Author Archives: Derrick Feldmann

You Get More With Facebook Than You Give – Is Your Organization Stepping Up to the Challenge?

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Earlier this month, the Pew Internet and American Life Project released their findings on the effect of Facebook “Power Users”.  The researchers analyzed 269 Facebook users and their activity over the course of one month.  In that month of analysis, it was discovered that 20-30% of the survey sample represented “Power Users” – users who sent friend requests, added content, and liked content of their friends at much higher rates than the rest of the sample.  The heart of the research details one important finding: because of these power users, “there is a consistent pattern” that Facebook users receive more from these individuals than they give to others.  This means that users will get more friend requests, be “liked” more than to “like”, and receive more messages than they send.  In addition, it was even discovered that more users comment on a friends post/update than they update their own statuses.

What does this mean for nonprofit organizations?  Here are three applications.

Work harder to use conversational engagement on Facebook
Organizations need to spend more time developing conversational content through Facebook rather than typical blast message approaches.  If we know that users are more willing to comment than update their own status, we should be prepared to create conversational updates that focus more on pulling the user to comment rather than inform.

Draw in users with comments to create better feedback mechanisms
Organizations should be spending more time working to engage users within the content.  Organizations should be searching for Facebook user content and comment/provide feedback on conversations relevant to the issue of the cause.  This will help to encourage more commenting and Facebook interaction among the community.

Understand “Power Users” and their effect on your cause
The study also discovered that the more friends a user had, their activity within Facebook increased.  These “Power Users” increased commenting, posting, liking, and other forms of engagement within their network.  As an organization, you should determine the effect of the “Power User” on your cause.  Although their actions within Facebook has increased, it does not necessarily mean their influence has climbed to new heights.  This would mean that some “Power Users” may not be influencers.  This is evident in the main finding that these “Power Users” are driving activity but users are not reciprocating at the same rate.  Therefore, nonprofits must understand “Power Users” in their network and whether or not activity will generate action, awareness, and/or conversation on the organization’s behalf.

Ultimately, organizations have to remind themselves of the conversational power of Facebook.  It is a medium of conversation and engagement.  As an organization, is the reach or virility important, or the engagement of the community in your conversations?

To download the full report, visit pewinternet.org/Reports/2012/Facebook-users.aspx

6 New Ideas for Your Next Annual Report

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It’s that time of year for organizations to develop annual reports. Annual reports can be a valuable tool for overviewing your organizations impact the past year to potential donors and funders. However for some, the annual report has become bland and boring. Your donors may even be able to predict what you will send out – same design, typography, and images you have been using for five years.

Here is your chance to put some kick into that report and try some of the ideas below to convey how important donors support was for last year’s success. Continue reading “6 New Ideas for Your Next Annual Report” »

1997 – Do You Know What This Year Means To Fundraisers?

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This is a year that most would not remember as the most significant in history.  But it has incredible significance for fundraisers.  In 1997 a new technology emerged that changed how fundraisers communicate with donors and constituents.

In 1989, Microsoft invented the first Microsoft Word software that would become the foundation for what is today’s modern Microsoft Office Suite – the most widely used word processing software.  It wasn’t until 1995 and 1997 that Microsoft began to really increase functionality of its Word product.  Spelling and grammar checks and other features that we take for granted began to debut this year.  But one feature above all, would shape fundraising forever and change the relationship we have with donors when we communicate.  The dramatic shift was due to a new tool called mail merge.

Mail merge allowed us to personalize our communications to our donors and constituents.  For the first time, we could address people by their personal names that we would use in meetings and other in person conversations.  We could change gifting amounts, language in letters, and create personalized printing labels all from our computer.  This simple tool changed the landscape of how we essentially engage our donors.

So why is it, that after 12+ years, we fail to use this powerful tool?  

This year, my colleagues and I at Achieve will help roughly 20 organizations with their end of year campaigns.  Personalization is not an option – it is a given.  However, I have received already more than 5 solicitations in the mail from organizations asking for my support without any personalization.  The dreaded dear friend, supporter, colleague, etc.  You name it – it’s there.  Everything except my name.

Personalization is a form of connectivity.  Technology advances have made it so simple today to do mail merges and create at a minimum this personal communication with our donors.  When we go the extra mile of addressing people according to their personal preferences, we begin to move beyond superficial relationships and to deeper engagement.

There are no excuses today.  Even if you are a small shop, have no resources, and don’t have the newest computers, I am sure your system has mail merge if you have a computer beyond 1995.  So take advantage of this powerful tool invited to help us create better relationships. Don’t slip into the dear friend mode – quite frankly – friends address each other by their first name.

5 More Donation Pages We Love

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Recently we posted about 2 donation pages we love.  We heard from our followers and subscribers wanting to see even more donation pages we like. You asked – we deliver. Now is the time to get your website optimized before the end of the year – so get inspired. The following five pages we really like.  From simplicity to video – these donation pages have it all.

Meals on Wheels
This donation page makes it very clear how your donation is making a difference by gift level. It also has two great videos – one showing the impact of their work and one showing why another donor decided to give money.

One Laptop
One Laptop takes simplicity to new levels. Simple, but effective at getting you the options you need without the clutter.

Robin Hood
Look for different reasons to get supporters to give? Robin Hood offers e-cards and tributes – perfect gift options for the holiday season.

Indianapolis Museum of Art

This donation page leads with a compelling movie tied to a story of how your gift will make an impact on their work. Immediately followed by a simple donation form.

Live Earth

Live Earth uses a large striking image to compel you. They only ask for $25, but make it clear that it will make a difference.

What aspects of these pages do you like?  Any other donation pages you think are really good?

Determining Donor Communication Levels: How Intimate Are Your Donor Communications?

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By Derrick Feldmann, CEO of Achieve

in·ti·ma·cy Noun/ˈintəməsē/

1. Close familiarity or friendship; closeness.

It’s been said before that convincing a donor to give is hard, but convincing a donor to continue to give is twice as difficult. At the risk of sounding like Dr. Phil, the basis of sustaining all relationships is communication. This includes your relationships with your donors. If your nonprofit wants to keep the donor relationship, it’s time to ask if your organization is communicating with donors in the way they expect and need.

Consider it this way: Giving to others is a personal act.  When the giving is based on a relationship and passion for a cause, it could even be seen as an intimate act. In return, today’s donor expects a form of intimate communication with the organizations they support.  As a nonprofit organization, do you understand what level of “communication intimacy” your donors need to keep the relationship alive?

With the variety of communication options out there, as well as the variety of donor preferences, it can really make your head spin. Does your nonprofit decide to communicate with new donors via Twitter and established donors with direct mail? Deciding how to navigate communication with donors when there are so many generational and personal preferences at play is a real challenge, so what does a nonprofit organization do?

Let’s begin by addressing what not do when communicating with donors:

  1. Don’t assume one size fits all.  You have unique donors and constituents.  It will take a platform approach to understand the best way to interact with your audiences.
  2. Don’t assume email is the answer. Choosing one communication as a sole means to create and engage relationships with donors will ultimately be your only way of communicating with donors.
  3. Don’t assume development, communications, and marketing are in separate silos. This traditional mode of departmentalization does not work today. Influencing and encouraging interaction happens from all levels.  To the donor, you are not marketing or PR or development.  You are one organization working in sync together.

Now that we have covered what not to do, we need to map out our best methods of communication. A “Communication Intimacy Chart” is incredibly helpful in this situation because it helps you determine what levels of communication a donor expects, based on their needs. Take a look at the chart below:

After using the Communication Intimacy Chart to identify levels of communication, it’s time to create a communications plan.

  1. Step 1: Create a Communication Preferences Campaign.  Design a communication campaign that will allow your donors and constituents to define their personal preferences.  Spell out the variable ways of communication you have and how to sign up.  List the options selected from the Communication Intimacy Chart in a visual email that allows them to simply select the level of intimacy they want to have with you.
  2. Step 2: Brand Your Communication Platform.  Create a branded area within your website that allows donors and constituents to see how and where they can sign up for messaging with you.  When sending out thank you letters for gifts, create a small printed piece that directs the donor to create their personal preferences when it comes to giving, news and information, volunteerism, etc.
  3. Step 3: Define Communication Capabilities for Each Level. In each level of communication, give the reason for communicating with donors.  For instance, “Follow us on Twitter for the latest updates on our organization” gives a reason for donors to choose that level.

Creating personal and intimate communications with each donor is the best way to invest in your donor relations. A good, customized communications plan will help your donors understand why and how you plan to engage them. Lastly, be ready to pick up the phone, send that email, and post that Facebook message when you know that someone on the other end wants to hear from you.

 Image Credit.