High Tech/High Touch

In Tune, the BSO's e-newsletter for donors called to mind the groundbreaking book High Tech High Touch in which author John Naisbitt makes some ambitious predictions for technology's ability to enhance, and even replace, real-time face to face contact.  

Segmented e-newsletters are simple to produce and are an important first step to implementing a market of one approach to effective communication.

                                                                                                                                                                                                                                                                                                                                                   Reasons to produce segmented e-newsletters:

1. Relatively low cost...primarily 'sweat equity.' Most content is already being produced for other publications.
   
2. Messaging can be tailored to the interests of a smaller subset.
   
3. Hyperlinks enable readers to make on-the-spot gifts.
   
4. Recipients can easily opt out or, conversely, can find more information and become more engaged.

Good news on the Dow means...

I have discovered that there is a perfect "inverse relationship" between readership on this blog and the upturn in the Dow.  During the meltdown earlier in the year, traffic to this web site and its cousin increased dramatically.  The recent recession recovery may have returned billions to individuals but this windfall isn't reflected in readership.  What to do?  The site is free after all so I can cut my rates.  More 'promotion'? We've been syndicated by some key publications. Grabbier material? It has been suggested that I could become the Perez Hilton of this region's non profits...I don't think so.

What I'm planning to do is to continue to opine on topics which are of interest to me and which, I hope, will be of use to my readers.  Suggestions and the odd email are always welcomed!

Phil's Philotypes

Fact Check says Phil Deeley

I have a great deal of sympathy for folks who make honest mistakes; but, there is a limit! I am amazed at the number of non-profits that seem incapable of maintaining, updating an accurate listing of donor and/or prospect names. 

Now I am the first to admit that I once sent out a missive from the Normal [sic] Rockwell Museum. However, there are two simple steps which can help save embarrassment or donor wrath.  

• If you are dealing with a data base of less than 10,000 it is worthwhile to do a hard-copy printout once a year and ask certain key staff and volunteers to read through the names and addresses and mark missing or incorrect information-deaths, divorces, remarriages. Last names often get mangled, too. [vide Dealy, Deeley, Dailey, Delly and, most memorable of all, Deadly]. 
• It's worth taking a lead from The Social Register and periodically send out a request for people to update/expand their own listing.  [This can also help fill in missing data such as current email addresses or second home addresses.]
  

On Line 'friend raising'

I thought that this was a good example of on-line 'friend-raising' cultivation; there's no 'ask' per se but it's a reminder...

Dear Parents and Friends,

In a few weeks, Simon’s Rock will celebrate its 40th Commencement and welcome a new group of alumni to our community. After four decades, The Rock continues to offer young, talented students a unique academic challenge. In turn, those students continue to push, critique and question, beginning with the Writing & Thinking Workshop, and culminating in the Senior Thesis.

Simon’s Rock was an eye-opening, transformative experience for me, as I know it was for many alumni and their families. It is important that the extended Simon’s Rock community show its support. Through the funding of scholarships, we can help make the Simon’s Rock Experience accessible to new generations of students.

One recent scholarship recipient, Samad Sadri, has made an incredible journey to academia in the Berkshires from his native war-torn Afghanistan. To learn more about this young man's amazing story, please follow this link to visit the Bard College at Simon's Rock website.

Thank you for your continued generous support.
          

Bruce Schoenberg Esq., '81 

Cancer Girl's Fundraising Letter Ignored by 384 Politicians

'Cancer girl' nee Jayde Bell has learned a valuable lesson about on-line fund raising-email cannot serve as a stand-alone no matter how compelling the cause.

Jayde started her own foundation called Linking the Links last year after being diagnosed with Ewing’s sarcoma, a malignant brain tumour, in September 2007Jayde was so upset by the lack of response to her fundraising lunch that she emailed Prime Minister Kevin Rudd again last week saying: “I would like to talk to you on the phone or I would like to meet you cause I am very sad that I have not got an email or letter....

The Secret of On-line Fund Raising...