Direct Response

There’s a big difference between donor feedback and market research.

Crowdfunding raises questions. If young people give to these single-issue causes, is there less likelihood they will donate to the legacy charities such as the Red Cross, United Way and Save the Children? Does the individual and direct nature of crowdfunding act as a spur or a drain to such longtime nonprofits?

Finding ways for your nonprofit to better communicate with your supporters will never go out of style — or be an activity you limit to one time of year. So while you may still be feeling the buzz of the new year, here are four ways to show your donors some love: 1. Revisit your ask. 2. Chart out your moments of communication — and seize them as opportunities to connect. 3. Divide and conquer. 4. Dive in to the future and put some social in your fundraising.

In a still-sluggish economy, charities experimented with creative approaches to attracting donors during the 2013 year-end fundraising season. As groups turn their attention to planning their 2014 year-end campaigns, here are examples of strategies used by seven groups — Project AWARE, Oregon Humane Society, Greater Pittsburgh Literacy Council, Girls Write Now, Center for Employment Opportunities, Alzheimer's Association and Jewish Federation of San Diego County — and the results each yielded.

As nonprofits and direct marketers look ahead to 2014, the future is anything but certain. Here, five top industry insiders share their wisdom on the potential threats facing our industry — and offer their best advice — so you can be prepared for whatever 2014 has in store.

David Whitehead of AARP Foundation, Dennis McCarthy of Blackbaud, Anirban Basu of Sage Policy Group, Joe Schick of Quad/Graphics and George Lizama of Production Solutions make their predictions and offer advice.

Information doesn't raise money. It lays the foundation for raising money. It gives you credibility and gives your donors a reason to listen when you appeal to their empathy and desire to help.

The technique for using concrete numbers effectively is not very concrete. It requires judgment, empathy, euphony, context and experience.

To get noticed, some charities now resort to provocative advertisements and unconventional marketing. “We are all fighting over smaller and smaller pieces of the pie, so we have to get crazier, wackier and louder,” said Nathan Hand, director of advancement at the Oaks Academy in Indianapolis, who doubles as Nonprofit Nate, a blogger.

But some philanthropy consultants, academics and historians ask whether the quest for the next viral video or news-making stunt actually advances a nonprofit organization’s mission or simply wastes its resources.

How a nonprofit thinks, acts and operates has everything to do with the ultimate effectiveness of its direct-response fundraising efforts. What can your nonprofit do to be more effective? Consider these habits of nonprofits with highly successful direct-response programs: 1. Nonprofits with highly successful direct-response programs have rapid and uncomplicated approval processes. 2. They have experienced staff and empower staff with meaningful decision-making authority. 3. Their leadership is accessible and supportive of their direct-response programs.

Giving is indeed transformational. But I contend that the transformation goes both ways. Clearly it benefits the recipient of a nonprofit’s programs in countless ways as illustrated above. But it also benefits the donor.