Maximizing Direct Response Fundraising at Year End

Kathy Swayze, CFRE

Social Justice Fundraisers of DC

Individual Donors: An Important Piece of the Pie

• Operating Income• Stability gained from diversity

of funding sources• Gateway to Planned and Major

Gifts• Public Relations & Education

Value • Political Clout/ Grassroots

Activism

You Lose Donors Every Month Are You Adding More too?

• Engaging current donors as online recruiters• Soliciting internal audiences: Product buyers, users of

services, volunteers• Rental of lists from similar organizations• Name-for-name trade with similar organizations

Test and proceed cautiously Expect to invest to acquire new donors

Lapsed DonorsChampagne Segmentation on A Beer Budget

We Miss You!According to our records, it’s time for you to renew your

support of _____. It has been quite some time since your last gift. With so much still to be done to . . . we really need you to renew your financial support today.

______ is not an organization with deep pockets and tons of

corporate and foundation backers. We truly depend on generous individuals like you to continue our efforts to build a better future for us all. Please return your generous tax-deductible contribution today.

Lapsed Donors, continued

Dear <Salutation>,

I don’t want to waste words or paper . . . so I’ll get right to the point. As a former member of the XYZ Foundation, we miss you and we want you back!

I know you care about our important work to save baby XYZs.

But, according to our records, your membership expired in _____(month/year). I hope there hasn’t been any mistake with our record keeping. If so, please do let us know right away.

Don’t leave money on the table

Individuals money flows like a river

Case Study: Every Name Counts

Presidential Campaign in A Shoebox• Jesse Jackson speeches throughout the country . . . “I may run

for President and I will need your help. Please fill out card with a pledge amount you can do”.

• Thousands of index cards in shoeboxes• Sent to Telemarketing Center. First night, in less than 10 hours

with one caller, raised $18,000 from those index cards.

• Use Matching Gift• Do two mailings in the prime time– First mailing to a wider audience– Second mailing to our core segments

• Develop a teaser that catches their eye– Use a deadline– Create a sense of urgency

• Do high touch package for $100+ donors

YEAR END CASE STUDY

Mailing 1: early-November

“Handwritten" note and

blue signature add a personalized

touch

Increase your response by

extending match but not too far

out

Mailing 2: early December

Standout in the

Mailbox: Use

different color

and higher

quality stock …

try a closed face

envelope Holidays are a good time to ask for tribute gifts

• It’s ALL about the last 10-15 days of the year• Give “donate” buttons more prominence on

home page during December• Create a multi-part messaging campaign that

builds toward the end of the year

Year End Fundraising Online

L.A. Gay & Lesbian Center 3-part Year End Email Campaign

Case study:

Tip #1: Be in their mailbox/inbox often– At least twice between Nov 1 and Dec 31– Email- backload to the last 10-15 days of year

Tip #2: Report back on outcomes – Newsletters in Oct/Nov– Accomplishments inserts in year end letters

Ten Tips for Online & Direct Mail Success at Year End

Tip #3: Analyze results from last year’s mailing to determine segments that are not making money—and don’t mail them!

Tip #4: To help lapsed segments perform better, consider different messaging to let them know they are lapsed.

Ten Tips for Online & Direct Mail Success at Year End

Tip #5. Use holiday themes in your letters and emails. Invoke “Spirit of Giving”

6. Use Response-enhancing techniques– Matching Gift– Mail back devices (cards for clients)– Deadlines– Back end premium for upgraded gift

7. Year End is a good time to mail deeper: Info & referral requests; deep lapsed; other internal prospect lists.

Ten Tips for Online & Direct Mail Success at Year End

Tip #8. Use outside voices to strengthen organizational credibility

Tip # 9: Tell a Story, Don’t just ask for money -

Ten Tips for Online & Direct Mail Success at Year End

Tip # 10: Acknowledge gifts in a meaningful way

• Send personalized thank you letters that tell them the results.

• Consider new ways to say thanks such as phone calls, videos.

For more information:

Changing the World One Story at a Time

Kathy Swayze, CFRE, President906 Pennsylvania Ave, SE

Washington, DC 20003(202) 543-7671

kswayze@impactdc.comTwitter: @impactkathy