While most info is directed to commercial marketers, 2,239 Tested Secrets for Direct Marketing Success is worth having in your library. It offers some strong tips specifically for fundraising. Plus most things that work for commercial sales have very useful applications for nonprofits involved in generating small gifts by mail.
One frustration for me with this book, though, is that the “secrets” are attributed to a person but are not otherwise sourced. Most, it seems, were wise words given directly to one author: Denny Hatch, who started and for many years ran the “Who’s Mailing What!” archive of direct mail.
Resonating with one quote, I tried to trace it back: “you need a streak of outrage. You need a sense of injustice. Without outrage, I don’t know how the hell you can do this work” — given as one of Roger Craver’s “Three Principles.”
I’m a firm advocate of this idea, convinced that people donate their hard-earned dollars as much out of anger as sympathy (charities) or self-interest (political action). When donating, I believe, people want to not only see the mission achieved but somehow to know THEY achieved it even when those who they are angry at could or would not. (More on this elsewhere in HAPPYDONORS.)
Anyway. A google took me to an article written by Hatch titled ANATOMY OF A CONTROL: Making Anger Work in the July 1, 2004 issue of Fundraising Success. Here we find that Crave told Hatch these inspiring words, sourcing of a sort.
The quote is really a hook for the article, which dissects a long-standing Amnesty International donor acquisition control written by Jerry Huntsinger. Take a look. It’s worth your time.
Anger is one of several dynamics that make the mail package so successful. Many powerful techniques also drive gifts.
The carrier envelope is personal. No teaser.
The letter is made up of brief one-sentence paragraphs. Exceedingly readable. And compelling in both the appeal and the story told of a political prisoner who needs Amnesty (and you) to help.
The first call to action is to return a folded card (greeting card format) offering hope to this prisoner. Such “involvement devices” are common in commercial mail — getting the recipient to touch and experience multiple elements in a package. (Think Readers Digest sweepstakes at the extreme.)
If we can convince the donor to put one thing in the envelope (here, the card … oftimes a petition) we’re one step closer to getting them to add a gift.
The letters works the reader’s outrage, leading up to an unusual ask doubly positioned on the reply form: a gift which is positioned both as a donation and as membership dues.
The article cites DM maven Dick Benson saying that “if a magazine changed from a standard subscription model to a membership organization (like Smithsonian and National Geographic), it has a huge advantage over its competitors” … speculating that a “bill for dues” can gain a 15% increase over a “bill for renewal.”
I’ve sat in on countless discussions within nonprofits over whether they should be membership orgs or pure appeal charities. For most, I’ll argue for membership — that can still very effectively ask for donations. Your dues support ongoing mission activities. Donations are needed for everything above that, which is most everything for most efforts.
Returning to 2,239 Secrets, Roger Craver is also quoted as saying “Donors are continuity buyers of ideas.” I love this. And the subscription savvy might argue that this is a “till forbid” arrangement, as long as the organization maintains its delivery of compelling ideas.