This entry is specifically for Non Profits/ Foundations and groups who are fundraising in these tough times although this can be translated into business marketing to.
Last week Ron Williams(my dad) attended a seminar put on by the San Diego Postal Customer Council addressing the most effective ways to fund raise. The seminar provided insight into successful local Foundations/Non Profits and the keys the their success. I will hit on some of the highlights because he handed me 9 pages of material and notes. For the complete run down give me a call or email and lets set up a meeting to talk more about how to improve your fundraising.
1) Who is your target Donor? Do you know, really? The best way to learn more about who donates to you is interview a few donors and learn why.
2) Newsletters- Create a newsletter that informs the donor what you are doing, where their money is going and that you are being conservative with their money. Show them why their donation makes a difference.
4) Go after your current donors more- With today's economy you will get better results going after your current donor base. Invite them to participate in upcoming events, get more involved in your organization.
Here's a big one I have heard many people say. I don't want to ask for more money from people who have already donated. The big fundraisers solicit multiple times a year, up to 4 times!
7) Acquiring new donors- While you are soliciting from your base you will need to add future donors for years to come. This is the most difficult part of fundraising. "Expect to lose money. At this point you are looking for new donors more than the donation itself"
10) The List- Your mailing lists are the most important aspect of Fundraising. The best list will be your current donors and should be contacted up to 4 times each year. Lets not forget purchased lists, look for lists of people who are sympathetic to your cause, lists of people who are mail responsive. They could not insist enough, lists are extremely important.
12) State your case- Don't beat around the bush, ask for the donation & the money. Motivate the reader to donate and respond.
Alright I'm not even half way through the seminar and I covered some great points. Educating ourselves and you is our job, working together to increase your fundraising and building a partnership. I would love to come by and talk more about what your current fundraising plan is and add some of these tried and tested methods to increase your ROI.
Call me with any questions
Ronnie
619.474.8626
Thursday, July 23, 2009
Monday, July 13, 2009
Great Customer Service is Key!
Wow this weekend was hot! Tried to do a little yard work but it was tough BBQ'd instead.
CANVAS magazine sends me a Monday newsletter every week and I thought this one was great. My personal purchasing habits are completely based on the personal touch vs just the price, someone who knows their field and walks you through exactly what you need is invaluable.
July 13, 2009
CANVAS Weekly Newsletter"Nothin' But a Chicken Wing"
It is easy to become skeptical in these challenging times. It seems as though many of our buying experiences are defined by the bare minimum customer service and great ambivalence from the people who are charged with serving.
With a growing concern that our country is mired in a "save yourself" attitude and "commoditized" service, I had some hope restored this weekend.
My brother, a couple of buddies and I traveled to Clinton, South Carolina to play golf. We got up at 5:30 and drove two hours to what amounted to the middle of nowhere. As my friends raved about this golf course, the skeptic in me began to take over. I mean, come on, two hours to play golf? I like the game, but a four hour round-trip doesn't seem to make a lot sense to me.
As you can imagine, there are not a lot of golfers on the course. I think there were about 20-30 people all day. In turn, the golf course is extremely difficult and magnified my very pedestrian game. My score would suggest that this day was not a lot of fun for me. However, I cannot think of a better golf experience in recent memory.
The difference was the service provided. The very small staff seemed to realize that a job is not a right. It is a responsibility. They were falling all over themselves to make sure we had everything we needed. As an example, the general manager actually came out on the course to see how we were doing.
After our round, we were relaxing and telling stories, when Dennis, our waiter, came up with a plate of chicken wings. With a big smile, he said, "these are on my tab, please enjoy". We all looked at each other with shock. This was unexpected, but delightful. By the way, it cost us $60 to play 36 holes of golf!
Having a job instills remarkable pride and should be respected and loved. We may receive some questionable service in our individual lives. However, let's empower each other to create memorable buying experiences for our clients. In the end, it is actually more fun to serve. It makes you feel great and it says a lot about you. In fact, it's easier to serve with enthusiasm than with disdain. In other words, it ain't nothin' but a chicken wing!
All the best,
Mark Potter
CANVAS
www.thecanvasmag.com
Hope you enjoyed
Ronnie
CANVAS magazine sends me a Monday newsletter every week and I thought this one was great. My personal purchasing habits are completely based on the personal touch vs just the price, someone who knows their field and walks you through exactly what you need is invaluable.
July 13, 2009
CANVAS Weekly Newsletter"Nothin' But a Chicken Wing"
It is easy to become skeptical in these challenging times. It seems as though many of our buying experiences are defined by the bare minimum customer service and great ambivalence from the people who are charged with serving.
With a growing concern that our country is mired in a "save yourself" attitude and "commoditized" service, I had some hope restored this weekend.
My brother, a couple of buddies and I traveled to Clinton, South Carolina to play golf. We got up at 5:30 and drove two hours to what amounted to the middle of nowhere. As my friends raved about this golf course, the skeptic in me began to take over. I mean, come on, two hours to play golf? I like the game, but a four hour round-trip doesn't seem to make a lot sense to me.
As you can imagine, there are not a lot of golfers on the course. I think there were about 20-30 people all day. In turn, the golf course is extremely difficult and magnified my very pedestrian game. My score would suggest that this day was not a lot of fun for me. However, I cannot think of a better golf experience in recent memory.
The difference was the service provided. The very small staff seemed to realize that a job is not a right. It is a responsibility. They were falling all over themselves to make sure we had everything we needed. As an example, the general manager actually came out on the course to see how we were doing.
After our round, we were relaxing and telling stories, when Dennis, our waiter, came up with a plate of chicken wings. With a big smile, he said, "these are on my tab, please enjoy". We all looked at each other with shock. This was unexpected, but delightful. By the way, it cost us $60 to play 36 holes of golf!
Having a job instills remarkable pride and should be respected and loved. We may receive some questionable service in our individual lives. However, let's empower each other to create memorable buying experiences for our clients. In the end, it is actually more fun to serve. It makes you feel great and it says a lot about you. In fact, it's easier to serve with enthusiasm than with disdain. In other words, it ain't nothin' but a chicken wing!
All the best,
Mark Potter
CANVAS
www.thecanvasmag.com
Hope you enjoyed
Ronnie
Wednesday, July 8, 2009
Reasons' that compel consumers to open their Direct Mail
As recent survey from Vertis Communication asked adult consumers a question, "Which one of the following makes a difference as to what direct mail you open?"
The results:
1) Timing of the piece arriving coinciding with need for the service/product = 67%
2) Consumer's name on the front of the envelope = 66%
3) A special offer or discount = 54%
4) The package looks important = 52%
5) Feel something in the package = 51%
6) A free gift or token inside = 42%
7) Donated material enclosed = 35%
8) None of these = 5%
So what can you do with this information, well implementing some of these tactics in with your current direct mail campaigns would be the first step, then testing which method or methods work best to fit with your products or services and budget. Remember just because you try these tactics doesn't mean it will work, to work the best you will also need a targeted list, great follow up and as I said in my previous entry consistency. Call today for any questions or if you want us to come by and help develop an effective campaign for your business.
Thanks
Ronnie
The results above are from Vertis Communications, property of an annual study tracking consumer media and buying behavior across a wide variety of industry segments... from 2009
The results:
1) Timing of the piece arriving coinciding with need for the service/product = 67%
2) Consumer's name on the front of the envelope = 66%
3) A special offer or discount = 54%
4) The package looks important = 52%
5) Feel something in the package = 51%
6) A free gift or token inside = 42%
7) Donated material enclosed = 35%
8) None of these = 5%
So what can you do with this information, well implementing some of these tactics in with your current direct mail campaigns would be the first step, then testing which method or methods work best to fit with your products or services and budget. Remember just because you try these tactics doesn't mean it will work, to work the best you will also need a targeted list, great follow up and as I said in my previous entry consistency. Call today for any questions or if you want us to come by and help develop an effective campaign for your business.
Thanks
Ronnie
The results above are from Vertis Communications, property of an annual study tracking consumer media and buying behavior across a wide variety of industry segments... from 2009
Monday, July 6, 2009
Reflecting over a vacation
I haven't taken a vacation in a very long time and forgot how that time away can allow you to reflect on what you have been doing and how to improve on it. Growing up in Southern California the bright green landscape in Ireland was amazing, the food was hearty and the beer was, well everywhere. My only complaint was limited Ketchup for the chips.
During the 2 flights home which included a 4 hour layover in Philly my time was spent thinking about the first 6 months of this year. Marketing ideas for DeFrance, marketing ideas we assisted our clients with and we're they effective or not. Most people, myself included are extremely impatient with marketing, expecting that the first mailing, magazine ad or billboard campaign you will rake in the dough. The reality is some will respond immediately to the campaign and others are on the fences or are not in need at the immediate time. This is why consistent marketing is so important, people need to be reminded why they need your products or services regularly, keep your name is their face.
I was reading a blog over the trip and Mark Potter from Canvas magazine was talking about the long term effects of marketing and companies holding off of spending that money. "For example, I was talking to a couple of my friends at Coca Cola, the number one brand in the world, and I asked them about curbing their advertising. They responded by saying that if Coke stopped advertising today, there would be no effect tomorrow. However, in a year's time, Pepsi will surely gain market share."
It's hard to think of the future when we are worried about today but we must. The are no companies who are the exception to the rule, we must market to our target audience, solve their problems and provide superior service.
Just my thoughts after a vacation.
Ronnie
During the 2 flights home which included a 4 hour layover in Philly my time was spent thinking about the first 6 months of this year. Marketing ideas for DeFrance, marketing ideas we assisted our clients with and we're they effective or not. Most people, myself included are extremely impatient with marketing, expecting that the first mailing, magazine ad or billboard campaign you will rake in the dough. The reality is some will respond immediately to the campaign and others are on the fences or are not in need at the immediate time. This is why consistent marketing is so important, people need to be reminded why they need your products or services regularly, keep your name is their face.
I was reading a blog over the trip and Mark Potter from Canvas magazine was talking about the long term effects of marketing and companies holding off of spending that money. "For example, I was talking to a couple of my friends at Coca Cola, the number one brand in the world, and I asked them about curbing their advertising. They responded by saying that if Coke stopped advertising today, there would be no effect tomorrow. However, in a year's time, Pepsi will surely gain market share."
It's hard to think of the future when we are worried about today but we must. The are no companies who are the exception to the rule, we must market to our target audience, solve their problems and provide superior service.
Just my thoughts after a vacation.
Ronnie
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