Read This First

Hello, my name is Todd Baker, toddbaker@orgmarketing.com and you must be interested in nonprofit fundraising online. This blog book is a step-by-step process that will help you in your quest.

What you are about to read is unique because it gives you an understanding of the nonprofit digital fundraising experience from the charity and constituent perspective simultaneously. Good marketers know what works but great ones understand why things work.

You will not find any quotes from 14th Century philosophers, poets or playwrights. Nor will you have to read ramblings on about the industrial age, Civil War History and/or the next big wave in direct marketing and advertising.

This blog book is not going to provide a chronological order of how the Internet began or enamored speak about how quickly people are signing on board. There are no fancy-schmancy metaphors relating the Internet with anything that comes out of a spider. Nope, none of that, just straight to the point advice to help you quickly master the online world. Frankly, we don’t have much time to get our collective nonprofit houses in order as it relates to the Internet. For it is my belief, the Internet will become centric to all of your marketing.


For one simple reason, you can never stop someone from going to your organization’s Web site. If you produce a lousy radio advertisement the good news is that most people you are wanting to reach didn’t hear it or if they did, won’t recall it weeks later. However, you get one shot with your Web site and it only takes seconds to make an impression . . . good or bad.

It is my hope you can implement these steps tomorrow so that people who are searching for meaning in life may find your wonderful organization and become fulfilled thus our world will be better for it.

Vantage Point

ISBN 0-9707832-3-X

Read This First

Uncertainty is a Generosity Killer

Giving is fragile. It only takes one out of about 20 objections to derail your fundraising strategy. I call them the “Land mines of Objections.”

Do you know what those objections are? I have a list somewhere, send me an email at toddbaker@orgmarketingcom and I will send them to you.

There is always a reason to wait to be generous. Your goal as a fundraiser, is not to step on one of those land mines.

Recently, I reviewed creative that presented a donor with the idea to send inquiries to Michigan. A thousand miles away from the rescue mission’s location. Hesitation is what that idea creates. “Why am I being asked to send my private information to another state?” Are what donors of your mission will think but may never tell you. Something so small can undermine your entire efforts.

Unfortunately, there is little we can do to eliminate the worst objection of them all, uncertainty.

If people are feeling uncertain about their future, they simply will not donate to your mission. They tell themselves, “we’ll wait next month to give.” Until that thing passes that’s causing uncertainty.

Today, if you pay attention to the news there is cause for uncertainty. There is nothing more needed to be said than the previous statement.

As Christian ministries, we need to remind our donors and friends that God is in control. The Holy Spirit is a gift God gave to comfort us during difficult times. Amazing as it sounds, He desires for us to rely on Him, for all the resources needed.

God is bigger than uncertainty. He can move people to give. Trust Him. Pray for your fundraising efforts. Be faithful to who God has called you to be and He will open many doors for your mission.

Uncertainty is a Generosity Killer

Rich Man, Poor Man

You and I have been given the keys to the Kingdom. To make people feel. To inspire passion. To realize greatness. You don’t work for a paycheck. You work for a purpose.

You are entrusted with wonderful stories waiting to be told. These stories have the power to penetrate through the noise and capture attention.

So many are lost in a crowd. These are those who are desperate for relief. They walk the streets hastening about. Some seek hope in a trash can. Others look for it in a device. Both are the same. Both desire alike. They need each other to gain the prize.

Story tellers are for such a time. You can save the world. It rests with you. To represent and present your cause. To make a case. If not you, then who? You must meet this challenge. Lives depend on our success. The lives we champion and those who hear and answer our petitions.

The poor are among us because the rich so desperately needs them. Both seek help. Their hearts hurt. The seek meaning. They seek purpose. Both fear. Your story will rescue them.

Listen to me. It is time, to use your courage to encourage.

Think about your cause. Does your story have energy to take my breath away with a rush of passion and move me to dream even though I’m awake? Your story must convey imagery that transports people to places in their minds where they’ve never been. People will only do what they’ve first envisioned themselves doing.

Imagine telling a story so powerful and inspirational, people share it with family and friends. Perhaps they save it to be read again. Most assuredly they will engage with your cause.

A great story will grab a hold of your heart and never let go. It articulates the impact of each life and reminds us the ultimate vision. People join causes greater than themselves. To do big things, like ending hunger, finding a cure, stop abuse, save animals, etc. Tell us your dream. When your vision becomes reality. Do it often.

Rich man, poor man, both desperately need a life of meaning. They wait for your story. To bring them together. The have and have not search for purpose. Show them the way back and then the way forward.

Go inspire!

Rich Man, Poor Man

Grow, Part 6 of 13

Step 100.

Two years ago, I heard a nonprofit executive say, “We don’t even have to think, our agency does everything.” Unfortunately, the unthinkable did happen, his demise.

Have you outsourced your thinking?

No one can go it alone. Friends are good. True ones share in vulnerability and risk taking. When there’s a crisis, a good friend will help you turn it into a crisis-tunity. They won’t stay silent with a “no comment” while cashing their big pay checks off your back.

A friend does whatever it takes to make things right. They’re never armed and ready to fire at you with the "letter of the contract." Friends live in the spirit of the agreement, working side-by-side, creating innovative possibilities.

Friends don’t focus on the wrongs of the past. They press forward and believe the future is bright.

A good friend understands you. Your internal battles and they have compassion for your external ones. They help you think bigger than where are you been. They know the names of your kids and ask about them first. It’s fun because you like each other.

You trust one another. Life is complicated. A friend is flexible and can live with uncertainty. They don’t worry about who gets credit and protecting their own interests. Friends realize the most important thing is growing together. Becoming a true partner you can count on. Their success is contingence on yours.

Charities become misguided with Empire-building. They attempt efforts well beyond their original purpose.

Some nonprofits will chase technology by designing proprietary software stored on archaic hardware, while the marketplace is flooded with more efficient and cost effective solutions. Furthermore, they believe they must become experts in accounting, human resources, corporate law, and marketing communications. Still others purchase expensive print and production equipment, which take more experts to operate and tremendous resources to maintain. Additionally, ever-changing postal regulations require a particular proficiency and if not acquired, may cost your efforts to be destroyed without notice. Experts are hard to keep at a nonprofit salary. Therefore, employee turnover is high.

Charities bear these financial burdens of "Empire-building" at a tremendous price to achieving their mission.

Nonprofits need friends who carry themselves with certainty, reflecting those who know many things. They will help you refocus and navigate your way back to your reason for being.

It’s been said, “good friends are hard to find.”

Do you have a friend in the fundraising business?

Grow, Part 6 of 13

Grow, Part 5 of 13

Step 99.
You’re wasting money. “Market less make less,” an expert told you. The expert fails to disclose, when you market more they make more. You need better advice.

You’re happy when 8% of your donors give. However, you should be obsessed to understand why the remaining 92% did not. Achieve such understanding and realize success beyond what you thought possible. Thinking deeper leads to bigger thoughts.

“There are too many variables to gain understanding,” an expert tells you. Tell your expert, “The Earth is around.” And when they reply, “I don’t understand.” Your response should be, “exactly.”

When you analyze the 92% of donors who did not give, you may realize that 32% of them have never given during the time period you asked them. So why did you? Another 10% only ever gives one gift a year in the month of December. Guess what? These donors wonder why you haven’t realized this fact yet.

Fifteen percent of those donors are elderly. They’re cash poor but asset rich. However, you keep asking them to match a gift amount they gave to you six years ago. This makes them feel inadequate. You’re not paying attention to the right stuff. You jeopardize their legacy as well as yours.

Twenty five percent of the 92% have never given to the program and/or project you asked them to fund. They only dig one thing about you. Figure it out.

There will be some people who will not give because they’re wondering what you did with their last gift. You never closed that communication loop. A few more contemplate if your organization is still a good investment. Furthermore, there are those who stopped giving altogether. You haven’t noticed? These are but a few reasons why people do not give to your campaigns. Will you achieve 100% returns? No, but don’t settle into a comfort zone.

Keep testing new ideas against your worst performing ones.

Be on alert. There will be those inside your organization that will say, “We have this program so we need a dedicated fundraising campaign.” Your response must be, “maybe so, maybe no.”

Present ill-conceived, undesirable and seemingly unrelated programs / projects to your donors and giving will go down. Not every program your charity performs warrants an entire fundraising campaign. Your goal is to maximize revenue. Therefore, only select your very best programs for dedicated promotions.

Stay sharp. Think differently. Go beyond where you’ve been.

Understand your donor/constituent’s voice. Use their words and not your corporate speak. Discover their voice by asking open-ended questions. Comprehend their thoughts and feelings in their phraseology.

What do they think is the most important thing you do? What do they value most? Why do they give money to your charity? Where should your organization focus? How do they determine if a charity is successful? How do they decide on whom to donate to with so many worthwhile groups? How many nonprofits are they involved with today and who are they? What forms of communication do they like best? Do they know your charity’s primary purpose? How did they first hear about you? How would they describe their relationship with you? Do they know and understand what you are attempting to achieve with their help?

Listen to a donor. Understand a donor. Think like a donor. Speak like a donor. Resonate with a donor. Then you will grow.



Step 100. Grow, 6 of 13

Grow, Part 5 of 13

Grow, Part 4 of 13

Step 98.

Do you know me? Values are important. What I believe affects everything. You never ask me what I think. You don’t know how I feel. They’re distinct reasons why I donate. However, I can tell you don’t have a clue based on your actions.

Today, I got a newsletter. It talked all about you. What you are doing, here and there. I am still wondering if you ever finished that hospital in Ecuador. Months ago, it seemed to be a big deal. I gave.

Do you really need me? It’s hard to see if I’m helping to make a difference. I want my money to count. I need to know if your organization is still a good investment. Are we making progress?

How close are we to a cure? The news talks about new drugs and treatments. What is your position on their viability? How do these timely breakthroughs fit into your plans?

My mother died of cancer. Her pain-stricken face haunts me. I feel helpless, then and now. When I first donated to you, it gave me hope for others.

Once you inspired me. “Doctor Harper made a brilliant discovery,” I believe the letter stated. What is the latest on Doctor Harper? Any more brilliance to share? I need to know. To end cancer in my lifetime is my dream.

Your communication is hit or miss. I’ve been clear about what is most important. I’m losing interest. What you want to say and what I want to hear match up less and less. The cause and effect is that ignore much of what you send me.

“You give me this and I give you that,” no longer works for me.

I wonder sometimes if you ever ask yourself, what I’d like to hear about before you spend money to send me something. I bet the answer is no.

You send me something about every week. I’ve never gone to your fundraising dinner but you invite me ever year and send me four reminders. I live in Seattle and your headquarters are in Atlanta. I am not coming and never will.

In the winter, I live in San Diego and I hate coming home to a stack of your mail. What a waste.

Last month, you asked me to give you $5,000. It’s been six years since I gave you a gift anywhere close to that amount. Think! Think how this made me feel. It is true, I’ve invested a lot of money and energy into your organization over time but that is not the reason why I will give in the future.

Don’t tell me about your needs. Tell me the needs you are meeting.

Can the battle be won? Does our vision for the future match? Do we want the same things?

At the end of it all, I need to know I mattered . . . my life had purpose. For me, there isn’t much time. Everyday must count. Every penny I entrust to you must have impact.

Today, it seems I’m constantly evaluating my finances. With every piece of communication you send me, I ask myself “Is this organization still worthy of my support.”

My friend sent me an email about a new charity. It highlighted advances they’ve recently made in cancer research. In fact, I even attended a Webinar recently put on by this organization. They asked me my opinion. I gave it.

This new charity lets me decide on what information I want and when I want it. They have a Facebook page entirely dedicated to research breakthroughs happening throughout the world. Ironically, I heard about one of your recent discoveries through this new organization before hearing it from you. It impressed me. I gave.

This new group seems committed to keeping me informed. You seem committed to asking for money. They use technology to be more efficient and effective. You use technology to ask for more money. They thank me and clearly explain how my donation impacted lives. You seemingly move on from one appeal for money to another and in fact your receipt letters ask me for money.

They make me feel like a partner in a noble cause. You treat me like an ATM Machine.

My giving hasn’t stopped, just my donations to you.



Step 99. Grow, Part 5 of 13

Grow, Part 4 of 13

Grow, Part 3 of 13

Step 97.

Knowing what to measure is as important as getting the metrics right.

To grow, understand what metrics are most important. Not all data points are equal. Each one provides insight, but few can stand alone as a guiding light for your organization.

Long-term donor net revenue illuminates the dark and rocky path of potential marketing decisions like no other. Here is a short story entitled;

Why Are We Not Growing?

INT. NEW YORK CITY INSIDE OF CHARITY USA HEADQUARTERS.
During a quarterly review meeting Bob, Executive Director of Charity USA, is speaking with Amy, Fundraising Strategist.

Amy
Bob, why don’t you ask for email addresses in your print efforts?

Bob
We tested it and it depressed giving.

Amy
What do you mean, how did you test it?

Bob
Well a couple of years ago, we conducted an A/B split test in direct mail. Group A was asked for their email address on their return device within their mail package. Group B was not asked and Group B raised more money than Group A.

Amy
Were your test panels stratified?

Bob
What does that mean? Look, here are the results, Group B produced $31,850 and Group A produced $26,605.

Amy
Well, if your panels were not stratified, Group B simply could have had more major donors because you selected your groups randomly. Therefore, Group B was going to win in gross revenue almost in any case.

Bob
I thought random is good?

Amy
Yes, random is good but only in regards to match panel testing. Stratified or Match Panel Testing ensures each test group will have the same amount of major, mid, new, and regular donors in each group. They are selected randomly of course but this helps prevent an imperfect test materializing.

Bob
Come to think of it, the test panels were stratified.

Amy
Can you produce the list of donors who gave to Group B?

Bob
Of course, give me a second.

Bob grabs a piece of paper from his printer with the list of donors and their giving amounts from Group B. and hands to Amy.

Amy
Bob, look here you have a Mr. Thompson who gave you a gift of $6,500.

Bob
Yeah, he always gives us $6,500 each December.

Amy
Well in that case, do you think we should count the gift toward Group B. It seems like he would have given anyway?

Bob
Why not? How do we know if Mr. Thompson got the Group A package asking for his email address, he would have gotten turned off and not given?

Amy
I doubt that would have happen.

Bob
Yes, but how can we be sure?

Amy
Okay, since it has been two years, have you looked at the long-term value of donors in both groups?

Bob
What do you mean? How would we do that?

Amy
Since the test began, which group has produced the most revenue for the organization?

Bob
Wouldn’t it be Group B?

Amy
Not necessarily. What did you do with the people in Group A who gave you their email addresses?

Bob
We included them in our monthly email fundraising campaigns.

Amy
I see. So it is possible Group A donors gave subsequent gifts through these email campaigns?

Bob
Yes.

Amy
As well as giving through direct mail efforts?

Bob
Yes, you’re right. Let me run a query right now on income received by both groups for just in the last 24 months. Wow!

Amy
By how much?

Bob
Group A now has given more than twice as much as Group B.

Amy
When do you want to start implementing email requests in your print efforts?

Bob
Immediately and thank you! You are a fundraising GODDESS! I worship you!!!

“What did you spend on a marketing channel and what did you get” is Direct Marketing’s mantra. However, it is an old view in a fast changing world. Today’s Direct Marketing mantra should be, “What did you spend per donor and what is their year-to-date net revenue?”

One of the main reasons you are not growing is because you are using short-term metrics to validate long-term decision making.

Our metrics need to evolve from micro to macro . . . from tactics to donor engagement. Move from measuring initial response to a channel in isolation toward donor responsiveness to strategic initiatives over time.

Increased donor engagement yields more revenue.

Keep analyzing. Don’t make decisions from analysis that is older than six months. Update findings and never stop. Each decision is critical to growing your cause.

A rising tide raises all boats . . . donor-first fundraising will lift revenue for all channels. Donor-first fundraising is answering the question, “How can our marketing best serve our donors?”

Forget about which media, person or channel gets credit. For donor convenience trumps all tactics. Let donors give and engage in the way most convenient for them and not you.

Launch donor-first integrated multi-channel campaigns and watch your tide rise.



Step 98. Grow, Part 4 of 13

Grow, Part 3 of 13

Grow, Part 2 of 13

Step 96.

Don’t be ignored. YOUR mission is imperative. Yet you settle and are comfortable in familiarity. Amongst thunderous marketing noise and distraction, your old story is but a whisper in the wind.

Some expert told you to “Spend more money on marketing and gain more market share.” Their first advice should have been “Fix your storytelling!” An underwhelming story is simply throwing donor entrusted funds into a scorching hot furnace. Before your aging tale reaches the bed of burning coals of bad marketing ideas, it’s ablaze. Gone and remembered only by you.

Case in point, charities who make Super Bowl television commercials, will find themselves sifting in the dark, smoldering ash. “LOOK AT US!” ads are always met with “We see you, so what?” Effective storytelling does not begin with me-ism.

Be wise. Take concepts under advisement. Ask yourself how a particular idea may fit or be tested before declaring it the next great organizational savior. You may hear, “We tested orange vs. green and orange won.” Well, what are you to do if you are Greenpeace? Nothing, because this concept does not transfer for them and thousands of other charities with icons designed in green. This example is obvious but most others are less apparent and come with perilous consequences.

Bad ideas replicate as easy as good ones. However, they differ in price paid.

Embrace six storytelling principles and succeed beyond your dreams. First, establish rationale for existence. Relate the problem you are solving. Is it better or worse since you began? Don’t assume people know anything. Re-tell your reason for being. A few brave charities that will travel this path may discover their mission is accomplished and they are no longer necessary. They’ll need to refocus on a new vision!

Second, explain what you are doing now. Has the issue evolved? Present how you’ve evolved. Innovative breakthroughs win the day. Partner and maximize impact. What do you know NOW that you didn’t at the beginning? How do you see it ending? What is the window of opportunity? Show the barriers of the problem. How are you uniquely going to solve it? Keep in mind, people give to similar organizations so the only way to stand out is to lead with your unique qualities and approaches.

Third, remember it is not all about you. Nothing significant can be done alone. Many nonprofits fail to understand this principle. It is the one which all great charities do well.

Engage and grow.

Engagement equals a level of commitment by you and them.

Invite engagement by presenting your constituents as part of the solution. Be open. Be flexible. Allow yourself to evolve. Be more human and less corporate. Serious causes call for serious exhilaration.

There are five ways a person can engage with your organization and there can be multiple levels of engagement within each one.

1. A person can give of their time.
2. A person can give of their talent.
3. A person can lead their name and influence.
4. A person can give you resources, such as gifts-in-kind.
5. A person can give you money.

Be creative and develop many points of engagement, nearly everyone can do something for your cause and most can do many.
Fourth, almost every single successful fundraising effort has a compelling offer at the core of its strategy. Sadly the reverse is true as well . . . the fundraising efforts that fail either do not have an offer at all or it is presented from the least inspirational perspective.

The following is an example of a fundraising offer as well as the fundraising equation.

“Education is empowerment. Your gift of $105 will send one African child to school for an entire year. Please help empower a child today.”

The Fundraising Offer Equation:


$105 = $1,000,000 + $260,000 ÷ 12,000 children a year

O = Offer
P = Program
B = Budget (Annual)
A = Administrative
C = Cost
L = Lives
I = Impacted
T = Time

Fifth, explain why it is critical for your constituent to act immediately. Create urgency. There is too much noise and competition for attention and money to let someone put down your communication piece with good intentions to get to it later. Urgency is a difference maker. People give to where it is needed most.

Sixth, articulate what society would be like without you. At times, charities are the only stop-gap for their particular cause. Educate us. Cast a vision polar opposite of what you dare to achieve. Gloom and doom perhaps, but slap us with reality and we will notice.

Take your big vision and tell it well.


Step 97. Grow, Part 3 of 13

Grow, Part 2 of 13

Grow, Part 1 of 13

Step 95.

Your legacy doesn’t guarantee you a place in the future.


Your best year, how long ago was it? The new “up” is not flat. Up is and will always be up - growing the organization. Don’t accept less. If you have surrounded yourself with small thinkers, run for your life.

You want more revenue? Think Big. “Testing blue envelopes against red ones” is not big thinking. Eliminating homelessness in five years is thinking big. Stopping diabetes, curing cancer, saving disaster victims, empowering a village through training and education - all of these endeavors are big visions that people are inspired to join.

Stop trying to think of the next gimmick that will fetch the most money. Stop tricking your donors into reading your information. Your donors are smarter than you. Donors know why they give you money but you lack full understanding of their motivation. You over communicate hoping to strike accord. Try listening intently.

Stop focusing most of your attention on tactics that will move you an inch in one direction or the other. Stop implementing everything you see and hear at a conference without understanding how it fits in your overall strategy . . . if you have a strategy.

In times like these and really in ALL times, program people must lead and marketers need to follow. Get back the passion. Be driven by saving lives rather than making money. People have money but you fail to inspire. People line up to purchase a ten dollar DVD they’ve already seen multiple times. These people seek real meaning. Your vision can ignite a flame of true purpose in their lives. However, you are churning out the same message and plans from years past.

Time will make any plan yesterday’s thinking.

Maintaining the status quo will be your last will and testament, for death is at your door knocking.

Refocus. Help those people right in front of you. Tell everyone you see your new story. Be bold. Know that one compassion-driven moment can change everything.

Audrey and Eldad Hagar started rescuing dogs from the streets of Southern California and videotaping their efforts. Hundreds of thousands of people have seen their videos on YouTube and now television.



Their efforts have touched so many lives; they created Hope for Paws, www.hopeforpaws.org. Eldad holds a tiny hand-held video camera while he rescues dogs. Intensity is captured. You are there. Without a production truck, expensive lighting, or a camera crew, their brave acts of kindness still inspire. They are brave because they are not afraid to do what they know is right. Saving the life right in front of them, nothing more, and nothing less is today’s most important. One seemingly small compassion-driven act can inspire all of us.

Audrey and Eldad have accomplished what many charities only dream of and they did it largely on their own. Hope for Paws is driven by their vision and not by slick marketing tactics. In fact, a slick marketing expert may have said, “there are already more than 35 private and public animal shelters/offices throughout Southern California, so don’t waste your time competing for attention and donations.” Good marketing is only good when it works. Take good marketing over a self-proclaimed smart marketer.

Follow your heart. If your vision is big, it is hard to be ignored.
Good marketing is critical to growing. However, for your donor’s sake please don’t pick up the phone to call them until you have something inspiring to share. Don’t lead with, “We need more money.” Claiming, “Contributions are down” whether true or not, is not a good lead either. Remember, your donors fell in love with a vision. They have moved on and so have the rest of us. Begin with the new big vision. Watch their hearts open and embrace you greater than ever before.

Now is the best time, when others claim it is the worst of times, to launch a movement greater than your organization can do on its own.

When everyone is cutting back, you are spending more time thinking about your community’s issues and problems. What will it take to finally solve the problem? Discover it. Win the prize.


Give people a legitimate role to play. Ensure people’s involvement matters. Share in the success. Share in the struggles. Go and do together.

People desperately need a life of meaning. Therefore, we must help them invest in something greater than watching the movie Turner and Hooch for the third time.

Go inspire.



Step 96. Grow, Part 2 of 13

Grow, Part 1 of 13

Set the Pace

Step 94.

We are in a highly competitive marketplace where innovation seems to be the norm rather than an anomaly.

Our world is changing fast and it’s having dramatic effects on philanthropy. With advances in technology; where there’s more computing power in handheld wireless devices today than what it took to launch the first Space Shuttle. In addition, we are experiencing a greater awareness of the environment where most everyone is taking some responsibility to do their part for a greener society and the volatility of energy cost is driving new innovation for the viability of alternative fuel.

Furthermore, today’s economy is truly a global one. We now realize greater financial inter-dependence; what happens in the U.S. markets is felt throughout the world and unfortunately we find ourselves in a state of uncertainty rather than one of stability. The rising cost of healthcare is at twice the rate of inflation and accounts for $1 in every $6 spent, along with continual threat of new governmental regulations on the nonprofit sector are taking their toll on a charity’s ability to keep pace in the understanding of how these factors are influencing donor behavior and giving.

Organizations that will thrive in the fast-changing fundraising world are those that can . . .

• Leverage their brand through integrated multi-channel fundraising for maximum impact,
• Seize the opportunities of rapid change, such as in technology and in donor motivation to offer relevant relationships driven by the donor.
• Harness the power of donor behavior to inspire life-long giving,
• Execute strategies that align these factors so as to build donor loyalty over time.

Today's donors are looking for meaning and purpose in life. They desire significance and fulfillment for their lives and want to accomplish great things. Donors will make a statement about what they believe in and value most, from wearing a yellow wrist band to attaching a pink ribbon to their clothing. They also want to belong to something bigger than themselves . . . to join others who think and live the same way they do. Finally, donors validate their purpose in life through the actual number of lives saved, changed and/or transformed by your organization and them.


Now is the time for leadership, to be the best organization you can be, for most donors will associate themselves with nothing but the top charities . . . those nonprofits who are leading the way in their chariable catagory. During uncertain times, people wait to for someone to step up and set the pace.


Step 95. Grow 27% This Year - Part 1 or 13

Set the Pace

Build Donor Loyalty Through an Experience

Step 93.

During my 13 years at World Vision, we knew that if we could get donors to the field in order to experience first-hand our brand promise we had them as life-long contributors to the organization.

What do I mean when I say "experience something first-hand?" Often charities struggle to communicate their mission-in-action so it inspires and motivates people to do something about it. Taking people to the field, where the actual work of saving and changing lives took place, made lasting impressions for the need was undeniably great.

We were engaging people's all five senses . . . donors were able to touch, see, smell, hear, and yes, even taste our cause. Of course I'm a big believer in effective fundraising materials but they paled in comparison to what the field experience offered in way of compelling people to give.

The more senses you engage with people around your cause, the greater their experience, thus the more effective you will be at bonding them to your organization.

Regardless if you are a wine drinker or not, as a marketer, you can appreciate how the makers of wine engage you through an experience. For example, if you order wine at a restaurant, the first thing a waiter does is uncork your bottle so you can touch the cork to feel if it is soft at its end for that is a good sign.

Next, the waiter pours a sampling of the wine in a glass. You then swrill the wine in your glass to see if it produces streaks downward. This is known as a wine having "legs" and is also a good sign it will taste well.

Upon seeing if the wine has "legs" you bring the glass up to your nose so you can smell it. If the wine has gone bad, it may smell of vinegar and you will not want to drink it.

At this point, you are ready to taste the sampling of wine in your glass . . . this is the real test to see if you are going to enjoy it. Upon your approval that the wine is satisfactory, the waiter pours everyone a glass in your party.

As good friends do, they celebrate their time together with a toast and the clinging of their glasses help to round out the experience by engaging us with sound.

Wine is a great example of how to engage all senses for an enhanced experience. There is a sixth sense to wine, find out what it is by clicking sixth sense.

Many nonprofits realize that they can not bring all of their constituents and/or donors to the field so they are bringing the field to them. Through virtual experiences online with video and animation. Some charities have created enormous exhibits, which simulate their mission-in-action to be placed in malls, schools and other public venues.


Everyone wants loyal donors and the best way to strengthen and build a bond with people is through an experience of your mission-in-action. This is the underlying principle in your pursuit of brand happiness.



Step 94. Set the Pace

Build Donor Loyalty Through an Experience

Protect Your Organization's Name

Step 92.

Even if you believe social media is just a fad and is not a viable strategy to attract like-minded people to your cause, you should at least register your organization with the top social networks.


The rational behind registering your name with the top social networks is that you are protecting your charity's name from someone else starting a blog and/or a channel on You Tube with your name.

You may be thinking, "Our organization does not have any videos to post on You Tube so why bother?" Well, not today perhaps but things are changing so fast and you may want to implement such a strategy someday. However, your nonprofit's name may be already taken on these social networks by the time you get around to implementing it.

Just as in the case of protecting your organization's name in regards to securing it for a Web site domain, so should you in the case of the top social networks.



Step 93. Build Donor Loyalty Through an Experience

Protect Your Organization's Name

Understand Your Constituent’s Voice

Step 91.

The best online strategy for your charity is when you can meet your organizational objectives while simultaneously meeting your constitutes as well.

In order to accomplish this you must implement two business practices.

1. Allow for your constituents to add their own content somewhere on your Web site.
2. Survey your constituents often, with open-ended question in order to comprehend their thoughts and feelings in their own words.

Here are some great questions to ask your donors in order to better serve them.

1. What do you think is the most important need that nonprofit organizations should be addressing in the world today?
2. With regards to (your org’s cause), how important do you think it is for nonprofits to be involved in (your org’s cause)? (Very important, important, neutral, somewhat important, not important).
3. What two or three areas of the world do you think are most in need of this cause?
4. When thinking about this cause, what organizations come to mind? (Prompt only if necessary)
5. What information do you look for to decide what organizations are doing a good job of (your org’s cause)?
6. How do you like to obtain this information? Mail? TV? Radio? Internet? Other?
7. If you donate to charities that are focused on (your org’s cause), how do you decide which ones to give to?
8. How would you describe (insert your charity’s name) primary mission?
9. What are the primary distinctives of (insert your charity’s name) work? (Wait for answer…) Why is that important? How is (insert your charity’s name) different in this regard than say, (try to use an organization the donor has already identified)?
10. How did you first get involved with (insert your charity’s name)?
11. How would you describe your relationship with (insert your charity’s name)?
12. (If the donor says they donate) What motivates your giving to (insert your charity’s name)?
13. Other than your church, would you say you feel closer to (insert your charity’s name) than other nonprofits, or closer to other nonprofits than to (insert your charity’s name)?
14. Are you convinced that (area of focus of your charity’s program outreach) is an important place for helping? Why should (insert your charity’s name) be focused in (area of focus of your charity’s program outreach)?
15. In what ways do you feel (insert your charity’s name) is the right organization to be (area of focus of your charity’s program outreach)?
16. What things do you believe (insert your charity’s name) is very good at? (Follow up with probing questions about why they believe the way they do . . . )
17. What things do you believe (insert your charity’s name) could improve on? (Same follow up . . . )
18. How do you think (insert your charity’s name) can best serve the our community?
19. How do you feel about the name, (insert your charity’s name)? (Probe the donor’s understanding of your name.)
20. Which of the following (insert your charity’s name) programs are you familiar with? (List your nonprofit’s top six programs.)
21. What nonprofit organizations do you give to?
22. What do you feel these organizations provide?
23. In the future do you plan to give to (insert your charity’s name)? If yes, what would motivate you to make a decision to give? For example, a special mailing on how they are solving their core purpose? If no, why not?
24. In closing, what final advice would you have for (insert your charity’s name)?

Step 92. Protect Your Organization's Name

Understand Your Constituent’s Voice

Get a Second Gift

Step 90.

Up until now, by implementing the various steps contain within this blog book, you’ve been successful at inspiring and capturing a person’s first gift to your organization. Now what?

Let me give you a proven strategy designed to compel people to donate a second gift to your charity.

Many organizations refer to this strategy as either a “Second Gift” or “Welcome Series” strategy. I’ve provided a step-by-step process on what to do after a donor gives your nonprofit a gift via your Web site.

Step 1. Send an instant auto reply thank you email to the donor that confirms their full name, donation amount and designation of gift. For example, Thank you Mr. Todd Baker for your gift of $50 for school supplies.
Step 2. Within 72 hours of the donation, send via postal mail a receipt to the donor that specifies the donation amount along with the gift designation.
Step 3. For donations $100 or above, call the donor to personally say “Thank you” from the organization. On the call, reaffirm that their money is going to the specific program that they designated it towards and provide an update of the success of program itself. You may want to invite the donor to your Web site to read more updates in the future.
Step 4. Two weeks later, send a “Third-Party Endorsement” letter via postal mail. This is a letter from a well-known spokesperson of your organization (celebrity / political figure) simply letting the donor that they have done a good thing by donating to your organization. Inside the mailing you can encourage the donor to go online and see a video of this spokesperson stating how effective and efficient your nonprofits is at doing its mission.
Step 5. One week later from Step 4., send an email letting the donor know that a special update is coming in the mail.
Step 6. One week later from Step 5., send via postal mail, the special update mailing. The mailing can be one of two things, first, it can be your charity’s strongest appeal in regards to return on investment (ROI) or second, it can be a similar offer that they gave toward initially. For example, if a donor is acquired via “feeding of hungry children offer,” then the best way to get them to give again is to provide the same exact offer at your next appeal (online or offline).

Some of you may be thinking, “Why do we want to cultivate an online donor with offline tactics, such as direct mail?” Because there is a direct correlation with the number of associations a donor has with your organization and their overall financial value to your nonprofit.

Therefore, the more you engage a donor through different media, the more money they will donate to your charity.



Step 91. Understand Your Constituent's Voice

Get a Second Gift

Conduct Usability Testing

Step 89.

Usability Testing certainly has its place within your online strategy but let me suggest conducting it after you feel good about your Web site design and before a major campaign launch. That is why we are at Step 89 in this blog book and just now talking about it.

There is no point in conducting Usability Testing before a major overhaul of your Web site design because you already know of areas of concern or you wouldn't be redesigning the site in the first place. The reason why Usability Testing is so powerful is because it uncovers things you don't know . . . things that work well and those that don't.

Usability Testing can be conducted in a formal manner, such as in a lab environment and involve asking target audiences to perform tasks in order to gain insights and feedback as they experience a Web site.

Let's say your charity just completed the design of an online campaign strategy to be launched in two months. It would be a good idea to conduct Usability Testing in order to ensure users can operate, navigate and understand the campaign content and complete your desired action.

An outsider's feedback is invaluable in this process, you simply can not get this kind of information from people inside the organization . . . it would be like trying to read a label from inside a bottle.

Make sure you conduct Usability Testing for each Marketing Funnel in order to ensure success.

Another Usability Testing idea that fits into your current online strategy would be to ask people to select a Search Engine and query on your charity's subject matter. For example, if your organization fights poverty, ask people “to find an organization who help those in poverty." Stand-back and watch what they do . . . what Search Engine do they use, what are the key words and phrases they use in their queries?You certainly can make Usability Testing an informal process as well. Ask your friends to help while they are setting at home with their family and friends. Informed ideas with qualitative insights are much more effective than uninformed ones.



Step 90. Get a Second Gift

Conduct Usability Testing

Create Loyalty with ROM Content

Step 88.

Twenty years ago donors were asking of charities “how much of my dollar goes toward overhead? Many donors were shocked if a nonprofit spent more than 20-25% on administrative expenses, (Overhead) out of each dollar raised. However, show me one Fortune 500 company that only spends 25% on overhead to make their product or service . . . they don’t exist. Why do we expect nonprofits to achieve excellence in their field with less compared to for-profit companies?

For example, It takes a lot of money to make an iphone therefore the profit margin is small . . . I get that but it also takes a lot of money for a nonprofit to ensure tens-of-thousand of people won’t starve to death by end of day in some third-world country.

Some times a charity must spend whatever it takes to save lives. Sadly, I know of a disaster relief charity in the United States that refused to respond to Hurricane Katrina because of a misguided budgeting practice, which would have negatively impacted their overhead ratio for that given year. Today, that charity is wondering why their giving is down, where their donors went and why they’re no longer relevant. This charity had an opportunity to be a premier organization, instead it decided it had raised too much designated income for disasters and did not respond. Small thinking produces small budgets and big thinking produces big budgets . . . people want to be about big ideas.

The overhead metric is no longer the first question that comes out of a savvy donor’s mouth and should not be the primary metric in determining a charity’s effectiveness. Nonprofits should be graded on their results . . . the lives impacted and not how little they spent on managing the charity. There are charities who boast about spending very little in overhead but in the end, how many people do they help or save?

Donors have evolved their decision “giving” making process and so should charities . . . they understand a big vision takes a big budget. Especially, younger business-minded contributors now want to see how successful a charity’s programs are in addressing the issues the nonprofit sets out to resolve in the first place. This is what I call Return on Mission (ROM).

As I mentioned in Step 12, these ROM metrics is where people validate their purpose in life and their involvement with you as a charity.

The ROM metric is one of the most critical aspects of the nonprofit brand experience. It gives people meaning and does a most powerful thing . . . it leaves those who have joined you in your mission and vision, better. Their lives are enriched and they are filled with hope because you have allowed them to fulfill their destiny through your cause. This is the secret to brand loyalty.

You can never talk about ROM enough. So stop focusing on how little you spend and start presenting how much you do.



Step 89. Conduct Usability Testing

Create Loyalty with ROM Content

Mine Your Widget Ads

Step 86.

Create multi-use widget ads (something for you and something for them) and they will allow you to capture data beyond an initial campaign. For example, the ibubble widget allows a person to share and decorate photos, it’s a useful application that can be downloaded to a computer to be used whenever people want. Regardless if people ever take the desire action on your campaign or not, you’ll have a direct link back to them for future follow up.

As people use their widget to take, upload, tag and email more photos, your charity will be learning more about the user of the widget . . . their interests, where they vacation, their names, family members, etc. As people tag their photos with descriptions, they are essentially adding to their own profile being captured in a database. The data then can be used to begin and/or round out a psychographic profile of your constituents who use the widget.

It is important for your charity to thoroughly understand the demographic and psychographic profile for each key segment of your constituent base.

Once you've introduced such a widget to your constituents, you'll be able to mine data for future marketing efforts. For example, you may discover that 75% of your constituents have tagged photos with "Fishing Trips," you can use this information to attract potential new corporate sponsors to either unwrite a specific effort and/or to place banner advertisements on your charity's Web site.

You may be thinking that your charity would never allow for-profit companies to advertise on your Web site but let me encourage you not to discount the idea so quickly.
In the past with offline communication, charities would not consider such an arrangement with a for-profit company because it would put their nonprofit status in jeopardy. However, online is a different medium entirely and there is no third-class stamp to be garnered through the exclusion of for-profit messaging.

Therefore, decide on good corporate partners that make sense for your charity and go after them aggressively with more than your hand out but rather with quantified marketing opportunities that will move their product lines and create good will.

As you craft Cause-related Marketing proposals to potential for-profit companies, try to agree on a promotion that can be found no place else other than your charity's Web site. For example, if Whirlpool was a corporate sponsor to Habitat for Humanity, they could place banner ads on Habitat's Web site offering the Habitat Washer and Dryer set. Perhaps a portion of each sale could go to Habitat or the set could be discounted for Habitat's constituents.

This is an entirely new untapped revenue stream for charities, that if not for the Internet, would not be possible.

Step 87. Meet Bill

Mine Your Widget Ads

Learn More About Widget Ads

Step 85.

Widget Ads may link with any other rich media format, and may include features such as Custom Video, Dynamic Data Feeds, Interactive Elements, Polls and more. Widget Ads may be distributed in a multitude of ways, from a branded Web site, PR campaign, word-of-mouth outreach, or even through another rich media ad. The ibubble widget allows a charity to promote its cause, such as in the case of a walk-a-thon, while giving the user a value-added and fun application for them to decorate and share photos. Furthermore, perhaps a charity has a corporate sponsor of its walk-a-thon, ibubble also becomes a marketing vechile to deliever the corporate sponsor's message. These and other widgets alone will help your charity provide greater value to potential corporate sponsors in the future.


These widgets are great for membership based organizations. It allows nonprofits to stay connected with its members throughout the year by pushing additional messaging, which will help to create a greater affinity to your cause beyond what a signal event can do.

If your charity has members, then as part of their membership, provide them with such an application. You can present a variety of “calls to action” from month-to-month, such as renewing their membership, disaster relief purposes, invitations to private events, etc. The more value-added features the application provides to the members the more likely they will utilize it.



Step 86. Mine Your Widget Ads

Learn More About Widget Ads