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Fundraising Tuesday: Are You Talking to Me?

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When your nonprofit sends out fundraising appeal letters, who are you talking to? It’s vital to know.

Imagine that you sent out a beautifully written appeal letter–to the wrong address. What are the chances that the person who received it would give, out of the blue? Are they a lot less likely to give than the person who’s already on your list? Of course! Your beautiful letter would be a waste of time and postage. What a shame!

Or imagine that you put a lot of time and effort into producing an appeal aimed at the interests of the donor…and then you called them by someone else’s name. (It happened to me!) Doesn’t your heart sink at the wasted effort–and potentially, the lost donor?

Literally knowing who you are talking to makes a huge difference. Knowing who you are talking to as in what they are interested in makes all the difference in the world.

Because they might not be interested in you.

A Fundraising Appeal that Didn’t Speak to Me

Last December, I received an appeal letter from an elder care organization that was so beautiful, I would use it as a model of what to do.

  • The envelope had a return address and a lovely seasonal graphic.
  • The graphic continued inside, as a border around the letter.
  • The salutation said “Dear Dennis,” not Dear Mr. Fischman or Dear Friend.
  • The letter included a story about one individual the organization helped.
  • The text of the letter included bold type and a pull-quote to call the reader’s attention to the message.
  • The reply vehicle included chances to give in honor or in memory of someone–very appropriate for an eldercare organization. It also made it simple to make a monthly donation, either by check or online.

With all these advantages, why didn’t the appeal letter work for me? It wasn’t talking to me!

The best-written fundraising appeal in the world won’t raise funds if the person who receives it doesn’t care about the organization that’s asking.

Yes, my mother lived at a home this organization bought about halfway through her three years there. And yes, the place kept her and all the other residents safe through the darkest days of the Covid pandemic, before the vaccines. I’m grateful for that.

But they did it by keeping residents isolated in their rooms. My mother, in her eighties, suffered greatly by not having anyone to talk to besides the people who delivered her meals on a tray and did her laundry. She declined physically and mentally, and it has taken years for her to gain back some of what she lost.

Mom is also a vegetarian, as many more old people will be in the coming years. The organization really did not know how to feed her. Too many days, meals consisted of grilled cheese for lunch and pasta and cheese for dinner.

Do they know they’re talking to someone who has mixed feelings about their assisted living home? They do not. Because they never asked.

So they send me a letter that’s aimed at people who have bought into their mission statement and their ability to deliver. And that’s not me.

Before you send out your next fundraising letter, please do your nonprofit a favor. That is, find out as much as you can about who you are talking to. Because I’d hate to see your lovely letter go into the recycling bin of someone you didn’t really mean to send it to at all.

 

 

Fundraising Tuesday: How to Engage Donors Through Nonprofit Video Storytelling

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A guest post by Doug Scott of Tectonic Video

Nonprofits rely on donations from supporters to fund their missions and make a positive impact on their communities. However, with so many organizations competing for attention and resources, it can be difficult to stand out and connect with potential donors. That’s where video comes into play.

Nonprofit video storytelling can help you create a compelling narrative that engages viewers and inspires them to take action. In this guide, we’ll discuss four effective ways to engage donors with nonprofit video stories.

Ready to inspire support for your cause? Let’s get started!

1. Film for each stage of the donor journey

One useful strategy for attracting prospective donors and building stronger relationships with current supporters is to tailor your nonprofit videos to the donor journey. The donor journey, also known as the donor pipeline, refers to the steps that a person takes to become an official donor for your cause. The more familiar you are with a donor’s journey through your organization, the better you can appeal to their interests and solicit their support.

To ensure that your content is relevant and personalized to each donor’s level of engagement, film your video stories with the following stages of the donor journey in mind:

  • Awareness Stage: In the awareness stage, your nonprofit’s goal should be to raise brand awareness and attract new potential donors. Create videos that introduce your mission, values, and services.
  • Interest Stage: During the interest stage, you want to engage potential donors and encourage them to learn more about your organization. Provide in-depth information about your services through behind-the-scenes looks and interviews with staff or volunteers.
  • Consideration Stage: In the consideration stage, nonprofits work to convert potential donors into actual donors. Highlight the impact of your programs and services, making sure to include success stories from people who have benefited from your services. You should also explain how donor contributions make a difference in the community.
  • Action Stage: The action stage occurs when a donor makes a contribution in support of your cause. During this stage, remember to thank donors for their gifts and showcase the direct impact of their support. These videos should also include calls-to-action that encourage donors to deepen their involvement with your organization, such as by volunteering or attending events.

Track donor behavior at each of these stages to gain insights into which types of content or messaging resonate most with your audience and adjust your communication strategies accordingly for future engagement efforts.

2. Follow a narrative storytelling structure

Most written stories take readers on a journey from beginning to middle to end, providing them with memorable and intriguing experiences along the way. Your video stories should do the same.

To tell a compelling video story that engages and creates an emotional connection with viewers, follow a narrative storytelling structure that includes these elements:

  • Introduction: The first scene of your video should hook viewers and entice them to stick around for the rest of your story. To do so, introduce a compelling main character that has a strong connection to your organization, such as a beneficiary, donor, or staff member.
  • Conflict: Introduce a conflict or challenge that the main character is facing. This could be a personal struggle or a larger social issue that your nonprofit is working to address, such as world hunger.
  • Rising Action: Add momentum by showing how the main character is attempting to overcome the conflict.
  • Resolution: Show how the main character overcomes the conflict or challenge with the help of your nonprofit’s programs or services. For instance, if your character is suffering from food insecurity, demonstrate how your nonprofit’s food delivery program provides them with nutritious meals.
  • Conclusion: Wrap up with a conclusion that ties everything together and leaves a lasting impression on the viewer. This could involve underlining the importance of your nonprofit’s mission and encouraging viewers to get involved to help drive your impact.

Keep in mind that this storytelling structure can and should be adjusted to align with your specific video storytelling needs. For instance, if you’re filming a fundraising video, you might choose to introduce your campaign in the opening scene, rather than introducing a main character.

3. Prioritize high-quality video production

NXUnite defines nonprofit video production as a multi-step process that includes planning, scripting, filming, editing, and publishing video content. While it’s possible to oversee this process yourself, a video story that is filmed, edited, and produced by nonprofit video professionals is more likely to achieve your desired outcome.

Nonprofit video production companies are dedicated to helping mission-driven organizations create high-quality content that engages donors. They can provide your organization with:

  • High-quality video content that effectively communicates your mission.
  • Assistance with developing ideas, scripting, filming, and post-production.
  • Access to professional-grade equipment and editing software for  creating more polished and engaging video content.
  • Collaboration with a team of experienced video professionals who have knowledge of the latest video production trends.

As professionals bring your video story to life and oversee each of these complex steps, they free up time for other important initiatives, allowing you to focus on driving positive change in the community.

4. Adopt a multichannel marketing strategy

Once your video is scripted, filmed, and edited, it’s time to share it with donors. Tectonic Video’s guide to video marketing recommends publishing your video stories on Vimeo or Youtube, as these platforms have built-in tools for tracking engagement. Then, share the link across multiple marketing channels like:

  • Social Media: Share your nonprofit’s videos on social media platforms such as Facebook, Instagram, Twitter, and LinkedIn. Use hashtags and tags to increase visibility and encourage sharing.
  • Email Campaigns: Include videos in your email outreach, making sure to add a compelling subject line and preview image to encourage donors to click on the video.
  • Website: Embed your nonprofit’s videos across your website’s homepage, donation page, or program pages. This provides an engaging way for donors to learn more about your nonprofit’s work and can help you remain relevant online.
  • Events: Screen your video stories at events, such as fundraisers, galas, or community gatherings, to showcase your impact and inspire attendees to contribute to your cause.

By adopting a multichannel marketing strategy, you increase your chances of reaching donors on their preferred platforms and inspiring them to act.

Author: Doug Scott

Doug is the Founder & CEO of Tectonic Video. He has more than 20 years of nonprofit communications experience as a filmmaker, communications director, chief marketing officer and leader of two creative agencies for nonprofits. Doug is a global citizen having traveled to more than 50 countries. He earned his B.A. in Strategic Communications from DePaul University, and he’s a frequent guest lecturer at Stanford University on topics related to nonprofit storytelling and storytelling ethics.

Fundraising Tuesday: 5 Essential Elements of an Annual Giving Plan

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A guest post by James Barnard of BWF

Your nonprofit’s annual giving strategy gives your organization the unrestricted funding it needs to power its mission. Everything from your volunteer program and community outreach projects to the electric bill for your organization’s headquarters can be funded with annual gifts.

Because unrestricted funding is so important for your organization, you need a clear annual giving plan to help reach your goals. In this guide, we’ll highlight five essential elements of a successful annual giving plan:

  1. Inspiring goals
  2. Pipeline development strategies
  3. A clear message
  4. Personalized donor outreach and stewardship
  5. Appreciation efforts

According to BWF’s annual giving guide, today’s nonprofit donors expect “meaningful engagement, personalized interactions, and curated experiences that speak directly to their motivations and needs.” Creating a plan with the following elements can help you exceed donors’ expectations and develop relationships that last long after your annual giving campaign ends.

1. Inspiring goals

Your nonprofit’s team will have an objective to work toward when you set clear goals. Use your goals to set priorities and establish benchmarks for success.

Your goals should be specific, measurable, and attainable. Review past annual giving campaigns to develop a relevant, achievable goal based on your current and potential fundraising capacity. Base your goals around specific fundraising metrics such as:

  • Revenue
  • Donor acquisition
  • Donor retention
  • Fundraising ROI

Assign reporting responsibilities to each of your annual giving team members. For example, one team member might be in charge of tracking revenue while another keeps tabs on your donor acquisition and retention rates.

2. Pipeline development strategies

Reaching your annual giving goals depends on your nonprofit’s ability to connect with new and existing donors. To make this connection, use your donor pipeline to convert audience members into annual giving donors.

You can find leads by engaging with individuals who have already been involved with your nonprofit in the past, including:

  • Past donors
  • Past volunteers
  • Past event attendees
  • Social media followers
  • Website visitors

You can also conduct prospect research to discover potential new donors who may not yet have any relationship with your organization. With the help of a prospect research consultant or database, you can identify potential donors who have a high giving capacity and an interest in your cause and then focus in on those who fit into your ideal donor profile.

Reach out to these potential donors using a combination of digital messaging and traditional outreach like appeal letters. Establishing a multichannel communication approach helps keep your appeal top of mind for potential donors.

3. A clear message

To help your nonprofit stand out, craft a relevant message that resonates with the widest group of potential supporters.

Whether you’re reaching out as part of your mid-year or year-end giving appeal, your outreach should be unified and compelling. Follow these tips when creating your annual giving message:

  • Tell a captivating story. Clearly explain why you’re raising funds and who will benefit from your organization’s projects and programs. Consider highlighting the journey of a central protagonist who was supported by your organization’s work.
  • Create a catchy slogan or tagline. Make your annual giving strategy stand out by creating a slogan for your campaign, such as “Building a Stronger Tomorrow” or “Love Your Earth Today.” You can use your slogan as a hashtag on Instagram or Twitter to track conversations about your campaign.
  • Highlight donor benefits. Describe the value donors will receive from joining your campaign, such as the ability to join your donor society or receive complimentary merchandise.

Whether you’re telling your story within a social media post, letter, or email newsletter, keep your message brief and provide an easy way for supporters to get involved. For example, you might include a link or QR code leading to your online donation page.

4. Personalized donor outreach and stewardship

As mentioned, donors expect to be treated as individuals. Creating personalized content for donors rather than generic, one-size-fits-all messages will help you generate deeper relationships, and as a result, more donations.

Build donor relationships throughout your annual giving campaign by:

  • Segmenting donors to create tailored content. For example, you might create groups of former volunteers, donors, and event attendees. Then, you can send more relevant messages to each group based on their interests.
  • Personalize your appeals. Use the information you have in your donor database to customize your outreach messages with donors’ names and references to their past involvement. For example, you might thank someone for their previous volunteer work or past donation to your year-end giving initiative.
  • Answer donor questions. Be responsive if donors reach out to you with questions. Providing a positive customer service experience by quickly addressing donors’ concerns will help build trust.

5. Appreciation efforts

When you wrap up your annual giving campaign by showing gratitude to donors, you can lay the foundation for long-term relationships with them.

Make your thank-you notes stand out by:

  • Sending messages in donors’ preferred formats. Use your donor data to determine each donor’s preferred communication method. Personalize your thank you messages with donors’ names and donation amounts.
  • Asking donors for feedback. Donors can provide valuable feedback on everything from your campaign messaging to your donor engagement efforts. Asking them for feedback and implementing their recommendations makes them feel heard and appreciated.
  • Giving donors a way to stay in touch. Keep the conversation going — invite donors to continue engaging with you by following you on social media, signing up for your email newsletter, or registering for a volunteer opportunity.

If you feel like your nonprofit could use more personalized support throughout your campaign, don’t hesitate to reach out to a fundraising consultant. These fundraising partners can provide you with the tailored support and recommendations you need to exceed your goals.

James Barnard, BWF, head shotJames Barnard, Associate Managing Vice President of Annual Giving and Digital Marketing at BWF

James an integral part of the team at the global fundraising consultancy BWF. He helps nonprofit clients develop digital strategies for fundraising and marketing. James has been active in CASE for a number of years, participating as a conference speaker and CASE District II board member.

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