Author: Nick Ellinger, Chief Brand Officer, Moore

When to believe what donors say Perhaps you heard the good news: in an April 14-28 Gallup poll of donors, 27% said they would increase their giving this year and only 7% said they would decrease it.  Or the BBB Wise Giving that said 31% would give more and 18% would give less. Or you...
Fighting the turtles The data are in.  So far, mail results are generally ranging from steady to up in the current crisis per caging results from Aegis.  Digital results are up.  DRTV results are up.  Many nonprofits are still hurting with an unholy combination of disruptions to service models, greater service demands (or, in the...
What trolls teach us about our business Yes, trolls.  Last month (62 months ago in COVID-19 time), the Trolls World Tour made about $95 million in video-on-demand revenue for Universal Studios.  NBC Universal CEO Jeff Shell said that going forward Universal would release movies in theatres and video-on-demand simultaneously.  AMC wrote Universal a letter saying...
Creating music for our donor’s brains Someone at Amazon accidentally sent out their email template.  I sympathize.  We’ve all picked the wrong distribution list, forgotten to put in the sub-head or [go back and put in third example later]. See what I mean? Anywho, it really is a gift.  Not content to use the lorem...
Anti-overhead is anti-charity Captain Tom Moore (no relation) wanted to raise money for the National Health Service in the UK during the COVID-19 crisis.  He said he would walk the 25 meters around his garden a hundred times before his birthday. His 100th birthday.  Captain Tom Moore was a captain in World War II. His...
Why a generic warm glow isn’t enough The Better Business Bureau Wise Giving Alliance published a survey of nonprofits and donors during the COVID-19 crisis.  The whole survey is worth a look, but there’s good top line news: 53% of donors say they will be maintaining their giving this year and 31% say they plan...
Opportunities to reduce your postal spend in 2020 by Dave Johannes, Executive Vice President, Strategic Initiatives This year, the U.S. Postal Service is again creating opportunities for you to reduce you postage costs while enhancing the way you use direct mail to speak to your donors and potential donors. Their goal is to reinforce the...
You look like a thing and I love you “You look like a thing and I love you” was one of many results when AI researcher Janelle Shane gave a neural network a list of pickup lines from the Internet and asked it to generate its own.  From this, you might think that artificial intelligence...
When social distancing is social isolation So far, caging reports are showing that individual giving through direct mail and online giving has been generally stable so far into COVID-19 challenges.  This is likely because older folks who predominate as donors, especially in channels like mail, tend not to be as impacted by economic woes, as...
How to thank your donors Hopefully by now we know that it is good to thank donors, but there’s a phrasing that works and a phrasing that does not. By “works,” I don’t just mean that it warms the donor’s heart and fills them with joy.  That is a part of thanking a person; you...

Sign up for Moore updates