Life is the ultimate adventure, and death, the prize that awaits us all.

I attended a really interesting seminar this week entitled The Next Generation of Scottish Giving: Planning Your Fundraising Future. The opening presentation from Mike Johnston of Xtraordinary Fundraising shared data from The Next Generation of Giving in the UK report. The report proclaims itself to be a study on the multichannel preferences and charitable habits of Generation Y, Generation X, Baby Boomers and Matures. There's a whole heap of great stuff in there - I'd urge you to read it, if you haven't already done so. The report can be downloaded here.

One area of Mike's presentation that unsurprisingly caught my eye was the attitudes of donors to In Memoriam giving. From the presentation (and the report),

"In the UK, middle-aged donors are less likely than North American middle-aged donors to make a tribute gift - and are not much more likely than young donors to make a tribute gift. By comparison, in North America there is a lifecycle influence on tribute giving. The older you are, the more likely you are to make a tribute gift. Is this a missed opportunity with UK not-for-profits? If you don’t have a tribute gift programme, you may wish to consider starting one. This could be as easy as offering your donors the option of memorial, honour and celebration e-cards and/or cards when they donate."

I couldn't agree more. In my opinion most UK charities are way off the mark when it comes to In Memoriam giving.

Donors are comfortable with In Memoriam giving. Donations in lieu of flowers and funeral collections are increasing month after month. The same report details that 20.1% of donors made a tribute gift in the past 12 months. For many donors In Memoriam giving satisfies a donor need and may in fact play a part in the grieving process itself.

So if donors are comfortable with In Memoriam giving, perhaps it is us - Fundraisers - who have the problem? Do we shy away from the ask in fear of upsetting donors? Talking about death is something most people understandably feel uncomfortable about. Change the focal point - In Memoriam giving is affording donors the opportunity to remember and honour a loved one.

Perhaps the stumbling block is internal? Do we have the conviction to steer the programme past wary Senior Managers or anxious Trustees?

One thing is certain, we're exasperating the problem. Because we don't ask, potential In Memoriam donors don't give. Engaging and sensitive In Memoriam communications can and do, raise funds and those charities that have got it right have created highly motivated donors passionate about the cause so closely associated with a loved one.

What would you prefer? Yellow spandex?

Note to conference speakers. Want to grab your audience's attention? Promise them FREE X-Men tees. That's what Mike Johnston of Xtraordinary Fundraising did. A certain 8 year old Marvel fan was very pleased that I sat in the front row and participated fully. Don't worry - he'll grow into it!

The Three Robbers

This blog post was originally published on Paul de Gregorio's blog on Wednesday 11 January 2012.

With two wee boys – one aged six and the other two – a visit to The Eric Carle Museum of Picture Book Art was top of our to-do list in Massachusetts last summer. It’s refreshing to know that America can deliver attractions like The Eric Carle Museum of Picture Book Art – not all attractions need to be crammed full of rollercoasters and fast food franchises. We spent a magical afternoon at The Eric Carle Museum of Picture Book Art, marvelling at the artwork on display, completing a treasure hunt and taking part in a storytelling session. The unexpected bonus was an additional exhibition of the work of Tomi Ungerer, a French artist, illustrator and author, who’s work until then I was unfamiliar with.

Six year Mackenzie’s personal tribute to the museum scene in Ferris Bueller’s Day Off.

The museum provided me with a magical memory that I will treasure until the day I die. I sat in the Tomi Ungerer exhibition with my two year old on my lap and read to him an exhibition copy of The Three Robbers. First published in 1959, it’s a charming tale of three robbers with tall black hats who use their plundered bounty to buy a castle in order to look after the abandoned children of the land. Exquisitely illustrated, it’s a tale that stands the test of time. The sentiment seeping through the story struck a chord with me as I sat in the museum cuddling my two year old. I immediately thought of the wonderful Child’s i Foundation – a charity extremely close to my heart.

Child’s i Foundation are awesome. Their Baby and Family Centre in Malaika, Uganda provides short-term care for up to 24 at-risk babies; and the tenacious Lucy Buck, the founder of Child’s i Foundation is constant source of inspiration to me. I’ve been fortunate enough to meet Lucy now on a couple of occasions – I invited her to speak at the Institute of Fundraising Scotland Conference 2011 where she delivered an unforgettable and emotionally charged closing plenary. Not a dry eye in the house, or was that just me? Lucy has a penchant for making me cry.

As a thank you to Lucy, I presented her with the copy of The Three Robbers that we bought in the museum. This was a huge wrench for me – this book conjured up images and emotions of a magical moment. Of course, I had to ask both the boys’ permission first. But the charming tale reminded me of Lucy and her amazing journey with Child’s i Foundation.

I know Lucy realised the significance the gift.

When she returned to Uganda I received an email that reduced me tears. Again. It’s a picture of Lucy reading The Three Robbers to one of the children in the Malaika Baby and Family Centre. 

From Lucy’s email, “It is a beautiful book and I must admit I keep it in my office as I don't want the kids to damage it but it is becoming a bit of a favourite!”

Lucy’s email was heartening but on Christmas Eve, Child’s i Foundation delivered a level of personal donor care that I believe can only be demonstrated by a small charity in tune with their donors. On Christmas Eve I received a handmade, hand-written Christmas Card. No design agency was involved. No clever creative or call to action. Instead, a thank you. The card design featured the hand-print of eight month old, Liam [as a parent I know how much fun was had making that hand-print] and inside a hand written message from Lucy. It read,

“Thank you so much for all your support this year and believing in me and Child’s i Foundation… “

My thank you card from Lucy, and Liam!

I’ve done nothing. My £2.50 a month is not going to change the world, but Childs i Foundation make me feel like I’m genuinely making a difference. I believe Childs i Foundation when they say, “The personal contribution of each and every participant makes as they support Child’s i Foundation – whether through time, money or love – is something we recognise and value highly.” I buy this.

The innovation Child’s i Foundation have demonstrated online is well documented. There is a strong community online supporting and advocating their work. But this magical personal touch really does strengthen the bond with their donors. The proof is in the pudding – this evening, I’ve doubled my monthly contribution to Child’s i Foundation. Perhaps Lucy should don a tall black hat?

Ten copywriting lessons fundraisers can learn from Dr Seuss

On the 2nd of March 1904, in Springfield, Massachusetts one of America's finest writers was born. You may not have heard of Theodor Seuss Geisel, but I hope you are familiar with the wonderful writing of Dr Seuss. Over a 53 year period, Dr Seuss published 46 timeless children's books.

With a young family I have loved rediscovering the imagination-bending back catalogue of Dr Seuss. So much so, that on a family vacation to Boston and Cape Cod in 2008, we hired a car and drove the 95 miles to Springfield to visit The Dr Seuss National Memorial Sculpture Garden. Now, I know there is a Seuss Landing at Islands of Adventure in Universal Studios, Orlando, but the afternoon in the serene and peaceful memorial scuplture garden with 11 month old Mackenzie is a memory I'll treasure for the rest of my days.

The Dr Seuss Memorial Sculpture Garden, Springfield, Massachusetts.

Beyond the seemingly nonsensical rhymes a subtle moral lesson frequently lurks in the works of Dr Seuss. Although Geisel made a point of not beginning the writing of any of his stories with a moral in mind because he was adamant that "kids can see a moral coming a mile off." He chose his words carefully, sparingly and  intelligently. He was a brilliant copywriter. One that anyone involved in writing fundraising copy should study and admire. In no particular order, here are 10 fundraising copywriting lessons I've learned from Dr Seuss,

1. Believe in yourself.
"And will you succeed? Yes! You will, indeed! (98 and 3/4 per cent guaranteed.) Kid, you'll move mountains!" Oh, The Places You'll Go!, 1990.
You are clearly the best person to tell this story. When communicating with donors, speak with authority, confidence and self-belief.

2. Be truthful at all times.
"I meant what I said and I said what I meant...An elephant's faithful one hundred per cent!" Horton Hatches The Egg, 1940.
Be honest with donors. Don't fail to deliver on promises made to donors and don't make exaggerated claims. Establishing trust is vital for the relationship to flourish.

3. Be courteous and polite.
"But I'm a good sport, so I'll just let him rest. For a host, above all, must be nice to his guest." Thidwick The Big-Hearted Moose, 1948.
Every touch-point, whether it be a face-to-face encounter with a donor or the administration procedure of the latest Direct Mail appeal is an advertisement for your charity. Make it count. Some people call it stewardship, others donor care. Either way, get the basics right. Is the envelope addressed correctly? With the correct salutation? Will you acknowledge the gift within 24 hours?

4. Speak with passion.
"I speak for the trees, for the trees have no tongues. And I'm asking you, sir at the top of my lungs." The Lorax, 1971.
You have a duty to tell your beneficiary's story - and its a darn site more engaging if the person sharing the story is passionate, powerful and persuasive. When you sit down to write, make sure your 'dander' is up!

5. Expose injustice and inequality.
"I know up on top you are seeing great sights, but down here on the bottom, we too should have rights." Yertle The Turtle, 1958.
Don't forget fundraising basic principles – reveal a strong proposition and offer the donor a simple and clear solution.

6. Never be afraid to try something new.
"Sam! If you will let me be, I will try them. You will see. Sam! I like green eggs and ham! I do! I like them, Sam-I-am!" Green Eggs And Ham, 1960.
Each Direct Mail appeal is an opportunity to test, to refine and to try something different. Use these tests to refine your Direct Mail campaigns.

7. Size doesn't matter.
"Don't give up! I believe in you all! A person's a person, no matter how small!" Horton Hears A Who!, 1954.
No matter how small your organisation is, you can make a difference. No matter how small you are, you can make a difference. Think about it, young children regularly raise ridiculous amounts of money for charity - try telling them that they're too small to make a difference. One of my personal favourites remains Jack Draws Anything.

8. Challenge perceived wisdom.
"There's no limit to how much you'll know, depending how far beyond zebra you go." On Beyond Zebra, 1955.
Floob, Fuddle and Snee. There are 20 twenty letters on beyond Z in the world of Dr Seuss; and you thought the alphabet stopped at Z. Challenge perceived wisdom. Don't settle for 'we've always done it that way.'

9. Let your imagination run riot.
"Stop telling such outlandish tales, stop turning minnows into whales." And To Think That I Saw It On Mulberry Street, 1937.
We've all got a Marco's Dad in our team. Don't listen to people who quash your imagination and creativity - let it run riot. One day, Marco transforms a plain horse and wagon on Mulberry Street "into a story that no one can beat!" That's the sort of Direct Mail appeal your donors want to read.

10. You've got to care.
"Now that you're here, the word of the Lorax seems perfectly clear. Unless some one like you cares a whole awful lot, nothing is going to get better. It's not." The Lorax, 1971.
Whatever the cause, whatever the fight, you can make a difference. But you've got to care. Make it apparent in your fundraising copy.

Please accept my deepest condolences

Your charity has received a gift in memory of a loved one from a donor. What is the opening line in your reply letter? The unimaginative 'Please accept my deepest condolences' or the equally bland 'Thank you for your kind donation.' Two completely different openings; neither of them particularly inspiring and each with their own pluses and minuses. Would you say there is a correct response?

A selection of thank you letters

I was fortunate to attend a seminar entitled Engaging bereaved donors last week organised by the Institute of Fundraising (London). Reaffirming, yet informative, the course was delivered by the ever-knowledgeable Kevin Kibble. The opening sentiment of the hypothetical reply letter was discussed and it's fair to say the opening gambit split the delegates 50:50. In the end, I found myself leaning more towards 'Thank you for your kind donation' especially after Kevin remarked, "First and foremost, this is a thank you letter for a donation." Of course, a well-crafted reply letter will offer expression of condolences as well, but later in the letter.

In Memoriam giving is an area of fundraising that interests me more and more. It is also an area of growth. Last month JustGiving reported a 32 per cent increase in In Memoriam donations from January to May compared to the same period last year.

In my opinion, many charities struggle to communicate with In Memoriam donors in a professional, appropriate and empathetic manner. Likewise, the ability to devise In Memoriam products that connect with In Memoriam donors are few and far between. Earlier this year, I posed a question on Twitter "What charities are offering engaging #TributeFund programmes in your opinion?" I received a fantastic response. As you can see, opinion was mixed among respondents.

I'm convinced, more than ever, that medical research and palliative care charities are failing to realise the potential of Tribute Funds. Tribute Funds offer In Memoriam donors the opportunity to create a lasting tribute in memory of a loved one; and for the charity, a product that encourages engagement and commitment from one-time In Memoriam donors. The bereaved want to remember loved ones, not forget.

What's my motivation?

Last week I was invited to speak at a seminar held by New Philanthropy Capital in response to the Money for Good UK report.  The Money for Good UK report, published in March 2013 contains a donor segmentation model based on donor motivations. 

Money for Good UK report

On reading the report I found myself unconsciously referencing my own experience in charities in the fields of conservation, animal rights, hospice and now medical research.

For example, I remembered Loyal Supporters at the animal rights charity – steadfastly driven by the cause, giving in private and occasionally embarrassed to give to their chosen cause. 

Echoes of Benefactors at the hospice – donors keen to publicly show their contribution to their network, usually at a black tie event; but frustratingly with little loyalty to the cause.

Even now, in a new role with a medical research charity the concept of Ad hoc givers resonates with me. These donors with a highly personal connection to the cause are extremely difficult to engage with on a repeated basis. 

Myeloma UK is the only charity in the UK dealing exclusively with myeloma, a complex, debilitating and incurable cancer of the plasma cells. What is interesting about the supporter base at Myeloma UK is the notion that the potential donor base is limited to the patient, their family and their immediate network. Very much following the donor characteristics of an Ad hoc giver.

One question that struck me when reading the report was whether donors could migrate between defined donor segments? Should we as fundraisers be designing programmes to encourage Ad hoc givers to become Loyal Supporters or Engaged Champions? Is this even possible? Are we fighting against fundamental donor instincts? Or should we embrace the donor segments and tailor communications to suit the donors, not us?

There's a wonderful blog post on The Agitator website from last month entitled, "The Foibles and Follies of Donor Conversion." Roger Craver reports on a session from the Engage Conference in the US where one of the speakers challenges the audience, "Why are nonprofits mad at about 50% of their donors at any given time for donating in the "wrong" way? And why do they persist in attempting to convert them to behaving differently?"

What in fact is wrong with the donor that sends a £100 cheque every February? Why should I devise a strategy and insist they move to a £10.00 a month programme?

Indeed, does that Ad hoc giver even perceive themselves to be an Ad hoc giver? Perhaps that Ad hoc giver would see themselves as a Loyal Supporter or Engaged Champion?

I'd recommend spending an hour or two reading the Money for Good UK report and I, for one, am very much looking forward to see how New Philanthropy Capital uses the research and implements its findings to work with charities over the coming months.

But why?

In my mind, the creation of this blog is long overdue. As someone who is immersed in words on a daily basis it may seem perverse to some to continue that practice into the evening. But I'm a firm believer that conversational writing is a skill. Indeed an art form, when done well. The ability to transfer thoughts to paper (or screen) improves with practice. Learn from others, listen to your peers and put in the hours and your copywriting will improve. That's one of my key motivations for creating this blog.

A View From The Glen has been lurking around my psyche for many a year now. In fact, I registered the domain name several years ago when I harbored dreams of being a nature writer. Now resurrected as a vehicle for my thoughts on fundraising and the world of charities, goodness knows how it will develop.

Today seemed like as good as time as any to get this blog up and running. I started a new job, Individual and Planned Giving Manager with Myeloma UK last month and this afternoon I had the ubiquitous one month appraisal. It seemed to go well. 

I recall when I was searching for a new position earlier in the year, I happened upon an excellent and apt blog post by Rachel Brown, Jumping sector: One month in. Whilst not jumping sector myself, I felt Rachel captured the newcomer nervousness that accompanies every new job. Rachel makes heaps of good points - Believe in  yourself, No-one likes a know it all and Make the tea. 

I agree with them all and have steadfastly tried to abide by them in my first month at Myeloma UK. However at times I've struggled with one in particular. There is a fine balance to be struck between demonstrating your enthusiasm, excitement and thirst for your new role, yet challenging historical standard operating procedures.

It's as if there's an annoying four year old inside me continually asking, "Why do you do it like that?" As the new member of staff isn't this the ideal time and opportunity to sensitively ask these questions? If only to clarify the thought process behind these processes and assumptions.

"Yes, but why?" The relentless questioning of a four year old.

That's my defence, anyway. I trust the annoying four year old hasn't escaped too often in the workplace and I apologise to my colleagues at Myeloma UK if he has.