View from orbit
- Insert this into your job description
- Job #1: Keeping your customer happy
- Donor, who art thou?
- Lifetime value (LTV)
View from 30,000 feet
- How to improve first-time retention
- Why bequests are your easiest, simplest road to riches
- You know who's not your customer? Your boss and board
- Are your expectations realistic?
- Donor-centricity: The secret to increased giving
- Does your charity come across as an egotistical maniac?
- Raising awareness does not raise funds
Wheels down
- Do you have a "case for support"?
- How to figure out your case
- "Make it bigger"
- Ron Arena's 3 big questions
- In the mind of a donor
- Natural constituencies
- Get them into a fight
- Focus on your target audience
- Donor communications 101
- Triggers
- Interest me (or else)
- (1) emotions (2) totally (3) rule
- You're an intrusion, too
- The rise of skimming
Into the weeds
- AIDA (it's not an opera, it's a sales approach)
- Stories, not stats
- Sad or happy? Both.
- Do you have an offer?
- Grade level of your writing
- How to use "anchoring" to your advantage
- Do you know your SMIT?
- The perfect length for a direct mail appeal
- One-line opening paragraphs
- To PS? Or not to PS?
- What are you writing today: Acquisition, existing or lapsed?
- How often can you ask in a year?
- How soon will we know our results?
- The Domain Formula for print newsletters
- Content for newsletters
plenty more to come