I’m back from AFPFC a.k.a. the Association of Fundraising Professionals International Fundraising Conference, and I’m ready to share with you my top learnings.
Take little bets. What I loved about a lot of the sessions I went to was that the presenters looked at the small ways we can innovate, make change, and show #DonorLove. In Steven Shattuck‘s session The Art and Science of Retaining Digital Donors, he talked about 3 opportunities to thank, engage, and – as a result – retain digital donors.
- Through the “Thank You Page” a.k.a. the webpage donors land on after successfully making an online donation.
- Through the confirmation email a.k.a. the “receipt” we send donors after they make an online gift.
- Through the formal acknowledgement we send them later.
Mark Rovner also took this approach in his session called Why midlevel donors are sweeter than Christmas morning, which I sadly wasn’t able to attend since I had to head to the airport, but which I followed on Twitter. Mark shared 3 great tactics to show mid-level donors some #DonorLove.
- Put your business card in their donor welcome package.
- Pick up the phone [and call her/him].
- Send him/her a handwritten note.
Get donors to DO something. Steven Shattuck talked about this in his session, too. When donors land on your Thank You Page, for example, does it just have a nice (or not so nice) message they can read (or not read) before just clicking the “X” and forgetting about you? OR do you give them a way to further engage with you?
A company called Abila in their session Digging Deeper Into Donor Behavior & Preferences: 2016 Donor Engagement Study, shared some recommendations on how to do this:
- Through a short video (2 minutes max.).
- Through a short note or article.
- Through a short Facebook post.
(See a pattern? It must be short!)
Fundraising = Impact Investing. Fundraising as investing is not a new idea to me, or to any of you, I’m sure, but it was definitely discussed a lot at AFPFC. It was discussed quite a bit in the Tuesday general session, and it was a big chunk of Kay Sprinkel Grace‘s amazing session: Where is the Sector Headed?. Kay urged us all to be nimble and to take risks. People are sick of giving to charities when they could give through venture philanthropy and make a bigger, more direct impact faster. We’re seen as a sector focused on scarcity, and nobody wants to give to a desperate organization. They want to give to a winning organization! We need to make change if we want to “win”!
Don’t be a bad houseguest. After many years of admiring him from afar, I finally got to see Tom Ahern speak in real time/real life in his session titled “Loverizing”: The Lucrative Difference a Few Well-Chosen Words Will Make in Your Donor Communications. Tom inspired the audience in so many ways, but a quote that really resonated with me was:
Tom asked us to think about it like we’re a guest in a donor’s home, even when we send them direct mail. Do we want to go to their house and talk about US – the charity – non-stop? We did this, we did that, we we we! OR do we want to talk about them and how great they – the donor – are? I think the latter.
Thanks for reading!
Written by Maeve Strathy
Maeve is the Founder of What Gives Philanthropy and has been working in fundraising for over nine years. Click here to learn more about Maeve.