As fundraisers, you all know the importance of messaging and message delivery. That's what makes creative in all fundraising direct-response appeals so vital.
At the Association of Fundraising Professionals' Fundraising Day in New York last Friday, three fundraising professionals, along with moderator Amy Tripi, president of Tripi Consulting, shared 30 ideas to enhance fundraising direct-response creative. Here are the first 10 ideas from the session "30 Ides in 60 Minutes: Your Hour of Creative Power" shared by presenters Luke Vander Linden, vice president and senior marketing at Carl Bloom Associates; Christine Shilosky, senior account executive at Mal Warwkick/Donordigital; and Lori Burns, senior vice president at Russ Reid.
1. You don't always have to include a teaser
In fundraising direct mail, a teaser isn't always necessary. Teasers are meant to "tease" or intrigue donors into a package, and sometimes the best teasers are simple ones, such as "First Class Mail" below a commemorative stamp or the letter signer's name above the corner card.
However, unnecessary teasers just distract the donor or prospect. When in doubt, mail an entirely blank envelope.
2. Be a peeping Tom
If there is something meaningful inside, use a multi-windowed envelope. It works as a teaser, and it's an opportunity to save on costs instead of printing a teaser on the outer envelope.
3. Convert single-gift donors to monthly givers
Monthly giving is so valuable to any nonprofit organization. The consistent gifts bring in revenue and also create loyal donors. So have a strategy in place to convert single-gift donors to monthly givers. Some monthly giving strategy tips:
- Reach the donor at the optimal time.
- Reinforce the additional impact becoming a monthly donor can make.
- Make it easy to convert from a one-time giver to a monthly giver.
- Utilize an appropriate donation ask.
One organization utilized a pop-up on its donation page that read: "Want to make a bigger impact? Become a monthly partner today and your gift of $25 will provide 50 meals every month for hunger neighbors in our community."
It was live on the site for three months — November 2013 through January 2014 — and saw a 92 percent increase in monthly donations year over year with nearly a six to one ROI.
4. What your letter looks like may be just as important as what it says
Most donors scan letters, which means that no matter how great the copy is, if it's not visually pleasing and easy to scan, they won't read it. So, use:
- Short, declarative sentences
- Occasional underlining or bolding of words or short clauses — not entire sentences
- One-line paragraphs
- Indented paragraphs
- Wide margins and more white space
- Incomplete, non-grammatical sentences that start with "And" or "But" to keep the donor reading
5. Keep email simple
Just like direct mail, sometimes basic and/or boring is better.
6. Connect with your audience
That's what fundraising is really all about — connecting with donors and prospects and building relationships. So avoid mistakes before seeking brilliance; be honest, straightforward, truthful and believable; show the need of the people you help instead of just asking for a donation; and remove barriers to give.
Also, make your copy and design clear, always state a clear, specific call to action, make a personal connection in your letter and make your reply device stand out.
7. (Almost) always include a postscript
The postscript is often cited as the second most read sentence in the letter, which means it's valuable real estate for fundraising. A P.S. helps the donor spend more time on the last page of the letter and is a great place to send donors to the reply or involvement device of the package. It can be used for:
- Reiterating the central marketing concept
- Reinforcing the offer
- Adding urgency
- Referencing another component in the package
8. Why are you mailing?
Fundraising the exact opposite of traditional marketing. People know you and your organization are wonderful — but it's not about you; it's about donors. Remember that, and make sure your creative reflects that.
9. Write effective copy that inspires people to give
Be dramatic. Use compelling stories to illustrate need and success. Include dramatic before and after photos. Use passionate donor testimonials. Make it inspiring and emotional so people will give.
10. The replay device is king
It's arguably the most important part of a package. Write it first, and make sure the reply device summarizes the overall marketing concept, the offer and where the involvement device resides.
It's the one piece you really want the donor to see and take an extra moment to review. Add a photo or graphic element, additional color — something to give it more attention.
Check out ideas 11-20 in an upcoming issue of Today in Fundraising.
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- Creative