Personalization

The Importance of Donor Segmentation, Personalization
February 9, 2016 at 10:23 am

When it comes to our communications, we all have good intentions, don’t we? And then that thing intervenes. You know, life. You know you aren't communicating with your donors often enough, and you’re probably right. You aren’t using direct mail to its full potential. Identifying your problem is the first step. Figuring out how to solve it, though, ultimately will be an ongoing endeavor. You need to start now...

Whose Story Are You Telling?
January 7, 2016 at 10:11 am

Cathy is the executive director of a small, worthy nonprofit focused on the elderly. In the midst of her planning for 2016, she reached out to me with a familiar concern. How do I persuade prospective donors to actually invest in my organization? In fundraising lingo, “How do I convert more prospects into donors?”...

How to Use Donor Identity to Aid in Retention
January 4, 2016 at 10:15 am

Any of you who have read my blog posts over the last four years are well aware of my focus on one of the most important concepts in fundraising success: donor retention. Because of that focus, the research on the subject spans every nook and cranny possible for fresh insights and techniques. Needless to say,…

Calling All Procrastinators: 7 Secrets to Raise More Money With Your Year-End Appeal
December 8, 2015 at 9:45 am

You know that you should have a solid communications calendar in place, one that combines touches with direct asks throughout the year. But if your organization relies on its year-end direct-mail appeals to raise the majority of its funding, here are seven tips to get you headed in the right direction...

Courting Young Donors, Experts Urge Focus on Tangibles
November 24, 2015 at 10:16 am

University at Albany advancement administrators conduct one-on-one meetings with young alumni, individually connecting with potential donors to convince them to give back to the institution. The goal, assistant director of young alumni programs Brian Rudolph said, is to instill giving habits in the recent graduates. Though the tactic is expensive, it is effective, he said. Philanthropy…

RIP Millennials: Marketing Will Be 'Age Agnostic' Next Year
November 20, 2015 at 10:37 am

In 2016, marketing and communications professionals will stop targeting millennials as one demographic and focus on reaching the younger consumers based on their passions, according to a study released this week by Hotwire PR. The agency's seventh annual "Communications Trends Report," which was based on crowd-sourced data from 400 communicators across 22 countries, revealed that…

Learning How to Adopt a Retail Mindset in a Nonprofit World
November 19, 2015 at 9:38 am

Fifteen years ago, public school teacher Charles Best started DonorsChoose.org out of his classroom in Bronx, N.Y. He set out with a simple idea: Invite teachers to request supplies they need and allow citizen-donors to make direct connections with specific classrooms. The mission of DonorsChoose.org isn't unique. On the contrary, there are many organizations that…

4 Truths That Should Go Without Saying in Modern Marketing
October 22, 2015 at 10:29 am

The year 2015 has been one of change and revolution, both in and outside marketing. As we approach the final stretch of this turbulent year, I thought it prudent to review some of the most prevalent talking points in marketing, and why they probably shouldn't be talking points in 2016. Not because these aspects of…

6 Strategies for Humanizing Your Email Marketing and Increasing Engagement
October 16, 2015 at 10:01 am

In today’s digital age, when so much of marketing takes place behind a computer screen, it’s sometimes difficult to remember one of the most important parts of successful marketing—that the whole purpose is to connect with people. Think of how quickly and simply you can send an email. With just a few clicks of the…