The NonProfit Times - August 15, 2008 - (Page 10)

HOLIDAY JEER Continued from page 8 best time to make sure that we’re throwing everything that we can to bring back. I think we really need to figure out what really works -- to do that in a conservative way -- and not just letting ideas die.” Trends from a few years ago are also returning in the premium sector – this time with a green spin, according to Jill Querceto,vice president of sales for Capital Design, a premium company in Providence, R.I. Querceto said that some agencies are resurrecting the silicone charity bracelets or the magnetic car ribbons, but are sporting carbon-free labels or made from biodegradable products. Querceto said that the company asks clients if they want environment-friendly products, everything from recycled paper to reused metal. Agencies want to go green, as long as it keeps the nonprofit brand in mind. “Fundraisers are looking at their charity as a retail product, and you have to. There are so many different charities out there that you can support, so you have to differentiate somehow,”said Querceto. She said that direct mail agencies are still pushing for strong holiday mailings, but the worldwide economic climate is even affecting overseas production costs and guiding agencies to choose less expensive items – like gift wrap bags without includ- To receive MOBILE ALERTS from THE NONPROFIT TIMES text the word NPTIMES to 85944 10 AUGUST 15, 2008 ing the tissue paper and extras. “Last year, people were sort of throwing caution to the wind and maybe sending something thicker, in terms of an ornament, that they would have to pay the postal up-charge on,” said Querceto. “But this year they definitely don’t want to do that. The cost saving is still an issue, but rather than aborting the whole thing, they are just looking at changing the substrate.” Direct mail fundraisers are also trying more target mailings that can zero in on potential donors.“They are trying to mail much smarter and by doing so they are not cutting quantity per se, but they are trying to segment better on their house files and their acquisition lists,” said Michael Kertelitis, brokerage account executive at Danbury, Conn.-based RMI Direct Marketing. Hall said shorter letters could help in acquisition, compared to lengthy mailings intended to lift donors to the next highest gift.“We still use long, involved copy when we are going to upgrade donors or we are making a case for a large or exceptional gift. There is more justification that’s needed and they are looking for more information to make that kind of an exceptional gift,” said Hall. He recommended using bullet points and punchy writing to jump start acquisition.“Just airing out the page a little bit so it’s less intimidating for the reader,” said Hall. Mailers are also swapping and renting lists to rejuvenate fatigued mail programs. “I think a trend over the past three, four, even five, years has been that nonprofits are more apt to exchange their files with other organizations to keep costs down. That’s one way, straight out, that you can cut quite a bit of costs off your acquisition. In general, exchanging has increased over the years,” said Kertelitis, who warned that cutting down acquisition now could negatively impact a nonprofit’s list later.“It’s just a trickle-down effect that can affect them two or three years down the line.” “We don’t encourage our mailers to cut back [on acquisition],” said Kris EvansMatthews, senior account executive for Mary Elizabeth Granger & Associates (MEGA) in Baltimore. Evans-Matthews said she understands why organizations would want to reduce acquisition mails to cut costs, but there is an expense.“You don’t see that result right away, but that can really hurt your house file.” MEGA works with some Catholic organizations that choose to exchange lists instead of just renting and said the organizations have kept the status quo for holiday mailings.“We are seeing drop offs at other times of the year, but not at Christmas, at least not yet.” Evans-Matthews said. She encourages clients not just to look at lists not just from similar organizations to fight donor fatigue, but try lists that worked well with comparable mailings. “Sometimes it’s the premium that will attract the donor more so than the actual content of the letter.” Many nonprofits are integrating their online presence with the holiday direct mail campaign to increase their visibility, according to Rick Christ,managing partner at NPAdvisors.com in Warrenton,Va. “Your job is to remove all the obstacles that are in their way so that they could make that gift,” said Christ, who offered that online videos and widgets are the newest online trends – comparable to blogging a few years ago. Christ said even though the Internet is considered instantaneous, nonprofits are now coordinating their online decisions around events through the year. “We are really planning this year. What clients are doing reflects a greater realization that the Web plays a role in supporting communication activities.” The increased donor-organization communication -- with blogs, newsletters, emails and more -- will throw stewardship to the forefront.That transparent stewardship relationship will grow with increased nonprofit scrutiny -- especially in the presidential year, according to Hall. “Stewardship is a big thing to talk about. Everyone is making promises and most are talking about what their record is,” said Hall.“You should not wait until the ALA has used Christmas Seals to reach donors for more than 100 years, but changes the designs every year to keep a fresh spin on the tradition. question is asked and be proactive in educating how all this works, and nonprofit should embrace that.” The holiday season is a great time to renew stewardship for Project HOPE, the international assistance nonprofit in Millwood, Va. The organization mails out nearly 170,000 pieces each month during its campaign, which ramps up from September to December. The organization has tried numerous approaches for appeals but said a constant winner has been their global update that informs donors where the money was spent, according to Erich Fasnacht, Project HOPE’s director of marketing. “Most of Project HOPE’s donors are really committed and like to see where their donations have helped.” But beyond the tests -- colors, envelope size, logo placement -- it’s still about compelling the donor to give during the holiday season. “We believe in storytelling,” said Hall. “So if we have a good, compelling story, especially with a photo that relates directly to that story, we’ll go with that every time.” Hall said for Operation Smile’s mailings, the company used before and after shots to show the need for money and highlight the results from the donation.“It’s still about moving the donor emotionally as well as intellectually and there is nothing like a story that punches that home.” NPT THE NONPROFIT TIMES www.nptimes.com http://NPAdvisors.com http://www.nptimes.com

Table of Contents Feed for the Digital Edition of The NonProfit Times - August 15, 2008

The NonProfit Times - August 15, 2008 The World’s Best Fundraisers Holiday Jeer Contents ‘Donate Now’ Atlanta Luring Major Charities Expenses Continue To Put Stress On Nonprofit Budgets Fuel Costs Eating Up Food Banks Get An Email Address, Generate Income Unique Items Drive Fundraising Auctions Nonprofit Styles Aren’t Out Of Fashion Limited ‘Face’ Time NPT Jobs Resource Directory

The NonProfit Times - August 15, 2008

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