Donor Loyalty

Emotions!!!!!! 

If you subscribe to my monthly e-news, the June edition provided information about emotions from Roger Dooley. Here it is again:

“Disney Knows Your Brain and Wants Your Emotions,” by Roger Dooley

And learn about Pixar’s new animated film, Inside Out.

Then Lisa Sargent connected me to 6 Minutes of Pixar Feels. Oh my gosh – this is stunning! Also, don’t miss Pixar’s 22 Golden Rules of Storytelling. (Many of us call Lisa the “thank-you queen.” Lisa specializes in email and direct mail. Visit her!

And if you’ve read any of Tom Ahern‘s writing or attended is workshops…. You’ll learn lots about emotions.

Here’s one more item to read now!

Jeff Brooks asks us: “Are you suffering from these fundraising delusions?” Jeff is citing from Social Velocity | 5 Fundraising Delusions Nonprofits Suffer by Neil Edgington. I can’t figure out which of the delusions are my favorites. Probably “Crowdfunding and events are fundraisers.” Read. Think about. And please review with your boss and your board! If you haven’t subscribed to Jeff’s daily blog yet, do so now!

And all of these harm fundraising!

I keep telling you to engage your boss and board members and staff colleagues in a conversation. Conversations! Not presentations. Not PowerPoint. Not discussion where one side is trying to advocate the other side. And no personal opinions … only body of knowledge.

And I keep saying, “Start your conversations with an interesting blog. Or an interesting piece of research.”

So here I go again!

Share “Fundraising Myths and Dark Legends” at The Agitator (Craver and Belford). I’ve told you a gazillion times to subscribe to this daily blog. Read “Fundraising Myths and Dark Legends” over and over again. (Posted on November 25, 2014)

Now start those conversations. Take your boss to lunch. Of course, s/he reads the posting beforehand. Then you two talk. Use “Fundraising Myths and Dark Legends” as the basis for one of your Fund Development Committee meetings. The only item on the agenda. Examine. Explore. Apply. Learn. Change.

Talk about this blog at a board meeting for 15 minutes. Forget the dollars raised. Talk about how to raise the dollars. Forget talking about how to raise the dollars. Talk about how to keep donors, build loyalty.

Do it. Have those conversations.

I like Fraser Green. He’s interesting and cool.

I respect Fraser’s work and that of his teammates at GOOD WORKS. (And this company uses cute photos. Remember, there is a biological concept called the “cuteness factor.” It stops parents from killing their young. Like dinosaurs and lions. And…)

So here’s some good GOOD WORKS stuff:

• You’re passionate about your nonprofit’s cause. But, as Good Works says, you’re heading for “the perfect storm.” Because then you start educating! Stop trying to educate me! It’s offensive and patronizing and and… (That was me talking.) Good Works says it like this: “When you’re asking for money, don’t start explaining and teaching.”

• And check this out: A Curated Collection of Charity Websites, posted on the Good Works website.

• Check out their white papers. Research about things like: State of the Canadian web. (I’ll be non-Canadians could learn stuff, too!) Legacy marketing overview. And more.

• Most definitely read Iceberg Philanthropy: Unlocking Extraordinary Gifts From Ordinary Donors (about bequests) by some Good Works people, Fraser Green, Jose van Herpt and colleague Beth McDonald. So very useful! I love this book.

• Read Fraser’s book 3D Philanthropy (Make your donors love you by connecting with their minds, hearts and souls.)

Have you read my book (co-authored with Tom Ahern) about nurturing relationships and communicating with donors … all in a donor-centered manner … in order to keep your donors? After all, loyalty is the Holy Grail of Fundraising. (Thanks, Roger and Tom, you agitators!)

Have you read the final chapter, Philanthropy’s Moral Dilemma? Available in the book. And available in my Free Download Library.

Here’s what a Connecticut colleague said about the book:

“While your donor-centric world view greatly influenced me, it plays a poor second to your barely-below-the-surface passion for social justice. I admire what you wrote in your book Keep Your Donors on the topic. That you had the guts to write about it at all. Especially in a book that philanthropists of all political stripes would read, on a topic about the mechanics of growing philanthropy.

“God forbid you should write anything that isn’t carefully neutral, studiously focused on charity and on praising change generically and innocuously…. I was inspired by your willingness to let a part of your passionate self get captured in black and white – a part that most believe could alienate a decent portion of your customer base.”

The Rijksmuseum in Holland told a story…. The purpose wasn’t fundraising…. The purpose was to get people to go to the museum.

So the museum decided – first – to take the art to the people. Back when I was the director of an art center, we put up original local art in the Burger King. And people voted for their favorite and and and … That was 40 years ago.

So back to the Rijksmuseum and taking the art to the people… IN THE MALL…

The museum took one painting of Rembrandt – dated 1642 – called “Guards of the Night.” And….

Well, I don’t want to tell you what…

Click here. Watch this marvelous filming of what happened.

Then…Think about how your organization tells its stories. Its client stories. It’s donor stories. Whatever story…

And, make sure you read Paul Zak’s neuroscience research about brains and oxytocin. Check out “Why Your Brain Loves Good Storytelling.”

Hi. It’s moi (me) again. Yes, I’m still in France. The guests have left. (We had such fun with sister and cousin and their respective in-law partners.)

So now it’s email every day. And I read a lot and then I want to share with you. So here goes….

Some more research:

• Ah, fundraising and technology. Check out this research,  2014 Fundraising Technology Trends. In this study with fundraisers, 80% believe that “better technology leads to more effective fundraising.” You’ll also find info about specific tech strategies, software, etc. — all focused on fundraising.
• Did I already tell you about the newest research from the Nonprofit Research Collaborative? Check out their  “Nonprofit Fundraising Study – Mid-year Update (January – June 2014).” This regular study reviews charitable gifts for Canadian and U.S. charities.

Here are some keepers for all us nonprofit organizations, we leaders, us fundraisers… And some short little things to read and share with your colleagues. Please. Please. S’il vous plaît. Share these with your staff colleagues at an all-staff meeting. Help your program staff and the receptionist and the janitor understand staff.

• Jeff Brooks and Baby Boomers.… We Boomers are a big group and we are many of your donors. And, by the way, we have 70% of the disposable income in the U.S. So how are you doing with us?
• Jeff Brooks tells us to read the great blog series: “Donors Are Your Mission, Too.” Read more at the Veritus Group. Face it people! The real “game changer” is donor centrism, which produces loyalty.
• Stop that darn brand conversation – or at least reshape it! And watch out for awareness and visibility. Please please. Read Jeff Brooks’ “we exist” blog. And make sure you read his blog about awareness campaigns. And then read Sean Triner’s awareness piece at 101Fundraising.
• Check out this great op-ed piece about sponsorships in the 10-22-14 NYT…Any applicability to nonprofits? Because I can think of one in particular!

Short little things to read. Good powerful little things to share. Please please please ….. S’il vous plaît. Share these things with your staff colleagues … Like at the all-staff meeting. This stuff is great to help your program staff and the receptionist and janitor understand stuff. And for your board members, too.

All these people are your ambassadors and your partners in philanthropy and fundraising. Ambassadors… So here’s a great one about brand ambassadors from Seth Godin. I hope you read Seth regularly. Yes, his comments are useful for fundraising and any business and pretty much most lives. Everyone is a brand ambassador for your charity. Everyone!

And there’s more! 

• What would be a resource list without our friends Roger and Tom at The Agitator. Check out the extinction of donor Sapiens. And then go to the original inspiration by Francesco Ambrogetti at 101 Fundraising. Check out 101 Fundraising. It’s pretty darn cool.
• Now here’s an interesting question: “Do Twitter and TV Shrink Your Brain?” And how about all that multi-tasking? Check out Roger Dooley’s update. Subscribe to his free e-news, www.neurosciencemarketing.com.
• Have you had that gift acceptance talk with your board? I mean a really engaging conversation at various levels with various committees and with staff. And then a board-level decision. Check out this article from the Nonprofit Quarterly.

Every single one of these items could be a good conversation starter at your organization. Leaders stimulate conversations. Leaders bring in strategic and cage-rattling conversations to generate perspective and engage in meaningful conversation.

Yes, there is time to have these conversations. Yes, there is time to use conversation as a core business practice. If you cannot find / make the time… then what are you doing?!

Okay. That’s it. Back to vacation.

Do you want to raise more money? Do you want to build donor loyalty?

If you do….

I already told you to read Roger Craver’s new book, Retention Fundraising: The New Art and Science of Keeping Donors for Life.

AND NOW… You must read Storytelling Can Change the World by Ken Burnett. Why?

Here’s what Roger Craver says on the front of Ken’s book: “To hell with statistics, policy pronouncements and self-absorbed institutional tripe. The world needs stories, transformational stories that move audiences to action that can change the world. This book shows us how.”

Ken is the first user of the term “relationship fundraising.” And you have to read that book of his. Ken is the inventor of the Showcase for Fundraising Innovation and Inspiration. And you have to visit SOFII regularly.

Ken covers such topics as:

• Why we tell stories
• The best sales opportunities you’ll ever have
• The story of a story
• Understanding your audience
• Cornerstones of successful storytelling

We can do this! Go!

Nonprofits should pay attention to customer research and customer-centered behavior.

Sure…Yes…I know… NGOs can’t spend the money that for-profits spend. But NGOs can certainly think and reflect and focus on donors. NGOs can certainly reach customer research.

Check out the new SOFII website.

Read this wonderful post about making donors feel REALLY special.

Check out the absolutely brilliant videos of the bank and the airline.

YES. I believe that NGOs can be just as creative as for-profit companies. YES. I believe that NGOs can love their donors and show that love.

Now to the ice bucket challenge.

Notice how long it’s taken me to comment.

Everyone is writing about the ice-bucket challenge. Part of me says … so why would I? On the other hand, why not?

My opening comment: Yes, yes, yes. Amazing. Stunning.

The ice bucket challenge raised millions and millions of dollars. So much money that it doesn’t matter (I suppose) if any of the participants become real donors rather than gimmick responders.

My earliest thought was: “Yippee. ALS raised some one-off money. But will the donors renew or were they just playing the game?”

But the reality is, ALS raised sooooo much moonneeyyy… That actually transitioning into donors (more than a one-off game participant) doesn’t matter much. That’s my perspective today.

BUT! And this is my constant ongoing worry based on what I see all the time: For heaven’s sake… please let’s not think that it’s okay just to do one-off gimmicks and forget about donor retention.

For example, consider slacktivism: Read Seth Godin’s great blog about ice and slackers. And watch out for the weasels that Jeff Brooks’ thinks are coming. And check out The Agitator’s September 5 ice bucket versus leaky bucket.

Now every NGO is going to try to invent a gimmick that goes viral. But how often do things go viral – not very often! So how much time will organizations invest in creating a gimmick? What will be the opportunity cost?

Where is the long-term thinking and strategizing? Neither fundraising nor relationships nor life have Twitter versions. Fundraising and donors and people and relationships and living and life and… is more than Twitter…is more than a blog…is more than an ice bucket.

How about all those “likes” on your organization’s Facebook page? Are the likers giving you money? How about that peer-to-peer fundraising? Did my mom give your charity a gift after I no longer got her to do so because she’s my mom?

How many more ice-bucket challenges will there be that actually work…and raise so much money that retention doesn’t matter? Just because there is technology and social media and the internet and and … Does that mean that everything we really know…like loyalty…can be ignored?

I hope not.

Keep your donors!      Retention matters!

And every single organization could use more tips, better art, good science…

Hot off the press. Roger Craver’s new book Retention Fundraising: The New Art and Science of Keeping Your Donors for Life. 

Get the book NOW! It’s already available at Amazon. Go directly to the publisher, Emerson & Church and buy a couple copies. GREAT gifts for your fundraiser friends or a client. (Yes, I give fundraising books as gift. I know you might think I’m weird.)

Just a few reasons you want THIS BOOK:

1. Roger is a donor-retention specialist. He invented one of my favorite phrases: “Loyalty is the Holy Grail of fundraising.”
2. He’s a guru in direct response fundraising… telemarketing…multi-channel fundraising. Roger has worked with names we all know: Common Cause, NOW, WWF, ACLU, Planned Parenthood, Greenpeace…
3. Roger is 1/2 of The Agitator. You know that great morning blog that gives you so much useful information. Agitator readers come from all over the world. Yes, all over the world (and there are 2 readers in Foster, RI!)
4. And, for me… I especially respect, admire, and honor Roger for “telling it like it is,” challenging and ranting.
5. And, if you know Emerson & Church Publishers, you know it publishes short, easy-to-read books that add value immediately. I read the manuscript. Easy. Fast. Apply now.

And, by the way, there is even a complementary website for the book.

Read Retention Fundraising. Now is soon enough!