Category: Communications

Does Your Online Giving Pass the Test?

Posted by on in Communications, Donor Relations, Fundraising, Nonprofit Sector, Online Giving1 Comment
board chalk chalkboard exam
Photo by Pixabay on Pexels.com

I don’t know about you, but I’ve always wanted to be a mystery shopper. It’s not just the shopping part – which I love to do – it’s the opportunity to give feedback on the customer experience.

We need to take time to think of our donors as customers – people who buy into our mission and the amazing work we’re doing to make our community a better place. Customers who we want to engage in our mission and become repeat customers. A great place to start is your online giving.

When is the last time you made an online gift to your organization? What about a gift from your mobile device? It’s probably not something you, your board members or your other staff members do on a regular basis.

Today, I challenge you to do a little mystery shopping of your own and make an online gift to your organization (bonus points if you try this from your mobile device). Here are some things to look for as you complete the process:

  • Could you easily find the ‘donate now’ button?
  • How many clicks did it take you to get to the actual give page?
  • Does your form ask for too much information that isn’t needed? (You probably need way less than you think.)
  • How easy was the process as a whole?
  • Were stories and pictures used on the give page to make you feel connected the mission? (This is a great place for a short case for support.)
  • Could you make a gift in memory or honor of someone (and get the proper recognition to the family or individual)?
  • Does the landing page after clicking ‘submit’ make you feel good about your giving? (It should NOT go to a blank page.)
  • Is the emailed receipt timely and accurate?
  • Did you receive some kind of communication afterwards?
  • Does someone in your organization pay attention to online gifts and make personal contact?
  • Were you added to the donor database?
  • How did the whole process make you feel? (Frustrated isn’t a good answer here.)
  • If you’re using your mobile device, could you complete the process in an easy way?(You shouldn’t have to contort your phone all around and zoom in and out.)

Note: Google offers a free tool to test if your website is mobile friendly: https://www.google.com/webmasters/tools/mobile-friendly/. This is a good place to start, but won’t speak for your online giving specifically.

Once you complete your mystery shopping, make notes of the improvements that could be made. Don’t feel like you need to fix it all right away – use your findings to make changes as you can starting with the most crucial. Just don’t put them off forever; you don’t want to lose a gift because someone found your online giving process to be too much work.

Don’t Say “No” for Your Prospect

Posted by on in Communications, Fundraising, The Ask, UncategorizedLeave a comment
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Who could say “no” to this face at Satchel’s Last Resort? 

Me: “Let’s brainstorm on who might invest in your social enterprise startup capital.”

NPO: “We should ask Mrs. Brown. She’s a great prospect for this. But then again, now isn’t a good time for her because she has moved recently. And, she makes a generous gift to our golf tournament. And, she might not like this because she is passionate about our mission and this is a business enterprise. So let’s not put Mrs. Brown on the list.”

This is a common conversation when I start working with the nonprofit organizations who are part of the Margin Mission Ignition initiative of The Patterson Foundation. I guide them through the process of making a prospect list for their new social enterprise. These prospects will be cultivated and if they indicate an interest, they will be asked to make a donation to invest in the business enterprise.

Too often, the staff and volunteer members of the team come up with great prospects but then talk themselves out of cultivating them for one reason (excuse) or another. In other words, they are deciding “no” for the prospect before they’ve even talked to them about the innovative and mission-sustaining business enterprise.

It’s not our job to say no for the prospect.

So what is our job? I’m glad you asked, because I’ve got some ideas:

  • It’s our job to talk to everyone we encounter about this exciting venture. I like to borrow the concept original to Gail Perry in “Fired Up Fundraising…”: the board should be sneezing. If your organization is embarking on a business planning process for an earned income venture, you should be talking to everyone you know about it. Picture sneezing and spreading your message all around – yes, I too was grossed by the visual at first.
  • It’s our job to share our enthusiasm. Creating an earned income strategy is an exciting undertaking and that should be shared with the people inside and outside your organization. It’s an opportunity to create a mission-sustaining income stream. What supporter wouldn’t want to know the organization they love will be sustained for years to come?
  • It’s our job to cast the vision. Business planning is a forward-looking process. Your organization has given it a lot of thought and it is part of a larger vision for the future of your nonprofit. Don’t keep all that to yourselves. Share it with those who are passionate about your cause.
  • It’s our job to invite them to be a part of the life-changing work of your nonprofit. Many times we are so close to the work of our organization that we forget that every day we are saving lives, changing lives and making our communities better places to live. When we ask for an investment in the business enterprise, we are inviting the donor to be part of that life-changing work.

When we decide “no” for a prospect, two bad things happen. First the prospect misses the opportunity to be a part of the amazing work of our nonprofit. Second, our nonprofit misses out on much-needed financial support. Next time you find yourself thinking of all the reasons a prospect might not support your nonprofit – STOP. You’ll be glad you did and surprised how contagious your enthusiasm can be.

A quick note: this blog was written for The Patterson Foundation’s blog. If you’ve never read it, you should. It’s loaded with great information.

Hand Written Notes: What to Write

Posted by on in Communications, Donor Relations, UncategorizedLeave a comment
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Image courtesy of Simon Howden at freedigitalphotos.net
In my last blog post, I extolled the virtues of handwriting notes. (Click here to read that one) If I convinced you that writing notes is a good idea, you might be wondering “what should I write about?” I’ve got some ideas for you.
Appreciation for volunteering – many of your donors also volunteer for our organizations. Think about board members, event volunteers, program volunteers and all of the other unpaid labor that keep your nonprofit functioning.
Impact of a program a donor supported – because we are there everyday, we sometimes forget about the impact of our organizations, the magic that happens. The next time you see some of that magic, think of the donors whose gifts enabled that to happen. Write them a quick note to tell them about it. Bonus: enclose a picture with the note.
Celebrations – send a note for a donor’s birthday or anniversary. If you know they’ve accomplished something, send them a note of congratulations.
Condolences – if a donor has experienced a loss, send them a card expressing your concern.
Newsletter with a note – the next time your organization is sending a mass mailing newsletter, pull a few key donors off of the list and send theirs first class, in an envelope, with a personal note.
When you haven’t had personal contact in a while – if a donor has been out of touch or hard to reach, send them a quick note and tell them they are appreciated.
Writing notes is habit-forming. Once you get started, it will become more natural. Let me know if I missed any good reasons for a hand written note and I’ll add it to my list.
Happy writing!

How Late is Too Late for a Holiday Message? Part 2

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W&M YouTube screen shot
Is an e-mail holiday card the right way to go? My opinion on this is no and yes. Here’s what I mean:

NO – an e-card is not the right means of communication for your top donors and prospects. This group should be receiving a personal (hand-signed, hand-addressed) message from whoever in the organization has the closest relationship.

YES – an e-card is an excellent way to communicate with the larger audience of supporters (annual giving donors, alumni, volunteers). Use photos, artwork and whatever best demonstrates your mission. Use the holidays as a way to communicate with your social media audiences too – post, tweet, and all the other things you are doing.

Because development is about building relationships with individuals one at a time or large groups via mass communication – your message should focus on how the support of your donors changed the lives of your constituents and how much you appreciate them.

The challenge – and this is true with any development communications – is to make it meaningful to the donor and representative of your mission. As with many things, holiday e-cards have become pretty common. You have to make yours stand out. My favorite example of this is an e-card the College of William & Mary sent to donors and alumni a few years ago. They showcased students and used images that were meaningful to their audience. You can see the video portion of the message below.

Don’t let time be your excuse for not communicating with your donors and prospects. As I said in my last blog, it’s never too late. Send an e-card for the new year, Valentine’s Day, the start of a new semester or whatever fits with your organization’s culture and mission.

Why? Your organization’s supporters are like family: they want to see those pictures and hear those stories. Use the holidays to do that.

How Late is Too Late for a Holiday Message? Part 1

Posted by on in Communications, Donor Relations, Uncategorized2 Comments
Holiday stamps
Image courtesy of nirots at FreeDigitalPhotos.net

 

It’s happened again at my house: the lovely photo cards have arrived in plenty of time to get them out but the busyness of school programs, shopping and family activities have distracted me. My friends and family will tell you that our family card is rarely (OK, maybe never) received before December 25. One year it was mailed around January 4 – ugh! But I always mail them anyway because I’m so proud of my adorable children and know that their aunts and uncles want to see their photos.

So how late is too late for a holiday message from your nonprofit to your donors? NEVER!

A Thanksgiving message would have been great but it’s too late for that in 2015. So instead try a New Year’s card to thank donors for the great 2015 they made possible in the lives of your constituents. If you think mailboxes are too crowded at the end of the year, send a “welcome to 2016” message that arrives around January 4, the first Monday of the new year. A few years ago, one dear friend was running so late with her family Christmas cards that she dressed her kids up in beads and made it a “Happy Gasparilla” card. It’s a Tampa thing and I loved it! It stayed on my refrigerator most of the year. What’s going on in your organization that you can celebrate?

Some of you may be asking, ‘should we even send one?’ I say YES and here’s why: development is about building relationships and sending cards on special occasions is a natural relationship action. What about the idea of offending some of your audience? Don’t! You know your audience; pick a theme and message that reflects your organization and it won’t be offensive. Faith-based organizations have the leg up on this issue. They can celebrate their sacred holidays, but what about the rest of us? Pictures are the best way to communicate what we do so pick one great “money” shot that illustrates what you do and use an online ordering site like Shutterfly or Vista Print. If the card focuses on the good work you are doing, it won’t be offensive.

If I’ve convinced you this is a good idea, your next questions should be ‘who should get them and who should sign them?’ Send them to your board members, top donors, volunteers, vendors who give you generous discounts, and your organization’s friends. They should be hand signed by whoever knows the person best. What do I mean by hand signed? Signed by a human hand with a real pen. If you are sending too many to hand sign, you are sending too many. While you’ve got your pen out, they should be hand addressed. If you are sending too many to hand address, you are sending too many.

Does all of this sound too complicated? Don’t have the time to create a custom card? Then run to a drug store at lunch today, buy a box thank you notes and send them to the 20 most important donors to your organization. Write a note that says something like, “when you made a gift to us earlier this year, you didn’t know who your gift would help. Today I was reminded that it helped someone like…”

Your organization’s supporters are like family: they want to see those pictures and hear those stories. Use the holidays to do that.

Effective Out of Office Messages

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Image courtesy of Stuart Miles at FreeDigitalPhotos.net
Image courtesy of Stuart Miles at FreeDigitalPhotos.net

We’re delighted to have this guest post from our friend and colleague Ashley Pero.

Are you getting ready for some time out of the office?  It is important not to forget to set your out of office email and voicemail messages. You can easily set a task reminder for the day of your departure to pop up in Outlook. And, if you do forget it is worth a trip back to the office (or a quick remote in) to get it set. An effective out of office message can save you time when you get back to the office and also lets people know why they haven’t heard back from you. These people can be coworkers, donors, clients, volunteers or that all important potential donor – you don’t want to leave them thinking you are unresponsive or don’t care.

You can craft an effective out of office message by answering a few simple questions:

  • When will you be out of the office and what day will you return?
  • Will the office be closed during any of the time your away?
  • How can you be contacted (if at all)?
  • Who can they contact while you’re away?

An email out of office example:
Hi! I will be out of the office with no access to email until (day of the week), (month and day). I will respond to all emails upon my return. 

If you require immediate assistance please call our office, (888) 888-8888, and someone will be happy to assist you. 

The office will be closed (dates office will be closed). 

Thank you. 

Your voicemail out of office can be similar, but try and keep it short with just the important information.

  • You could also have limited access to email/voicemail or available only by cell phone – if that is the case let them know how long they should expect a response to take.
  • If there is a particular person they should ask for in your office list that person’s name, email and phone number. If there are certain people for certain issues list them all (being mindful while recording your voicemail out of office).

And one last thing, if you are using Outlook make sure to set both the internal and external message (both tabs). The same message can work, but you customize both depending on your office size and office requirements.

Originally published on the Nonprofit Leadership Center of Tampa Bay blog.

Green Means Go

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FreeDigitalPhotos.net
FreeDigitalPhotos.net
In my favorite sport, auto racing, a green flag signifies the start of a race. My favorite moment at the Indianapolis 500 is when the green flag waves and 33 cars come roaring past us on their way to turn one. It makes my heart race just thinking about it. This blog post also makes my heart race – for many of the same reasons: it’s the start of the Sara Leonard Group.
In launching this business I am committed to being your partner in doing more good.
What does that look like?
  • Fundraising – every nonprofit needs resources to accomplish their mission. I can equip you to get the resources you need whether you are starting from scratch or fine-tuning.
  • Training – I love creating and delivering training to nonprofit professionals and volunteers at all skill levels. I can help you and your team build skills, confidence and motivation to succeed.
  • Coaching – through fund development coaching, I can assist you through the process of achieving specific professional and organizational results. I am available to work one-on-one with CEO’s, executive directors, board leaders and fundraising professionals.
  • Facilitating – as an objective, informed outsider, we can provide the facilitation your group needs to accomplish important objectives. Let us help with board retreats, staff retreats, meetings, strategic planning sessions.
As I wave the green flag to start my business, I’ve got to ask: how can I help you? I’m here to be your partner in doing more good.

Don’t Bury the Lead

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Image: FreeDigitalPhotos.net
Image: FreeDigitalPhotos.net

I watched as several nonprofits were interviewed on TV recently. As I often do, I passionately expressed my frustration. This is also known as yelling at a TV that can’t hear me (at least that’s what my husband calls it). Why, you ask? I’ll explain.

A reporter started with the question, “what does your organization do?” There it is: the million dollar question, the one we’ve all been dying to answer on television. I experienced great disappointment as the nonprofit’s spokesperson told us how long they’ve been in existence, how many people they work with and that they are a 501(c)3. Finally, she got to the answer: they create jobs. She should have started with that! That’s what they do. That’s how they change the world.

How do you answer that question? You probably don’t have many opportunities to answer it on live TV but how do you answer it on any given day?

Here’s advice the advice I was shouting at my TV: don’t bury the lead! What is your lead? What is it that you really do to change the world? Do you save lives, rescue animals, teach kids to read? Start with that. Figure out how to say it in the most succinct and dramatic way.

Remember that most people aren’t inspired by how long you’ve been around, how many people you serve or the fact that the IRS granted you tax exempt status. What inspires them? How you are changing the world. Be sure that is the first thing you say. I strongly believe the best way to convey how you change the world is by a quick story that illustrates that in a real life.

“Bury the lead” is an expression from journalism. It applies in many situations: copywriting, social media. If you’d like to read more about that, check out this blog post from Socialmediatoday.com, “Keys to Copywriting: Don’t Bury the Lead.”

If you’re not sure if you are able to tell your story this way, practice on the next person who asks about what’s going on in your life. Tell them about the good work of your organization and see how they respond. Then ask them what they think. You’ll be amazed at what you learn.

Originally posted on the Nonprofit Leadership Center of Tampa Bay blog.