Which approach raises the most funds: (1) a well-argued appeal that explains the problem and offers statistical proof; or (2) an emotional appeal that tells a sad story? In short, which is better: stories or statistics?
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Good customer service is everything. It underpins retention. How's yours? This issue takes you through some guidelines.
AFP Greater Toronto Congress 2012
Speaker scores are in
Average speaker score: 85%
For my workshop on "Direct Mail for Smaller NGOs," my overall score was 95%. "What were the most useful ideas you learned and will apply?" Three people said, "Everything." For my workshop named, "Marketing Bequests: The Delicate Art of Asking for That Final Gift," my overall score was 93%. Useful ideas? "Examples, awesome. He is inspiring." "Many ideas presented in sequence that was logical and very easily understood." "Everything." "Great information and very engaging." "Too many to list – session was like a 'Best of' survey of research and results by practitioners. Many useful suggestions and resources given."
Latest e-news investigates age
Donors are older than you imagine
We went inquirin'. The suspicion: average donors in the US are getting on in years. Yet virtually all the appeals sent their way ignore that fact. Is there more income possible, by taking a different approach? Read this.
E-news sticks thumb in complacent eyes
"We don't trust you!"
Is it the whole "non-profit" thing?
Do your donors trust you? Probably not that much. There are things you can do, however, to fix that. Read more about this vital, yet oft-neglected, issue.
Go negative, tell stories
The more you know about the brain, the easier persuasion becomes
We're living in the Golden Age of brain science. Take advantage! As this issue of my e-newsletter urges....
Latest e-news defies conventional wisdom
Elevator speech? Just say no.
Wrong answer to a great question.
Will your elevator speech persuade a prospect to make a gift? Unlikely ... for all sorts of reasons. Find out in this issue of my e-newsletter why figuring out your elevator speech could be a waste of time.
Latest e-news offers insights
Why does pro direct mail...
... sound so weird? The person being asked to sign the letter might wonder.
I run into this a lot ... and judging from the strong response the article is receiving, other people do, too: Why do professionally-written direct mail appeals sound the way they do? Well, there are many and well-tested reasons. See for yourself.
My latest e-news rebuts my previous e-news
Experts stand up for emails
Drat! Wrong again....
Two issues ago, I reported on Jeff Brooks' comment that his firm no longer does emailed newsletters for any clients, because ten years of testing found that e-newsletters produced no significant revenue. And a lot of folks begged to differ! In this new issue of my e-newsletter, we hear from three heavy-hitters who generate loads of gifts from emailed news and appeals. This is a good one, if you're trawling for front-line tips.