Don't Let Numbers Get in the Way

Every Salvation Army Division in America provides the two services that donors say they want to support most: feeding and shelter.  But the cost of providing these services varies from place to place.  The result?   When a specific offer is developed for a donor to consider, there is rarely agreement on specific numbers.  Last year, we partnered with The Salvation Army’s National Headquarters and The Richards Group to determine what the national averages are for these common, critical services.  We asked Salvation Army operations in 13 markets — both urban and rural, representing all four Territories — and here’s what we found:

Now that we know, we can help donors understand the real and specific impact of their dollars.  And when used in an offer, these numbers work well.  “Donors like to imagine the impact of their giving, and they like to know that their dollars can be impactful,” says Jeff Brooks, whose blog Future Fundraising Now is among the top direct-response blogs in the country.  “So in this case, $23.70 can feed ten people, and $31.37 can give a person a meal and a night of shelter — which any donor can get their head around!”

For areas that calculate a marginally higher or lower cost for meals or shelter, Brooks says it’s important to not get bogged down by details.  “Services like food and housing will always fluctuate,” he says.  “As long as donors understand that the numbers you share are based on nationally researched averages, they won’t worry as much about slight variations.  And you get the added benefit of consistent marketing, which donors value.”

To learn more about the importance of offer, check out Jeff Brooks’ outstanding slideshow below.  Or, to read more of his fundraising tips, you can also subscribe to his blog.