll down and you’ll see a full list of articles and posts to help stay up-to-date on trends and topics facing the nonprofit world.


Leadership

Breakdown in Trust is a Good Thing @AgitatorEditors

Blind trust on the part of donors is dead. And that’s a good thing for fundraisers who care about donors and truly want to build relationships… Despite this erosion of trust and confidence too many nonprofits and their agencies persist in doing business the same old way. Send ‘em more and more of the same and send it more frequently.

 

Opinion: Make Advocacy a Part of Every Board Member’s Duty – The Chronicle of Philanthropy @Philanthropy

Advocacy isn’t hobbled just because board members don’t realize this is their duty; it is often stymied by foundations and other donors that don’t understand what’s allowed under the law or how much money nonprofits need to wage effective advocacy drives.
So here’s what I hope all my colleagues in the foundation world will join…


Fundraising Planning

American Cancer Society Flops @AgitatorEditors

ACS suspended its direct mail acquisition program in January 2013 as part of a three-year transformation designed to consolidate the nearly billion-dollar organization from 13 separate divisions into one single 501 ( c ) ( 3 ) entity. Direct mail acquisition was re-launched in June 2014. They estimate this hiatus will have a $29.5 million impact on income over 5 years.

 

What Is Lifetime Value? – re: charity @bradyjosephson

Child sponsorship programs, a ‘tangible’ monthly giving program, are one of the best examples of a Lifetime Value (LTV) strategy. LTV is the average annual contribution of a donor multiplied by the average number of years they contribute. Here’s a simple breakdown of LTV (and donor retention)…


Fundraising Tactics

Your Essential 16-Point Annual Appeal Checklist – Clairification @CharityClarity

Are you starting to worry about whether you’ll raise enough money this year to meet your goals? Are you concerned because last year’s appeal didn’t raise as much as you had hoped? Are you fresh out of ideas for what to put into an appeal to generate the giving response you need to sustain vital programs? Fear not! Help is on the way! Just use this 16-point checklist before you send anything to your printer.

 

10 Tips for Writing a Better Donor Thank You Letter – The Storytelling Non-Profit @vanessaechase

A thank you letter is one of the first touch points a donor receives after making a gift to your organization. Much like a first impression, the words in that letter matter.
So why do so many thank you letters sound so boring and uninspiring?
Here are 10 tips for writing a better donor thank you letter…


Communications

The Unforeseen Consequence of Predictive Analytics – Direct Marketing News @dmnews

I’ve talked about this trend with my clients so it’s interesting to read about it in the for-profit world too: A growing number of consumers expect perfectly tailored experiences from business that have their data. Brands have worked to meet these expectations in a number of ways, not least among them implementing omnichannel marketing strategies. However, leading omnichannel brands continue to set a precedent for tailored experiences. In turn, the consumers who covet these experiences continue to grow in both number and power.

 

Want People to Forward Your Emails? Try These 4 Data-Backed Tips @HubSpot

A truly engaging email should compel subscribers to share the message with others. This not only helps increase your reach, but it also can lead to an increase in conversions, all while delighting your subscribers. Win-win-win, right?
So how do you get people to forward your emails? What types of messaging and content gets shared the most? Does including certain email tactics lead to an increase in shares?
In a research report conducted by Litmus, nearly half a million email sends were examined to reveal why some emails go viral … while others do not. Here are four main reasons why an email gets shared.


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