CharityMatters-NZ Communication, Donor Communication, Donor Support, Supporter Acquisition, Supporter Retention

It’s not Horses for Courses

Donor communications, is it horses for courses? Does the same message, the same language work for all donors?

I’ve talked about donor communication before, but I’m still seeing and hearing from people about the quality, content and language being used in donor communications.

If you haven’t previously seen some of what I’ve said, here’s a few links that may be of interest:

Supporter Communications
Who’s Centre of Attention – You or Your Donor

Often regular donors only want to know that what they are doing is making a difference, whereas business donors want to see their return on investment; it’s much the same, but businesses may use more “business speak” to justify support.

General donors are typically happy to know they are making a difference, so talking to them about the successes they have helped you achieve may suffice. Businesses on the other hand may want to see this as investment versus return.

Do you split the information you share, are you using the same “speak” for each, what is the reaction?

Are you even monitoring and adapting based on the feedback from those receiving your updates?

If you are monitoring and adapting, if not, why not?

CharityMatters-NZ Business Giving, Communication, Donor Communication, Fundraising, Management, Sponsorship, Supporter Acquisition

Don’t just answer the immediate question

How often do you get asked, or how often have you made an enquiry to an organisation or business about the services they provide and how you can help them or they help you – only to get a stock answer, nothing specific and nothing that actually invites you to want to ‘do business’.

By only answering the immediate query there’s a chance that an opportunity for more dialogue to be lost; there’s often something deeper to why people ask questions, it could be that they want to do business, that they need your help or that they want to help you.

Unless all communications include the opportunity for further discussion – the door is closed, don’t be the one closing the door.

If you have a potential supporter contact you about the work you do, don’t just answer that question – answer it, then add additional information that may not be immediately available, perhaps you’ve recently done something that you could share – if so do it.

You should also be giving the person more reason as to why their support is important – do you have a new project that you could tell them about?

Before hitting send and signing off the response – STOP – have you asked them if there’s anything you can do to help them make the decision, the commitment to support you?

Don’t leave it for them to have to do all the work, you have to put your thinking cap on and find a way to keep engaging with them, to build the environment for them to decide you’re the right fit for the support they would like to give an organisation.

Do you answer only the immediate questions, if so why – and will you look at changing how you handle all enquiries?

CharityMatters-NZ Uncategorized

Tell it like it is

How often do you send something out, an email, letter, appeal or thank you letter full of terms that are vague, jargon only known by those in the “know”?

It happens too often, we’re all guilty of it, we all use terms and phrases we’re familiar and, comfortable with.

Often the terms and phrases use are too broad and often meaningless to the reader – your supporter.

How often have you sent something out using phrases like “we help at risk teens …” or “we support people in need …” These phrases mean a lot to you, but without a story to back up what you’re saying they can be absolutely meaningless to the reader.

Many terms you may use internally and they may be in your mission statement, but they should be limited in communications with your donors.

Kids –  Youth

If you work with kids – youth, children, say kids, most people identify their children as kids, they will remember what things were like when they were kids; so say kids.

Kids does sound warm, it has a recall; say kids and your supporters will likely relate better.

Having worked with organisations who assist children/youth, I’ve had the discussion about saying “Kids”; but it seems many feel that it’s ok to say children and youth but not kids because it’s seen as too informal and, perhaps demeaning.

But why can’t we just say kids?  Surely most of the people in your organisation and your supporters refer to their own children as kids – so why not say what people relate to when it comes to children and youth – Kids.

What sounds better, what gives you a warm feeling – kids or youth?

Being hit by a Bus

Ok, know one would actually say this, but, they would say “At risk”. It’s vague, walking down the street someone could be hit by a bus, there’s the possibility something bad could happen, that’s all “at risk” is saying. Be specific.

Tell a story to say how you work with people in certain situations so something won’t happen.

Something like “Our programmes help kids deal with … and help them grow and develop into … ”

“Since James came to us, his parents and teachers have seen …”

Turning lives around, making a difference

Well if you’re not making a difference why do you exist.

Yes, it’s important that supporters know you are making a difference, but you need to be saying more than that.

If you can show what you’re doing, what you’ve done – your supporters will relate more to the work you’re doing.

Again, tell stories, show what you’re doing … “in the last six months we’ve helped x families into new homes …”

Cognitive dissonance

Confused?

If you use terms or phrases that cause confusion, you’ll have less impact from your communications. Stay on topic.

Say it as it is, avoid using any term, phrase or reference that causes confusion “we help kids see their potential”

Any other ideas you’d add?

CharityMatters-NZ Planning

What are your plans for 2014

What are your plans for 2014

I originally wrote this in 2011 after writing What are your plans for 2011 for Socialize Your Cause which was more about what plans charities and non-profits could be doing to help them plan for 2011.

I’ve updated this as the New Year fast approaches. Let’s look at what we as individuals are planning, or could do this year to help others in the community.

There’s many options for us when it comes to charity giving, in New Zealand alone we close on 27,000 registered charities looking for support; this doesn’t count the number of community organisations not registered with Charities Services that are also looking for support. But, being Kiwis we are generous and support many activities, people and organisations in the community.

So, where do we begin when looking at who, what and when to support? I guess one of the things we could do is look at why we support

Perhaps we should look at Not-for-profit – Giving Survey Results and how we handle charity requests both of which give an insight into what and why we support.

If you’re working with/for a non-profit, it’s important to have your plans laid out – spend the time, see it as an investment.

For those in the community that support non-profits, it’s not a bad idea to spend time thinking about your contributions, who and what you give to, the frequency, the amount of money or time given; are there things you want to do differently?

There have been stories over the years of families who sit down, and as a group decide what non-profit/s they will support, how they will do it. Some opt to give any money they would spend as a family on a holiday to a cause in their local community; others will put any money normally spent on children’s birthday parties to causes that benefit children.

No matter what or how you’re able to give – as part of your planning for the year ahead, grab a pad and pen and note what you’re wanting to achieve through your charitable giving.

We plan almost everything in our lives, so why not our giving?

Who or what will you support in 2014?

How will you support organizations in your community?

What if anything are your expectations in return for the support you give?

As a company will you involve your staff in the decision making of what causes/s the company will support?

Can you introduce the cause/s you support to others in your family, circle of friends, business or community associations?

All these and more questions will help you with your charity giving plans for the coming year … so, pick up that pen and paper and start your planning now!

CharityMatters-NZ Uncategorized

What are your plans for 2014

What are your plans for 2014

I originally wrote this in 2011 after writing What are your plans for 2011 for Socialize Your Cause which was more about what plans charities and non-profits could be doing to help them plan for 2011.

I’ve updated this as the New Year fast approaches. Let’s look at what we as individuals are planning, or could do this year to help others in the community.

There’s many options for us when it comes to charity giving, in New Zealand alone we close on 27,000 registered charities looking for support; this doesn’t count the number of community organisations not registered with Charities Services that are also looking for support. But, being Kiwis we are generous and support many activities, people and organisations in the community.

So, where do we begin when looking at who, what and when to support? I guess one of the things we could do is look at why we support

Perhaps we should look at Not-for-profit – Giving Survey Results and how we handle charity requests both of which give an insight into what and why we support.

If you’re working with/for a non-profit, it’s important to have your plans laid out – spend the time, see it as an investment.

For those in the community that support non-profits, it’s not a bad idea to spend time thinking about your contributions, who and what you give to, the frequency, the amount of money or time given; are there things you want to do differently?

There have been stories over the years of families who sit down, and as a group decide what non-profit/s they will support, how they will do it. Some opt to give any money they would spend as a family on a holiday to a cause in their local community; others will put any money normally spent on children’s birthday parties to causes that benefit children.

No matter what or how you’re able to give – as part of your planning for the year ahead, grab a pad and pen and note what you’re wanting to achieve through your charitable giving.

We plan almost everything in our lives, so why not our giving?

Who or what will you support in 2014?

How will you support organizations in your community?

What if anything are your expectations in return for the support you give?

As a company will you involve your staff in the decision making of what causes/s the company will support?

Can you introduce the cause/s you support to others in your family, circle of friends, business or community associations?

All these and more questions will help you with your charity giving plans for the coming year … so, pick up that pen and paper and start your planning now!

CharityMatters-NZ Uncategorized

Can charities find a new way?

Too many requests for too many donations – it’s something that’s real and has a negative impact on charities. Not only do the constant calls and requests have a negative impact on amounts raised, but also on people’s attitude to charities.

In reality, from my experience, people have organisations that are close to their heart, organisations they can see are making a real purposeful difference in their own communities.

Charities do need to cast the net wide, they need a wide reach to raise the much needed funds they need to do their work; but in doing this they are catching people who are already feeling the financial pinch from increasing personal costs, housing costs, food etc. This can cause people to feel that they’re not doing their bit when an organisation contacts them for support, this can have a flow on effect with people rethinking their entire charity giving.

Is there a way charities can make better use of targeting for donations? Probably, but in reality there is likely to be added costs in doing this – costs, that many, probably all charities can’t justify.

So what’s the solution?

There probably isn’t a one size fits all solution, but as others have been talking targeted, stand alone websites are probably a way to go.

If people can see exactly where funds are going, that there’s no middle man taking a slice of the pie they’re more likely to want to give, and may well agree to a regular giving programme if it were done in a way that they weren’t burdened with more requests, constant newsletters and then the annual receipts needed to claim tax rebates.

If there was a way you could give differently, or your organisation could solicit differently to reduce costs what would it be – would you develop a standalone giving platform or engage with an non commission (fee charged) service?

One thing I know charities will say is that they need the contact details of donors to stay in touch – sure, this can be a real need, and can help reduced donor acquisition costs.

What other things could be looked at for donor engagement and increased support?

Your thoughts, ideas and comments would be great to hear.

See also

Is it donor fatigue or is it your ‘ask’

Appeal Fatigue

Charity Fatigue

Go Invisible to be Visible

Also, take a look at this from TVNZ Breakfast show – The New Charities  

CharityMatters-NZ Uncategorized

How can supporters maintain contact when …

It’s surprising how often that I either hear or have the experience myself – you send an email to a contact at an organization and get an automated reply “sorry that mailbox is no longer active” – or something similar.

You quickly check you have it right, your go back through emails double checking only to find you have the details right.

A phone call soon clears up the confusion, the person you’ve been trying to contact has left.

Imagine how supporters feel when they get an automated response saying the person they want to contact is no longer available, do you think they’ll spend time trying to track the right person down, will they even bother checking to see if the email address they’ve sent something to was right – chances are they won’t.

Why would any organization leave themselves open to being ‘shut off’ from supporters?

How would you feel if someone tried contacting your fundraising or sponsorship manager to discuss a possible donation, and all they got was an error message in response to their email; would they think – oh, lets try that again, or would they give up and look for another organization?

Can you afford for potential supporters to wander off – NO. 

Make it easy for people to stay in touch, when key staff leave, don’t deactivate their email address immediately, have it routed to go to someone else.

If you don’t know how to do this, check help in any email programme you’re using – it’ll save you time, money and opportunities – see it as an investment in the future.

And, make sure you have a succession plan for every key staff member, not just for the CEO, CFO – but every key staff member.

CharityMatters-NZ Uncategorized

Ethical Donations

Should children’s charities align with alcohol suppliers, merchants, producer – does alcohol and children’s charities mix, or is it like oil and water at a moral level?

There are laws about sales of liquour, only people of a specified age can buy it, and it can only be sold by people of a specified age, tobacco too can only be purchased (in many places) by people of a certain age – advertising for these products is restricted to.

So I ask – is it ethical given the reason for restriction on the promotion and sale of alcohol for ‘public good’ – is it right for a charity or any other organizations established to support children to have as major “obvious” supporters who tout alcohol.

Sure we can argue the need for financial support, but – should ethics, morales, personal beliefs of office holders – the board, come in to play?

Is it as a wrong alignment – it’s not like promoting girl guide biscuits.

Sure, it can be argued that charity promotions, websites, direct mail campaigns and the like aren’t targeted at youth – but, the fact is that youth see them.

And, what about organizations who work with youth, and younger, who have a conditions caused by alcohol, ok, these organization probably don’t accept support from alcohol organizations; but it’s likely that other organizations who work with these same ‘people’ do accept the support.

And who can blame them; you, it’s all about getting support from the most “ethical” source, but it does have to be asked  – how do other supporters see this, how does the wider community your aiming to gain support from see it?

Is it time to take stock, can organizations afford to walk away from the “booze dollar”, or is there a way that this could be acceptable with restrictions on both sides?

Would you decline money or other support based on where it comes from?
Would you turn money away?

 

CharityMatters-NZ Uncategorized

Missed opportunites when donors move

After reading Knock knock! Who’s there? Opportunity! I got to thinking that New Zealand charities could be missing out when people move – I haven’t changed addresses in over eight years so haven’t completed a NZPost change of address form, but last time I saw one there was nothing like the form mentioned in Knock! Knock! Who’s there? Opportunity!; and would find it hard to see that there has been any change made, or that NZPost or any other entity has set up something to allow donors to automatically let organizations know of their change of address, other than the little card that people can fill in and post to people to advise of a change of address. 

The lack of a central way to let organizations know of a change of contact details, reinforces the need for organizations to ensure that when people support them that they ask for the best way to communicate with them – is it, letter, email, txt – not only can this help reduce cost, but also helps to stay in touch with people when they move.

If organizations have an email address for supporters, it is more likely that they will be able to stay in touch, that support will be ongoing.

Living in an apartment where there’s about 10 apartments changing hands each month, the pile of mail for previous residents grows; often I’ll flick through it just to check there’s nothing among it for me, In the last month or so I’ve seen mail from several organizations – and yes, I do return it to the sender. 

Among some of the mail I know there will be appeal letters, urgent requests for funding – unless the recipient gets these the organization is missing out on potential support. And, possibly more importantly, the recipient may forget about the organization.

It’s hard enough for organizations to gain and, maintain support, so making some changes to how they can communicate with current supporters is important.

When an organization gains a supporter, whether it’s through a street sign up, a mail drop, or other, it would make sense to have a box for the ‘preferred’ method of contact, my guess is those who opt for email communications would remain supporters even when they move.

A suggestion I’d like to make is, if your organization hasn’t heard from a supporter in say three months and you have their email address on file (and the supporter has agreed) send them a friendly reminder, perhaps something on the lines of a housekeeping email to verify contact details.

Something as simple as: 

To ensure you’re receiving our updates, please verify we have your current contact information correct.

Name    
Current Address                 
Phone Number
Alternative email

While you’re at it, remind them about your online presence – FaceBook, Twitter, LinkedIn, YouTube, Pinterest etc.

Don’t miss opportunities for support, ensure you can stay in contact with supporters. 

CharityMatters-NZ Uncategorized

Maintaining End-of Year Giving

After reading 2 Ideas for Capitalizing on Year-End Fundraising Momentum, and the comment about being sent information or added to a calling list, it’s timely to remind organizations that permission should always be sought.

If donors, or those attending events get contacted when they only intended to assist on the one occasion, more harm than good can come of further contacting them.

The easy solution is to ask people for permission to add them to any ‘list’.

Simply add a line or two with a tick box asking:

1. Would you like to hear about future events
2. Would you like to be contacted by
     – Phone
     – Email
     – Mail 

If contact is initiated by phone, and donors/supporters details are taken for receipting purposes then you can still (and should) include these questions and their response.

Don’t take it for granted, ask, you’ll be more likely to gain further support than if you just include people.

Remember, if anything turns one person off supporting your organization they’ll tell others; the negative impact this could have can’t easily be undone.

Always err on the side of caution.

Note:
Remember, countries have different laws on solicitation, collection of personal data. Check where you stand.