We said Surprise Us! (They did.)

Studying shifting average donation amounts and successful tests of deeply "discounted" donation levels, our clients decided to try their own "stimulus" program. They dumped the very common "other" category on their mail appeals and substituted "Surprise Us!"

The results were "suprisingly" good. The average gift increased by 15-20% and response rates remained the same.

We have seen organizations test "You Pick It," "My gift for scholarships" and a variety of alternatives to "Other." In no case did it hurt results and in many cases it helped – sometimes a lot. Many organizations were surprised by both the size and the large number of donations they received when people were encouraged to think up their own amount.

It may have to do with the simple act of being in charge, feeling good about helping and being asked to support our work - instead of being asked to check a box for our database.

Trillions of dollars have vanished from donors’ 401(k) accounts, several Fortune 500 companies are now virtually penny stocks - and it's almost tax time again. It seems a tad insensitive to tell people how much to give. Yes, yes, I know all about testing and control packages, but worry that both are increasingly suspect concepts in a long-term economic crisis.

Besides, like a lot of so-called best practices, many of our gift strategies date back to a day when the hot new technology was faxing and "my space" was where you parked.

President Obama strikes a deep chord when he tells us we have to re-invent our power grid, health care and schools. There's no reason to think nonprofit business methods - including donation pricing - should be any different.

Our findings are also a reminder that words matter. It turns out Mark Twain was right when he said, "The difference between the right word and the almost right word is the difference between lightning and the lightning bug." Let me know what words you're using to help donors give.

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You snooze, you lose
Why bother with social networks?

January 2010
Where are all the new donors?

Nov/Dec 2009
Make then an offer they can't refuse...
November 2009 Conference Wrap-Up
Fake nuns, donkeys and your strategy for 2010

October 2009
Content vs. Usability
The Replies Have It
Think Inside the Box

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