What Can You Learn from “The Naked Philanthropist”?

Kaylen Ward, who refers to herself as “The Naked Philanthropist,” has a few things she can teach you about fundraising.

The first thing the 20-year-old can teach you is the value of being honest when promoting yourself and your organization. “The Naked Philanthropist” is not a euphemism. Ward really has donated money she earned by posing nude. Furthermore, by leveraging her nudity, she encourages others to give as well.

Kaylen Ward — The Naked Philanthropist

The raging wildfires in Australia caught the attention of Ward, a resident of California, a state often plagued by brush fires. She decided to take action.

“I donated $1,000 myself,” she tells Guardian Australia. “I had a substantial amount of followers, maybe 30,000 at the time, and I thought that a lot of my followers would pitch in and send in some donations for the wildfires.”

While Instagram has suspended Ward’s account, her Twitter account now has over 288,000 Followers (Jan. 7, 2020). More importantly, Ward tells the Guardian that she estimates that $700,000 has been donated as a result of her efforts in just four days!

Here’s how Ward did it. On January 3, she tweeted (below) that she would Direct Message a nude photo of herself to anyone who provided proof that they had donated $10 or more to any number of charities dealing with the Australian fires, ranging from the Australian Red Cross to the World Wildlife Fund – Australia. Her tweet, liked over 198,000 times, includes a list of qualifying charities (below) and a barely censored image of herself (not shown).

So, here are just six things you can learn from Ward:

1. Do not fall victim to generational stereotypes.

Ward is a member of Generation Z. Gen Z is the cohort following the Millennial Generation. It’s easy to make the mistake of thinking that younger people are not particularly philanthropic. They tend not to give as much to charity as older people, and they tend to be less brand-loyal than those of older generations are. However, that doesn’t mean that younger folks aren’t generous relative to their personal income. Furthermore, just because they may not have developed loyalty to a particular charity does not mean they have no interest in philanthropy. In Ward’s case, she not only gave $1,000 of her own money, she encouraged tens of thousands of other people to donate as well.

With #GivingTuesday Behind Us Here’s What You Need to be Thinking About

Ahhhhh! Once again, it’s safe for us to open our mailboxes and email inboxes. The same is true for charity donors. Giving Tuesday 2019 is behind us.

Now what?

Well, over Thanksgiving weekend, I sent out a cartoon via Twitter that got me thinking. It also caused a reader and friend to suggest I blog about it. So, here it is, the cartoon and my post about what the cartoon suggests for us in our post-Giving-Tuesday professional lives.

In the cartoon, the child at the Thanksgiving table asks, “Why aren’t we this thankful every day?” It’s a great question for us to ask both our personal and professional selves.

As a fundraising professional, you should adopt a thankfulness, or gratitude, mindset. You’ll be happier and healthier as will the people around you. Let’s be thankful every day. Allow me illustrate what I mean.

How do you feel when you receive a phone call from a donor while you’re busy writing your next direct-mail appeal or preparing your development report for an upcoming board meeting? Are you annoyed that the donor has interrupted you with a silly question that she could have answered for herself by visiting your organization’s website? Or, are you grateful for the donor’s support and happy to provide direct service to her in a personal conversation that you didn’t even have to initiate?

That’s just one example. But, I think you understand my point.

When you and your organization truly appreciate your supporters, you’ll look for ways to thank them, show them gratitude, and engage them in meaningful ways as part of your normal routine. This is essential for all of the folks who support your organization; it’s especially true for the new donors you acquired on Giving Tuesday. If you want to retain more donors, upgrade the support of more donors, and receive more major and planned gifts, you need to show contributors the appreciation they deserve.

Henri Frederic Amiel, the 19^th century philosopher and poet, once said:

Thankfulness is the beginning of gratitude. Gratitude is the completion of thankfulness. Thankfulness may consist merely of words. Gratitude is shown in acts.”

As a thankful fundraising professional, you will:

• Provide a thank-you message to every donor.
• Send a thank-you letter immediately, within days of receiving a gift.
• Show supporters you care about them, not just their money.
• Ensure that your communications are meaningful for your supporters.

As a general rule, you’ll want to look for ways to thank each donor seven times. For example, here are seven ideas for how you can thank a supporter:

Thanksgiving is about Good Food and So Much More

As Thanksgiving approaches in the United States of America, I want to take a moment to express gratitude and to share with you some holiday insights.

Among the many things and people I am thankful for, I am grateful for you. I value the work you do to make the world a better place. I appreciate the time you invest to read and react to my posts. I thank you for the things you have taught me.

I hope that you and yours enjoy a meaningful Thanksgiving holiday. May you be happy. May you be healthy. May you be safe. May you live a life of ease.

Now, I want to take this opportunity to explode one of the most common myths involving Thanksgiving. Many people believe that the Pilgrims held the first Thanksgiving in 1621. Well, that’s not true. While the Pilgrims did hold a Thanksgiving in 1621, it was definitely not the first such celebration on what would eventually become US soil.

Berkeley Plantation on the James River in what is now Virginia claims to be the home of the first official Thanksgiving which was held in 1619. In 1963, President John F. Kennedy even recognized the Plantation’s claim.

However, there are several even older claims to the first Thanksgiving: In 1610, colonists in Jamestown, Virginia celebrated a Thanksgiving when a ship arrived full of food. In 1607, English colonists and Abnaki Indians observed a Thanksgiving at Maine’s Kennebec River. In 1598, San Elizario, a small community near present-day El Paso, Texas, held a Thanksgiving celebration. In 1565, the Spanish held a day of Thanksgiving in what is now Saint Augustine, Florida. In 1564, a Thanksgiving was held by French Huguenot colonists in present-day Jacksonville, Florida. In 1541, Francisco Vásquez de Coronado and his troops celebrated a Thanksgiving in what is now the Texas panhandle.

While various local communities have held different Thanksgiving celebrations at different times, the first national Thanksgiving in the US was celebrated on the last Thursday of November in 1789 as a result of a proclamation from the country’s first President, George Washington. Here is the text of Washington’s Thanksgiving Proclamation:

By the President of the United States of America, a Proclamation.

Whereas it is the duty of all Nations to acknowledge the providence of Almighty God, to obey his will, to be grateful for his benefits, and humbly to implore his protection and favor– and whereas both Houses of Congress have by their joint Committee requested me to recommend to the People of the United States a day of public thanksgiving and prayer to be observed by acknowledging with grateful hearts the many signal favors of Almighty God especially by affording them an opportunity peaceably to establish a form of government for their safety and happiness.

President George Washington on Mt. Rushmore

Now therefore I do recommend and assign Thursday the 26th day of November next to be devoted by the People of these States to the service of that great and glorious Being, who is the beneficent Author of all the good that was, that is, or that will be– That we may then all unite in rendering unto him our sincere and humble thanks–for his kind care and protection of the People of this Country previous to their becoming a Nation–for the signal and manifold mercies, and the favorable interpositions of his Providence which we experienced in the course and conclusion of the late war–for the great degree of tranquility, union, and plenty, which we have since enjoyed–for the peaceable and rational manner, in which we have been enabled to establish constitutions of government for our safety and happiness, and particularly the national One now lately instituted–for the civil and religious liberty with which we are blessed; and the means we have of acquiring and diffusing useful knowledge; and in general for all the great and various favors which he hath been pleased to confer upon us.

And also, that we may then unite in most humbly offering our prayers and supplications to the great Lord and Ruler of Nations and beseech him to pardon our national and other transgressions– to enable us all, whether in public or private stations, to perform our several and relative duties properly and punctually–to render our national government a blessing to all the people, by constantly being a Government of wise, just, and constitutional laws, discreetly and faithfully executed and obeyed–to protect and guide all Sovereigns and Nations (especially such as have shewn kindness unto us) and to bless them with good government, peace, and concord–To promote the knowledge and practice of true religion and virtue, and the encrease of science among them and us–and generally to grant unto all Mankind such a degree of temporal prosperity as he alone knows to be best.

Given under my hand at the City of New York the third day of October in the year of our Lord 1789.

— Go: Washington”

At the present time, we are experiencing great divisiveness in our society. This Thanksgiving, let’s take a moment to remember Washington’s words and the fact that we are all part of one great nation.

Are You Making This Big Mistake When Mailing to Donors?

As the Thanksgiving holiday approaches in the US, a conversation on Twitter caught my eye. I recently read a pair of tweets from two charity donors that made me want to scream. I must share what I read about how they were thanked for their support. I hope it keeps you from making the big mistake that the donors describe.

After nearly four decades as a fundraising professional, not much about the nonprofit sector surprises me. However, every so often, I still come across an item that stuns even me. The Twitter conversation between The Whiny Donor and Meghan Speer provides an illustration of this:

This has happened to me as well. We notice, and are appalled. Spend enough on postage, or we’ll let some other resident donate the next time around. https://t.co/aAh210XjRW

— The Whiny Donor (@thewhinydonor) November 7, 2019

https://platform.twitter.com/widgets.js

After making a donation, Whiny received a thank-you letter from the charity she supported. The envelope was addressed to her and “or Current Resident.” Speer contributed to another charity. As a supporter, she was invited to attend a donor thank-you event. The invitation was addressed to Speer and “or Current Resident.”

Both donors were annoyed at how the mailings were addressed. Speer wrote sarcastically, “…makes me feel super appreciated.”

For her part, Whiny demanded, “Spend enough on postage, or we’ll let some other resident donate the next time around.”

I never would have guessed that this was a problem. Apparently it is.

Who can blame Whiny or Speer for being annoyed? When someone supports your organization, they feel good about helping to achieve its mission. As a fundraising professional, part of your job is to help donors continue to feel good about their decision to support. With a proper thank-you letter, relevant information, and meaningful opportunities for engagement, you can help preserve and even build that warm feeling. If you properly steward your donors, they’ll be more likely to renew their giving, upgrade their support and, possibly, make a planned gift. Conversely, if you fail when it comes to stewardship, you risk alienating your donors.

They gave you money. They already like you. Don’t give them a reason not to.

Addressing a thank-you letter or donor-appreciation event invitation to “or Current Resident” is a certain way to make donors feel less than special and less than valued by you. If Whiny and Speer are put off by such addressing, you can bet other donors are as well.

So, why do some nonprofit organizations do this?

Are You Ignoring an Essential Step in the Fundraising Process?

These are challenging times for fundraising professionals. Fewer people are giving to charities. Donor retention rates continue to fall. Volunteerism is down which negatively affects current and planned giving.

Despite those challenges, and more, many nonprofit organizations continue to ignore the one simple thing that would help them retain more supporters and raise more money. It’s an essential, though often ignored, step in the fundraising process.

At the heart of February rests a special time for many: Valentine’s Day. It’s a celebration of love. Unfortunately, when it comes to how nonprofit organizations show love to donors, at this or any other time of year, many do a poor job. That’s the opinion of veteran fundraiser Mark Chilutti, CFRE, Assistant Vice President of Development at Magee Rehabilitation Hospital – Jefferson Health.

Mark wants to help his fellow fundraisers do a more effective job when it comes to Donor Stewardship. So, he will be presenting “New Trends in Donor Stewardship: Saying Thank You All Year Long” at the Association of Fundraising Professionals International Conference, April 2, 2019, 10:15-11:30 AM. Mark notes:

We all know that relationship building is the key to our success as fundraisers and this session will provide participants with unique and creative ways to stay in touch with donors on a year-round basis. Real life examples will include successful Board thank you call scripts, creative pictures and notes about donors’ gifts in action, how to create a Stewardship/Impact Report, and more.”

Now, Mark generously provides us with a preview of his upcoming presentation along with three powerful tips that you can immediately put to use to strengthen your development program. I thank Mark for sharing his helpful insights here:

 

I’m passionate about donor stewardship. I think the reason this topic is so important to me is because I have seen more bad examples of donor stewardship than good ones. I also believe that stewardship is a lost art. We often hear that the next time the donor hears from a fundraiser is when the fundraiser is asking them to give again.

Because I work at a small place, our major donor pool isn’t very large. I have always believed that after working hard to secure a gift, I have to then channel that same energy into letting my donors know just how much I appreciate them and the impact that their gift has made for our patients, programs, and services. I do this in a variety of ways, and they all are easy and inexpensive!

We always strive to get the “official” thank you out within 72 hours, but that’s just the beginning. Depending on the size of the gift, the donor might also receive an email, a card, a call, or sometimes; all three. My CEO prefers to send handwritten cards, while my Board Chairman is happy to pick up the phone. They both are effective and appreciated, which is why I struggle to understand why more organizations don’t do this.

My work doesn’t end there, though, and I use simple creative ways to stay in touch all year. While strolling through the hospital, I’ll often snap a quick picture of a patient using a piece of equipment or a donor-funded program happening, and I can then send that in an email saying, “Saw the equipment you funded being used by a patient today and just wanted to say thanks again!” This type of email usually gets a quick response telling me I made their day or how good they feel to know their gift made an impact.

I also make sure that staff outside of the Development Department is involved in the thank you process, too, by having them write cards or take pictures that I can send to donors. We also engage patients and family members in this process, and whatever they write is so much more meaningful, as it comes from the heart.

These are just a few of the tips I will present in my session at AFP ICON as I share things that an organization of any size can do easily to make their donors feel appreciated. My hope is that participants in the session will be taking notes and taking lots of ideas back home to put into place right away.

If you won’t be at AFP ICON, I’ll leave you with these three easy tips to help you raise your game in Donor Stewardship:

Avoid a Big Misstep Now to Raise More Money in 2018

Fundraising can be complex and challenging. We need to consider strategies, tactics, technology, staffing, budget, and so much more.

What if I could help you cut through all of the clutter, so you can avoid a big misstep now and raise more money in 2018?

Well, here you go:

If you want to raise more money, do not fail to send a proper thank-you letter.

It’s pretty simple, right? I think it is. Unfortunately, so many nonprofit organizations mess up this important step in the development process either by not sending a thank-you letter at all or by simply dashing off a letter with little thought. While professional fundraisers expend considerable effort to master the complexities of the fundraising process, many stumble when it comes to something as simple as the thank-you. Don’t be one of those fundraisers.

The thank-you letter is an essential part of a sound stewardship program. Every donor should receive a thank-you communication. It amazes me that some organizations still refuse to send thank-you letters to lower-level donors. Sending a simple receipt is not the same as a thank you.

A wise person once observed that the most important communication a donor will receive from you is the first thank you after the first gift. At that point, many donors will decide whether to ever make another gift to your organization.

So, what are the three essential principles of a great thank-you letter?

1. Immediacy.

The first rule of effective thank-you letters is: Be sure to send them. The corollary is: Be sure to send them immediately, within three to seven days of the gift coming in. If you delay, donors will likely think that you do not need their money or that you do not truly appreciate them. Wise organizations that don’t have the infrastructure to do this will outsource the gift acknowledgment process recognizing that it’s a worthwhile investment.

2. Caring.

Let your donors know you care. You can do this by sending a thank-you letter out on a timely basis. In addition, make sure you spell the donor’s name correctly, acknowledge the amount received, encourage the donor to contact you with any comments or questions, include an appropriate gift receipt and tax information. If your organization hosts events or programs for the public (i.e., a theater company that has a new stage show about to open), take the opportunity to share this information with your donor. These are just some of the things you can do to show you care.

You should also remember that a thank-you letter is not another solicitation piece. So, don’t appear ungrateful by asking for more money or enclosing a gift envelope. I know this is a controversial issue so, for more about this, read “Can a Thank-You Letter Contain an Ask?”

3. Meaningfulness.

Don’t just send a simple thank-you letter that shows you didn’t spend much time thinking about it or drafting it. One way to force yourself to be a bit creative when writing a thank-you letter is to not use the words “thank you” in the first sentence. This prohibition will slow you down and force you to be more thoughtful when writing the letter.

Another tip is to remind donors of the impact their gifts will have. Better yet, tell them how their gift is already being put to good use.

Whenever possible, hand sign the thank-you letters. Even better, hand sign the letters and write a short P.S. This will go a surprisingly long way in building a meaningful relationship with the donor.

For her book Donor Centered Fundraising, Penelope Burk reviewed hundreds of thank-you letters. Based on her analysis, she outlined 20 attributes of great thank-you letters. I felt so strongly about her list that I cited it in my own book, Donor-Centered Planned Gift Marketing:

Want to Inspire More Donor Loyalty? Do What Marriott Does.

Marriott gets it. The nonprofit sector, not so much.

I’m talking about fostering loyalty.

Marriott has built the world’s largest hotel company, in part, by knowing how to cultivate a loyal customer base. By contrast, nonprofit organizations continue to hemorrhage donors, according to the 2016 Fundraising Effectiveness Survey Report from the Association of Fundraising Professionals and the Urban Institute.

To help you more effectively cultivate donor loyalty, I’m going to give you one excellent, easy to implement idea inspired by a recent email I received from Marriott:

Show your donors gratitude.

I know. I know. You already send your donors a thank-you letter when they make a gift. As a donor, I expect that, just like I’ve come to expect a thank-you email from Marriott following each of my stays.

Beyond that, I’m talking about surprising people with an unexpected message of gratitude.

A few days ago, I received an unanticipated email from Marriott. The subject line read: “Happy 24th Anniversary!”

I had no idea what the email was about, so I had to open it. When I did, I read:

Congratulations! Celebrate 24 Years with Marriott Rewards

Michael, we appreciate your loyalty and thank you for your membership!”

Yes, I know I’m a Marriott Rewards member. However, I did not realize that I’ve been a Marriott Rewards member for nearly a quarter-century. I enjoyed learning that. In addition, I appreciated being thanked for my overall loyalty, not simply for a recent stay.

Throughout the year, often in surprising ways, Marriott shows they appreciate my business. The fact that Marriott shows its appreciation is not the only reason the company is my preferred hotel company. There are many other factors. But, the fact that Marriott makes me feel valued is one important reason I value Marriott.

This Thanksgiving, send your donors an email, card, or letter expressing your appreciation. However, don’t simply thank them for their past support; thank them for caring about whatever your organization’s mission is. Also, thank them for their loyalty.

What Can a Steakhouse Teach You about #Fundraising?

Not long ago, I visited The Capital Grille where the chef served more than perfectly prepared steaks. At the end of the meal, he also served up a valuable fundraising lesson, albeit unwittingly.

Last week, in America, we celebrated Thanksgiving. This week, we marked #GivingTuesday. Inspired by both of those occasions, I’m going to share my Capital Grille experience with you.

At the end of a wonderful meal, some uneaten steak remained on my plate. There was no way I was going to let the succulent meat go to waste when I could use it to make a perfectly delicious sandwich the next day.

So, I asked our waiter to please wrap it to go.

I didn’t give the matter any further thought as I waited for the package to arrive from the kitchen. Up until this point, everything was pretty much routine.

However, when my to-go package of leftover steak arrived in a nice paper bag, I couldn’t help but notice a note tied to the bag’s handle. The note, hand signed by the chef, read:

We are glad you enjoyed your meal enough to take some home with you. Thank you for dining with us, we appreciate your business.”

I’m more than a half-century old. I dine out quite a bit. In my life, I’ve taken leftovers home on many occasions. However, this was the first time that my leftover package came with a hand-signed thank-you note!

Here are five takeaways for you:

The Greatest Idea for Retaining and Upgrading Donors

Every charity wants more money from donors. If only existing donors would write larger checks, become monthly supporters, make a major gift, and/or commit to a planned gift, there would be less pressure on the fundraising staff and the organization would be able to do more to fulfill its mission.

But, how can you raise more from your donors if they do not stick around?

Nationally, the median nonprofit organization finds that its donor retention rate is just 43 percent! Among first-time donors, the retention rate is an obscenely low 23 percent! (The stats come from the AFP Fundraising Effectiveness Project.)

The good news is that if you can increase your nonprofit organization’s donor retention rate by just ten percentage points, you could see an increase of up to 200 percent in donor lifetime value, according to researcher Dr. Adrian Sargeant. In other words, if you retain more donors, they will increase their giving and some will even encourage others to support your organization as well.

Unfortunately, increasing your donor retention rate won’t happen all by itself. You need to make it happen. So, what is the simplest, most effective tactic for accomplishing this?

Do you see that shiny box on your desk? It’s probably black with some flashing lights, and it’s plugged into the wall. It’s a telephone. Pick it up and call your donors to thank them for their support. While you’re at it, find out why they support your organization.

Yes, it really is that simple. CALL YOUR DONORS!

Multiple research studies have proven that thank-you calls are a powerful donor retention tactic. For example, Penelope Burk, in her book Donor Centered Fundraising, reports:

•  95 percent of study donors stated they would appreciate a thank-you call within a day or two of the organization receiving their donation.

•  85 percent said such a thank-you call would influence them to give again.

•  84 percent said they would definitely or probably give a larger gift.

Burk went on to report, when donors were tracked after 14 months, the group that received a thank-you call gave 42 percent more on average compared to similar donors who did not receive a thank-you call. During the renewal cycle, those who received a thank-you call were 39 percent more likely to renew their support.

Here are some tips to make your thank-you calls effective:

A Thanksgiving Like No Other

Thanksgiving 2014. It’s easy to focus on all that is wrong in the world: civil war in Syria, domestic demonstrations, Ebola epidemic, sluggish economy, ISIS attacks, Palestinian-Israeli conflict, etc. If you want to be depressed, just pick up a newspaper or tune into the news on radio, television, or Internet.

Nevertheless, we all have much to be thankful for this season. Sometimes, it’s just a matter of how we choose to view events.

For example, I could choose to view 2014 as a brutal year due to my battle with cancer. On the other hand, I can choose to view 2014 as a heart-warming year as I felt the love from so many during my winning battle with cancer. 2014 is the year I came close to death, but it’s also the year I received a new lease on life. Sometimes, it’s just a matter of how we choose to view events. For me, I’ll choose to think of the glass as half full rather than half-empty.

I have much to be thankful for. Among many other things, I’m thankful for:

• My life. I began the year fearing that death was near. I finish the year knowing I have a normal life expectancy.
• The many good thoughts, prayers, love, and helpful acts from friends, family, colleagues, and even strangers.
• The medical teams at the University of Pennsylvania Abramson Cancer Center and the University of Pittsburgh Medical Center, Shadyside. They literally saved my life.
• My readers and clients for their patience and for standing by me.
• My wife for her heroic efforts, strength, perseverance, and help. She continues to amaze and inspire me.

Thanksgiving is a time for us to reflect on our blessings. It’s a time for us to be with friends and family. While I’ve always understood this, the meaning of this special day has been amplified for me this year.