getting past the food appeal in fundraising

Brewer DirectPresents

Getting Past the Food Appeal in Fundraising

1. The Rescue Mission Brand or Promise – “Three Hots and a Cot” aka food/shelter. (…and a real bargain!)

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

3. The Building of a Donor List (NDA) – The First Print Ads

4. The Brain – A Well Defined &

Accepted Brand is Nearly Impossible to Change.

Making History:

1. Thousands of “Holiday Only” Food/Urgent Donors

2. A Changing Mission…Changing Names?• (XYZ Mission Ministries, Rebound Rehabilitation

Center)

3. “I Had No Idea!”

4. Education vs. Fundraising?• Dobson Letters

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

A Challenging Problem:

1. Photo Testing – Man vs. Woman/Child• The Mission Brand and Association with Men.• Results: Man Photo Performed 19% Better!

Today’s Landscape:

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

Today’s Landscape:

= Physical requirements for

human survival.

3. Expanding Offers –

• Broadens the Ask• Whitewashes the Need

“If you stand for everything you are known for nothing.”

Today’s Landscape:

3. Housing First!

Today’s Landscape:

1. New Methods for Fundraising – • Donors Have Choices

The Road Ahead:

Mission XYZ

Mail Drop Off

Events

Door to Door

PhoneWire Xfer

Stocks & Bonds

On-line Banking

Website

Designated church gift

Text to Give

Family Foundation

Social Media

Crowd-Raising

The Road Ahead:

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

2. Millennial Donors –• They’ll Give but They Want More Info 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• Target Messages with Right Media

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

Initial Recommendations:

Initial Recommendations:5. Develop a “Middle Donor” Strategy:• Donor Giving Clubs (monthly, quarterly, EFT/ACH)• Middle Donors may be giving two+ times per year but

at $50 levels…

6. Create a New Donor Series to Educate Donors.

7. Consider a 13-month Single Gift Series to Cultivate Based on Giving Patterns.

8. Invest in Major Donor Development:• Indentify Major Donors• Build Relationships (Time)• Hire a Major Donor Staff Person

9. Don’t Fear Feeding or Holiday/Need Only Donors.• Use Smart Technology to Indentify and Target Donor

Cells.