Apparently, many fundraisers don't equate direct mail with monthly giving. But Erica Waasdorp, author of "Monthly Giving. The Sleeping Giant" and President of A Direct Solution, begs to differ.
Erica, in her guest article, Direct Mail STILL Works, Especially for Monthly Giving, explains it's all about sending that mail to the right prospects.
Find out who are the best prospects, and how to craft an appeal that will turn on the monthly giving spigot.
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I don't know how many UNselfies were shared during the #GivingTuesday campaign (which lasted much longer than just one day), but I'd guess it's in the millions.
It was a stroke of luck that the Oxford Dictionary recently proclaimed the "selfie" the word of the year. The "selfie," of course, symbolizes our self absorption and the narcissistic aspect of social media, with people turning their camera phones on themselves, and uploading the results to their social networks.
The "#UNselfie" magically turned that selfishness to good use, when #GivingTuesday began urging people to take an #UNselfie with a caption saying what they were supporting and why on #GivingTuesday. Most people held up cards or pieces of paper to express their support for a cause or an organization.
The #UNselfie turned viral as people snapped and shared all during the days running up to the big day, and then throughout yesterday.
Does it matter? We'll see, but it was a great example of communal action and turned #GivingTuesday into a lot of #fun.
- Create a Holiday Tradition With #GivingTuesday 2013
- The #UNSelfie and Other Ways Millennials Are Supporting GivingTuesday
- Snap An "Unselfie" And Join In On A Day Of Giving, Not Buying
Image from #GivingTuesday website.
According to the Pew Research Center for the People & the Press, the recent disaster created by the super typhoon in the Philippines is running a distant fourth in public interest, compared to the Haiti earthquake in 2010, the Indian Ocean tsunami in 2005, and the 2011 tsunami and earthquake in Japan. It's also considerably behind other disasters when it comes to charitable giving.
Only one-in-three (32%) Americans said they are very closely watching the news about the typhoon which occurred on November 8. That compares to 55% who paid attention to the tsunami in Japan, 58% who followed the Indonesian tsunami, and 60% who were interested in the Haiti earthquake.
Root Cause, which consults with both nonprofits and funders about performance and results, recently produced a very insightful report called Informed Giving: What Donors Want and How Nonprofits Can Provide It.
The report is based on a survey of donors who use the Fidelity Charitable Gift Fund, a donor-advised giving program. Two hundred Fidelity Charitable donors with average account balances over $50K were asked about their preferences for information about causes and nonprofits.
Although the survey was small and limited to fairly wealthy donors, the results do confirm other philanthropic research. Although, perhaps, not all donors are as dedicated to informed giving as this group, it does make sense to follow their lead. Donors in general seem to be more interested than ever in finding the most effective charities for their giving.
Here are some of the insights from the report that I found particularly interesting and that, I believe, can be generalized to most donors:
The Network for Good Digital Giving Index for the first half of this year was released last week.
The index tracked $71 million in donations to 20,000 charities made on Network for Good's platform from January to June 2013.
Online giving increased 14 percent compared to an improvement of only 1.5 percent for overall giving. Online donations still only account for 10 percent of total giving, but it continues to be the fastest growing segment of charitable giving.
The big story, though, are the peer-to-peer numbers:
- the number of gifts landed by P2P fundraisers rose by 50 percent
- nonprofits that added P2P capability on their traditional donation pages saw a 15 percent rise in donations
- P2P fundraising added 20 percent more dollars because of that P2P fundraising
Are you encouraging peer-to-peer fundraising for your nonprofit?
Younger people are the best P2P fundraisers.
One study found that 38 percent of volunteers between the ages of 13 and 22 engaged in P2P fundraising for their favorite causes. But as the number of older donors on social media increases, so might their ease with peer-to-peer fundraising. Take nothing for granted. All age groups are in play when it comes to online activities.
- 4 Peer-to-Peer Fundraising Tips for Nonprofits
- How to Win Over Millennial Donors
- Want Young Volunteers? Think Short, Sociable, and Fun
Image: Snippet from Network for Good Digital Giving Index infographic
Nonprofit Blog Carnival
Giving Thanks and Gratitude - Pamela Grow. Can you ever have too many fresh ideas for how to thank your donors? I think not. The November Carnival is a trove of great tips. Get them now, before you write those thank you letters for your year-end donations.
The Nonprofit Ride in 2014 - Scary or Fun? - About.com. I'm hosting the December Nonprofit Blog Carnival and asking all of you to foretell the future or recap the past. What are the trends in your nonprofit niche? Or what happened in 2013 that surprised you? Get the details and break out your crystal ball.
- 7 Steps To More Online Donations This Holiday Season - Julia Campbell. From a great donate button to a pop-up post-donation thank you, these are the basics you must have for a celebratory result to your year-end online fundraising.
- Year-End Fundraising Checklist for Nonprofits - Nancy Schwartz for John Haydon's blog. Nancy advises nonprofits to stop for just a moment and take her fundraising audit to make sure that you're doing the most effective things for year-end. They include assessing where you are right now and thinking about what you can do now to make 2014 even better.
- What Your Major Donors Want in November and December - FrontRange Source. Leslie Allen says, "Your major donors have different needs as the end of the tax year rolls around." Do you know how to help? Tips include calling to check in, letting donors know how to reach you during the holidays, and sending stock instructions.
Welcome to the December Nonprofit Blog Carnival. I'm hosting, and this is the call for submissions.
I know you're busy, but hope you'll take some time out to write about trends and resolutions for 2014, or recap the trends you saw in 2013. Just think about what you think our "ride" will be like next year, or what it was like in 2013. Will it be terrifying or pretty darn good?
Here are some ideas along those lines:
The Content Marketing Institute and Blackbaud recently published a study of nonprofits and their use of content marketing.
Nonprofit Content Marketing: 2014 Benchmarks, Budgets, and Trends -- North America reveals that nonprofits are using content to promote their organizations, but they are struggling too.
Here are some of the findings from the study:
While the government and for-profit sectors faltered over the last decade, the nonprofit sector has actually grown while providing steady income for millions of employees.
That fact was the jumping off point for a recent infographic from the School of Management's Master of Public Administration online program (MPA) at the University of San Francisco.
The USF's MPA is just the latest of many graduate programs that have been created over recent years because the nonprofit sector is so strong, and so many people work there while many others plan to. Graduate programs that specialize in nonprofit expertise are sought by many in the sector to gain entrance, climb the career ladder, or simply to keep up with an ever more complex and fast-paced environment.
Most of us encounter nonprofits daily without even realizing it. The sector includes the community and human services we use, the education we pursue, and the arts and culture we enjoy. Nonprofits protect the environment and animals, provide international aid relief, and supply much of our health care.
Here are seven facts from the USF infographic (see it in full here) that everyone should know:
Typhoon Haiyan left many dead and an infrastructure in disarray. Just getting food and water to all the people in need is proving to be very difficult. The World Food Programme estimates that 2.5 million need food assistance now and will for the next six months.
This is a good time to think about the way we respond to disasters. Natural disasters seem to be occurring more often all around the world, and they may be growing worse. Typhoon Haiyan could be the largest typhoon in history.
At the time of a disaster, most of us open our hearts and our wallets to support a wide assortment of relief charities. But, in reality, the money we give at the moment may have little effect on the current disaster.
Relief agencies need to spend money year-round in order to be able to respond swiftly and effectively when a disaster occurs, and to keep helping long after the headlines have faded.
The most sensible way to give to disaster relief is to do so year-round to the most effective organizations we can find. And we should make those gifts unrestricted. If we trust a charity enough to give to it, then we should trust it enough to make the best use of the money.
Eric Friedman, author of Reinventing Philanthropy, makes unrestricted giving one of his recommendations for smarter giving. He says, "Don't meddle with the organizations you support, as you decided to give to them because you believe they are the best at what they do."