Posts by Rosie Everett
Writing Donor Newsletters the Right Way, Ep #26
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Episode 26

With Benjamin Johnson & Matt Hussey

Fundraising content should be raising money for the charity. If not, then it’s just communication. Newsletters should be no exception! On this episode of Frontier FM, Matt and Ben dive into all things donor newsletter as they discuss effective newsletter content, working newsletters into an overall fundraising strategy, and who should receive newsletters in the first place. 

You will want to hear this episode if you are interested in...

  • Matt and Ben’s thoughts on the previous episode with Tim Kachuriak of NextAfter [0:32]

  • Matt’s fall update [2:35]

  • The exciting things ahead for Frontier FM! [6:59]

  • 2020 Frontier newsletter statistics [9:37]

  • What effective donor newsletter content looks like [11:45]

  • How newsletters fit into an overall fundraising strategy [16:05]

  • Who should and should not receive a newsletter [18:49]

  • Donor newsletter best practices [22:59]


Rethink the donor newsletter

Most of the time fundraisers follow best practices, but newsletters seem to be the one area where that goes out the window. It’s time to move away from the idea that a donor newsletter is a catch-all for content an organization doesn’t know what to do with. Newsletters can and DO raise funds! Maybe not as much as direct mail cultivation appeals, but certainly enough to make a difference. Through donor newsletters, Frontier was able to help clients raise nearly $771 thousand last year. Listen to this episode of Frontier FM to learn how to make newsletters an effective fundraising tool. 

Create compelling newsletter content

Nobody likes reading a boring newsletter. Seriously, it’s the worst. And if organizations want to use their donor newsletters as an effective fundraising tool they need to make sure that the content they are putting in front of their readers is compelling. Eight-page mini novels about organizational accomplishments and staffing changes are not going to cut it. Donor newsletters need to be story-driven, not data-driven. Show the donor how their gift is impacting the cause through photo essays and infographics. If charities need to speak directly to specific donor sub-groups, easily inserted cover letters are a great way to add a personal touch for multiple segments of a donor list like monthly recurring givers. Donor newsletters need to have easily skimmable content that packs a punch.

Use newsletters strategically

How an organization uses a donor newsletter as a part of their overall fundraising strategy is a critical part of its success. Compelling newsletter content is great, but strategically using that content to further the organization's cause is even better. Newsletters are a way to maintain connection with donors long after their initial gift. If a donor knows that an organization is accountable for the money they receive because they can see the wells their donation is building and the people their gift is impacting, they are FAR more likely to become regular donors. Another great use of newsletters is as a primer for donors regarding giving campaigns a charity will have in the future. Strategically scheduling newsletters to make donors aware of campaigns before they happen will help them prepare to give when the time is right.

Resources & People Mentioned 

Connect With Frontier



Follow Frontier.FM on
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Rosie Everett
Tim Kachuriak of NextAfter Talks Online Optimization, the Digital Frontier, and Generosity, Ep #25
Tim Kachuriak of NextAfter Talks Online Optimization, the Digital Frontier, and Generosity, Ep #25
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Episode 25

With Benjamin Johnson & Tim Kachuriak

The O.G. digital fundraiser, Tim Kachuriak, joins Ben for a multi-faceted conversation on all things digital marketing. The two discuss how Tim built his company NextAfter from the ground up, the fallout from Apple’s security update, and what’s next for marketers exploring the digital frontier. This is a can’t miss episode filled with sage wisdom and insight from a pioneer of fundraising!


You will want to hear this episode if you are interested in...

  • The NextAfter journey [1:06]

  • What does having a “digital first” agency mean? [8:39]

  • Managing relationships between clients and other agencies [10:29]

  • How Tim is still exploring the digital frontier 20 years later [13:06]

  • The role behavioral science plays in digital marketing [16:32]

  • How legacy giving impacts digital marketing [18:31]

  • The iOS security update fallout for marketers [20:55]

  • The cost and logistics of donor acquisition [23:58]

  • Unleashing the most generous generation in the history of the world [29:48]


Create a culture of optimization

A big part of effective fundraising is learning how to optimize the process at every opportunity. Just because a strategy has worked for the last ten years does not mean it will work for the next ten years. Tim reminds the listener that they should make decisions based on data and not on "how things have always been done." It’s easy to fall into patterns because they are safe and predictable. But if the numbers indicate that a new digital strategy is the most effective route, organizations should not be afraid to take the leap.

Let your audience be your guide

“The internet is the greatest behavioral laboratory in existence.” Tim’s statement should fill fellow marketer's and fundraiser’s hearts with great hope and encouragement. The internet provides organizations the ability to test multiple digital marketing strategies at once to find what works best for their audience before fully committing to that strategy. Ben summarizes the point best when he says, “I am not the organization’s ideal donor.” Meaning that personal bias often gets in the way when creating marketing content because the ineffective tendency is to market to yourself instead of your reader. This is why treating the internet like a test laboratory is essential to the digital marketing process.

Building trust is the key to great client relationships

Working with a new client presents its own unique set of challenges. They may be aware of big picture problems, but not the more intricate issues creating them. It’s not uncommon for incoming marketing agencies to be hit with a laundry list of solutions before they are able to figure out what the real problems are. Tim’s best practice is to “stack wins early to show clients that your strategies actually work.” By doing this, he says agencies will “loosen up the culture” and make way for bigger changes down the road. Having consistent results early will build trust and allow for hesitant clients to confidently make the necessary changes.


Resources & People Mentioned

Connect with Tim Kachuriak

Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Rosie Everett
QR Codes in Fundraising and Marketing Are Relevant!, Ep #24
QR Codes in Fundraising and Marketing Are Relevant!, Ep #24

Episode 24

With Benjamin Johnson & Matt Hussey

What are QR Codes? How do they work? Can they help increase the effectiveness of a fundraising campaign? These are the questions that charities and marketers alike should be asking! Join Matt and Ben on this episode of Frontier FM as they explore the answers and share their thoughts on how QR Codes could impact the future of fundraising.

You will want to hear this episode if you are interested in...

  • Fundraising strategies amidst Canadian wildfires [1:44]

  • Why data analysis is over-hyped in the non-profit world [6:14]

  • Fun life and podcast announcements from Matt and Ben [8:16]

  • The origin of QR Codes [14:04]

  • Applications for QR Codes in fundraising [17:55]

  • Ways to make QR Codes engaging for readers [21:00]

  • Why Matt and Ben are proponents of QR Codes [26:28]

  • Matt’s summer campaign update [29:15]


QR Codes were ahead of their time

When QR Codes debuted roughly ten years ago, no one knew what to do with them. Sure, their purpose was clear: get the consumer to an online link by having them scan the code with their smartphone. But the process was often cumbersome and counterintuitive because it required people to download an app just to scan it. Organizations didn’t know how to use QR Codes effectively either. They would show up in the most nonsensical places, including email! Now that technology has caught up with innovation, using QR Codes can be an incredibly effective campaign tool. Find out HOW on this week’s episode of Frontier FM!

Are QR Codes the biggest comeback of 2020?

Numbers do not lie. From 2019 to 2020 there was a 35% jump in the usage of QR Codes across the board. Much of this increase can be attributed to how restaurants used them to keep people safe during the pandemic with digital menus. Consumers who didn’t even know what QR Codes were a year ago are suddenly using them every day to eat and shop. This is a huge shift that Matt and Ben want to help you take advantage of on this week’s episode. 

QR Codes are a proven marketing tool

QR Codes have found their place within the marketing landscape. Companies have figured out how to use them effectively, so why not charities? And with ever-increasing QR Code customization, anything that can be used to speak to readers how they want to be spoken to is a good thing. Ben points out that while QR Codes are not so relevant that they will make or break a Fall fundraising campaign, it is important to establish best practices so that an organization does not get stuck down the road. Listen to this week’s episode for additional QR Code tips!

Resources & People Mentioned

Connect With Frontier

 


Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Rosie Everett
The Language Of Effective Faith-Based Fundraising, Ep #23
The Language Of Effective Faith-Based Fundraising, Ep #23
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Episode 23

With Benjamin Johnson & Matt Hussey

Community faith-based fundraising is about more than a culture of praise and prayer. While those things are good, much of the success faith-based organizations find in this area can be attributed to learned technical skills. Specifically, language and communication skills. Frontier has spent the last 11 years helping clients speak the language of effective faith-based fundraising. Matt and Ben want to use that experience to help you take your organization to the next level on this episode of Frontier FM.

 You will want to hear this episode if you are interested in...

  • Canadian faith-based fundraising statistics [1:37]

  • Finding the balance between authenticity and mass appeal as a faith-based organization [7:26]

  • How inclusivity plays a role in faith-based fundraising [9:59]

  • Learning to speak the language of effective faith-based fundraising [14:10]

  • Giving from a spiritual perspective [17:10]

  • How value alignment strengthens fundraising [20:25]

Find the balance between mass appeal and authenticity

Many faith-based organizations have the unique challenge of needing to find the balance between mass appeal and authenticity. Ben recommends the best strategy is to “be WHO you are” without presuming the reader has the same beliefs and to “meet donors WHERE where they are”. Because potential donors may not be of the same faith, it is key to avoid alienating language while still communicating in a way that is familiar to an existing donor base. Hear the whole conversation on this week’s episode!

Inclusivity in faith-based fundraising means sharing the whole narrative

A big part of speaking the language of effective faith-based fundraising is inclusivity. Donors need to feel included in the work that is being done instead of a means to an end. Some organizations make the mistake of placing all the credit on “the Deity” without acknowledging the donor as the proximate cause of the funds being raised. Ben reminds the listener that this is a “participatory thing” and sharing the whole narrative means acknowledging that there is still work to be done and inviting others to participate. Listen to this week’s episode for even more great tips on inclusivity and fundraising.

Communicate the common ground

United States President John F. Kennedy once said that “what unites us, is much greater than what divides us.” This is especially true in community faith-based fundraising. Common ground is a powerful thing in a diverse community. Faith-based fundraisers need to find where the organization's values align with the reader and communicate that! Clear communication opens up space for value alignment which creates a strong case for support from donors. Ben believes the future of faith-based fundraising is found in the common ground and this episode of Frontier FM will show you why.

Resources & People Mentioned

Connect With Frontier


Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Rosie Everett
Hot Vaxxed Donor Summer, Ep #22
Hot Vaxxed Donor Summer, Ep #22
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Episode 22

With Benjamin Johnson & Matt Hussey

Matt and Ben are vaxxed up and ready for the summer of 2021! Are you? On this episode of Frontier FM, the guys keep it short and sweet while talking about several things from old Netflix shows to how COVID has changed the international fundraising community. They also discuss how the imminent “Hot Donor Summer” might affect fundraising efforts in the future. It’s a quick, fun episode that you don’t want to miss!

You will want to hear this episode if you are interested in...

  • Ben’s fundraising “nerd moment” with an unreleased copywriting tool [0:50]

  • A new podcast all about diversity and inclusion in fundraising [3:50]

  • Getting ready for “Hot Donor Summer” [4:49]

  • How COVID has changed the international fundraising community [6:10]

  • The “new normal” for fundraisers and families [7:40]

  • Fundraising mindsets and messaging in a post-pandemic world [10:36]

Get ready for a “Hot Vaxxed Donor Summer”

Summer is a fiscally slow time for most businesses and the people that work for them. Local fundraising organizations are no different. Coupled with the fact that many people are still financially recovering from the pandemic, Ben tells listeners to expect an even deeper lull. Because the focus of many will be enjoying all the things that COVID took away from them over the past year and a half, the last thing you should expect is an increase in donations. Hear even more of their Summer 2021 takes on this episode of Frontier FM. 

Could a wave of “global empathy” make this the busiest summer yet for international fundraisers?

While most local fundraising organizations are experiencing a heightened summertime lull due to COVID, international fundraisers may be in for one of their busiest seasons yet for the same reason. Especially those involved in campaigns for vaccine rollout. Ben describes a surprising wave of “global empathy” that wants to see those who have the most need taken care of, and he’s excited to see which organizations will answer the call. If you’re interested in how the pandemic has influenced the international fundraising community, this episode is for you!

And nothing was ever the same again...or was it?

COVID changed the way so many things are done. Including fundraising! It has given the world a much different, often more interconnected, perspective. Even now, in a world where a COVID-19 vaccine is available, those changes are still evident in everyday life. Communities are changing. Neighborhoods are shifting. It’s even caused Ben to exclaim, “What year is it?!” as he watched his son play with the neighbors like it was 1999. The bigger question is, "Will these shifting mindsets cause a change to the charitable landscape over the next few years? Is the fundraising world gearing up for a lasting change or a delayed return to the status quo?" Matt shares his thoughts on this episode!

Resources & People Mentioned

  • Email Matt and Ben YOUR fundraising questions at junkmail@frontier.io!

  • The Copy Optimizer - A fundraising copywriting tool Ben has been using that’s currently in development

  • Jeff Golby - CEO of Acts for Water - https://acts.ca

Connect With Frontier


Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Rosie Everett
Error Will Robinson!, Ep #21
Error Will Robinson!, Ep #21
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Episode 21

With Benjamin Johnson & Matt Hussey

To err is to be human. Have you ever made a mistake that felt like a grave error? How as a team do you manage that failure? Is there a positive in the mess? Matt and Ben tell stories of failures and errors they have experienced and how they were able to handle them.

You will want to hear this episode if you are interested in...

  • Gearing up for a great Sabbath Week at Frontier [1:23]

  • An important quality for great clients to have [9:24] They accept our rest. How clients respond to rest is important.

  • The time Ben accidentally killed someone (not literally) [10:18]

  • The time Matt accidentally gave someone a false diagnosis [12:42]

  • More of Ben’s best digital and print marketing mess ups [15:35]

  • Turning mistakes into opportunities [19:16]

  • The two things every marketing agency needs to do to mend mistakes with clients [21:55]


Lean into humanity

Making a mistake can be one of life’s most humbling experiences. Now imagine making a mistake that gets seen by 100,000 people. This is something that marketers are all too familiar with. In the charity world, the embarrassment takes on a whole new level when clients are literally trying to save lives and an agent manages to misspell a very simple word on a mass email. But Ben wants to encourage listeners not to be too hard on themselves. Sure, mistakes are not ideal, but they happen. The reality is that donors are far more gracious than anticipated. Sending a second email to correct misinformation should be viewed as just another touch point. Ben has even seen mistake emails lead to more donations! Mistakes are often opportunities to lean into the fact that we’re all human. 

Own the mess

Addressing mistakes with clients can be a terrifying moment for most marketers. Errors can often feel like violations of trust that are impossible to overcome. However, this is far from the truth. The first step to mending mistakes with clients is to tell them about it, quickly. Own the mess! No one wants a client to ask them about a mistake they’ve made and clients don’t want to feel like they need to hold an agency accountable. BE accountable. Agencies can actually gain the trust of their clients by how they handle their mistakes. Get ahead of the problem by being the first to address it.

Fix the mess

The second step to successfully navigating mistakes with clients is to come with solutions. Charities hire marketing agencies to help them acquire donors and donations. When the agency makes a mistake that inhibits that growth it’s not the clients job to figure out a solution. The agency is supposed to be the solution provider...PERIOD. There is however an opportunity to make the solution a collaborative experience. Even if the agency caused the problem, working together with the client to implement the solution is another opportunity to build trust and prove the agency’s value.


Resources & People Mentioned

Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Rosie Everett
Marketing News Canada with Darian Kovacs, Ep #20
Marketing News Canada with Darian Kovacs, Ep #20
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Episode 20

With Benjamin Johnson & Darian Kovacs

The microphone gets turned onto Ben this episode when Darian Kovacs from Jelly Marketing and Marketing News Canada interviews Ben about Frontier and his history with making charities successful.

On this episode of Marketing News Canada, Darian Kovacs interviews Ben Johnson, the Founder of Frontier. 

If Ben were to describe his job, he would state that he makes a living convincing charities to trust people and convincing people to be generous. He loves to help others be at their best and he feels his purpose in life is to use a strategic and analytical approach to help improve decisions, vocations and communities. 

Frontier’s mission is to bring efficient and effective direct-response fundraising to charities across Canada. Today Frontier oversees more than $10 million in annual fundraising revenue with clients in various different cities. Frontier believes that long-term, collaborative and transparent partnerships lead to lasting change. As a team of fundraising experts, Frontier employees pride themselves in an integrated approach. 

With charities, it is important to communicate in a personal way to potential donors. When using someone's name in direct mail, they are more likely to feel a sense of attachment. Ben believes that “what happens in 10 minutes in direct mail takes 10 emails.” Although emails are quicker, they are often less personable since it does not allow for potential donors to have a tangible object in their hand. Another issue with emails is that people often will not even open them before deleting them.

Ben noted that most donors are around the age of 65 or older. With this being said, the way this age group communicates is much different than a younger demographic. An example of a way they could be marketed to is using nostalgia. They are often living alone and missing their children, so asking for their support for children's charities is often simple. This age group is often more stable in regards to their finances, so donating money is something they are likely to do. 

To have different reach around the country, Frontier will often rent postal codes. This allows for different demographics to be reached. Whether someone donates to a charity is very dependent on their income and if they have enough disposable income to do so. Postal codes are a strong determining factor of a person's income and renting one allows for that neighbourhood to be reached. When Ben was asked a series of rapid fire questions, he answered as follows;

  1. Marketing book you’d recommend?

    Anything written by Seth Godin

  2. Podcast you’d recommend?

    Against the Rules 

  3. Newsletter or website you’d recommend for resources/inspiration?

    FiveThirtyEight



jellymarketing.ca
marketingnewscanada.com

Rosie Everett
Shout Out to the Volunteers!, Ep #19
Shout Out to the Volunteers!, Ep #19
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Episode 19

With Benjamin Johnson & Matt Hussey

Is volunteering a form of giving? Matt and Ben dedicate this episode to all the volunteers out there, and how charities can make an exciting next step with their volunteers to transform into donors.

Rosie Everett
Giving Versus Philanthropy, Ep #18
Giving Versus Philanthropy, Ep #18
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Episode 18

With Benjamin Johnson & Mark Petersen

Ben is joined by Special Guest Mark Petersen from Stronger Philanthropy. With some reminiscing, they also delve into the Enneagram, the work world, and major donors.

Read more about Stronger Philanthropy at www.strongerphilanthropy.ca

Rosie Everett
Use Your Voice and Thank Your Donor, Ep #17
Use Your Voice and Thank Your Donor, Ep #17

Episode 17

With Benjamin Johnson & Matt Hussey

Need some new ideas to make 2021 the best fundraising year yet? Matt and Ben delve into a few of the systems that Frontier uses to increase donor engagement and acquire new donors for their clients. They also answer listener questions from the mail bag. Buckle up for another great episode of Frontier FM!

You will want to hear this episode if you are interested in...

  • St. Patrick’s Day COVID pulse check [2:24]

  • Getting ready for Easter [6:20]

  • Donor engagement is at an all-time high [9:10]

  • Navigating economic inflation [11:53]

  • Why Broadcast Voice Messaging is a game changer [17:24]

  • A great way to find new donors [24:24]

  • How charities can maintain the momentum of 2020 [29:59]

  • Promoting anti-racism and equality through fundraising [32:10]


Stay ahead of inflation

As governments print more money to combat a COVID economy, it’s important for charities to stay ahead of inflation. The last thing an organization wants to do is take a loss because its operating costs rose. The best way to prevent that from happening is by communicating with donors. Develop a good process for upgrading recurring giving to combat the devaluation of gifts. The increase does not have to be large either. An extra $5 on a monthly gift of $50 can go a long way. The important part is the communication and allowing your messaging to reflect the larger numbers needed to support the cause.

A personal touch

Effective marketing is a system that goes beyond a single tactic. Like the old adage says, “There’s more than one way to cook an egg” and there is more than one way to lift donor engagement. Using Broadcast Voice Message (BVM) technology as a way to touch base with donors has been a surprisingly effective tool for the Frontier team. The ability to send a voicemail to a group of lapsed donors thanking them for their past contributions followed shortly by an email or direct mailer asking for their continued support has seen at least a 32% increase in donor response. In a time when donors can give to an organization without ever speaking to someone who works there, BVM is a great personal touch to let your voice be heard.

You’ve got donors

Some may be too young to remember AOL and the internet’s humble beginnings, but online platforms have come a long way since the days of dial-up. Especially for charities! Care2 is a social network designed to connect those who want to see change in the world with organizations working to make that change a reality. On the user side, it facilitates petitions that people sign based on what they're passionate about and the change they want to see. The service it offers charities allows Care2 to market the organizations cause directly to their members based on their petition preferences. From there, members can opt in to receiving communications from that charity in the hopes that they will become donors. Frontier has seen clients convert 1.65% of subscribers to donors which is an excellent number in the fundraising world. There is an upfront cost to consider and the time it takes to see results, but Ben reminds the listener that the best option to acquire new donors is not always the quickest or the cheapest.

Resources & People Mentioned

Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Rosie Everett
What Does a Long-Term Donor Look Like for a University?, Ep #16
What Does a Long-Term Donor Look Like for a University?, Ep #16
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Episode 16

With Benjamin Johnson & Matt Hussey

Matt and Ben are going back to school on this episode of Frontier FM! The two discuss their own university experiences, the challenges higher education organizations face when trying to fundraise, and what the ideal donor program looks like for a university.


You will want to hear this episode if you are interested in...

  • Finding the pandemic’s silver linings [0:40]

  • Baseball cards, cryptocurrency, and legacy giving [8:41]

  • The difference between fundraising for charities versus civic organizations [17:57]

  • Matt and Ben share their university experiences [20:07]

  • The alumni mindset universities need to overcome to fundraise effectively [24:50]

  • The ideal university annual giving program [26:25]

  • How to cultivate lifetime donor value as a civic organization [28:36]

  • Matt's best university story [32:25]


Understand that civic organizations are different 

One of the biggest fundraising mistakes a civic organization can make is using the same strategies to receive donations as a needs-based charity. Civic organizations and charities are extremely different! Effective marketing for needs-based charities aims to trigger an emotional response from a potential donor that motivates them to give so that a need is met. Like supplying clean drinking water to overseas communities. It’s highly unlikely that a university or a suburban summer camp will be able to elicit that level of emotional response from its potential donors. After all, Maslow didn’t exactly list adding a new library wing to his hierarchy. But that doesn’t mean that civic institutions are out of luck in the fundraising department! Rather than rely on people’s desire to meet a need, Ben suggests these kinds of organizations appeal to people’s desire to belong. Being a part of something matters and making donors feel that is the best option for fee-based charities to raise additional funds.

Overcome the common alumni mindset

There is a lot of animosity between universities and their current/former students these days. The skyrocketing cost of tuition shows no sign of coming down while tenured faculty salaries often start in the six-figure range. Needless to say, the student debt crisis is not something universities can ignore while strategizing how to solicit donations from their alumni. Rather than seeking sympathetic support from someone who likely feels like they’ve already given the school their last dime, universities should consider a different approach. They have to capitalize on the idea of community. As Matt said, community often takes the focus over academics when alumni think about their time spent on campus. Donating as a means to stay connected to that community is an ideal strategy for universities looking to fundraise.

Create a definitive experience

Creating an excellent donor experience should be the goal of every charitable organization. However, Ben reminds the listener that if an organization's average donation STARTS at $10,000 (as most universities do), they should define what an excellent donor experience looks like in the first place. Creating a “black card experience” for university donors will promote loyalty and cultivate lifetime donorship for the organization. As mentioned before, being a part of something matters. Having a legacy matters. And when donors consider leaving a legacy gift, it’s going to be given to the organization that made them feel like they mattered.


Resources & People Mentioned


Connect With Frontier



Follow Frontier.FM on
Apple Podcasts, Spotify, Google Podcasts

Rosie Everett