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In This Edition:
News Update: Tips of the Week: | | Camera Phone Fundraising Taps Younger Donors
By Kate Rogers Understanding the nature of generational differences is what will open the doors for new methods of fundraising. According to John Baguley, CEO of the International Fundraising Consultancy in London, for Gen Y, technology is just a part of life -- as natural and necessary as eating and sleeping. “Gen Y was born with a cell phone attached to their ear and mouth,” Baguley said. “But we have to wait for Gen X and Gen Y to have the wealth to give enough to make a difference.” That doesn’t mean, however, that nonprofits should wait to cultivate their relationships with these groups, he said. During the recent international conference of the Association of Fundraising Professionals in Baltimore, Md., Baguley spoke regarding The Next Big Thing: Camera Phone Fundraising, and how generations will adapt to this up and coming method of fundraising. Camera phone fundraising is a fairly simple concept that has yet to break into the mainstream in the U.S., he said. Nonprofits can get their own square shaped barcode or quick response code from the Internet for free from Web sites such as www.mobile-barcodes.com. This barcode can then be placed on posters or direct mail that is sent out to prospective donors.
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| | | Grants …
3 ways foundations make program-related investmentsJust as nonprofits have been forced to embrace innovation to deal with forces outside their control, so have foundations taken a broader look at providing financial support to grant seekers. In the chapter “Holistic Grantmaking,” which appears in the book “Wise Decision-Making in Uncertain Times,” Greg Cantori of the Marion I. and Henry J. Knott Foundation in Baltimore, Md., has outlined ways by which foundations have sought to continue providing financial help beyond simple contributions of money. For example, foundations have found it mutually beneficial to participate in funding collaboratives in which they can pool their financial and human resources to serve specific funding needs. In addition, foundations can make program-related investments (PRI), charitable loans that are favorably treated for tax purposes. Examples of PRIs include: - Equity sharing. This is something whereby the funder acquires a percentage of the equity appreciation (or loss) as a second loan or as a “cloud on the title.”
- Loan guarantees. These are partnerships with lending institutions, usually with the lending institution taking the lead role, to reduce the overall cost of borrowed funds.
- Direct loans. These can vary. Cash flow loans assist with temporary cash shortages. Bridge loans provide interim funding while a grantee awaits a public funding take-out or is selling property and needs cash before settlement. Pooled loans include community development finance institution (CDFI) loans, community loan funds or formally structured funder collaborative loans. Linked deposits are security-based credit lines that maintain investment returns while also allowing the use of the credit line for PRIs.
| | | Marketing …
National summit set for nonprofit marketersThe American Marketing Association Foundation (AMAF) is bringing together some of the brightest and most experienced marketing minds in the nonprofit sector on October 10 in Chicago for the Senior Nonprofit Markets’ Summit. “The enormous changes occurring in the economy, government, media and technology are redefining the world of nonprofits,” said A. Dawn Lesh, chairperson of AMAF. “Nonprofits must evaluate and refine what it takes to sustain their missions, and the AMAF is committed to providing marketing recommendations for surviving and thriving in these uncertain times. The leaders participating in the Senior Nonprofit Markets’ Summit this October in Chicago will recommend the definitions, structures, approaches, and talent required for nonprofits to achieve the best outcomes. The chief marketing officers’ insights will be captured in a thought-leadership paper released at the Summit on October 10, 2010. For Inquiries, contact either Lisa Chernick, executive director, AMAF, lchernick@ama.org or (312) 542-9073 or Dawn Lesh, chairperson, AMAF
dawnlesh@aol.com or (212) 673-0529 | | | Fundraising …
3 tips for optimizing your donor listsLet us count the ways, the ways by which an organization can optimize its list, that is. Speaking during the Direct Marketing Association’s 2010 Washington Nonprofit Conference, Angelo Licursi of direct response firm ParadyszMatera in Minneapolis, Minn., reviewed why list optimization is important: it is part of a larger goal toward fundraising efficiency, the current fundraising environment is difficult and it addresses questions of how can we achieve better performance, expanding the universe and lowering costs. Licursi said the key is in three components: match the audience to the right package, refine the list universe and optimize list cost.
The details: - Match the audience to the right package. Start with the data. Having acquisition results at the list and package level are a must. Analyze package results and determine which list sources provided the best performance. Use P over L (P/L) to determine success: Net/Donor Cost per Dollar Raised (CPDR).
- Refine list universe. Target marginal list sources for refinement. Targeting your best performing ZIP codes optimizes performance and reduces cost.
- Optimize list cost: by reusing core lists. Reusing names from prior campaigns expands the universe and lowers cost. The cost benefits include: pay only on net out of first merge quality, segment fees are generally waived, lower exchange debts. Performance: A 20 percent decline in response rate compared to the first mailing, and the gift is usually neutral.
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