It is always important to have a banker advertisement that you know you can rely on. This is an advertisement that has proved itself over time to be consistently reliable. But that alone is not enough. Your banker advertisement will inevitably start to decline at some point, even to become ineffective.
The master of asking properly and using words wisely.
Giles Pegram of the National Society for the Prevention of Cruelty to Children (NSPCC) and Redmond Mullin of Redmond Mullin Limited describe how a seminal five-year fundraising campaign irrevocably transformed the fortunes of one of Britain’s top charities.
This list came about when a US journal for fundraisers asked me to imagine I’d just started in a new job, with a clean slate and sufficient resources to set about transforming the donor development function. It’s included here to help anyone in an even vaguely similar situation. And to help me set out my philosophy of donor development.
My agency, Yellowfin Direct Marketing, works mainly with fundraising professionals in development, alumni relations, and marketing. Though classed together as a single group, the differences between these institutions – from small, private colleges to large, public universities – can be vast. This, along with the differences between the various constituents of these institutions – alumni versus parents versus faculty and staff versus community – creates many challenges and opportunities for which we have provided and tested solutions.
1. You have to start by knowing all your costs, not just direct costs. Requests for costs often brings sighs, scratching of heads and ‘I’ll get back to you’, but persist, for you must have this information, including salaries, overheads, everything.
2. Then build a costs model and apply all costs to donor gross revenue for each and every donor - the results will be shocking, startling and revealing.
3. Your costs model should be set up in three layers.
Here are ten jaw-dropping demographic trends, according to Cheryl Russell, editorial director of New Strategist Publications, in American Consumers Newsletter, 8 January 2008, that make us different from the way we used to be – and what they tell us about our future. While the statistics may be based on Americans, the trends are fairly universal in developed societies.
The final part of a three-part analysis of the benefits of annual supporter surveys.
The first part of a three-part analysis of the benefits of annual supporter surveys.
The second part of a three-part analysis of the benefits of annual supporter surveys.
As a young fundraiser it never occurred to me to read or find out about David Ogilvy, but now, with a good dozen years under my belt, I realise what I’ve missed.
A profile of Britain’s founding fathers of modern fundraising
A dangerous thing, nostalgia. It sweetens memory, it clouds vision. Was everything really better back then or were we just younger and more positive?
I’m trying to put it aside in writing about three titans of British fundraising. They formed an intriguing trio whose collective achievements created the business in which we all now work. And they were different from their successors. They were ‘good’ men, fuelled by a quiet zeal to make the world a slightly better place.
Once upon a time I wrote a letter for the president of a nonprofit organisation and I thought it turned out rather well – that is, until she sent me this crisp critique: ‘I really don’t like this letter because it just doesn’t sound like me.’ Sigh. How many times have I heard that? So, dutifully, I called her and asked: ‘What do you sound like?’ She paused.
You were taught in school that a proper paragraph had a beginning, a middle and an end. It was a self-contained idea. And that’s true, when you write a school exam.
As a writer, you need to understand the basic parts of speech – verbs, nouns, objects, adjectives, adverbs, articles, and so on. But you don’t have to worry about the structure of a sentence. Just remember that every sentence usually has a subject, a verb and an object. ‘The house is red’: article, subject, verb, object.