I attended the DMAW List Bazaar on May 9 with three of my Avalon colleagues — to hear what’s new in the list world, and to talk about innovations in acquisition strategy. 

 

At this year’s conference, a large focus was on the Internet; specifically, how the web can help grow donor files and provide valuable customer service outreach. Carie Lewis, Deputy Director of Online Communications at the Humane Society of the US (HSUS), gave a great keynote speech about her organization’s adventures in social media. Some takeaways and advice:

As we continue to draw conclusions from Avalon clients’ online fundraising year-end results, here are some overall impressions:

Thinking back on the last weeks of the election cycle, was your email inbox as clogged as mine?

 

It doesn’t seem that long ago when there was lively debate about moving from two to three emails per week – presuming, of course, that there was a good reason to communicate. Well, towards the end of the 2012 cycle, that mild cadence was supplanted by two to three emails per day, in spite of having no good reason to communicate that often. Whether Obama for America, political committees, or individual campaigns of assorted sizes – the frequency set records. 

There are some really interesting findings in this recent study on the disconnect between how activists mobilize and how Hill staff say they should mobilize to move a policy issue. Note, this study was done on advocacy’s effectiveness, so the findings do not necessarily apply to fundraising!

If your year-end planning isn’t on the front burner yet, move it there now! Remember, donors are paying attention and looking for last-minute giving opportunities at the end of the year.

We always recommend tailored asks for our clients, and some recent e-Renewal results seem to support that strategy.

Some recent data analysis proved what we at Avalon have always suspected: engaged donors are stronger, more valuable donors. We analyzed National Parks Conservation Association (NPCA) data and uncovered some striking results – yes, member/activists have the best life-time value among donors/members and activists. (We define an activist as someone who has taken at least one action – other than making a contribution – to benefit the organization.)

Here’s what we’ve seen and heard online lately:

• DonorDrive’s Kevin Wolfe lists the 12 key findings from a recent webinar about how nonprofits can involve Millenials. Sure, they don’t have much money, but they are passionate about the causes they care about, and they are terrific fundraisers. Check out the full article.

This month’s case studies focus on ramping up a client’s appeals performance, and how Avalon helped another recruit more sustainers with less investment.

The National Gay and Lesbian Task Force’s appeals program was flat. Avalon dug into the core of their message, reviewed past appeals along with their performance results. Based on our analysis, Avalon recommended shifting from a single-issue approach to an institutional message that stressed the depth and breadth of the Task Force’s work. It was important for the Task Force to clearly distinguish itself from its competitors. To that end, Avalon created a new annual giving program called the Pride Fund.

The Direct Marketing Association of Washington’s Social Media Day was a terrific opportunity to see what’s on the cutting edge of social media – and think about how new tools and applications might translate to the nonprofit world.