Blueprint Fundraising

Things you can’t say in fundraising

Hey guys! I’m “Raising More Money” with “Donor-Centred Fundraising!!”

That’s the kind of language that can get you in trouble. Those are trademarked phrases and they can’t be tossed around lightly. Tom Ahern has written a biting post on the subject.

If you are working in fundraising, you’ve witnessed the popularity of Penelope Burk’s “donor-centred fundraising” books, seminars and consulting. Even bigger is Terry Axelrod’s company Benevon (formerly called Raising More Money). You might have explored these programs in a hopeful quest for the secret to fundraising success (both profess to have it). You might have bought the books (I have) or attended a rather pricey seminar (guilty).

I think their approaches both work. But there isn’t anything revolutionary in them. There’s no secret. They are common sense, strategic approaches to fundraising. Follow the golden rule and treat donors well. Say thank you. Be super organized. Be respectful. Tell a good story. Use your assets. Follow through. Is this really new?

A few years ago I was shocked when a colleague received a cease-and-desist letter for using the term “Raise More Money” in a book title. She had been publishing fundraising books and advice for decades. Basically she taught people how to “raise more money.” How many ways are there to rephrase that? She was asked to stop because that phrase belongs to Axelrod. Don’t talk about an “Ask Event” or “Treasure Map” either.

It isn’t enough to make hundreds of thousands from nonprofits? Must you gag your competitors and colleagues too?

Rant over and out.

CFRE approved

For those of you considering signing up for the Major Gifts Intensive 08, I have some good news from CFRE International.

They’ve approved the course for their continuing education points. Full participation in the Intensive will earn 8.25 points in “Category 1.B – Education” of the CFRE International application for initial certification or recertification.

Interview: Graphic design tips for nonprofits

I’d like to to introduce you to Isabelle Swiderski, creative director of design consultancy Seven25. Design & Typography.You might have seen one of her recent projects — the super smart new identity for the Vancouver Foundation.

I’ve known Isabelle for years because she designed this website and the identity for my company Blueprint Fundraising and Communications. Her approach is creative yet practical. And here are some of her tips for working with designers.

How can nonprofits benefit from working with a professional designer?

A competent designer will help identify your organization’s unique message and collaborate with you to find the best means to achieve your communication goals. Building a long-term relationship with a designer or agency also ensures that all materials have a consistent look and feel and speak in a recognizable voice.

Are there special challenges in working with nonprofits? Is it different than working with a corporate client?

A key difference is a misconception that tight budgets preclude the need for a cohesive communications strategy. Time, money and resources are often limited for many smaller companies and nonprofits. Not having a clear plan can result in an ineffective use of resources and disjointed messaging. This is certainly not unheard of in corporate clients but not as common. I’ve also encountered a limited understanding of the value a professional designer can bring to the table—which we are trying to remedy here.

How can nonprofits can get the most out of their work with a designer?

1. Involving the designer at the earliest possible stage of a project. When the designer or team is involved early on there is an opportunity to develop copy and visuals concurrently, leading to a more cohesive whole.

2. Collaborate with each other. When the client and creative team can both offer their knowledge and expertise the final product will be more successful. A competent designer should build on and give shape to your ideas but might also push them or new ideas in directions you had not envisaged. Allowing this process to occur will allow you to get the most out of the experience.

3. Follow a process. As a first step, parameters or a design brief should be outlined to guide the creative process: the audience, the aim of the message, how success will be measured should be determined at the outset and used to evaluate the proposed solution. Secondly, a timeline and deliverables should be outlined (and adhered to) so the project stays on track.

Any tips on making a design budget stretch?

1. Have a strategy in place or enlist help to define one for the year, taking in consideration your goals, your resources and your budget.

2. Build long-term relationships. Whether you work with a printer or designer they can offer advice on formats, production processes and materials. They might also work with you on pricing if they know you will continue to work with them.

3. Offer sponsorship opportunities. Printers or creative companies are often keen to give back to their community or supporting causes they believe in by reducing their fees or working pro bono. Including a credit on the printed piece or web communication is a way of recognizing their support by offering them exposure. This method will work better if you follow point number two as well.

Are there nonprofits that you think do a great job in their visual communications?

The Brooklyn Academy of Music has been consistent. The new Seattle Art Museum identity and visual language is simple and applied flawlessly to all communications tools the museum puts out making it instantly recognizable. The Big Issue (magazine sold by homeless people in London) has been consistent for years. The National Film Board has done a tremendous job of solidifying and expanding on its identity in the long-term.

UPDATE: Isabelle has another tip — on where to find a designer if you need one. Check out the Society of Graphic Designers of Canada. You can search for a designer by region and look through online portfolios. The Society requires a portfolio and credentials review by peers for acceptance and ensures members (individuals or companies) adhere to the guidelines of the profession.

Thanks Isabelle!

Future of Canadian philanthropy

AFP Canada ran a “Future of Philanthropy” advertising supplement in the Globe and Mail last week. If you missed it, you can download the whole thing here.

I can’t say that any of the information was especially surprising (this is an advertising piece after all) but there were some interesting stories. The thing I found myself doing most was looking at the ads from various nonprofits. Looking at ads side-by-side really helps you to see what works and what doesn’t. You be the judge, but my faves (they intrigued me enough to go to their websites) were from Bridgepoint Health and Alberta’s Promise. Apparently big, simple and kind of obscure works for me.

Caveat emptor: The Grant Institute

Some of you might have seen advertisements for (or even attended) a Grant Institute training program in Metro Vancouver in the past… If they come back again you might want to do some homework before signing up. The NonProfit Times has a story on the numerous complaints against them with Better Business Bureaus in the US. I’ve heard of similar problems with their programs in Canada. Buyer beware.

The Little Give is on!

Teams from Karyo Edelman are working with four Vancouver nonprofits to see how much good they can do in the next 48 hours. You can follow their progress online, through Twitter and with photos at www.thelittlegive.ca.

Go St. Elizabeth’s and Team 3 — the saints!

Major Gifts Intensive 08

For those of you in the Vancouver area, I’m offering something that might interest you this fall. It’s called Major Gifts Intensive 08. It’s a sort of butt-kicking major gifts bootcamp.

When I teach or take workshops, I usually wish there was some sort of follow up so that people could be supported in applying the new ideas in their work. This program is going to combine workshop-style sessions, hands-on participation and individualized coaching (and no actual butts will be kicked). By the end of the Intensive, my goal is that participants will truly be ready to launch a major gifts campaign. I’m limiting it to 12 participants so that everyone gets a lot of individual time and attention.

Here are the details. To find out more or to register, please contact me at andrea@blueprintfundraising.com or 604-682-6582.

Session 1: Planning Your Major Gifts Campaign
September 16, 2008 / 9:30 am – 12:30 pm

Session 2: Creating Your Case for Support & Building Relationships
October 7, 2008 / 9:30 am – 12:30 pm

Session 3: Asking For Money & Working With Volunteers
October 28, 2008 / 9:30 am – 12:30 pm

Coaching
Each participant will receive two hours of individual coaching by phone or email outside the sessions.

Location
Workshops will take place at Suite 400 – 21 Water Street, Vancouver. Refreshments and yummy snacks will be provided.

Cost
$685 plus GST per person if you register by July 31
$775 plus GST per person after July 31
Registration closes August 28
Discount of $40 per person for more than one from the same organization
Space is limited to 12 participants and you must register in advance

Vote for the best nonprofit tagline

For anyone who has ever wracked their brain, scoured their thesaurus and sat through painful hours of brainstorming with co-workers to come up with a tagline for their organization… here’s a little inspiration.

Nancy Schwartz’s Getting Attention blog is running a contest where you can vote for the best nonprofit tagline. The short list of 20 has been culled from more than 1,050 submissions.

Personally, I think every nonprofit needs a tagline. All the more so if your organizational name is dry, long, unclear or filled with jargon. The best taglines are short and inspire/explain, delivering your brand promise in a pithy and memorable little nugget.

I’ll never forget an organization I worked with years ago… the Snake River Alliance. Their name doesn’t say much, especially to those who don’t know the Snake River. But they developed a great tagline — “Idaho’s Nuclear Watchdog” — and I’ll never forget them because of it. A good tagline can compensate for a poor name. So if you are contemplating an organizational name change, ask yourself if your identity problems could be solved by a brillant tagline. And go get that thesaurus!

Here are a few of my favourite taglines from clients and former clients:

David Suzuki Foundation – Solutions Are In Our Nature
The Land Conservancy of BC – Special Places. Forever, For Everyone.
Adoptive Families Association of BC – A Family For Every Child
Tides Canada Foundation – Think Big. Give Wisely.

First Course in Vancouver in June

I’ll be teaching part of AFP Vancouver’s “First Course” again on June 26th and 27th, 2008. Sign up soon if you are interested in this course because it usually sells out. First Course provides an excellent overview of fundraising — perfect for anyone new to the field. You don’t have to be an AFP member to take part.

You can register online through AFP Vancouver.

FIRST COURSE: A Course for Volunteers, New Fund Raisers, & Allied Professionals
Thursday, June 26 & Friday, June 27
Simon Fraser University, Surrey Campus

This is a two day workshop taught by experienced fundraisers that will provide an overview of fundraising techniques. The workshop is limited to 40 participants to facilitate group discussion and participation. Participants will receive a 450 page participant manual – a valuable reference on fund raising functions.

Early bird fee (until June 13th): $325 AFP Members / $375 non-members
After June 13th: $375 AFP Members / $425 non-members

Five ways to improve response to your donation page

Donordigital has released a report called “Perfecting Your Page: Can donation page optimization boost online giving?” The answer to their question is yes — improving your page really can boost giving. The report can be downloaded here and is based on testing done with Amnesty International USA and Optimost.

From the report:

Online fundraising has become a growing source of income for many non-profits over the past 10 years. But while organizations typically spend lots of time spent developing clever, creative, and inspirational online content, they often overlook more mundane aspects of online appeals that can make a big difference in converting advocates, subscribers, and other supporters into donors. Specifically, while email and web page copy may persuade people to “click to donate now,” less than half of those who click through to the donation page (and often just a few percent) typically complete the donation transaction.

Here are five key tips:

• 1. Size DOES matter: Bigger donate buttons helped convert more donors
• 2. Color can matter too: A vividly colored donation button can strongly boost donation page conversion…but seasonality and color choice influenced whether it did (read the report for more on this… green buttons performed better than blue)
• 3. Less is more: Removing unnecessary fields from the personal information form significantly increased conversion to donate
• 4. Remind people (nicely) why they want to donate: Polite header copy (“Please make a tax-deductible gift…”) followed by short appeal copy yielded better conversion than a more forceful call-to-action (“Donate Now! Help us…”) without appeal copy
• 5. No need to be demanding: Using firmer language on the donation button (“Donate Now” instead of “Submit”) did not produce statistically higher conversions

Thanks Donordigital!