Newsletter Is Dead Melbourne

(c) Pareto Fundraising June 2005

Welcome

THE GAWLER FOUNDATION

PENNINSULA HOSPICE SERVICE

http://www.typostation.org.au/


The Art of Fundraising

Welcome to attendees Introduction of speakers:

Sean Triner, ParetoNicola Probyn, WWF-AusJohn Burns, AIA


Why are we running these Masterclasses? To provide training for charities

To provide fundraisers with practical tools they can implement in their workplace

To challenge, inform and motivate fundraisers

To tackle difficult issues


Copyright

This presentation, and elements of it, may be used to help charities raise more money more effectively. You may use it to build a specific presentation to your board or staff within your organisation provided that Pareto Fundraising is given due credit. You may not distribute this presentation, or elements of this presentation to other organisations.

Specific permission needs to be obtained from Pareto Fundraising if you are presenting at a seminar or training session to which other organisations are invited. We will request a copy of that presentation from you, and request that Pareto Fundraising is credited accordingly.


Feedback forms

Want your feedback today

Implement what you learn, let us know

Is important to us

Know we are being effective

Will keep us running these (they cost a lot!)


Introduction

Sean Triner – Managing Director, Pareto Fundraising

Extensive industry experience in UK Expert on Australian fundraising market “Nearly always, newsletters are a waste of

time” - Sean, April 2005


The Newsletter is Dead – Long live the donor

update!

Pareto Fundraising Masterclasses


Today’s Masterclass

1. Introductions

2. Why are donor communications important?

3. Audience straw poll

4. What makes GOOD donor communications?

5. What makes BAD donor communications?

6. Why newsletters? For and against

7. Newsletter evaluation exercise

Break


Today’s Masterclass

8. Feedback from exercise

9. Getting it right

10. WWF-Australia case study

11. Alternatives

12. Amnesty International Australia case study

13. Conclusions

14. Q&A session


Brainstorm

Why are donor communications so

important?


Why are donor communications important?

Retention of donorsTells donors what is happening with

their moneyFeedback on the organisation itselfMakes the donor feel involvedCreates advocates for your cause



Emotional involvementRecognition of donor’s contributionSense of shared accomplishmentEnables you to promote your vision

for your organisationMethod of delivering your services

(ie educational content)


Facts about donor communications

According to the American Research Study on Donor Communication, 2003:

Only 47% of charities correspond with donors apart from solicitations

94% of donors say that charities they support never or hardly ever call them up without asking for another gift

56% of charities feel that corresponding with donors without solicitations is the most effective way of communicating with them



68% of donors would prefer to receive a short one page bulletin on the program that their donation had been targeted to

Only 19% of donors are satisfied with the current length of charities newsletters

69% of donors say “I don’t have time to read newsletters thoroughly”

53% of donors are concerned about the cost of newsletters



81% of donors say having their names published in a charity’s newsletter has no influence on whether they will give again

54% of donors think newsletters could be improved by providing more targeted information on how donations are being used


The Major Gifts Cultivation Model

Make the ask

The right person at the right time asking for the

right thing

Thanking and ongoing

stewardship

Identify and Involve

prospects in the cause. Develop

relationship


What does everyone here do?

Straw poll Do you communicate with your donors

without asking for money? Do you do a newsletter? Which media? Print, online, email etc How often?


Types of non-ask communications

Tell me!


Brainstorm

What makes GOOD donor

communications?


What makes GOOD donor communications? Regularity Honesty Reliability One to one communication Relevant Recognition of donor’s contribution Emotional stories Information about beneficiaries Tells donors what impact their donations are

making


Brainstorm

What makes BAD donor

communications?


What makes BAD donor communications? Internal focus One size fits all Irrelevant No info on how funds being used Clear waste of money Lack of focus Lack of purpose Confusing messages


Why newsletters?

Because they are an effective method of donor communications…?

And we know donor communications are important.



Retention of donorsTells donors what is happening with

their moneyFeedback on the organisation itselfMakes the donor feel involvedCreates advocates for your cause



Emotional involvementRecognition of donor’s contributionSense of shared accomplishmentEnables you to promote your vision

for your organisationMethod of delivering your services

(ie educational content)


The real reasons?

Need somewhere to thank the sponsors Donors say they like them Communications pays for them, not the

Fundraising department!


The real reasons?

Board/staff/volunteers like them “We’ve always done them” Originally used as ‘appeals’ They do make some money Because everyone else does!


The true purpose of the donor newsletter

“But it’s not the physical object itself that donors want. What they do want, though, is the content: the stories, the photos, the proof that their money did good, the emotional gratification of knowing they made the world a better place. That’s what you give a donor, through your newsletter. Not a piece of printed paper; but a warm, wonderful feeling.”

©Tom Ahern, Ahern Communications, 2005


The Perfect Newsletter**in our subjective opinion….

1. Is relevant to the audience

2. Is focused on the link between the donor and the need

3. Creates a feeling

4. Is relevant in context of other communications

5. Is well written


The Perfect Newsletter**in our subjective opinion….

6. Has more ‘You’s than ‘I’s than ‘We’s

7. Celebrates success

8. Expresses the humanity of the need

9. Is not internally focused

10. Is timely


Newsletter evaluation exercise

Score sheet in your pack Someone else’s newsletter in your pack Write the name of the newsletter’s

charity on top of your score sheet BUT don’t give your own name – all

scores fed back anonymously Rate newsletter based on criteria


BREAK – 15 mins

We will distribute the scored newsletters during the break – when you come back to your seat, you will find your independently assessed newsletter.


Feedback from exercise

Is anyone willing to share their results?

Comments?


Getting it right

WWF-Australia Evaluated their newsletter in 2004 Decided to change it Now in process of rolling out new one


Introduction

Nicola Probyn, Direct Marketing Manager Special Projects, WWF-Australia

Been at WWF for 2.5 years Manages F2F acquisition and retention Project managing the new magazine

development because it is a key piece of the retention strategy


Case study - WWF-Australia

Evaluation process

Why change? What reasons?

What was brief for new newsletter?


Mock ups of new newsletter


Alternatives to newsletters

Currently, many newsletters are waste of money

Can be much more effective Can be personalised Usually much simpler Can be cheaper Other ways


Donor care letters

Personalised One to one conversation Tells donor what is happening with their

money Reflects relationship Includes giving history Very specific feedback A ‘letter with news’


Non-appeal appeals

Appeal letter All the strengths of normal letter Gripping case studies Detailed information No ask Focus on specific area of charity


Examples of letters with news

My mum’s annual update

“Dear Christine

I can’t believe how quickly the year has gone. Richard has been his usual self, getting free flights in exchange for some photos of those historic planes he loves so much. He did manage to get me into one and we did the loop…Sean’s still in Australia, I think he stands on street corners making money for charities. But no Christmas carols I hope! We are going to see him…”


Personal stories workExtract from http://www3.caringbridge.org/tx/joinerboys/

Getting on with all the news.

We went to the One Step Closer walk in Allen in early April and it was a huge success. Last I heard, over $12,000 dollars was raised. Keep in mind that this money goes directly to finding a cure for MLD – so we consider this fundraising huge! It was so nice to meet Rhonda (Nathan’s mum) and get to share some time with her. The crappy part of this is that we are united in grief that is still a bit overwhelming. It was pretty emotional for me, but my group of pals were there to bring me back around. We managed to squeeze in some fun in the big city of Dallas and we just had a blast. I think that we all needed a cleansing weekend after the last few months. Make sure that you check out the Stennis Foundation website at www.stennisfoundation.org for more information on upcoming events. Remember, you do not have to actually walk to make a difference.

The 1st Annual Joiner Boys Memorial Golf Tournament was held on April 22nd and was a huge success also, even if the West Texas Spring weather did not cooperate. It was cold, cloudy and windy that day, but we managed to have a good time and raise some great money. 96 golfers raised a total of over $22,000 that day for building the tribute playground! Can you believe that?!? Plans are underway to start construction later this year and it is going to be wonderful. Thanks to all that came and played and donated. We are still honored and humbled that so many people remember….

http://www3.caringbridge.org/tx/joinerboys/


Amnesty International AustraliaCase Study

John Burns, Donor Development Manager, Amnesty International Australia

Been at AIA for 5 years Responsible for direct marketing to the

contributor base Has worked extensively with Pareto

Fundraising on specialised donor communications.


Amnesty International AustraliaCase Study Part of AIA remit – continuing relevant

communications Why donor care is important Why we do a newsletter Our donor care letter


Case study – Amnesty International Australia


Conclusions We need to invest more in donor care The perfect newsletter is possible, but

it takes a lot of work There are other ways to deliver

excellent donor communication If you focus on donor care now, you

will reap the benefits in the future It’s just the right thing to do.


Q&A session


Pareto Fundraising Masterclass

Have we met your objectives?


Thank you

Pareto Fundraising

www.paretofundraising.com

http://www.paretofundraising.com/


Useful links -

http://www.aherncomm.com/

http://www.donorcentred.ca/dcf/index.htm


http://www.amnesty.org.au/

http://www.wwf.org.au/




http://www.donorcentred.ca/dcf/index.htm


http://www.amnesty.org.au/

http://www.wwf.org.au/

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