Every other day it seems you hear another voice speaking up for "how well" direct mail works and that it will "really" never die. That is until it does die. And then where are you?
I'll bet you are still trying to figure out how to make the digital online world - email, Facebook, Web site, etc. - work for you.
I've just finished an informal poll of my blog readers. Guess what stuck out? Close to 70 percent read our blog "before" they get to work and slightly more than 50 percent read it first on their smartphone or iPad. Wow!
And my audience skews slightly older (45+) which makes the smartphone and iPad readership even more of a surprise to me and I'll bet to a lot of you as well.
But, is this really a surprise? The big growth in Internet access is quickly coming from mobile. It's with you wherever you go. Hello!
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
BROWNE INNOVATION GROUP
Sunday, July 31, 2011
Thursday, July 28, 2011
BIG’s Blog: Online Fund Raising and Vocations
I recently spoke at the Benedictine Development Symposium held in Schuyler, Nebraska: A world class venue drawing attendees from across the U. S. and Europe.
In our presentation to the attendees, we spent a lot of time sharing the reality of the shift in media and communications from the paper and ink (analog) platform to the online (digital) platform, especially for potential donor targets that are 45 and younger.
We were blunt in saying, “If you’re not communicating with them online, and the younger the audience the more important it is to be online, you are simply not reaching them.”
Apparently, we sparked a memory in a number of attendees. They were asking themselves, “Where have I heard this before?”
It turns out many Development people were already hearing this message from their Vocation Directors. One Development Director said, “My Vocation Director says to forget email for people under 30, if we aren’t on Facebook or texting them, they are not hearing from us.”
One Development Director came up to me after our presentation and said, “I just texted our Vocation Director during your presentation and when I get home, we are calling you together.”
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
In our presentation to the attendees, we spent a lot of time sharing the reality of the shift in media and communications from the paper and ink (analog) platform to the online (digital) platform, especially for potential donor targets that are 45 and younger.
We were blunt in saying, “If you’re not communicating with them online, and the younger the audience the more important it is to be online, you are simply not reaching them.”
Apparently, we sparked a memory in a number of attendees. They were asking themselves, “Where have I heard this before?”
It turns out many Development people were already hearing this message from their Vocation Directors. One Development Director said, “My Vocation Director says to forget email for people under 30, if we aren’t on Facebook or texting them, they are not hearing from us.”
One Development Director came up to me after our presentation and said, “I just texted our Vocation Director during your presentation and when I get home, we are calling you together.”
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
Wednesday, July 27, 2011
BIG's Blog: Reality
“The sobering reality is that many nonprofits are still hurting (from the recession), and if giving continues to grow at that rate, it will take five or six years just to return to the level of giving we saw before the Great Recession.”
This is a quote by Patrick Rooney, Ph.D., executive director of the Center on Philanthropy, in “The NonProfit Times,” July 1, 2011.
How is your organization changing its strategic plan to address the reality of our times? If you don’t know, begin to analyze your mission and fundraising programs today.
-Gail
This is BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
This is a quote by Patrick Rooney, Ph.D., executive director of the Center on Philanthropy, in “The NonProfit Times,” July 1, 2011.
How is your organization changing its strategic plan to address the reality of our times? If you don’t know, begin to analyze your mission and fundraising programs today.
-Gail
This is BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
Tuesday, July 26, 2011
BIG’s Blog: Start with a Plan
I spoke recently at the Benedictine Development Symposium, which is one of the premier gatherings in locale and content in Catholic fund raising today. The Benedictine Symposium draws both domestic and international attendees. One of the main messages in our presentation and in follow-up conversations was emphasizing the need for a comprehensive Development plan to address the fundamental change that is underway in Development today.
Endemic to the Development world is the built-in bias towards what I refer to as “Silver Bullets.” You know what I am talking about. “We would generate more donations if we just had a better Web site. We would raise more money if we had a way to fix our major donor program.”
In my presentation, I used the famous line from the Cheshire Cat in Alice’s Adventures in Wonderland: “If you don’t know where you are going, any road will get you there.”
It’s never a “one fix” problem; it’s always about taking the time and effort to create a plan...a road map...to where you want to go and how to get there.
This is a big one. If you put a comprehensive plan in place to integrate your offline and online fund raising efforts and more fully maximize your charitable major donor work, you will watch donations grow year-over-year. Or, keep doing what you are doing and your donations will surely decline.
The consensus of the Benedictine Development leaders in attendance is that they are moving to develop new plans. Very progressive!
-Mike
Welcome to BIG's Blog and yes, by all means forward our blog to your friends and co-workers.
Endemic to the Development world is the built-in bias towards what I refer to as “Silver Bullets.” You know what I am talking about. “We would generate more donations if we just had a better Web site. We would raise more money if we had a way to fix our major donor program.”
In my presentation, I used the famous line from the Cheshire Cat in Alice’s Adventures in Wonderland: “If you don’t know where you are going, any road will get you there.”
It’s never a “one fix” problem; it’s always about taking the time and effort to create a plan...a road map...to where you want to go and how to get there.
This is a big one. If you put a comprehensive plan in place to integrate your offline and online fund raising efforts and more fully maximize your charitable major donor work, you will watch donations grow year-over-year. Or, keep doing what you are doing and your donations will surely decline.
The consensus of the Benedictine Development leaders in attendance is that they are moving to develop new plans. Very progressive!
-Mike
Welcome to BIG's Blog and yes, by all means forward our blog to your friends and co-workers.
Monday, July 25, 2011
BIG's Blog: Do you know why?
Quote for the day! “When you understand the why in life, only then does the how become possible in your mind.” -Bryan Dodge
The world of fundraising is changing. Take the time to understand the “why.” Then build a plan to address these changes.
-Gail
The world of fundraising is changing. Take the time to understand the “why.” Then build a plan to address these changes.
-Gail
BIG’s Blog: Understanding Your Data
I spoke at the Benedictine Development Symposium a couple of weeks ago on the coming transformation of fund raising. This transformation is being driven by the shift from paper and ink (analog) communications to the online (digital) communications.
The Benedictines, as a group, are very progressive in adopting new technologies. In fact, they were the first Catholic communities to adopt modern printing technology following the invention 500+ years ago of movable printing type. Needless to say, these Development folks were very interested in learning what this technology shift could mean for their Development efforts.
One attendee asked me, “If I focus on becoming proficient on one new technology or tool this year, which one should I focus on, Facebook, our Web site or email?”
I told her to first focus on becoming fluent and conversant in her donor data. They haven’t changed the basics of marketing communications which is still the foundation for successful fund raising and that is the right message, to the right person at the right time. Success starts with knowing your data so you can target.
Since her organization did direct mail, I told her to learn and focus on analytics for her direct mail program first. Find a vendor who can do real data mining and will educate you along the way. And don’t look for your service bureau or list company or agency to have these skills at the level you need. Although your list company or agency might know way more about analytics than you, ask them how many PhD statisticians they employ. Data mining is heavy on quantitative mathematics and real analytic firms employ people with real degrees in hard statistics and mathematics, not IT.
The reason to learn analytics first on your direct mail programs is so you are already conversant in data mining and analytics when you make the leap to analysis of your online programs. Online analytics is essentially direct mail analytics on steroids.
First and foremost, understand your data.
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
The Benedictines, as a group, are very progressive in adopting new technologies. In fact, they were the first Catholic communities to adopt modern printing technology following the invention 500+ years ago of movable printing type. Needless to say, these Development folks were very interested in learning what this technology shift could mean for their Development efforts.
One attendee asked me, “If I focus on becoming proficient on one new technology or tool this year, which one should I focus on, Facebook, our Web site or email?”
I told her to first focus on becoming fluent and conversant in her donor data. They haven’t changed the basics of marketing communications which is still the foundation for successful fund raising and that is the right message, to the right person at the right time. Success starts with knowing your data so you can target.
Since her organization did direct mail, I told her to learn and focus on analytics for her direct mail program first. Find a vendor who can do real data mining and will educate you along the way. And don’t look for your service bureau or list company or agency to have these skills at the level you need. Although your list company or agency might know way more about analytics than you, ask them how many PhD statisticians they employ. Data mining is heavy on quantitative mathematics and real analytic firms employ people with real degrees in hard statistics and mathematics, not IT.
The reason to learn analytics first on your direct mail programs is so you are already conversant in data mining and analytics when you make the leap to analysis of your online programs. Online analytics is essentially direct mail analytics on steroids.
First and foremost, understand your data.
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
Thursday, July 21, 2011
BIG’s Blog: Really Learning Something
We all read that a class of students will retain only 15% of what the teacher taught on any particular day.
It is also true that people learn differently; some learn better through hearing, some learn better through reading, etc.
But, if you “really” want to learn something, commit to teach it.
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
It is also true that people learn differently; some learn better through hearing, some learn better through reading, etc.
But, if you “really” want to learn something, commit to teach it.
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
Wednesday, July 20, 2011
BIG's Blog: Give them what they want.
In a 2010 donor study conducted by Cygnus Applied Research Inc., 74% of the respondents indicated that they would continue to give support indefinitely to the nonprofit if they received the following:
1. Prompt and meaningful acknowledgements for their gifts
2. Assurance that their gift was be used as donor requested
3. Show the results of their prior gifts at work before they are asked for another contribution
I doubt that there are many nonprofits that can say they treat their donors in this manner. If donors are telling the organization how they want to be treated, why aren’t you listening? Is this not a part of the engagement process?
-Gail
This is BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
1. Prompt and meaningful acknowledgements for their gifts
2. Assurance that their gift was be used as donor requested
3. Show the results of their prior gifts at work before they are asked for another contribution
I doubt that there are many nonprofits that can say they treat their donors in this manner. If donors are telling the organization how they want to be treated, why aren’t you listening? Is this not a part of the engagement process?
-Gail
This is BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
Tuesday, July 19, 2011
BIG’s Blog: Do You Audit Your Nonprofit?
EWhen was the last time you called your published phone number during business hours to check how your receptionist answers (or doesn’t answer) the phone?
When was the last time you had someone not known to your staff send through a donation to audit how quickly and completely the donation was processed, the thank you sent and the donation receipted?
When was the last time you had someone not known to your staff call and ask questions about your mission or ministry to see how knowledgeable the answers were?
All of this falls under the topic of donor service.
Donor service is to nonprofits what customer service is to commercial companies.
Now sign up for Netflix or purchase something from Zappos.com. Then compare how fast and complete their product fulfillment is – this compares to your organization processing a donation. And call their customer service number and see how their customer service compares to your donor services calls.
Your donors are also customers of many companies including Netflix and Zappos. Their expectations of your donor service are consciously compared to the best customer service they receive.
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
When was the last time you had someone not known to your staff send through a donation to audit how quickly and completely the donation was processed, the thank you sent and the donation receipted?
When was the last time you had someone not known to your staff call and ask questions about your mission or ministry to see how knowledgeable the answers were?
All of this falls under the topic of donor service.
Donor service is to nonprofits what customer service is to commercial companies.
Now sign up for Netflix or purchase something from Zappos.com. Then compare how fast and complete their product fulfillment is – this compares to your organization processing a donation. And call their customer service number and see how their customer service compares to your donor services calls.
Your donors are also customers of many companies including Netflix and Zappos. Their expectations of your donor service are consciously compared to the best customer service they receive.
-Mike
Welcome to BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
Monday, July 18, 2011
BIG's Blog: Responsibility
In my last blog, I asked the question, “Who is responsible for constituent and donor engagements?" The answer is EVERYONE. Leadership must take an active role in leading the engagement strategy. Fundraising staff as well as departments within the organization should be responsible.
The generational shifts between the Depression and WWII era down to the Millennials is so vast that everyone needs to be involved in establishing a new set of engagement strategies. This generational shift also includes a religious shift between the "pre-Vatican II” and “post-Vatican II” Church. Together the religious organization must create messages to which every generation of cohorts and donors can relate.
How will you present your mission to future cohorts and donors? Once you answer this question, the organization can begin to develop a plan.
-Gail
This is BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
The generational shifts between the Depression and WWII era down to the Millennials is so vast that everyone needs to be involved in establishing a new set of engagement strategies. This generational shift also includes a religious shift between the "pre-Vatican II” and “post-Vatican II” Church. Together the religious organization must create messages to which every generation of cohorts and donors can relate.
How will you present your mission to future cohorts and donors? Once you answer this question, the organization can begin to develop a plan.
-Gail
This is BIG’s Blog and yes, by all means forward our blog to your friends and co-workers.
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