Text messaging is an important — and largely underused — donor stewardship tool. Advanced fundraisers have been slow to fully embrace text (aka SMS) messaging largely out of fear that they are intruding on their donors. But as texting has become the primary form of communication for many of us, it’s time to move past that fear and embrace texting as a central piece of your larger donor communications strategy. Text marketing has an incredible 98% open rate — and most messages are read within the first 30 minutes of delivery. The average American sends more than 40 texts per
By Laurence A. Pagnoni, MPA A well-executed recurring giving program can generate consistent, ongoing revenue for your mission. Brooklyn Defender Services, a LAPA Fundraising client, recently closed its 2021 annual fund campaign with nearly 6,000 new donors — and recently established a monthly giving program as part of the effort to boost its annual fund. By identifying annual fund donors who are willing to support the organization through automated monthly contributions, Brooklyn Defender Services now has a steady stream of recurring revenue in 2022 from these newly acquired supporters. Your organization can follow a similar path by creating data-driven, personalized
By Laurence A. Pagnoni, MPA A reader writes: “My inbox and mailbox are flooded with fundraising appeals from causes using the words ‘terrifying,’ ‘alarming,’ ‘emergency,’ etc. “Yes, we’re in deep sh*t on many levels. Why would they think I don’t know this? The messages only make me more depressed, and depression does not motivate me to contribute. Does negativity and alarm really raise funds?” —John, CEO of a civic education nonprofit Dear John, This is a top-of-mind question for many fundraising professionals. Fundraisers use danger messages because marketing data often (not always) shows they’re highly effective when compared with
By Alexa Strautmanis Seven is a golden number in marketing. As the “Rule of Seven” goes, an individual must see or interact with your nonprofit’s brand at least seven times in the course of a year before they’re inclined to take any action. Following this rule is a best practice when it comes to donor engagement. Through multichannel marketing, these seven touches can be seamlessly woven into your nonprofit’s communications to keep your cause top-of-mind for new donors and deepen relationships with your current supporters. Your nonprofit may already be hitting this magic number. If you mail your constituents quarterly,
By Brooke Bryant, Ph.D; Robin Merle, CFRE; and Laurence A. Pagnoni, MPA As we approach a new year, fundraisers continue to navigate an unsettled landscape. The ongoing COVID-19 pandemic, calls for racial justice, changing donor expectations, and a tight labor market have been central themes in 2021 — and they will continue to influence how we approach our work in 2022. Against that backdrop, we offer these 12 fundraising trends to watch over the next 12 months: The 12 Biggest Nonprofit Trends for 2022 Donors Will Give More Generously Equity Must Be Front and Center Hybrid Is Here to Stay Megadonors Will Be
Today more than ever, consumers enjoy getting good mail pieces. What is good? There are three basic elements that determine the success of a direct mail marketing campaign: the list, the offer, and the creative.
In order to generate more response from your mail pieces, you need to look at all three of these elements. People only want direct mail that is relevant to them, and it’s up to marketers to deliver.
By Laurence A. Pagnoni, MPA There are strong similarities between nonprofit fundraising and marketing, especially in the basic skills and insights both require. I have worked in both worlds and, over the years, I’ve observed these connections task by task, pitch by pitch. The more I see these connections, the more I recognize that there are bigger principles at work. I come back to these principles often, sometimes to remind myself, other times to relearn them with new eyes, but always so I can better serve my clients. My goal in sharing these principles is to spark a dialogue, so