Donor acquisition vs donor cultivation -- know the difference to succeed in both

Donor acquisition -- in any medium -- has a fundamentally different "ecosystem" form donor cultivation. Knowing the difference will make you far more effective in both.

We discuss the differences in response numbers, cost, messaging, and long-term impact between acquisition and cultivation.

Program #74

Play: Donor acquisition vs donor cultivation (right click or "save as" to save the file for later).

Or subscribe via iTunes here:

Time: 9:18

Fundraising Is Beautiful 101 -- the basics of great fundraising

Before you know anything else about fundraising, there are three basic assumptions you should know about it:

  1. Fundraising is all about specificity. It's the specific change you're asking the donor to help make with their gift. Abstractions and generalities fail to move donors to action.
  2. Fundraising is about building relationships. Don't think of donors as ATMs that dispense money from time to time. Think of them as friends who do cool things with you. It's a two-way relationship. Both sides give and both sides receive.
  3. Fundraising transforms donors. When you know they amazing things that happen in their lives when they give to you, you'll enjoy fundraising a lot more. And you'll do a better job.

Working with these basic truths is the key to success.

Program #73

Play: Fundraising Is Beautiful 101 (right click or "save as" to save the file for later).

Or subscribe via iTunes here:

Time: 11:03

The 12 tips of Christmas

Partridge Encore podcast from our best-of archives!

Here are 12 fundraising tips -- most of them super-easy and ready to try immediately -- that can boost your fundraising results, this holiday season or any other time of year.

Program #72

Play: The 12 tips of Christmas (right click or "save as" to save the file for later).

Or subscribe via iTunes here:

Time: 19:47

ENCORE PODCAST: Maximize your year-end fundraising

Re-posted by popular demand! The coming weeks are the probably the most important of the year for your fundraising. Here are practical tips for both direct mail and online fundraising that can make the most of the generosity your donors feel as the year comes to an end.

Program #71

Play: Maximize your year-end fundraising (right click or "save as" to save the file for later).

Or subscribe via iTunes here:

Time: 13:11

Letter from a disgruntled donor

A donor writes a letter to the president of the organization. It's an articulate critique of what the donor dislikes about their fundraising: It's simplistic, repetitious, and emotional. What do you do? What do you say? We read an actual letter from a real donor and talk through the right -- and wrong -- response. There's a disastrously bad response that many organizations make to letters like this. There's also an affirming, correct, and revenue-enhancing response.

Program #70

Play: Letter from a disgruntled donor (right click or "save as" to save the file for later).

Or subscribe via iTunes here:

The evil cousin of fundraising

Discover fundcrushing, the common practice that persuades so many donor not to give. Find out why it doesn't raise funds -- and how you can avoid being a fundcrusher.

Program #69

Play: The evil cousin of fundraising (right click or "save as" to save the file for later).

Or subscribe via iTunes here:

Time: 12:01

(See some examples of fundcrushing at futurefundraisingnow.com)

3 steps to effective storytelling in fundraising

Storytelling that persuades donors to action isn't magic. You just have to make sure your has these elements:

  • It's about the donor (not about your awesome organization)
  • It leads to the donor taking action -- entering the story
  • It's unfinished -- you want to donor to create the satisfying end to the story.

    Program #68

    Play: 3 steps to effective storytelling in fundraising (right click or "save as" to save the file for later).

    Or subscribe via iTunes here:

    Time: 12:57

    Interested in mastering the art of storytelling? You should attend the Nonprofit Storytelling Conference, November 6-7 in Seattle.

  • 4 hallmarks of donor-focused communications

    Do you ever wonder if your donor communications are truly donor-focused? Check what you're saying against this list:

    1. Donors are the heroes of most of the stories you tell.
    2. Donors get prompt, detailed, and frequent information about the impact of their giving.
    3. Donors has control over how you communicate with them.
    4. Design is appropriate for donors -- not aimed at internal audiences.

    Program #67

    Play: 4 hallmarks of donor-focused communications (right click or "save as" to save the file for later).

    Or subscribe via iTunes here:

    Time: 13:00

    3 things your donors should be able to find on your website

    Your nonprofit website does a lot of things. If you want it to be helpful to your fundraising, make sure it has these three elements:

    1. Information that tells them than can trust you.
    2. A clear statement of what you do.
    3. Easy-to-use donation form(s).

    That's not a complete list of everything you should have -- just three musts you' shouldn't let slip. These things will help you raise more money, both online and offline.

    Program #66

    Play: 3 things your donors should be able to find on your website (right click or "save as" to save the file for later).

    Or subscribe via iTunes here:

    Time: 7:13

    5 ways to drive away donors

    Are you getting too much fundraising revenue? Do you need fewer donors to support your work? Here's how you can help solve that problem:

    1. Write and design for your coworkers (or yourself).
    2. Change the subject between your acquisition and cultivation messages.
    3. Educate your donors.
    4. Develop your website differently from your offline messages.
    5. Have sloppy donor data.

    Program #65

    Play: 5 ways to drive away donors (right click or "save as" to save the file for later).

    Or subscribe via iTunes here:

    Time: 15:19


    Jeff Brooks is creative director at TrueSense, the growing, innovative fundraising agency for organizations that care about donors. Steven Screen is co-founder of The Better Fundraising Company, and a past winner of the Direct Mail Package of the Year award from FundRaising Success magazine, which surprisingly lead to him getting fired. Between them, they have nearly 50 years of experience helping excellent nonprofits raise money for their causes. That's a lot of years, but they aren't all that old, really. Yet.




          

          


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