45 Ideas in 60 Minutes **

What the What?

A rapid-fire panel discussion on what’s working and what’s not in

Annual Fund and Direct Response

**= or thereabouts

Lisa Greco, Guideposts FoundationLuke Vander Linden, New York University

Moderated by: Joseph Ferraro, CFRE - PULSE-MDC

Idea/Tip #1

You don't always have to include a teaser

Idea/Tip #2

Test adding highlighting in yellow to the letter copy to call out some key points

Idea/Tip #3

Integrate and coordinate your message

Idea/Tip #4

Be a peeping Tom

Idea/Tip #5

Test adding “Attn:  <<Signer of letter>> to the reply envelope in a handwritten font

Idea/Tip #6

Call donors JUST to thank them

Idea/Tip #7

Convert single-gift donors to monthly givers

Idea/Tip #8

Don’t be afraid to do timing tests – especially on follow up/reminder packages.

Idea/Tip #9

It is NOT about you BE donor-focused and relationship-centric

Idea/Tip #10

What your letter looks like may be just as important as what it says

Idea/Tip #11

Test a BRE vs CRE

Idea/Tip #12

You are the facilitator/conduit of pre-existing donors desires.

Idea/Tip #13

(Almost) always include a postscript

Idea/Tip #14

Keep a good history on all test results

Idea/Tip #15

When asking always remember the who and the why

Idea/Tip #16

The reply device is king

Idea/Tip #17

Consider mailing a follow up to your best acquisition lists

Idea/Tip #18

Step back and do a creative audit

Idea/Tip #19

Use testimonials and quotes for maximum impact

Idea/Tip #20

Membership card vs. “Supporter” card

Idea/Tip #21

Avoid Drop in the Bucket Syndrome

Idea/Tip #22

People need (and like) to be told what to do

Idea/Tip #23

Consider adding copy on the back of your OE

Idea/Tip #24

Revisit your acknowledgement process and language

Idea/Tip #25

Write a strong call to action

Idea/Tip #26

Consider more than pure RFM data

Idea/Tip #27

Use telephone voice messaging tools to enhance direct mail

Idea/Tip #28

Lapsed donors are still part of the family

Idea/Tip #29

Personalization - consider selecting anniversary names out first and messaging them specifically

Idea/Tip #30

Say Thank You, Thank You, Thank You and Thank You Again!

Idea/Tip #31

Utilize big data

Idea/Tip #32

Test panels – and sample sizes

Idea/Tip #33

Offer long-lapsed donors “MEMBERSHIP”

Idea/Tip #34

Some of the best fundraising letters don't ask for money

Idea/Tip #35

DM tests that have worked: live postage or fake meter, active devices, personalization

Idea/Tip #36

Every success story must lead to a clear action

Idea/Tip #37

Get interactive … or ask for something else

Idea/Tip #38

Gift asks

Idea/Tip #39

Death to brochures!

Idea/Tip #40

Sometimes you have to 'take the money and run!

Idea/Tip #41

Acknowledge each gift received and thank donors specifically for what they supported

Idea/Tip #42

NO Tuxedos or giant checks EVER Re-focus your donor stewardship newsletter

Idea/Tip #43

Keep email simple

Idea/Tip #44

Mine lapsed donors

Idea/Tip #45

Utilize “Integrated Mini-Campaigns”

BUT WAITThere’s More!DVD Extras

Idea/Tip #46

No matter your file size, always test

Idea/Tip #47

Donor retention is just as important as donor acquisition.

Idea/Tip #48

Results matter

Idea/Tip #49

Report multichannel giving too

Idea/Tip #50

Consider testing an EFT program, especially with sustaining donors

Idea/Tip #51

If you already offer monthly giving, make an upgrade appeal a standard part of your program

Idea/Tip #52

Email – subject line testing

Idea/Tip #53

Less is more, less is more, less is more

Any More Questions?

45 Ideas in 60 Minutes **

THANK YOU

Lisa Greco, Guideposts – lgreco@guideposts.orgLuke Vander Linden, New York University– lvl213@nyu.edu

Moderated by: Joseph Ferraro, CFRE - PULSE-MDC – ferraroja@pulsemdc.com