Women tend to focus on specific sectors and want greater accountability for their gifts.

On the whole, women want to create new solutions, seek more contact and control, and want to be kept informed of the results from their giving.

Many also seek social networks within the organizations that interest them.

If women make up a significant portion of your donor base, you may need to change the way you speak with them and start listening for their direction.

The topic of women in philanthropy is finally gaining its due study. Several books and a growing number of philanthropic institutes have helped us to see a clearer picture.

Reinventing Fundraising, Realizing the Potential of Women’s Philanthropy, by Sondra Shaw-Hardy and Martha Taylor, focuses on the “Six C’s” of women’s motivation for giving:

* Create new solutions to old problems.

* Use their financial power to effect change rather than to preserve the status quo.

* Make a commitment (or commit) to the organization’s vision.

* Enjoy a personal connection with the institution or organization.

* Collaborate and work with others as part of a larger effort.

* Celebrate.

In concert with these motivations, women are seeking greater control of the resources they have produced and therefore expect greater accountability from the nonprofit organizations that they support.

Be transparent in your communications.

Report your results proudly and frequently.

Personalize your communications so that your donors get a greater understanding of the impact of their individual gift.

Women make charitable gifts to a variety of causes, but research shows the majority is designated for the needs of children, opportunities for women, education and health issues.

They also support causes that provide economic opportunities for all, promote diversity, and support the arts and the environment.

These gifts mostly go to support grassroots nonprofits or are restricted to grassroots programs if the gift is given to a larger or national-level organization.

It’s not just affluent women who make gifts, however. Women with annual incomes of less than $10,000, who are often homemakers with children at home, give an astounding 5.4 percent of their adjusted gross income to charity.

Many charitable organizations either have misperceptions about female donors or they have decided just to do things the way they always have – which many will admit is no longer working.

Women increasingly choose charitable interests separate and distinct from their spouse or family and it would be wise to approach them, not as part of a couple or a unit, but as an individual donor.

It’s time to identify and understand your female constituency, to speak to them differently, to ask for their involvement both financial and with their time and to consider them as one of the most important components of your donor base.

Katherine Swank, J.D., is a consultant at Target Analytics, a Blackbaud Company.

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If your organization isn’t utilizing Twitter to its fullest potential, Heather Mansfield, owner of DIOSA Communications, which specializes in social media and mobile marketing for nonprofits and small business, and keeper of the Nonprofit Tech 2.0 blog, offers 10 Twitter apps for nonprofits “that can also be used to improve website, e-newsletter, blogging and social media campaigns.” Here are the 10 apps she recommends.

1. Bit.ly: Allows users to shorten, share and track URLs. This is a must-use tool, Mansfield writes. “Without tracking how many clicks the links you post on Twitter are receiving, you are Tweeting blindly.”

2. TweetMeme: TweeteMeme ReTweet Buttons encourage the audience to retweet content on Twitter with a click of the button.

3. Favstar.fm: Allows you to see the “most favorited” tweets across Twitter at any given time, Mansfield says, and it also allows you to track your own tweets to see who is favoriting them.

4. Twibbon: Allows followers to embed icons on their Twitter avatars and spread them throughout Twitter.

5. TwitPic: Lets you share photos on Twitter.

6. 12seconds: Allows users to easily record videos and upload them to their 12seconds video channel to post on Twitter.

7. BubbleTweet: Allows users to embed video directly onto their Twitter pages.

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Here’s what we found

Direct mail recruits tended to keep doing what they did originally. Ninety per cent subsequently kept giving through the mail. No surprises there.

The same mostly rang true for telephone recruits, 85 per cent continuing to give via the phone and almost 15 per cent through the mail.

For online recruits, there are slightly more varying (and perhaps surprising) results. Around 75 per cent continued giving through the method of recruitment, around 15 per cent then gave through the mail, and the remainder through a combination of other channels.

What’s the upshot of this?

Whilst some of this may appear on face value a little startling, all is not what it seems at first. In other words, the reason a large chunk of online-recruited donors moved across to donate offline does not necessarily indicate too much about their giving behavior.

It tells us more about their giving requests and cultivation. Many of our charities have much more sophisticated and coherent offline fundraising streams. Therefore, if the numbers are small, we tend to include donors in the bucket that allows the most flexibility, largest volumes, and has the most frequent communications.

And often that’s the mail.

I’m not suggesting it isn’t noteworthy – it dispels somewhat the myth that online recruits won’t give offline, but contextually I think it says more about programs than behavior.

So what should you do?

Test. If you have, or are planning to recruit, a significant stream of donors from one particular channel (let’s take online for a moment), then you need to be looking at how best that group responds when treated in different ways.

As suggested above, it appears that the behavior of various groups is dictated by our treatment – in other words, what we send them and how we send it.

At the moment we’re undertaking a head-to-head split test looking at whether a group of online recruited donors responds better to an online solicitation (in this case a survey) than to an offline (mail) solicitation (again, a survey).

We want to find the optimum way to treat this group. Initially we want to determine, with a survey ask that includes a cash request, what generates the best overall net return. Down the track we’ll measure the optimum suite of communications for this constituency, which could actually be a mixture of offline and online pieces.

Regardless of method of recruitment, always look for the best way to move onetime cash donors across to monthly giving. Monthly giving for our clients grew 9% in 2009, at the height of the recession.

Always look deeper. The data shared above could easily be misunderstood. It certainly wasn’t suggesting that online donors are necessarily ripe to move offline.

Remember that the decisions we make have more impact than environmental factors outside our control.

By:  Jonathon Grapsas

“This copywright article originally appeared in Canadian Fundraising & Philanthropy, www.canadianfundraiser.com, and is reproduced with permission.”

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Many Web sites include tools for adding fresh articles and blogs on a regular basis – are you taking advantage? Here’s how to get started:

1. Understand your audience.

The key to any content strategy is to fully understand the needs of your prospects and clients. What information can you provide to solve their problems and what’s the best way to present it?

2. Develop a blog/article strategy.

First, assign an editor. This could be a marketing director, a visionary executive, or an outsourced professional journalist. The editor’s job is to determine what types of articles and blog posts should be developed and posted on the site. Next, establish an editorial calendar (what topics are we going to post, who’s going to write it, when are we going to post it). Develop some consistency so that your writers can be comfortable and your audience can rely on you for new information.

3. Collect relevant email addresses.

Include an email signup form on your Web site. Make sure your sales and marketing professionals who engage with prospects collect emails, too. Get everyone in the company engaged in this process, and you’ll see your database grow quickly.

4. Build a newsletter.

Now that you have articles and blog posts on your Web site, you don’t have to create as much new content for a newsletter. Simply incorporate headlines and lead paragraphs with links to the articles on your site. Also, you might want to include some of the latest news headlines from your industry. Don’t forget the calendar of events, especially if you are attending trade shows, speaking engagements and conferences.

5. Find additional distribution channels.

If your company has a Facebook page and Twitter accounts, these are obvious places to promote your blogs and articles. Look at your channel partners and see what they are doing–there might be an opportunity to send them article links to run in their communities. Look for associations that your company participates in and offer them your RSS feeds. These opportunities extend your reach in front of relevant audiences.

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A nice feature of the modern social web is that it’s modular. You can plug in and customize pre-made pieces of software (often created by other users or companies), and mix and match what works best for you without a lot of technical know-how. Facebook works the same way with apps.

Many Facebook apps are built for casual use, like the social games and quizzes you may see your friends using in their personal feeds. But there are quite a few apps that are ideal for a business Fan Page. These are useful for customizing your page with greater detail, showcasing your content from other social sites and getting more information from your customers. Here are five essential Facebook apps that your business may want to take for a spin.

1. Static FBML for Your Page Sidebar

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We’ve already discussed how the Static FBML app can be used to make your Fan Page a unique destination. But this versatile plugin can also bring some interactivity to the column that appears on the left-hand side of your page.

Vertical, left-hand navigation is something users expect to find on most websites. They will be comfortable looking there for additional links, promotions and contact details. Moving a Static FBML box over to the left-hand column is a great way to exploit this valuable real estate. Here’s how to do it.

If you haven’t already done so, add the app to your Fan Page and make sure it’s functioning as a “Box” rather than a “Tab.” Add content to your box using standard HTML. Graphics cannot be uploaded to Facebook here, so you must reference them from a URL — likely one on your own hosted website or blog.

For a sidebar, think about adding some clean graphic buttons or icons that link out to other destinations your fans would be interested in, such as your company website, blog or Twitter () account. This sidebar will be visible no matter what Fan Page tab your visitors are on, so consider using graphic elements that coincide with your existing logo and color scheme.

Once your content is added and saved, it will appear as a box on the “Boxes” tab. Head over there to ensure that your HTML has rendered properly. If so, click the “Pencil ()” in the top-right corner of the box and select “Move To Wall Tab.” This will display your content in the left-hand navigation of your page.

2. Promotions

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Contests and giveaways are a great way to engage people with your brand, especially on the social web. A chance at some free stuff is one of the top reasons people follow and friend brands in the first place. The Promotions app makes it easy to build and publish a contest on Facebook in a way that is inherently social and shareable.

Promotions is different from many Facebook apps in that the content you create for it lives on the developer’s website. This makes it a versatile tool, but you’ll have to sign up for a free account at wildfireapp.com.

Once you create an account and connect the registered app to Facebook, the promotions you generate on WildFire will populate the tab on your Fan Page. Promotions are easily built through a step-by-step process. Provide the dates of the contest, the types of prizes, the fields for the entry form, specific parameters about contest entry and rules, and upload any additional artwork you want to include.

A nice advantage of having contest data centralized on WildFire is that it can be sourced out to other social networks, and even to your own company website. Any changes or additions you make to your promotions will dynamically update on all of the locations where your customers and fans find you on the web.

Note, the cost to publish a basic promotional campaign through Wildfire is $5, plus $.99 for each day the campaign is active. Additional packages with more customization and publishing options are available.

3. Social RSS

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If you already have great content from your company’s blog or another social network that you’d like to bring to the fore of your Facebook presence, Social RSS is a smart tool.

You can configure this app to automatically pull in updates from any RSS or ATOM feed and display them as posts on your Fan Page, either on a dedicated tab, a wall tab (on the left side) or as part of your core news feed. It’s a useful way to automate your content and eliminate the need to republish things manually to your Facebook Page.

Take note, however, that fans on social networks are much more responsive to curated content. Especially on Facebook, where people connect to a smaller community of personal friends and family, an unfiltered pipeline of RSS content may not be welcome in all news feeds. If your core customers are already subscribed to your blog and other social accounts, a double-dose of the same exact content may trigger some to hide your updates or “un-fan” you. Consider relegating your Social RSS feed to a tab if this is the case.

Test where and how an app like Social RSS is best implemented on Facebook, and adjust as needed depending on the size and response of your audience.

4. Poll

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Sometimes you just need a little feedback. That’s what social engagement is all about, right?

On Facebook, it doesn’t get any simpler than the Poll app. There’s no account to sign up for. Once you connect it to your Page, all the setup and data lives right in your settings panel.

A poll can be a casual way to get a read from your fans about a new product, a new page design, or your business in general.

In the poll settings, simply name your burning question (What do you think of our new spicy burritos?), list your choices (Delicious (), Pretty Tasty, Needs Work, Offensive) and select your publishing options.

Polls can be published to your Page wall/feed, live on a custom tab or be popped into your left-hand navigation where visitors can click anytime they come to your Page. You can invite your friends to take a poll, and they can easily share it out as they would any other post or app. Both you and your visitors can see the poll results without leaving Facebook.

Publishing a weekly poll about new products or changes in your industry is a great way to keep fans coming back to your Page and talking about your brand.

5. YouTube for Pages

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If creating video content is part of your business’s social media strategy (and we recommend it should be) you can squeeze more views out of your productions by dedicating a Fan Page tab to your YouTube channel.

That’s exactly what the YouTube for Pages app does. To activate the app, you’ll have to set up a free account at the developer website involver. Once it’s connected to your Fan Page, simply input the YouTube channel you’d like to pull videos from (it could be your own or anyone else’s), pick a few more settings, and you’re all set.

The app “features” your most recent upload or favorite, and displays thumbnails for previous videos on a simple, clean interface. The videos play directly on Facebook of course, so fans can watch without ever leaving your Fan Page. Just be sure to add the tab in the app’s “Application Settings.”

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In this whitepaper we have included six critical factors in assessing your campaign performance. Use this information to see how your current email marketing efforts stack up.

Define Email Marketing Goals
What do you want to accomplish with your email marketing campaign? This is an essential question that must be answered prior to crafting your message, call to action, and imagery. If your group’s focus is lead generation as opposed to sales conversion, then the preferred tactics used in your campaign will differ greatly. By defining your goals, you are also better able to determine the metrics by which to gauge the campaign’s performance. In addition, you gain the ability to finely tune landing experiences that drive toward your specific goal.

Other email marketing goals include:
• Direct Selling
• Driving traffic to a Web site
• Driving traffic to an offline store or location
• Branding
• Brand Involvement
• Building Relationships

Assess Metrics to Benchmark
Once you’ve defined the goal of your campaign, you must identify the metrics that you will trend to evaluate performance. Are you currently tracking metrics? What are they? Are they actionable, i.e. metrics that offer you leverage in optimizing the campaign?

Metrics can include:
• Deliverability
• Spam Rate
• Acquisition Rate
• Open Rate
• Click Through Rate
• Unsubscribe Rate.

When we are benchmarking, there are two different approaches to use, both of which yield useful intelligence about our campaign performance. One is to benchmark performance against prior experience for this brand or marketing program. The other is to benchmark against industry norms. The first answers the question: “Are we doing better than we used to?” The second answers the question: “Are we doing as well as we should be?”

Most organizations begin by answering the first question because it is the information that is most easily obtainable. If you don’t have a history of tracking your performance metrics, there is no better time to start than the present. Then routinely evaluate your latest campaign against previous campaigns, especially those against similar lists or using similar tactics. By varying one aspect of the campaign at a time, you can build a valuable warehouse of marketing intelligence that will help you improve your campaigns on each iteration.

Industry statistics are harder to come by. But, if you can find statistics on your competitive set, that is most useful. Check with various marketing organizations that support your industry to see if they offer the information you need.

Delivery Rate
Deliverability is a metric that must be measured to determine whether or not your email is actually making its way to the intended recipient’s inbox. Optimization of this metric often includes monitoring for list fatigue as well as honoring the customer’s preferences.
In order to determine your deliverability, you should measure:
• Number of complaints
• Number of bounces
• Number of messages sent
• Size of the messages.

Spam Rate
Are you analyzing your campaign’s abuse report rate? This measurement gives valuable insight into the perception of your campaigns. Are your permission-based customers viewing messages as spam due to frequency or content? Do your opt-in recipients truly believe that they opted in to receive messages from you? Do they believe that they opted in for the type and frequency of messages you send them? Once you determine your campaign’s “spamminess,” try adjustments to message relevance, frequency, or call to action in order to reduce spam complaints. Ask your list members what they want and then honor those requests in your mailing activity.

Acquisition Rate
Whether qualifying an acquisition as a lead conversion or a purchase conversion, analyzing a campaign’s performance on cost per acquisition can be insightful. You may also wish to include a campaign’s conversion rate to aid in determining its effectiveness.

Open Rate
Are your messages being opened once delivered? Open rate is an important measure in determining the effectiveness of your subject line or the trust factor of your “from” address. Open rate is determined by the quantity of your email send versus those that open. Most email marketing providers trend this data for you.

Click-Through Rate
Your message has been opened, but are your customers responding to the content or call to action? By measuring your click through rate you can determine if the content is relevant to your customer and urges them to learn more. To establish your click through rate on a campaign, analyze the ratio of emails sent to the number of clicks.

Unsubscribe Rate
Are customers unsubscribing from your email campaigns at higher rates than previous historical trends? If the answer is yes, then it may be time to rethink your campaign’s frequency and relevancy. Measuring your unsubscribe rate is essential to keeping a “clean” list. Most providers monitor your unsubscribe rate to help you better understand your overall campaign performance. Determining your unsubscribe rate can be done at a campaign level or across all email marketing campaigns. To calculate your unsubscribe rate, measure the ration of sends to unsubscribes.

Ensure Deliverability
Legitimate email doesn’t always land in your customer’s inbox. 25% of business-to-consumer marketers say they’ve seen a significant increase in bounce rates. How do you ensure that your emails successfully reach your customer? Incorporating best practices into your email marketing will benefit your delivery. Monitoring your email campaign delivery rates, cleansing your data routinely, and requesting to be added to the customer’s address book are just a few ways to safeguard your email from landing in the spam filter. In addition, it’s critical to maintain a healthy relationship with the ISPs to which you are sending email. A trusted email marketing provider such as Monsoon Interactive takes care to constantly evaluate ISP relationships and address any issues that arise.

Spam
Spam is defined by Yahoo! Mail as “whatever consumers don’t want in their inbox”. Over time email marketing has evolved as less of a measurable definition of what spam is considered and more as a qualitative metric determined by the recipient. As an organization, you need to ensure that your email marketing focuses on your customers’ expectations including content preferences, relevancy, and frequency. If your customer finds no value in the email being delivered, regardless of opt-in, then it isn’t a good email. Are you viewing spam reports to determine if the messages you are delivering are the right message at the right time?

Test, Test, and Re-test
Testing is critical for email marketing success. Creating different landing experiences, offers, call to actions, imagery, and content allows you to optimize your campaign to its greatest potential. We’ve included two possible modes of testing:
• A/B testing: testing one element of a campaign against another. It may include varying the offer, call to action, look, or subject line of a message.
• Multivariate Testing: Testing multiple changes simultaneously in a live environment.

Relevancy
Delivering a message that doesn’t speak to the customer can disengage a valuable relationship. Email marketing has evolved from utilizing a one-off broadcast email campaign to employing a strategic program that targets the customer with a relevant message at the appropriate time. Consider this: according to Jupiter Research, “untargeted email campaigns have open rates of only 20%, a click through of only 9.5% and conversion rates of only about 1%. On the other hand, targeted email campaigns have a 33% open rate on average, a 14% click-through rate, and a conversion rate of 3.9%”. Engaging your audience with content and offers that are delivered strategically will uplift your message in an extremely competitive market. Creating a message that meets the needs of your customers enhances your relationship as well as reinforces your trust factor.

Segmentation
One of the most prevalent reasons for an email being ignored is irrelevant content. Segmentation ensures that your message is delivered at the right time, to the right person, with the right content. You can choose to segment your audience based on data such as behavior, preferences, or demographics. It’s important to collect the data through a list management tool so that it is easy to integrate segmentation within your campaign. Determine what segmentation meets the needs of your overall business objectives. Perhaps you choose to segment a campaign on the purchase value of a customer, or perhaps you believe a product-based segmentation will yield a higher return. Whatever your choice, make certain that the message and offer complement the segmentation.

Optimization
Now that you’ve determined your metrics and addressed the deliverability and relevancy of your campaign, it is time for optimization. Analyze your metrics and determine where there is opportunity to increase performance and convert low hanging fruit.

Your initial strategies may change, which means that you will need to continually adjust your campaign. Or, perhaps, the end goal you were hoping to achieve doesn’t yield the response you had hoped. Don’t be hesitant to shift resources.

First, some background: Aside from watching how many visitors click thru to planned giving articles on more than 1,200 nonprofit websites, The Stelter Company also monitors a complex array of online behavior. These efforts provide us an objective rating of how “useful” readers find each piece of content.

Lately, we’ve noticed that online visitors pay scant attention to articles about your heritage/legacy/recognition society. Those links compete for the lowest click-thru and usefulness ratings of any pieces of content we measure.

This leads us to conclude that pushing your recognition society as a way to encourage new planned gifts is, perhaps, a useless first step. While your current planned givers may honestly appreciate the stewardship and affiliation a recognition society provides, our online results (paired with our national public opinion polls) suggest that perks and privileges motivate few donors.

So, lately, we’ve been thinking that perhaps you shouldn’t bother using up too much precious real estate in your printed and online marketing materials to promote your recognition society to prospective donors. Save that for the folks who have actually completed a major or planned gift.

A Better Way to Raise Interest
For those of you who default to using boilerplate copy about your recognition society, we’d like to offer a more effective approach: Emphasize the story behind your society and its mission more than the perks and privileges of membership. Our research shows this approach can improve interest in the content by up to 50%.

Here are a couple of nonprofits whose recognition society descriptions rank high with online visitors. What can you learn from their work?

Foundations for Laity Renewal
Mary Holdsworth Butt Legacy Society

Cancer Research Institute
Helen Coley Nauts Society

Bev Hutney
Director of Innovation and Research
The Stelter Company

Such an assumption fits happily with declarations that privacy is dead, as online marketers and social sites such as Facebook try to persuade people to share even more about who they are, what they are thinking and where they are at any given time.

But it’s not quite true, a new study finds. Despite mounds of anecdotes about college students sharing booze-chugging party photos, posting raunchy messages and badmouthing potential employers online, young adults generally care as much about privacy as older Americans.

The report, from researchers at the University of California, Berkeley and the University of Pennsylvania, is among the first quantitative studies looking at young people’s attitudes toward privacy as government officials and corporate executives alike increasingly grapple with such issues.

“It is going to counter a lot of assumptions that have been made about young adults and their attitudes toward privacy,” said Mary Madden, senior researcher at the Pew Internet and American Life Project. She was not part of the study but reviewed the report for The Associated Press ahead of Thursday’s release.

Among the findings:

Eighty-eight per cent of people of all ages said they have refused to give out information to a business because they thought it was too personal or unnecessary. Among young adults, 82 per cent have refused, compared with 85 per cent of those over 65.

Most people – 86 per cent – believe that anyone who posts a photo or video of them on the Internet should get their permission first, even if that photo was taken in public. Among young adults 18 to 24, 84 per cent agreed – not far from the 90 per cent among those 45 to 54.

Forty percent of adults ages 18 to 24 believe executives should face jail time if their company uses someone’s personal information illegally – the same as the response among those 35 to 44 years old.

The survey, based on a 2009 telephone survey of 1,000 Americans 18 and older, did find some areas with generational differences in attitudes. For example, while 69 percent of all respondents said a company should be fined more than $2,500 for privacy violations, only 54 percent of those 18 to 24 years old thought the fine should be that steep.

Even so, the majority of young people generally agreed with their older counterparts in wanting more privacy, not less.

“Yes, there are some young people who are posting racy photographs and personal information. But those anecdotes might not represent what the average young person is doing online,” said Chris Hoofnagle, co-author of the study and director of information privacy programs at the Berkeley Center for Law and Technology.

Although they grew up in the digital age, young people know surprisingly little about their rights to online privacy, the study found. They seem more confident than older adults that the government would protect them, even though U.S. privacy laws offer few such safeguards.

The lack of knowledge about the law, coupled with an online environment that encourages people to share personal information, may be one reason young people can seem careless about privacy, according to the study, which was conducted in July 2009 and has a margin of sampling error of plus or minus 3.6 percentage points.

There is also some evidence that, by virtue of their age, adolescents and young adults’ brains are hard-wired toward risky behaviour, the report said, citing past psychological studies.

The researchers suggest that lawmakers and educators should not assume that young adults do not care about privacy and therefore don’t need protections.

Rather, they say, “policy discussions should acknowledge that the current business environment … sometimes encourages young adults to release personal data in order to enjoy social inclusion even while in their most rational moments they may espouse more conservative norms.”

Yet that doesn’t mean you shouldn’t believe all the stories about younger people prolifically posting photos of their beer-guzzling, scantily clad selves.

“But there is not enough research to find out (whether) older people do the same thing,” said Joseph Turow, professor at Penn’s Annenberg School for Communication. “Older adults, they may not show up naked, but they may be releasing other kinds of (personal) information.”

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Conversely, when you send out e-mails with a call to action that takes recipients back to a landing page, you don’t want to confuse those readers by sending them to a Web site that doesn’t look like the company you portray in your e-mail.

This happened to me recently. I got an e-mail from a major airline that featured a color scheme that was predominately the company’s trademark yellow and orange. Clicking through to the airline’s Web site, I was shocked to land on a page that was mainly blue and purple. My initial thought was that I was on the wrong page. What I learned is that the company rebranded its Web site but has not carried the new branding elements through to its e-mail program.

While it’s not unusual for companies to rebrand or to freshen their brand, it’s important to keep some of the old elements—at least on a temporary basis—to bridge to the new brand. You also need to make sure that your e-mail program catches up at the same time. This can be a struggle if e-mail marketing and your Web site are managed by different groups, but the outcome is worth the effort.

When designing your e-mails, look to your Web site for design elements and incorporate some of those elements into your e-mail. If you have an html Web site, you can even use elements from the Web site to easily design your e-mail.

Remember: it’s all about integrating the same look and feel from Web site to e-mail, and even to printed marketing materials. Carrying a similar look throughout all these customer touch points makes customers comfortable with your brand, which in turn makes them comfortable pulling out their wallets.

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