Are You Advertising to Qualified Leads?

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In advertising relevance is paramount but what is relevant for one person is not for another. There are ads everywhere embedded into your daily routine, they have become synonymous with modern living. The bus stop you pass by, the gossip blog you check every morning, the window display in front of CVS, are all forms of advertising. Even the shampoo bottle you stare at bleary-eyed every morning is an ad. Ever wonder why they put the name and logo of the product front and center? Most of these ads are not relevant to you personally but every once in a while something about an ad catches your attention and holds you captive for a moment. It speaks to you.

You really need this, it would improve your life.

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Secrets of High Performing Organizations

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In the education sector, a high performing organization is one that, on average, raises substantially more money per full-time student than its peers.  So, what is it about these high performing organizations that enables them to have such effective fundraising programs? It all starts with their investment in data, analytics and research.  High performing organizations (HPOs) tend have a higher number of prospect research staff (roughly twice as many) and spend more on data and analytics tools and services than do their peers (roughly twice as much).  In particular, high performing organizations use predictive modeling much more often than do their peers.

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Roto-Rooters and Middle Donors

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I’ve long been a big fan of the wit and wisdom of Jeff Schreifels and Richard Perry of the Veritus Group.  Recently, in their Passionate Giving blog they exhorted major gift officers to clean out their clogged middle donor pipelines. Say Jeff and Richard, “So in 2014, if you want to maintain a healthy major gift program, you’re going to need to invest in some good donor plumbing… to get your mid-level donor program flowing freely.” Truer words were never spoken.  But these two worthy fundraising gurus actually glossed over one of the most important tools (other than a Roto-Rooter) to clean out said pipeline: regular data screening of your donors.  They give a nod to it by suggesting you “…conduct a wealth overlay on all your midlevel and major donors to get a better understanding of capacity.”

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