Worthy Causes Worldwide That Charities

¶ … worthy causes worldwide that charities seek to fund. Fund-raising campaigns can be costly, so it is important for organizations to ensure their efforts will be productive. As Verhaert and Van den Poel (2011) noted, online solicitations are increasingly used. The World Wildlife Fund, for example, offers potential donors the capability to contribute money with a simple click of the mouse. It further encourages donations by making baby animals available through virtual "adoption." In the United States, the National Wildlife Foundation has enjoyed similar success with its adoption campaign. Despite the growing popularity of online giving, Verhaert and Van den Poel assert that the direct mail approach is still the most effective. The purpose of this paper is to explore some of the means through which non-profits develop and implement successful fundraising campaigns.

Brickmill Marketing Services, headquartered in tiny Wilton, New Hampshire, is a direct marketing company that is part of an international conglomerate, Quadriga Art, Inc. Brickmill specializes in working with non-profits. One of the ways it markets to potential users of its services is through YouTube, where the organization recently posted a video offering some of their best direct mail tips. Organizations are advised to conduct market research to effectively target donors, creating a database for use in compiling mailing lists. Organizations maximize their fundraising dollars by directing effort and materials only to those whose interests align with the mission of the organization. Data survey companies mine such information and make it available to non-profits; the cost of purchasing a targeted list can be well worth the expense because it reduces the amount of waste that often results from a non-targeted campaign. Brickmill advisers fundraisers to "empower donors with options," providing different vehicles for giving as well as choices about specific programs or projects that donors might be interested in funding.

Sims and Rees (2010) report that the results of direct mail campaigns can very greatly," depending on whom the letter is sent to, when it is sent, and what is asked for." They point out that an effective mail campaign is designed to get the materials directly into the hands of people empowered to make decisions about donations. Even the envelope must be compelling; if it is not, it can go in the trash unopened. The goal is to pique the interest of the prospective donor so that person opens the envelope, reads about the organization and ultimately responds by putting a check in the mail or making an online donation. Lister (DATE, p. 1) quotes Henry Russo, who said "Touch the heart and ask the brain to send a gift."

Kluth (n.d.) calls direct mail fundraising an art, not a science. Summarizing the rules set forth by fundraising expert Constance Clark, Kluth reminds fundraisers that people donate money to people, not to organizations or entities. The appeal for money must create a link between the people who are doing the giving and those who are on the receiving end of the gifts. In addition to creating the link, people must have a clear understanding of the reasons they are giving. They must understand the mission of the fundraising organization, which must provide details to let donors know "exactly what good their hard-earned dollars will produce" (Kluth). Donors want to be sure there is a purpose for their gift; they want to know their money will be used wisely and will make a difference in the lives of others.

It seems counterintuitive that long letters would make effective appeals, but Clark (as cited in Kluth) recommends long letters as the best means to evoke a response from potential donors. Clark cites research that has demonstrated time and again that long letters are effective. By "long," she means two-sided copy on standard business letterhead paper and up to three or four pages. Such letters provide donors with information on which to make their funding decisions. It is part of ensuring donors that their "hard-earned dollars" will be well spent on a mission that has a clear purpose and is well thought out in terms of implentation.

Sims and Rees (2010 caution fundraisers to anticipate campaign results realistically. House, or renewal, mailings are sent to current donors and often result in significant giving. Still, response rates average in the range of 5-10%, although some organizations can boast a rate of return nearer twenty-five percent. As might be expected, results from acquisition, or cold, mailings are much less, usually below one percent. With these figures in mind, Sims and Reese advise fundraisers to send enough mailings to generate adequate responses to calls for funding. Lister (date) says that results from direct mail campaigns should be evidenced in about six weeks, with receipt of the bulk of donations at the end of three months.