BRINGING OUT THE BEST IN THE BIG APPLE

BEST THINKING… BEST IDEAS… BEST SOLUTIONS

THE 10 COMMANDMENTS — Ten Ageless, Irrefutable, Non-Negotiable Keys to Optimizing Your Fundraising Success

Presented by:Tom GaffnyTom Gaffny Consultingtomgaffny@hotmail.com

10 Really Important

Rules

Rule #1:

Rule #1:It’s not about you.

You Don’t Have a Direct Mail Program –

It Belongs to the Donor

The Fundraising Dialogue

Sender Receiver

-What you send-When you send it-Which channel

3 Absolute TruthsAbout Your Next Fundraising Piece

TRUTH #1

99.9% of your audience hasn’t been standing by the door all day, waiting for your package to arrive.

TRUTH #2

Unless you do something that interests them … provokes them… or connects with them… you’ve lost before you even started.

TRUTH #3

Re-read Truths #1 and #2.

“But … We Have Needs!”

People don’t give to you because you have needs.

They give to you because you meet needs (including there’s).

Rule #1: It’s not about you.Rule #2:

Rule #1: It’s not about you.Rule #2: It’s all about them … and the context at that moment.

CONTEXT DECIDES

How we talkHow we dress

Donor PyramidFinancial Measures

Mid

Low

Prospects

High

Passion PyramidPsychic Measures

• Knowledge of you

• Interest in you

• Loyalty to you

• Concern about you

LowPassion

HighPassion

Passion PyramidPsychic Measures

More Likely to;- Pay attention- Seek information- Give you 2nd and 3rd chances

LowPassion

HighPassion

Passion PyramidPsychic Measures

LowPassion

HighPassion

• Knowledge of you

• Interest in you

• Loyalty to you

• Concern about you

Passion PyramidPsychic Measures

LowPassion

HighPassion

More likely to:

- Not care

- Not want much info

- Give you 1 chance … maybe

“But isn’t that …you know … boring?”

The 3 Greatest Fundraising Appeals in my life:

• Mailed to 500,000 people … and raised $23,000,000

• Mailed to 8,234 people … and raised $6,300,000

• Mailed to 489 people … and raised $57,400

Eureka!

Let’s just mail everyone 7 page letters!

Eureka!

Let’s just mail everyone 7 page letters!

No.

Pareto Principle

80/20 Rule

20% of the donors generate 80% of the revenue

Passion Principle

80/20 Rule

20% of the donors do 80% of the reading

January 12, 2010

4:53pm

The Keys to Context

Speak to the recipient … on his or her terms

Speak to the moment … in a compelling way

Rule #1: It’s not about you.Rule #2: It’s all about them … and understanding the context.Rule #3: You’ve got 5 seconds to be successful.

“If your outer envelope doesn’t drive the person inside … you’re screwed.”

“If your outer envelope doesn’t drive the person inside … you’re screwed.”

(And the same goes for your subject line!)

The ‘A’ pile Theory of Direct Marketing

‘A’ Pile – I must open it

‘B’ Pile – I might open it

‘C’ Pile – Where’s the waste basket?

Making the ‘A’ Pile

HighPassion

LowPassion

THE RULES ARE VERY

DIFFERENT, BY SEGMENT!

Making the ‘A’ Pile

HighPassion

LowPassion

• Hide the brand

• Show the brand

Making the ‘A’ Pile

HighPassion

LowPassion

• Hide the brand• Tricks

• Show the brand• Treats

Making the ‘A’ Pile

HighPassion

LowPassion

• Hide the brand• Tricks

• Show the brand• Treats

Everyone loves a great offer. Don’t

hide it.

Making the ‘A’ Pile

HighPassion

LowPassion

Of course, you could

always just freak

everyone out

Making the ‘A’ Pile

Format is a “Difference-Maker”

• Sets the tone for your appeal

• Ensures you’re noticed … or ignored

• Is the conduit to success … or failure

Rule #1: It’s not about you.Rule #2: It’s all about them … and understanding the context.Rule #3: You’ve got 5 seconds to be successful.Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed.

You’re not in the writing business.

You’re in the interest-building, motivating and selling business.

Unless you build interest, motivate, or sell, you’ve failed.

Tip #1

Appeal to your reader’s self-interest (you, you, you).

“Our”?

Sometimes it’s a big Yeccch.

Tip #2

Share news. Without pussyfooting around.

Tip #3

Be personal. Show ‘em you know ‘em.

Tip #4

Hit ‘em with an interrupting thought.

Tip #5

Tell a story.

NMSS Slides

Tip #6

Take another look at your 3rd paragraph.

Or your 4th.

Or your 5th…

Rule #1: It’s not about you.Rule #2: It’s all about them … and understanding the context.Rule #3: You’ve got 5 seconds to be successful.Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed.Rule #5: Make it easy.

How Easy Are You Making it?

-Can I scan it, and ‘get it’?

-Is there a specific offer that jumps off the page?

159

160

How Easy Are You Making it?

-Can I scan it, and ‘get it’?

-Is there a specific offer that jumps off the page?

-Can the reply slip stand on it’s own?

June 13, 2008 169

Rule #1: It’s not about you.Rule #2: It’s all about them … and understanding the context.Rule #3: You’ve got 5 seconds to be successful.Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed.Rule #5: People give to solve problems, not to celebrate solutions.Rule #6: Remember the 90/10 rule of creative.

The elements of every direct mail package(typical 2-page letter package)

-The carrier-The opening couple of lines-The body of the letter-The close-The P.S.-The reply slip headline/offer-The rest of the reply slip-The brochure/insert-The reply envelope

% of Words

-The carrier 1%-The opening couple of lines 3%-The body of the letter 60%-The close 3%-The P.S. 3%-The reply slip headline/offer 2%-The rest of the reply slip 7%-The brochure/insert 20%-The reply envelope <1%

The elements of every direct mail package

-The carrier 1%-The opening couple of lines 3%-The body of the letter-The close-The P.S.-The reply slip headline/offer 2%-The rest of the reply slip-The brochure/insert-The reply envelope

% of Words

-The carrier <1%

-The opening couple lines 3%-The body of the letter 60%-The close 3%

-The P.S. 3%

-The reply headline/offer 2%-The rest of the reply slip 7%-The brochure/insert 20%-The reply envelope <1%

% Impact

25%25%

10%10%20%

The Truth About Your Fundraising

10% of the words make 90% of the difference

(All the YOU stuff)

If those 10% don’t work, all the other stuff doesn’t matter

Some Important Caveats

• Outer envelope slightly less important

• They will give you 2nd chance

• Will want more info

• For the top of the pyramid, facts really matter

LowPassion

HighPassion

Rule #1: It’s not about you.Rule #2: It’s all about them … and understanding the context.Rule #3: You’ve got 5 seconds to be successful.Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed.Rule #5: Make it easy.Rule #6: Remember the 90/10 rule of creative.Rule #7: There are five basic human motivators – use them all.

Five Great Human Motivators

•Fear

•Greed

•Guilt

•Exclusivity

•The chance to be God

“Why Do People Give to You?”

•They like you

•They believe in your mission

•They need you/a friend needs you

•They like your premiums

Why Do People Give to You?

• They like you

• They believe in your mission

• They like your premiums

• They need you/a friend needs you

• They like you

• They believe in your mission

• They like your premiums

• They need you/a friend needs you

• Desire for affiliation

• Desire for recognition

• Sense of obligation

• Because “it’s time”

“Because it’s Time”

The most underrated, unappreciated, untapped motivator in fundraising

Otherwise called ‘the billing statement’

Every program should have a mixture of 2-4 ‘it’s time’ appeals every year

•Annual Fund Drive•Annual Donor Drive•Summer/Winter/Fall Campaign

The Secret Weapon that leverages all the human motivators

•Guaranteed to dramatically lift response

•Guaranteed to dramatically increase retention

•Guaranteed to dramatically increase revenue

Rule #1: It’s not about you.Rule #2: It’s all about them … and understanding the context.Rule #3: You’ve got 5 seconds to be successful.Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed.Rule #5: Make it easy.Rule #6: Remember the 90/10 rule of creative.Rule #7: There are five basic human motivators – use them all.Rule #8: People give to solve problems, not celebrate solutions.

The negative spin

The positive spin

The Winner?

One package generated:

• A 27% higher % response

• A 12% higher average gift

• 18% more revenue per thousand

And the winner is…

The negative spin

What about positive stuff about us?

The Winner?

“We Did it!!!” Appeals

LowPassion

HighPassion

“We Did it!!!” Appeals

• “Woo-hoo!”• “I did it too!”• “You’re welcome!”

LowPassion

HighPassion

“We Did it!!!” Appeals

• “Woo-hoo!”• “I did it too!”• “You’re welcome!”

LowPassion

HighPassion

• “Huh?”• “Did what?”• “Who are you?”

Rule #1: It’s not about you.Rule #2: It’s all about them … and understanding the context.Rule #3: You’ve got 5 seconds to be successful.Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed.Rule #5: Make it easy.Rule #6: Remember the 90/10 rule of creative.Rule #7: There are five basic human motivators – use them all.Rule #8: People give to solve problems, not celebrate solutions.Rule #9: Don’t re-invent the world (because the world’s not sitting around waiting for you to re-invent it).

Run With Winners

Warren Buffet said it best…

“There’s something about human nature that we want to pick the flowers and water the weeds”

You Know it’s trouble when someone says…

“I know that works every time, but (insert one) … the board/the donors/I am sick of seeing it.”

You Know it’s trouble when someone says…

“I know that works, but I think we need to try to be more creative.”

Why do your winners work?

It’s the perfect alignment of your marketing and human nature.

And until human nature changes, your winners will still be winners.

Rule #1: It’s not about you.Rule #2: It’s all about them … and understanding the context.Rule #3: You’ve got 5 seconds to be successful.Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed.Rule #5: Make it easy.Rule #6: Remember the 90/10 rule of creative.Rule #7: There are five basic human motivators – use them all.Rule #8: People give to solve problems, not celebrate solutions.Rule #9: Don’t re-invent the world (because the world’s not sitting around waiting for you to re-invent it).Rule #10: Get out of direct mail before it’s too late! Email’s about to destroy it… eat its lunch ... It’s going to be carnage. (just kidding)

E-mail/D-mail Integration?

Integrate where appropriate.

Innovate where necessary.

Speaker Contact Info:Tom Gaffny

Tom Gaffny Consulting781.489.5709

tomgaffny@hotmail.com

Thank You!