getting past the food appeal in fundraising -- a presentation by randy brewer at agrm 2013

Brewer DirectPresents

Getting Past the Food Appeal in Fundraising

1. The Rescue Mission Brand aka: “Promise” – Feeding the Hungry, Helping the Homeless, A Real Bargain!

Making History:

1. The Rescue Mission Brand aka: “Promise” – Feeding the Hungry, Helping the Homeless, A Real Bargain!

2. Marketing the Mission – Missions = Thanksgiving, Like TSA = Christmas or Red Cross = Disasters. When Did This Happen?

3. Donor Acquisition – The First Print Ads…Thanksgiving Dinner for $1.79

4. The Brain – A Defined & Accepted Brand is Nearly Impossible to Change

Making History:

1. Thousands of “Holiday Only” Donors2. A Changing Mission…Changing Names?• (XYZ Mission Ministries, Rebound Rehabilitation

Center)3. “I Had No Idea!”4. Education or Fundraising?• Dobson Letters

5. Donor Perceptions and a “Realistic Expectations” (ECFA Argues Donor Intent)• World Vision

A Challenging Problem:

1. Photo Testing – Man vs. Woman/Child• Results: Man Photo Performed 19% Better!

2. Feeding vs. Recovery• Abraham Maslow Hierarchy of Needs

3. Expanding the Offers

Today’s Landscape:

1. New Methods for Fundraising – • Even Fewer Words, Less Time and Greater Scrutiny

2. Millennial Donors• They Are Willing to Give but They’ll Need More

Information in Less Time

The Road Ahead:

1. Tell the Truth! But Don’t Do it All at Once• How Do You Eat an Elephant?

2. Use Multi-Media (Online, Print, Broadcast, Digital, Mobile, PR, Events, Churches, etc.)• Be Consistent But Not Boring

3. Volunteers, Major Donors and Close Friends Make Great Ambassadors

4. Focus, Focus, Focus!• Chinese Water Torture• Better to Do One Thing Well Then Five Things Poorly

5. “If you try to stand for everything, you’ll be known for nothing.”

6. Develop a good “middle donor” strategy:• Donor Giving Clubs (monthly, quarterly, EFT/ACH)• Middle Donors may be giving two+ per year but at $50

levels• New Donor series to educates about broader programs• 13 month single gift series to cultivate based on their

likes.

Initial Suggestions: