| March 2010 |
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Featured In This Issue:
Expert Mal Warwick Discusses the Appeal of the Appeal Also In This Issue: Mal Warwick: "It’s not all technology;
remember the basics of a successful appeal" We recently spoke with Mal Warwick, fundraising guru and the presenter of our webinar, How to Write a Successful Fundraising Appeal (March 18, 2:00 pm EST), about the place of the direct mail letter in today’s ever-more-technological world of fundraising. “Nonprofits use what’s called ‘direct marketing’—direct mail, telemarketing, and email—to raise much of their money, usually in the form of gifts of less than $200. The great preponderance of those funds still comes through direct mail," Warwick said. "The list is, by far, the most important element! That’s why I love GiftWorks: it gives you the tools to make the right choices about who you want to appeal to."
—Mal Warwick In fact, despite the rapid rate of increase in raising money by email and on websites, only about 1 percent of the $300 billion raised annually is the result of online appeals. Under special circumstances (the disaster in Haiti, for example, or a presidential election campaign), people look to the Web to direct their dollars, but not for regular giving. So, what makes for a great appeal? “The list is, by far, the most important element! That’s why I love GiftWorks: it gives you the tools to make the right choices about who you want to appeal to,” said Warwick. The creative—copy and graphics—has some impact. But it’s the content that carries your message, and the centerpiece of the content is the case for giving. A premium, or “free gift,” may boost initial response, but over the long term, new donors who respond to a front-end premium aren’t likely to become the loyal and generous donors you’re really seeking. Mal attributes this finding to the fact that the premium offer changes the nature of the act from a philanthropic one to a transactional one. “Over the 30 years I’ve been working in direct mail, there have been many changes in the craft of putting together the package," Warwick said. "But ultimately, the essential parts are still an outer envelope, a letter, a response device, and a return envelope. In the webinar, we’ll cover my 'Eight Steps to Successful Fundraising Appeals' and my 'Do’s and Don’ts'.” If you’d like to know more about Mal Warwick and access more of his fundraising expertise, check out his website—malwarwick.com—and sign up for his free monthly newsletter, "Successful Direct Mail, Telephone & Online Fundraising™." March Webinar Features Better Letters;
Your Chance to Learn from the Best! Distinguished fundraising expert Mal Warwick, author of "How to Write Successful Fundraising Letters," will guide you through his “Eight Steps to Successful Fundraising Appeals” and “The Cardinal Rules of Fundraising Letters.”
After registering you will receive a confirmation email containing information about joining the Webinar. System Requirements Macintosh®-based attendees Space is limited. GiftWorks Nonprofit of the Month:Festival of Children Foundation
 Many charitable organizations strive to help children; but in times like these, who is going to help those charities?The answer is the GiftWorks March Nonprofit of the Month: Festival of Children Foundation! The organization is based in Southern California, but helps charities all across the United States—from Ronald McDonald House Charities in Illinois to Village Theatre in Everett, Washington, and all the way down to the Center for Puppetry Arts in Atlanta, GA. Festival of Children Foundation’s Manager of Administration, Anne Zwickl, is the primary user of GiftWorks Software in the organization; she finds that GiftWorks is “extremely user-friendly,” and that “pulling and modifying reports is a breeze.” She added that because of Festival of Children Foundation’s partnership with Mission Research, the makers of GiftWorks, “Festival of Children Foundation (FOCF) has been able to offer grants to give out GiftWorks licenses to member groups, and Mission Research has also generously offered a special discounted rate that will be available to FOCF's 400(+) members.” Festival of Children Foundation was founded in 2003 by Sandy Segerstrom Daniels with the mission to improve the lives of children by strengthening the charities that serve them. The organization continuously aids these charities by investing 100% of its financial support in capacity-building programs and services, helping corporations and individuals find opportunities where their efforts can make the most impact, and by bringing light to the issues that affect children in America today. The annual Festival of Children® event showcases more than 75 charities for support, services, and volunteer opportunities, and presents more than 100 activities, workshops, and performances to children and families, all free of charge. This year’s festival is being held throughout the entire month of September at the South Coast Plaza in bright and sunny Costa Mesa, CA! If you wish to learn more or contribute to Festival of Children Foundation, please visit their website at www.festivalofchildren.org. PA TechQuest Honors GiftWorks
The Technology Provider recognition goes to a company that enhances the strategic processes and/or operations of its customers and is recognized as a technology provider of choice. GiftWorks, is now used by more than 10,000 nonprofit organizations around the world. Alabama Association of Nonprofits Endorses GiftWorks
The Alabama Association of Nonprofits joins 13 other state nonprofit associations in partnering with GiftWorks and recommending GiftWorks software to their membership. GiftWorks state partners represent nonprofit leadership; we are proud and excited to welcome Alabama as a new member of our family! Learn more about the Alabama Association of Nonprofits here: www.nrca.info. Whether you are a nonprofit, consultant, or just someone who cares about the nonprofit sector, we encourage you to join your state association! For the link to your state association, visit the National Council of Nonprofits at www.councilofnonprofits.org. Here’s a complete list of our state nonprofit association partners:
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Novice or pro, this stimulating session will help you strengthen your fundraising appeals. Whether you’ve been writing for years and are looking for pointers to tune up your letters, or simply hoping you can find a way to procrastinate a little less before you sit down to write your next appeal, you’ll get what you need at this dynamic session. You’ll also receive invaluable handouts that will help you through the copywriting process for years to come.
GiftWorks CEO Mary Pat Donnellon and technologists Dave Weaver and Steve Fafel were finalists for an award in the category of Technology Provider of the Year, presented at the Pennsylvania TechQuest's 18th Annual Technology Awards Gala on Friday, February 12, in Harrisburg, PA. Techquest is all about keeping Pennsylvania a "leader among states and nations in the deployment of advanced technology and the infrastructures and workforces that accomplish the same."
South Carolina Association of Nonprofit Organizations
NTEN 2010 Nonprofit Technology Conference
Association of Fundraising Professionals 47th International Conference
