Are You Leaving Money on the Table in Your Leadership?
Note from Scott Morton: Okike Offia, National Director for Navigators of Nigeria, sent a forthright appeal letter (via email) to 100 people on the Nigerian National Mailing List. Many National Directors consider this too “pushy” and are uncomfortable to say anything except to provide “How to Give” information.
Enjoy Okike’s story and consider what additional cash could be given from the good people on your national mailing list.
What prompted you to send this unapologetic appeal during this pandemic? Weren’t you afraid of negative feedback?
At the onset of the pandemic, we anticipated tough times ahead and wondered how to cushion the impact on our community and for our gift-income staff. Just about then the International Executive Team (IET) encouraged national ministries to set up a compassion fund.
I was not afraid of negative impacts. I have learnt that a “no” is not a personal rejection but an expression of an inability to give at that point. The worst negative impact will be a criticism of me for undertaking the project. That does not bother me. I have accepted that doing the will of God will attract negative impact from some quarters.
Normally email appeals generate 1-2-3% response. Were you surprised at this 17% response?
Direct mail evaluation (N = Naira local currency)
a. Emails sent 100
b. Responses 17
c. % response 17%
d. Income N1,560,816 ($3321)
e. Average gift N91,813 ($195)
f. Cost of mailing N2000 ($4.25, pro-rated cost of internet fee)
g. ROI 780 to 1 (for every $1 spent, $780 was given)
h. Complaints 1 (board member, issue was quickly resolved
I was not so surprised. I had this inner feeling that it was a worthwhile initiative, one that people will identify it. Actually, I expected higher numbers.
Who received the mailing? Donors? Non-donors? Were you fearful that the staff’s income would be reduced if you sent the appeal?
They were all current donors. I segmented them into 3 groups according to the amount of their giving. In the top group I added our board members. I did not think staff income would be reduced since I was appealing for one-time gifts. Also, I have never seen that a donor giving to national ministry reduced his or her giving to staff.
What lessons did you learn? What will you do differently next time?
One partner complained about receiving multiple requests from staff and feels badly when unable to give. We had a dialogue after which the partner gave generously. I learnt that a complaint is an opportunity to clear roadblocks to a gift.
Secondly, I learnt that a timely appeal is crucial. Some events are momentous, and we must seize the moment. Next time I will send more appeals.
For what project were you raising the money? What do you think inspired the readers to give?
I was raising money to help cushion the impact of COVID on our staff. The impact of the pandemic was obvious and touches the heart. But also, I told stories of the pandemic opening doors for gospel advance and how our staff utilized the opportunities.
The cost of this mailing was almost zero, but how much time did you put into it?
About 4 hours. Most of that in thinking through the letter and how to communicate the need. Once that was done, the rest was easy.
What are you doing to expand your national mailing list? Do you see a larger mailing list as an asset going forward?
First, unfortunately, not all those who give are on our national mailing list. So, I am working with our staff to find and clean up addresses. Secondly, I found that for some donors, all we have are phone numbers which we are also updating. A larger mailing list is definitely an asset. It increases the degree of freedom we have for growing our donor base.
Any final words to your fellow National Leaders?
Leading funding for the national ministry should be among a leader’s top priorities. It is rewarding to keep an eye on national metrics. The information should motivate us as leaders. For example, do you know…
• How many current donors in your country
• How many lapsed donors
• How many gifts given and average per donor
• Total amounts given to staff, to National Office, to projects
• The top ten donors in your country
• How much money comes from within and from outside your country
• Giving trends
Note from Editor: The graph above (A-H) is a standard method to determine the effectiveness of a direct mail appeal. If you haven’t done appeals to your national mailing list, please try. Let me know if I can help. Why leave money on the table?
Okike Offia, National Director for Navigators of Nigeria