Donor InSite Fundraising Blog

This is a beautiful video filmed in Mozambique Africa by Direct Point Group in conjunction with Full Frame Production.  Enjoy!

I thought you would enjoy seeing this book review by the people over at Idea Sandbox.  Seth Godin will have a new bookout in May, “The Dip: A Little Book that Teaches You When to Quit (and When to Stick)”. Looks like this book will be another huge winner for Seth.

Why would someone write a book about quitting? We’re taught that quitting is for the   weak… for losers… for those who lack moxie?

But Seth Godin’s upcoming book “The Dip: A Little Book That Teaches You When to Quit (and When to Stick)” is about quitting. (Seth knows controversial book topics get attention… a recent book of his was “All Marketers are Liars”)

Long story short… Seth suggests strategic quitting. Stop the stuff that’s not getting you to your long-range goal… and try another tactic.

In addition to great advice… the book is peppered with motivational quotable quotes…

Never quit something with great long-term potential just because you can’t deal with the stress of the moment.

…and…

Quit the wrong stuff. Stick with the right stuff. Have the guts to do one or the other.

The “dip” that Seth refers to is that low, challenging part experienced after the high, fun, and excitement of starting something and before the other high-point of being the best at something… “The long slog between starting and mastery.”

The Dip is the combination of bureaucracy and busywork you must deal with in order to get certified for scuba diving.The Dip is the difference between the easy “beginner” and the more useful “expert” approach in skiing or fashion design.

The Dip is the long stretch between beginner’s luck and real accomplishment.

What separates those we have heard of, those who are “great” at something from those you’ve never heard of… is survival of the dip. The difference between mediocre and remarkable!

When the pain gets so bad that you’re ready to quit you’ve set yourself up as someone with nothing to lose. And someone with nothing to lose has quite a bit of power. You can go for broke. Challenge authority. Attempt unattempted alternatives. Lean into the problem; lean so far that you might just lean right through it.

To be successful focus on the long-term strategy… your big goal. Work through this hard part… the dip… even if you need to modify your short-term strategy.

I’d recommend a companion book to Seth’s “Dip” especially if you’re finding yourself a bit bogged down in your own dip experience… “The War of Art: Break Through the Blocks and Win Your Inner Creative Battles” by Steven Pressfield.

The Dip is under 90 page long, yet chock-full of inspiring advice.

Idea Sandbox recommends it

• Yahoo! Co-Founder donates $75 million to University
  Stanford University alumnus and Yahoo! co-founder Jerry Yang and his wife have donated $75 million to the university, with much of the donation being earmarked towards construction of a new environmental studies building, according to the university.
  (tags: charity philanthropy Jerry Yang)
• Copywriting Webinar - From DMA Hall-of-Famer and Marketing Expert Herschell Gordon Lewis
  Direct Marketing Association Hall-of-Fame member and world-renowned copywriter and direct marketing expert Herschell Gordon Lewis will present a live, 90-minute online training session on how to write direct response sales copy. The program, entitled “How
  (tags: copywriting direct response marketing)

The folks over at InfluxInsights posted an alarming POV of the (RED) Campaign championed by Bono.  As you may know “(RED) was created by Bono and Bobby Shriver, Chairman of DATA to raise awareness and money for The Global Fund by teaming up with the world’s most iconic brands to produce (PRODUCT)^RED branded products. A percentage of each (PRODUCT)^RED product sold is given to The Global Fund. The money helps women and children affected by HIV/AIDS in Africa.”

  

The meat of the Influx Insights article is as follows:

“As of January 2007, RED has delivered over $11.3 million to the Global Fund and had estimated a further $10 million would be added when holiday sales were accounted for.

The US launch was helped by a PR launch that leveraged Oprah to the max and massive advertising campaigns from Gap and Motorola. This has driven consumer awareness of the brand to 20%.

RED’s goal is to expand the product offering and to expand the concept into other non-English speaking markets.

The critical challenge for RED is to stay top of mind.

It needs more PR spikes of news to sustain interest, as the Alexa traffic data below shows.

It will be tough job as we move into full election mode in the US and as there?s been a recent shift in interest away from Africa and towards the environment and global warming.

RED needs to develop two prongs to its campaign:

1. Rapidly bring new partners into the mix- Their advertising and promotion will help drive awareness

2. Clearly communicate what its efforts to date have achieved in Africa- To validate the brand’s mission and to continue to educate the consumer about the issue which the product ads aren’t doing.

They have a YouTube channel, which is smart move, but of all the films they have up, only Bono’s message for World Aids Day, has a significant view count.

Perhaps RED needs to reach out to obtain some user generated content, or ask a broad group of creatives to donate their time to create some compelling messaging for the brand.”

Somewhere in all of this there is a lesson or two for for most of us.  It’s interesting to me that, with all the power behind (RED) — and I do mean the kind of power we would love and ache to have in support of our various causes — only $20 million and change seems to have been raised so far.  Wouldn’t you die to have Oprah, Bono, American Express, Converse, Apple, Gap, Armani, and others of this caliber behind you?

And yet, only $20 million. 

Some may say that it’s only the beginning of a the brand.  True enough.  But there’s a need for more, for the next leap forward. And what next? Bobby Shriver puts forth his answer:

“The big challenge we face is sustainability. Everywhere we go, people ask what our plans are for making this venture sustainable. Every time we answer “continuing innovation in products, continuing innovative campaigns to inform people that the (RED) embrace means money for medicine in Africa and continuing innovation with new product partners and their integration into the (RED) marketing system.”  

It’s the same challenge we all face, to be fresh, innovative, new, effective, real, authentic.

We are a community in desperate need for innovation.  To try new things.  To see with a new perspective.  To risk.  One organization I work with has a directive to try at least one new big thing each month.  That’s 12 a year.  Maybe one or two will hit it big and propel the organization to a new stratosphere in funding. Do that over the period of 5 or 10 years and the rest is history. 

I think this is how we change as fundraisers, as marketers, as organizations and as people. 

Haunting ad from Association Renuir and Saatchi & Saatchi France.  This ad hits the mark the mark in a lot of ways. I think we would care more if the plight of those affected so unjustly by poverty and hunger were at our doorstep.  Caring is the right word here. And this is the way to develop powerful, hard working fundraising communications for our own organizations.  That is, feel and care deeply.  Go ahead, set yourself apart.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

• The 60 largest American charitable contributions of the last year.
  There are a few changes to the Slate 60 itself worth noting. For the first time, the feature includes a searchable database.You can sort by name, recipient, or source of wealth
  (tags: charity nonprofit phil)
• When philanthropy meets profitmaking
  For many people, philanthropy and profit-making are mutually exclusive. But a new wave of socially-minded financial projects, attracting charities and wealthy investors alike, are blurring the lines.
  (tags: charity philanthropy fundraising)
• Try A Webinar - The Agitator
  Excellent post on the value and availability of webinars for nonprofit orgs. Thanks guys.
  (tags: webinar fundrai)
• MySpace-style websites perfect for disaster survival
  Dialling emergency services when a major disaster strikes is a typical first response. Now US computer scientists are recommending useful follow-up: logging on to a social networking site, such as MySpace, to share information and survival tips.
  (tags: disaster recovery nonprofit emergency relief)
• Integration: Irrelevant?
  Agencies strive to use rich online media to close the circle on their marketing initiatives. At times, their efforts are unique and successful; at other times, they’re forced and irrelevant.
  (tags: online integration fundraising)

Ok.  Maybe this is old news to you, but here’s a very interesting publication that claims to give 100% of their $20 subscription fee to a number of charitable organizations.  Good Magazine’s founder, Ben Goldhirsh writes:

Welcome to GOOD, media for people who give a damn

We see a growing number of people tied together not by age, career, background, or circumstance, but by a shared interest. This revolves around a passion for potential mixed with fierce pragmatism and creative engagement. We sum all this up as the sensibility of giving a damn. But to shorten it, let’s call it GOOD. We’re here to push this movement and cover its realization.

While so much of today’s media is taking up our space, dumbing us down, and impeding our productivity, GOOD exists to add value. Through a print magazine, feature and documentary films, original multimedia content and local events, GOOD is providing a platform for the ideas, people, and businesses that are driving change in the world.

 

 

Good’s goal is to have 50,000 subscribers by mid-2007 and give away $1,000,000 by mid-2007.  Charitable organization beneficiaries include UNICEF’s Unite For Children , World Wildlife Fund, Generation Engage, Millennium Promise and a few other worthy causes. 

Quite a hefty goal, but there is something about these guys that is both gutsy and admirable.  Have a look.

 

I came across this post today from, The Copyblogger that is an excellent read.  Ok, it’s written for the profit-world.  However, I’d encourage you to go read it through in a “more than obvious” headspace. It’s about lettercopy as well.   Enjoy…

——– 

So, you’re seeing too many of those “how to” and list headlines, and want to try a few different angles?

Let’s move beyond those common headline formulas you see over and over, and add some new blood to your attention-grabbing arsenal.

1. Who Else Wants [blank]?

Starting a headline with “Who Else Wants…” is a classic social proof strategy that implies an already existing consensus desire. While overused in the Internet marketing arena, it still works like gangbusters for other subject matter.

• Who Else Wants a Great Blog Template Design?
• Who Else Wants a Higher Paying Job?
• Who Else Wants More Fun and Less Stress When on Vacation?

2. The Secret of [blank]

This one is used quite a bit, but that’s because it works. Share insider knowledge and translate it into a benefit for the reader.

• The Secret of Successful Podcasting
• The Secret of Protecting Your Assets in Litigation
• The Secret of Getting Your Home Loan Approved

3. Here is a Method That is Helping [blank] to [blank]

Simply identify your target audience and the benefit you can provide them, and fill in the blanks.

• Here is a Method That is Helping Homeowners Save Hundreds on Insurance
• Here is a Method That is Helping Children Learn to Read Sooner
• Here is a Method That is Helping Bloggers Write Better Post Titles

4. Little Known Ways to [blank]

A more intriguing (and less common) way of accomplishing the same thing as “The Secret of…” headline.

• Little Known Ways to Save on Your Heating Bill
• Little Known Ways to Hack Google’s Gmail
• Little Known Ways to Lose Weight Quickly and Safely

5. Get Rid of [problem] Once and For All

A classic formula that identifies either a painful problem or an unfulfilled desire that the reader wants to remedy.

• Get Rid of Your Unproductive Work Habits Once and For All
• Get Rid of That Carpet Stain Once and For All
• Get Rid of That Lame Mullet Hairdo Once and For All

6. Here’s a Quick Way to [solve a problem]

People love quick and easy when it comes to solving a nagging problem.

• Here’s a Quick Way to Get Over a Cold
• Here’s a Quick Way to Potty Train Junior
• Here’s a Quick Way to Backup Your Hard Drive

7. Now You Can Have [something desirable] [great circumstance]

The is the classic “have your cake and eat it too” headline - and who doesn’t like that?

• Now You Can Quit Your Job and Make Even More Money
• Now You Can Meet Sexy Singles Online Without Spending a Dime
• Now You Can Own a Cool Mac and Still Run Windows

8. [Do something] like [world-class example]

Gatorade milked this one fully with the “Be Like Mike” campaign featuring Michael Jordan in the early 1990s.

• Speak Spanish Like a Diplomat
• Party Like Paris Hilton
• Blog Like an A-Lister

9. Have a [or] Build a [blank] You Can Be Proud Of

Appeal to vanity, dissatisfaction, or shame. Enough said.

• Build a Body You Can Be Proud Of
• Have a Smile You Can Be Proud Of
• Build a Blog Network You Can Be Proud Of

10. What Everybody Ought to Know About [blank]

Big curiosity draw with this type of headline, and it acts almost as a challenge to the reader to go ahead and see if they are missing something.

• What Everybody Ought to Know About ASP
• What Everybody Ought to Know About Adjustable Rate Mortgages
• What Everybody Ought to Know About Writing Great Headlines

• Amnesty International Cell Phone Service
  Cell phones just got a little less annoying.

  Human rights organization Amnesty International has just launched Amnesty Wireless, a new mobile phone service that donates 10 percent of your billed talk time to the non-profit. They’ll even chip in $175 to

  (tags: nonprofit fundraising char)
• Marketers advised to spend wisely as direct mail budgets tighten
  Just 14 per cent of direct marketers in the UK are planning to increase their budgets this year, according to a new report.

  With the budgets allocated to direct mail tightening, marketers will be forced to consider extremely carefully their strategies

  (tags: nonprofit direct mail fundraising)
• 2007 Budgets shifting??
  “The Internet is the foundation for our future growth and success.” But when I asked how much of JC Penney’s $1 billion ad budget was being shifted to online, Ullman conceded, “Not much. We’re still mostly doing direct mail.”
  (tags: direct mail trends)
• Nonprofit Federation Asks USPS for One Year Before Increases @ Media Buyer Planner
  The Direct Marketing Association’s Nonprofit Federation has filed formal complaints with the U.S. Postal Service,
  (tags: nonprofit charity fun)
• Five Steps to an Optimized Customer Experience—and a Stronger Brand
  Every product or service you bring to market yields a customer experience. Is it the experience you intend? Does that experience fulfill the promise you’ve made to the marketplace?

  (tags: branding fundraising)
• Charity joins the MySpace revolution
  International development charity ActionAid is launching a new website inspired by the success of community site MySpace, to offer support to fundraisers.
  (tags: charity fundraising web)
• Religious TV channel on carpet for questionable fundraising practices
  A religious television channel that has encouraged viewers to liquidate their retirement savings and charge up credit cards to make donations in the name of God may learn today whether it answers to Canada’s broadcast regulator as a higher power.

  (tags: fundraising charity)

Thanks to everyone who wrote me this past month or so.  Your encouragement meant a lot to me.  Being in the agency business, as I have been for the past 25 years, can be one of the most exciting…and challenging of professions.  Expecially for those of us who get the privilege to work with great people in the realm of the not-for-profit sector.  However, some times we need to put our heads down and get the work done…even if a little blog like this suffers a bit.

I wouldn’t have it any other way.

I’ve found, as many of you have, that it’s all about forming deep, lasting relationships - with marketers such as yourselves, and with donors we serve.  We used to call it “bonding the donor to the organization.”  These days, it’s more like connecting a donor to the organization.  That is, developing strong connections no matter where the donor is in the relationship lifecycle.  Let’s face it, when people really connect with each other, that’s when the magic happens.  Here’s a little clip from the dictionary. 

Connect:

I’m starting to think of it as “connect marketing”, not direct marketing.  Yes, connect marketing is direct marketing, or rather uses the disciplines we have come to understand in direct marketing.  However, connect marketing goes beyond that and looks at establishing, not a $35 donation once or twice a year, or even a monthly pledge, but a connection across multiple touch-points. 

The very essence of connection speaks to increases in Long-Term-Donor-Value.  To the propensity for volunteerism, event participation, legacy giving and so on.  Establishing a real connection, that which springs from somewhere other than the pocketbook, is tough to dis-connect. Trust me, I want the connection to include the pocketbook because I know that this can be an outward expression of an inward heart-felt need.

And so I want to say thank to all of you that took the time to connect with me and to say how much you appreciated the stuff this blog is made of.  You’ll probably hear more about my thoughts on connect marketing, as I’d love to hear yours.

Cheers.