Tuesday
May292007

Cultivate, Educate or Activate? Converting Subscribers to Donors

[originally published DMAW AdVents, June 2007]

It is no secret in direct mail (DM) that recency is key to successful fundraising.  We all send appeals to donors who have just given and would never even consider prospecting to rented lists full of old names.

So how to do we take this long-standing DM lesson and apply it to our growing email lists?  What is the best strategy for converting new email subscribers into donating members?

Not surprisingly, a 2005 study conducted by Informz showed that click-through rates dropped noticeably 30 days after the name was acquired and even more drastically after 60 days.  Clearly this indicates the importance of contacting new online subscribers as soon as possible.  But how soon, exactly?  And what should that contact look like?  Is it better to cultivate the new email subscriber before asking for the first gift?  Or, is it more effective to cut to the chase and make the initial contact a direct fundraising ask?

Click to read more ...

Thursday
May172007

Free Range: The Art of Story Telling

store_wars_poster_rgb.jpgThanks to everyone who attended today's Internet Advocacy Roundtable on storytelling!  In particular, a big thanks goes out to Alan Rosenblatt for hosting yet another fantastic event and Jonah Sachs and Susan Finkelpearl from Free Range Studios for speaking.

 Attendees enjoyed free food while Jonah and Susan presented not only some of Free Range's work, but also offered several great tips for crafting a compelling, evoking story for any nonprofits' causes.   Using several of their own pieces (such as the big hit Store Wars, The Meatrix, Friends with Low Wages, Hybrid vs. Hummer), the duo reminded everyone about the five key characters in the common myth:

Click to read more ...

Thursday
May172007

Some Great Citizen Journalism Links

amyportrait.jpgMembers of the Care2 team visited the good folks at the Green Media Toolshed for a wonderful training session on citizen journalism.  Amy Gahran - a conversational media consultant, content strategist, and freelance writer/editor - showed us some really cool sites about the exciting, ever-developing world of citizen journalism that we wanted to share with you, our Frog Loop readers.

What is citizen journalism? 
Tips for working with citizen journalists 
Citizen journalism resources 
How audiences shape the future of new and information 

Some sites that feature citizen journalism:
Care2 News Network
World Changing 
Social Edge 
Hogan/Pancost 
YourHub.com 

coComment - a neat tool for tracking your conversations on blogs 

All of Amy's blogs:
Right Conversation
Contentious.com
Poynter Online 
Boulder Carbon Tax Tracker 

Wednesday
May162007

Care2 in the Press: Dawn Gets Greener With Care2

Excerpt:  Two new developments from the Redwood City, CA-based site will help its members--reportedly 7 million strong--live sustainable lifestyles and raise awareness of breaking environmental news. GREEN MEANS GO FOR ADVERTISERS like Dawn, Ford and P&G, as environmentally conscious social media site Care2.com has expanded its community offerings.  Check out the full article.

Monday
May072007

Sunny the Seal Melts Hearts on MySpace

Screenshot_1.jpgCarie Lewis of the Humane Society recently shared with us some lessons learned about branding and list recruitment from their unique MySpace campaign against clubbing baby seals.  In addition to having an organizationl profile on MySpace, HSUS ventured onto the site for this specific campaign as "Sunny the Seal" and in the process discovered some great approaches for grabbing attention:

Click to read more ...

Monday
May072007

New M+R Study: Online Fundraising Tactics -- What Works?

MandR_Logo.gifKaren Matheson and Eve Fox of M+R Strategic Services recently reviewed over 180 fundraising appeals sent out over the course of 2006. If you're currently experimenting with different messaging tactics and need some guidance, this study is a great place to start your research.
This study tracked nine major nonprofits across four tactic categories:

  • Multiple appeal series
  • Deadline-driven appeals
  • Matching gift appeals
  • Dollar goal appeals
The results and recommendations are published here: http://www.mrss.com/news/articles.html
Thursday
May032007

Join Care2 for Another Internet Advocacy Roundtable!

jonah.gifIs your advocacy campaign’s story compelling? Engaging? Does it make people want to donate or does it make them want to yawn?

Find out at Alan Rosenblatt's Internet Advocacy Roundtable hosted by Care2! Jonah Sachs and Susan Finkelpearl of Free Range Studios, one of the world’s leading susan.gifonline advocacy shops, will tell you how to bring in more dollars and fewer snores with your campaigns. With a fantastic narrative, your campaign is well on its way to mobilizing citizens to action and getting them to embrace your policy goal.

When: Thursday, May 17, 2007, Noon-2:00 pm
Where: Care2/Oxfam Offices, 1100 15th Street, NW, Suite 600, Washington, DC
Cost: $60, lunch included
Speakers: Jonah Sachs and Susan Finkelpearl, Free Range Studios

RSVP now, space is limited!