Concierge Fundraising: Los Angeles Fundraising Lab Recap

Thanks so much to all of our clients who joined us at the Los Angeles Fundraising Lab on January 31st!

Attendees networked with other local nonprofits, enjoyed Tom Iselin’s presentation of “Concierge Fundraising,” saw how other clients are using Qgiv’s features and driving success, and learned how to write a better appeal letter.

The purpose of the Fundraising Lab is to host events that give local organizations the opportunity to connect with each other and benefit from the expertise of industry pros. The events also give nonprofits the chance to talk with staff about all things Qgiv!

Interested in attending a future Fundraising Lab? See if we’re coming to your neck of the woods!

Concierge Fundraising

Tom Iselin shared five tactics on how to achieve concierge fundraising! What is Concierge Fundraising? It’s going above and beyond to make a lasting impression on your donors.

5 Concierge Fundraising Tactics:

1. Your brand matters!
   • Brands create powerful images in peoples’ minds
   • A brand is your identity
2. Make a standout first impression
   • Look and act polished
3. Make a lasting impression
   • Talk less, listen more
   • Value and appreciate your donor
4. Personalize everything
   • Make your donors feel like they are your only donor
5. Say thank-you differently
   • Create a “Thank You” video to send in an email

How To Build a Better Appeal

Sarah Sebastian, Director of Brand Communications at Qgiv, went step-by-step on how to craft a better appeal letter, from what people look at first in the letter to how to catch people’s attention with the envelope!

• How donors skim an appeal
  1. Pictures
  2. Salutation
  3. Johnson Box & Post Script
  4. Signature
  5. Body of the letter
• Pictures
  • Choose powerful images
  • People are going to feel more connected to a picture of a person or animal looking happy and healthy than sad or sick
• Salutation
  • Don’t “Dear Friend” your donors
  • Try to use a salutation that matches the person’s interest if you don’t have their name. For example, use something like “Dear Animal Justice Warrior.”
• Johnson Box & Post Script
  • 79-90% of readers look here first!
  • Great place to make an ask
• Signature
  • Use someone besides the CEO to sign, like a volunteer or board member. If it is the CEO’s signature, try to include a personal note.
  • Be creative with the signature! For example, if your appeal is for an animal shelter, have the signature be from an adoptable pet
• Body of the Appeal
  • Make it easy to scan
  • Make sure that it’s donor-centered. It should contain more “You” language than org-centered language.
  • Read the letter out loud! This is a good way to ensure it flows and makes sense.