Imagine being a donor in the process of giving to a non-profit. A potential donor sees an ad for your organization, be that tv, radio, internet banners, Facebook ads, something momentary, then they receive a direct mail package from you, and they are intrigued. But they haven’t heard much about your organization, and are therefore wary of giving their personal info to an organization they know almost nothing about. How do you, as a non-profit organization, get a new donor to trust you? A dedicated landing page is a great way to put your new potential donor at ease about giving their personal information and hard-earned money to you. (Click here for some quick tips on landing page design) LDMI ran a test over several months with one non-profit client to examine dedicated landing pages in an e-mail ask vs. a direct donate button in the e-mail. In each case, regardless of the content, the e-mail with a dedicated landing page out-performed the e-mail that linked directly to a donation page. Click here to see the full Case Study: Landing Page versus Direct to Donate. The landing page provides another opportunity for the potential donor to learn about your organization, and decide whether your organization is one that they want to align with. The landing page validates your organization to the potential donor. Your donors are not impulsive; rather, they are intelligent people who give to your cause because they believe in it. They give because they are attracted to the work you do. If they give to a famine relief project it is because they are drawn to that type of work. Knowing this, you shouldn’t hide your famine relief work, but rather, let your supporters know exactly what you are doing. Another reason why a landing page is so important is because an e-mail is not enough to draw in a new donor. E-mails, by necessity, are short and to the point. If a potential donor clicks a link in an e-mail, it is more likely because they want to learn more before they are prepared to give. Having a landing page provides you with an important opportunity. On that landing page, you can provide a short video from someone working with the individuals your organization supports, or pictures of the work are doing and the people you are helping. You can, and should, give details about why the work is important, and how donations are used. This concept is true for Direct Mail packages as well. Sending a direct mail donor to a dedicated landing page will convert more donors then sending them directly to a donation page. Do not shy away from the opportunity to help your potential donor commit to your project. Move and inspire them by adding a landing page as a part of your Direct Response campaign. To learn more about running a successful Direct Mail Campaign, click on the icon below for our free downloadable ebook, Keys to a Successful Direct Mail Campaign: Direct Mail for Non-Profits.    
More and more non-profits are moving their fundraising efforts online, especially Christian non-profit organizations. Online fundraising seems like a perfect fit: many Christian non-profit organizations are trying to do more with less. Online fundraising seems to be the easiest Direct Marketing solution for cash-strapped non-profits to implement - it seems inexpensive, anyone with a computer can do it, and every organization believes in the generosity of their online donors. But will your next Online Fundraising Campaign translate into net income for your non-profit Christian organization? More importantly, can Online Fundraising lead to sustained donations for your important programs and projects? DIRECT MAIL IS THE ENGINE THAT DRIVES THE TRAIN E-mail, Facebook, Twitter, and other social media platforms are fantastic tools for any non-profit organization, Christian or otherwise, but Direct Mail remains the most effective means of building support and raising funds of any Direct Marketing solution. Any non-profit that wants to build a consistent flow of revenue, must build a solid Direct Mail database. A recent study showed that 60-80% of all non-profit donations come from Direct Mail. When the numbers are analyzed Direct Mail beats online channels, especially when you measure Return On Investment. (Click here to see a recent analysis) We're tangible beings. We like things we can touch and feel. We like the feeling of paper in our hands, and trust it to some degree. Thanks to internet scams and unscrupulous e-marketers, many people simply do not trust online solicitations. Direct Mail is something many donors trust and respond to. It’s a tool that physically bonds your organization with the donors. (To learn about starting a Direct Mail campaign click here) INTERGRATE, INTEGRATE, INTERGRATE Now to be clear online, fundraising has a place. When executing a non-profit fundraising plan, you should make every effort to ensure that all your different avenues of fundraising strategies are integrated. The key word in the plan is INTEGRATION. Direct Mail, Email, Facebook, Twitter, etc... should all be working together, conveying the same message, and directing donors to the same place. In the short term, these avenues may appear to compete with one another. But in the long term, if all channels are on message, all ships rise. If you coordinate your message across multiple channels and properly measure them, you will find that an integrated campaign raises more collectively. In all marketing, whether it’s for-profit or non-profit, familiarity plays an important role. People want to get to know the organization they are supporting. That's one reason we see the same commercial played over and over again on tv. The same is true for non-profits. If a client sees a post on Facebook about a certain project you are doing, then gets an e-newsletter explaining that project in more detail, when the Direct Mail piece comes asking for support, they are primed to respond because all channels worked together Single-channel messaging is no longer a viable option for non-profits. Every way you have of communicating with your supporters is important and should be utilized wisely. Keep your messaging consistent – both in look and content. All these touches are opportunities to reinforce your charity's message to your supporters. Direct Mail & Online Fundraising are both excellent fundraising channels that can be taken to new heights by proper integration. Ask us about how integrated fundraising can help your Christian non-profit organizations. To learn more about running a Direct Mail Campaign, click on the icon below for our free book, Keys to a Successful Direct Mail Campaign.  
Most non-profits are running Direct Mail programs, in some form or another. With the growth of the internet, Direct Mail for non-profits was predicted to decline. But the opposite has happened – Direct Mail is stronger than ever. Of course, Direct Mail still faces some serious challenges, but a good Direct Mail program provides a great deal of stability for non-profits. Regardless of the type of Direct Mail program you choose for your non-profit, there are two major, but often overlooked challenges that non-profits face in Direct Mail programs. These are: acquiring a second gift and reactivating lapsed donors. Read more...
Lawrence Direct Marketing Inc. (LDMI) had the privilege of attending and exhibiting at the 48th Annual National Catholic Development Conference (NCDC) held at the Gaylord National Resort and Conference Center located in Fort Washington, MD from October 9-12.Since it’s founding in 1967, NCDC has held an annual Conference and Exposition. Led by many of the top names in Catholic fundraising, the conference is a combination of general sessions covering topics from Digital Marketing to Direct Mail to acquiring Major Donors. Nearly 600 attendees and dozens of exhibitors were at this years conference.There were breakout sessions about reaching niche markets, discussion groups, and a variety of vendors displaying their work and discussing fundraising strategy for Catholic Non-Profit organizations. Sr. Georgette Lehmuth, OSF, the President and CEO of NCDC has been named in the “Power and Influence Top 50” by the Non-Profit Times 9 times since 2006.Jim Lawrence Executive-Vice President, Sean Finnegan Online Marketing Manager, Lorenzo Cowgill Senior Production Manager and Helen Bowerman Account Coordinator attended the conference on behalf of LDMI and also hosted a booth in the exhibit hall. LDMI held a drawing for a $200 Marriott gift certificate for those signing up for our monthly email newsletter of direct marketing insights.     On Monday evening the winner was drawn and Claudia Strohm, the Director of Latino Development for the Central Association of the Miraculous Medal, was the lucky recipient of the gift certificate.Click here to view some of the Ebooks and Case Studies LDMI had available for NCDC attendees.
  Non-Profit Fundraising Strategies: Assumptions versus Data By nature, people think that their ideas are shared by other people. We believe our ideas will be the most successful and work best for whatever we are trying to achieve. For those of you who have children, recall how many times you were given advice on the best way to get your child to eat, sleep, read, etc… And then recall how often someone else’s methods worked the same for your children as it did for the person giving  you that advice. In my opinion, rarely. Non-Profit Direct mail fundraising is like that. You cannot concoct a direct mail strategy based on how your friend John responds to direct mail, or how your friend’s cousin’s college roommate responds. In this industry, opinions are secondary to hard data. Read more...

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