The new Passionate Giving blog has been running a series of posts called “10 reasons most major donor programs suck.” You should check out all ten reasons, but especially #9: We Don’t Tell Donors How They Made a Difference:
Most non-profits do a great job of identifying problems and ASKING. Some are even pretty good at THANKING, but most have a very hard time REPORTING BACK and specifically telling the donor how they made a difference.
Failing to report back is the fast track to irrelevance with your donors. Because it sends a very clear unintended message: Your gift didn’t make a difference.
Someone who writes you a check with three or more zeroes in it (not counting the ones after the decimal) can reasonably expect to make a difference. If you don’t tell them they made a difference, that communicates one of three things:
- Their gift wasn’t important.
- Important or not, nobody at the organization took note of their gift.
- The organization doesn’t have its act together enough to know whether the gift was important.
Any of those would make future giving less likely.
By the way, failure to report back isn’t only why so many major donor programs suck, it’s why so many organizations struggle to hold on to donors at all levels.
This is one of the most important and under-appreciated jobs of fundraisers. Every donor should know that their giving makes a difference.
Do negative images work in fundraising?
There really isn’t a meaningful answer to that question, because it’s not a meaningful question by itself. It’s a lot like asking “Do colors work in fundraising?”
The Cause Marketing blog raised the issue at Don’t Use Exploitive Images in Charitable Appeals, Real World Results Suggest.
The post is about the Austin Humane Society, which used the image of a happy dog in fundraising, different from the typical sad animal imagery, and saw a significant increase in fundraising results.
Does this prove that positive images are better for fundraising than negative?
Not even close.
It shows that one positive image in one particular situation (and time and place) did well. That’s all we know from this information.
It would be nuts for anyone to respond by making a wholesale switch to happy images. On the other hand, it would be a mistake to ignore the information and not look into using positive images if you believe they never work.
The truth is, some positive images work. Some don’t. Same with negative images. In fact, positive and negative aren’t really meaningful categories when it comes to fundraising.
The only categories that matter are “compelling” and “not compelling.”
Here’s how to pick winning fundraising images, positive or negative:
- Remove I like and I dislike from your criteria. Those are not relevant considerations, and they’re very likely to lead you astray.
- Ask yourself if the image tells the same story as the words. So often, there’s a vast disconnect between the words and the images in fundraising.
- Ask yourself, What will a non-expert see? This is very hard to do. It can help to ask an actual non-expert to tell you what they see in the photo. Don’t ask for a critique of its quality or correctness; just have them tell you what they see.
- Is it real? This is a subjective question, but it’s important. Does the photo seem to be of a real situation, or does it look staged or fake?
I’ve found the following usually (but not always) to be true of the most compelling fundraising images:
- Color is better than black and white. (There’s also a meaningful budget consideration to this one.)
- Eye contact with the subject is good.
- One person is better than lots of people.
- People work better than things.
- Stock photography seldom works well.
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Before you set up an online presence you should always undergo an extensive keyword selection process, in conjunction with great market research. In your certain market you should look horizontally and vertically, because markets almost always overlap and you can overlook a few “golden nuggets” if you don’t do so. Because this is one of the more important components of search engine optimisation London expert organisations advocate that you devote just as much time as is necessary to check out all options and directions. Keep in mind virtual assistance today!
Yet what happens in the event you target the incorrect keyword? It might not be a “totally” incorrect choice, but could be just a bit wide of the mark. In the event you optimise your online presence to the wrong keyword however, the quantity of traffic you will get to your website, willing to purchase a product or service, will probably be jeopardised. This is why you should love analytics. By making certain you’ve got an excellent analytics program connected to your website and you take a look at it regularly, you can become aware of words which are driving traffic to your site which you may not have considered. In your analytics program you will be able to determine what keywords folks are using within the major search engines to arrive at your website and as you may see, they might be a bit different to the words that you thought represented the ultimate goal. Right near the top of the list of significance in this world of search engine optimisation London specialists will advise you is the analytical program.