Archive for the ‘Political Fundraising’ Category

The Magic of Q1

Tuesday, January 10th, 2017

First, I hope you had a Merry BIG Christmas. I am overjoyed that so many of our Wealth Window clients reported a strong season!

As you begin 2017, I suggest you take advantage of what I call, “The Magic of Q1.”

Our experience shows that Q1 is a terrific time to test: a new strategy, a new audience, and a new channel. In fact, January and February are two of the best performing months for marketing. Additionally, if your new strategies prove successful in Q1, you can benefit all year. Conversely, if they underperform, you can cut your losses quickly.

When it comes to testing, we suggest a “Structured Spending” approach for many luxury brands: 70% of your dollars go to what has proven to work; 20% is invested behind strategies that show real promise; and 10% is allocated to dramatically different approaches that have the potential to deliver vast improvements.

Here are a couple of exciting ideas we’ve seen work for our clients:

 

Thankfully, as we enter 2017 things are looking bright. The market remains strong. Consumer optimism is high. And government policy should be advantageous for luxury brands.

Yet since markets and consumers can be fickle, you won’t want to lose any time testing innovative strategies in Q1. I’m happy to help in any way I can to ensure you experience a magical first quarter.

Nonprofits Are Benefitting from the Wealthy’s Desire to Give Back

Monday, July 6th, 2015

A vast majority of high net worth individuals donates to nonprofit fundraisers.

High Net Worth Donors give because they believe nonprofits can make a difference.

As many charitable organizations return to levels of gifting not seen since pre-recession fundraising, a refreshingly optimistic new survey is shedding light on where that money is coming from and why.

The 2015 U.S. Trust Insights on Wealth and Worth Survey, conducted by Bank of America’s Private Wealth Management arm, identifies “what the wealthy consider to be important elements of a life well lived.” Among them is a strong desire to give back. In fact 78% of the survey respondents who hold investable assets of more than $3,000,000 participate in traditional philanthropic activities for many good reasons such as:

 

You see, the 1% do have a heart!

An earlier report, The 2014 U.S. Trust Study of High Net Worth Philanthropy, found that 98.4% of high net worth households gave to charity, a 3% increase over the previous year. 84.4% of those gave with the intention to advance social or charitable goals. The report notes that high net worth donors are motivated to give because “ they feel moved about how their gift can make a difference.” The vast majority believes that nonprofit organizations have the ability to solve societal problems.

Of course this is not lost on directors of fundraising at all types of nonprofits from cultural to environmental to political to health and humanitarian. Acquiring a few mission-driven, high net worth donors can add up faster than gaining many low dollar donors signing up for a free umbrella in return.

The operative words here are “high net worth donors.” There are thousands of donor and income lists available on the market, but where does a nonprofit go for an audience of high net worth individuals identified as proven donors?

Why Wealth Window Major Donors of course. Right in synch with the rise in the number of affluent individuals in America, I can report higher numbers of wealthy donors on the file — nearly 7 million in total. That number was just 6 million a year ago. I can also help you navigate to the types of donors best suited to support your organization by types of causes they join. I also recommend that you test our “Power Donors” by how many thousands of dollars they give: $2,500-$4,999; $5,000-$9,999; and $10,000-$14,999.

The Digitizing of Political Campaigns

Wednesday, March 11th, 2015

Affluent online political donors by party affiliation available for digital display advertising.

Political campaigns need to target wealthy online donors by party affiliation to maximize contributions and social media interaction.

At first I couldn’t believe my eyes: “Spending on Digital Ads is Up Almost 2,000 Percent for the 2014 Election.” Nothing I know of goes up a thousand percent each year.

As a provider of both online and offline marketing data, I discovered more about this digital advertising juggernaut:

I also learned that voters who follow political figures on social media rank among the higher value constituents a politician can serve. According to the Pew Research Center, they participate in campaign activities at high rates—volunteering, donating money, and encouraging others to add their support. The web is becoming the new frontline in the battle for supporters. As Dan Pfeiffer, the president’s senior adviser, said, “To not have an aggressive social media strategy in 2015 would be the equivalent of not having an aggressive TV strategy in the 1950s. We have to go to where the conversations are already happening.”

Politicians and their organizational backers are aggressively vying for voters to “Like” them on Facebook, watch their YouTube videos, and follow them on Twitter and Instagram — Instagram being the latest social media territory for politicians to leverage.

For example, there are several Instagram accounts associated with Rand Paul, a 2016 senatorial candidate and potential presidential candidate. His personal account, “senatorrandpaul”, shows 81 posts and nearly 8,500 followers as of this writing. His PAC-operated account, “randpaul2016,” shows 124 posts and nearly 3,000 followers. I am guessing that many of these followers are also contributors to the political campaigns and PACs. (How else are you going to attract thousands of followers with just a few dozen posts?)

Politics has always been about getting the message out and controlling the daily news cycle. Now it’s also about round-the-clock messaging to followers with digital snapshots, 100-character tweets, and viral videos. Today’s online electorate has influenced media planners to place increasing emphasis on digital media budgets, which are eclipsing traditional advertising outlets at a pace never before seen.

Organizations operating social media accounts for their candidates and causes are big spenders in political digital advertising. They need online followers and the best way to capture them is online. As the 2016 general election heats up, the web is already blowing up with political display ads and videos.

The battle to control the hourly news cycle for this upcoming election is going to get costly. Politicians and organizations need to capture big-time donors to fund their social media strategies and the best way to do that is by reaching wealthy, politically-motivated donors 24/7 wherever they go online. I suggest this can be accomplished by attracting wealthy donors by party affiliation to donor landing pages with digital display ads and retargeting them should they leave without taking action.

Another Peer-to-Peer Way to Fundraise by Friendraising

Tuesday, August 19th, 2014

Friendraise to fundraise by directly appealing to friends of their nonprofit organization's donors for peer-to-peer support.

Nonprofits can directly appeal to friends of their donors for peer-to-peer support.

Nonprofits all share one thing in common: a group of committed, mission-driven supporters. These are the valuable supporters who help make every charitable cause possible whether it be helping those in need, finding cures to disease, preserving the environment or promoting political candidates. Each core base of donors shares a passion for the causes they believe in and likely share it with their peers — friends, relatives, neighbors, and colleagues.

One surefire way many nonprofits accomplish this is by hosting events whereby participants ask their friends to support them in their participation. Most of us, I suspect, support friends who run 5Ks or take on challenges like the latest ALS Ice Bucket Challenge currently taking the nation by storm. Since July 29, the organization added 70,000 new donors to the cause – most of whom are friends of individuals who already support the ALS mission, which is to enhance the quality of life of those afflicted with Lou Gehrig’s Disease while searching for new treatments and a cure.

There is another way to friendraise that few nonprofits are aware of; a way that fundraisers can also grow their base by directly engaging the peers close to each donor who have already likely been exposed to your mission. By tapping into the peer network of current supporters, an organization can access a viable group of prospects who are friends with their donors. These previously unknowable individuals may already share a positive perception of your mission by way of a credible acquaintance.

This method takes advantage of smart new uses of big data whereby donor bases can be matched to consumer databases to detect relationships with people they know and have close relationships with — parents, aunts, uncles, roommates, business associates, and next door neighbors. The data is there. It’s just a matter of how you communicate with these connections that can make all the difference.

Creatively, messaging can mention that the prospect may know someone who already supports the mission. For example, lead-in copy could go something like this:

Did you know that our mission has already attracted more than 10,000 supporters? Without them we could not have made the lives of thousands of others better. Chances are you know someone who supports us or who could be helped by all that we do. Why don’t you join them in their support and share in the rewarding experience that you are both engaged in the same cause?”

In this way nonprofits can conduct peer-to-peer campaigns by directly appealing to the friends of their current donors. In addition to acquiring new supporters to the cause, friendraising through events can become even more contagious. It’s an audience building strategy that Wealth Window Connections has already helped many organizations accomplish.

 

With No Limit on Total Political Campaign Contributions, the Rich Can Give More

Wednesday, May 7th, 2014

Find wealthy political campaign supporters and fundaising donors.

The race is on in the search for wealthy political fundraising donors.

SCOTUS recently ruled that the rich can now give money to an unlimited number of campaigns. Prior to the high court’s ruling, supporters were limited to giving individual candidates up to $5,200 for a maximum of $123,200 across races per two-year cycle. Now the rich can give that same amount to as many candidates as they want.

While this loosening of campaign finance laws may be controversial, one thing we can agree on is that it should be a nice boost to the direct marketing industry. The race for campaign funding is ON! With the 2014 midterms right around the corner, politicians of all stripes need to get their message out to as many super rich, passionate supporters as they can.

Aspiring and incumbent congressional candidates — you’ll find them all right here — must mount a fundraising blitz by mail, email, telephone and digital display advertising. But they need to be smart about it. Simply targeting high-income households by demographics won’t cut in in the fierce competition for donations.

Political  fundraisers need to identify major political donors who have given to campaigns and causes in the past. And they will increase their chances to gain maximum support if they target individuals of very high net worth,  rather than high income.

In today’s polarized political atmosphere, Americans are increasingly likely to participate in political activities, contribute money, contact candidates and talk to their colleagues about a campaign. This is particularly true among affluent Americans who participate more in civic life than other groups.

The lifting of the spending cap follows 2012’s Citizens United ruling, which allows political organizations funded by wealthy individuals to spend an unlimited amount of money to advance a politician’s agenda and campaign. These groups are already soliciting big-time donations from their power base and can add to that base with wealthy donors nationwide.

 What does it all mean for our country?

Don’t ask me. I only talk politics when it comes to helping our elected officials and their challengers accurately source the highest net worth supporters — whether on the left, on the right or on the fence.

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