Using post it notes to raise more money

The inclusion of post it notes in appeals increases response and net income. Simple.

Of course tactics like these work best when they are genuinely handwritten: for your high value donors, for people who have left you a gift in their Will, for your monthly/regular donors.

As you can see from the example above however, you can have these pre-printed. And they work. We've tested it and shown that even with the additional costs, it's worth the effort (increases net income).

Why?

Because it stands out. It takes a little extra time to show that your response is really important. Like a P.S, it's that additional reminder about why we're asking you to do what we want you to do. In the case above, fill in a survey.

Remember though, this is a tactic. It doesn't replace real personalization. Picking up the phone, actually talking to people, a little note at the bottom of someones thank you letter.

Jonathon

Will you put your hand up?

I love the concept of hand raising.

In fundraising terms, hand raising is asking people to stick their hand up to do something for a cause they like.

Herein lies the art (and the beauty). By asking people to 'stick their hand up' and show they care, initially that's all we do. Get them to do something really small, almost too easy to do.

Examples have/can include:

- Signing a petition
- Filling in a survey
- Writing a message of hope to someone in need
- Lobby/advocating against a particular issue

In short, you're putting your voice to something you believe in, albeit in a small way to begin with.

Next comes the science.

Warming these wonderful people up, getting them excited about what you, showing them there's much more they can help you with.

And of course, asking them to do something slightly bigger. Ask them for a (financial) gift.

There are loads of examples of this happening around the world. From asking people on the street to sign a petition about action on climate change, to calling someone and asking them to send a note to a prisoner of conscience.

Once 'on board' as a hand raiser, spend the next week reaffirming why they stuck their hand up and then ask them to take the next step by supporting financially (and of course, ask for a monthly gift).

It helps if you're an advocacy group (although you don't have to be) - there is a natural remit to do this stuff anyway. The key is finding real, genuine ways for people to campaign on your behalf, tied in with the need for financial support shortly thereafter.

You can test time in between the first contact to the financial ask, the number of non financial asks before you ask for a gift and the various channels in which to do this.

I love the concept of hand raising because it advances your cause further (get someone to lobby on our behalf), it gives you an opportunity to have several conversations with people, and adds another vehicle to reach out and find new supporters.

I expect we'll see many more examples of this in the coming years.

Are you prepared to put your hand up?

Jonathon

Google AdWords for charities: learning's

Late last year I talked about my love for Google.

Three months on and we've got a lot of learning at Pareto Fundraising about how charities should be using Google AdWords. If you want some more context on what Google Adwords are, check out my earlier post here.

Here are some things you should consider:

- Understand why you're using it. In other words, what are your objectives? If you're thinking of it as a means to drive loads of traffic which in turn will generate a significant number of donations, you'll quickly be disappointed.

Running ads is great for delivering click throughs to your nominated destination, but for the most part charity websites are not great vehicles to solicit donations. So do one of two things:

1 Consider driving people to a custom built micro site, where you can take people on a journey (much like you would during a conversation in person or on the phone), or, (and the most preferred option)

2 Consider asking people to do something other than donate. Ask them to do something small in the first instance - like sign up to your e-news list - then begin to talk to them (regularly, ever few days) via email, ultimately get a telephone number and use these methods to get them to become a financial donor. Ideally a monthly donor.

- One of the words you'll hear talked about often when it comes to running successful AdWords campaigns is relevance. Ensure that the ads you're running are appropriate for the people you're trying to attract. No point running ads that have copy around 'helping children in need', when it fact your work centres around environmental issues.

It's not about volume, it's about getting the right people to click through to where you want them to go.

Also, follow the same logic with the URLs you are sending prospects to. If you're a human right organization and you're ad talks about the abhorrent treatment of child soldiers, you're not really continuing the message if you send them to a page about landmines.

Think 'relevance'.

- Regularly monitor and update your ads. Initially I'd suggest daily, then after the first couple of weeks aim for every 2-3 days.

Take the time to sift through the keywords that are delivering strong CTR's (click through rates) - by strong I'd say above 1%. Look at whether you can maximize results by applying these keywords to other ads you are running, where relevant.

- All of the testing I have seen shows that capitalization is key in AdWords campaigns. A good post here about it.

- As mentioned above, running Google AdWords, even very well, will not transform your fundraising. In isolation they help drive some traffic, working within a multi channel approach (including e-blasts, banner ads, other prospecting activity) they can be very powerful. Simply because the volumes alone will not make it a viable fundraising tool, but amongst other drivers it makes sense.

- Be aware that once you have your Google Grants (read here if you're not sure what I'm talking about) there is a limit of $1.00 that you can bid per click.

What that means is that whilst you're paying for clicks (I.e. before you get your Grants) you can bid as much as you like, but the science to this is working out how to make your keywords and ads work best for no more than a $1.00 per click. There are loads of good resources on this, no better I think than Google AdWords for Dummies.

Remember, Google AdWords are great. But make sure you think about why you're using them, be realistic about expectations, and use all of the great resources out there to maximize the performance of your campaigns.

Jonathon

STOP including a bequest tick box on your appeal response forms

Please stop doing this. Now, right now.

It suppresses response to your appeal, as well as suppressing average gift. And I have data to prove it.

Why? Because it is a distraction.

But you're missing the opportunity to talk about bequests, right?

Yes and no. Yes in one sense you are, but refer my previous point about suppressing appeal performance. And the key thing is there are other much more effective ways to talk to people about bequests. I've blogged lots about this, most recently here.

Anyway back to the data. We tested this for a client last year. One group included a tick box about receiving information on bequests. The other group did not.

The response in the group without the tick box had a response rate 1% higher than the group with the tick box, and an average gift almost $2.50 higher.

Both of these differences were statistically significant, thus proving the inclusion of this request suppresses the overall return of that appeal.

It comes down to telling donors the single most important thing you want to tell them right now. Don't confuse the message, keep it simple.

Use other opportunities (separate bequest communications, surveys etc) to talk about bequests. It really is the most effective way to grow your bequest program.

Jonathon

PS - For those interested in what the 'ultimate bequest program' looks like, check out a presentation I delivered a little while back on this.

View more presentations from Pareto Group.