An invite from a colleague inspired me to register for the Girls Who Print event. I was particularly interested because I didn’t see any familiar speakers and topics associated with direct mail. The essential question driving the conversation of this webinar was, “What investments have you made in your professional development this week, this month, […]

At THA, we constantly evaluate and identify the strengths and weaknesses of a fundraising program. And something that repeatedly pops up is a misunderstanding of what fundraising really is. So, what is fundraising? Let’s start with what it’s not. Now, hold onto your hat because the reasons below seem very sensible — they seem like […]

In the dynamic landscape of streaming, getting your omni-channel ads in front of the right audience can be tricky. Enter Connected TV—an effective way to deliver your message across digital’s fastest-growing channel. Recently, we employed CTV for a year-end campaign. It yielded outstanding results—notably in the lapsed donor segment. Top Line Results Other segments responded […]

Buy, sell, trade! Direct marketers are all too familiar with list exchanges and acquisition practices that involve moving donors from one organization to another in hopes of converting them. With the dawn of digital came some email options, most notably digital list purchases. Unfortunately, marketers quickly discovered that conversions were weak, and engagement was even […]

Breaking Free from ‘The Age of Average’ in Nonprofit Fundraising By Jessica Harrington, President There is much to discuss regarding year-end fundraising, but let’s shift our focus to a critical issue: brand differentiation. A striking pattern emerged during the recent fundraising season – a sea of sameness. A colleague and I noticed a flood of emails […]

While direct mail continues to be a consistent and reliable channel, it doesn’t evolve as quickly or substantially as online. However, there are ways to incorporate digital techniques into your direct mail to keep your mail program fresh and significantly enhance its impact. What you should already be doing: Customized and shortened URLs: Vanity URLs […]

Hey there, friends! We’re excited to share some fantastic news with you all. Here at THA, we understand the importance of caring for our environment and the impact our actions have on our planet. That’s why we’ve made a steadfast commitment to plant trees and offset our carbon footprint and our clients’ use of paper […]

The first time I took ChatGPT for a test drive, my teenage son walked behind me and said, “You using ChatGPT, Mom?” “You know about ChatGPT?” “Everyone knows about ChatGPT.” It was then I realized that something big — really big — was on the horizon. And as a writer, I was nervous! But I […]

During the summer of 1983, my sister and I walked out of WarGames fascinated by two things. We both had a crush on Matthew Broderick. And we were both mesmerized and a little bit scared of Joshua – the computer that learned. A Brief History Nearly twenty-five years later, an IBM supercomputer, Deep Blue, beat […]

It seems like only yesterday we were helping clients install Universal Analytics onto their Web properties. Now that measurement tool is being sunsetted and replaced with GA4. This change stems almost exclusively from the new privacy expectations customers are demanding, and the EU is codifying. Here at The Harrington Agency (THA), we’ve been grappling since […]

Digital fundraising campaigns move FAST, especially if you are working in the direct response vertical. Campaigns are built in a matter of hours in certain instances. And even though moving fast is important, moving with precision is paramount. The dynamic nature of digital fundraising leaves quite a few open doors for mistakes to creep through. […]

We’ve all done it. We’re moving at breakneck speed to release a project due at the end of the day and think, “I spell-checked this last time.” “I’m pretty sure it’s got the right logo and URL.” And off it goes to the vendor. Fast forward to getting your proofs. OOOOPS. You notice ‘form’ should […]

Recently published in DMFA Direct Marketing Fundraisers Association, January 6, 2023 https://dmfa.org/resources/uncategorized/beyond-big-data/   As the term “Big Data” has faded into the past and has supposedly become the new normal in analytical tracking, it’s important to remember the key components that got us to that term. The commercial world and our industry now have the […]

It’s never too late to test out new strategies and ideas. The Harrington Agency reviewed our clients’ programs, talked to nonprofit leaders and industry insiders, and looked at the for-profit sector’s biggest wins and new ideas. We found plenty of new concepts and tools that can move fundraising programs forward. Unfortunately, we also heard from […]

I live in a house with the most unbelievable wavy floors. Put a marble at the front door and it will travel — like a ball in a pinball machine  — from the entrance, through the living room, into the office, until it hits the mud room and disappears into a corner. I’ve been concerned […]

Stop! Before Changing Strategies Make Sure You Understand Your File and Program Health. 2022 was an incredibly chaotic and uncertain year. We began to think of COVID as “the new normal.” There was uncertainty in the stock market, inflation, the Ukraine war, and talks of a recession. And, of course, the volatility of direct mail, […]

’Twas the night before #GivingTuesday, when all through the agency. Many employees were stirring, they were checking results. The donation pages were hung on the subdomains with care. In hopes that lots of donors soon would be there. The clients were nestled all snug in their beds. While visions of large goals danced in their […]

Let’s face it—we’re bombarded with more content than we can consume. That’s one reason readers scan websites, quickly searching for specific information. And if it’s not readily available, visitors will find another site where the material is more accessible. Fortunately, utilizing common scanning patterns for page design can optimize your content resulting in engaged visitors […]

Your website should be well designed and communicate quality and trust to your guests. But the fact is most people have a particular reason to visit your site. Often, they’re there to donate or find specific information. So, those fancy design elements intended to wow them can actually be frustrating, and you can lose their […]

We all know that content is king. But to develop authentic content with just the right voice, consider conducting an interview. Interviews offer a first-hand account of the work being done. Whether you’re speaking with a charity beneficiary, CEO, or staff in the field, the person you’re talking to could hold the key to elevating […]

As fundraisers, we know that we must make donating as easy as possible. The easier it is to donate, the more likely they won’t abandon the process Omnichannel campaigns are designed to increase the targeting and personalization of each touch and expand the number of channels a donor traditionally interacts with. The result is a […]

Happy New Year! It’s time to make some direct response fundraising resolutions. Here are a few of ours at the Harrington Agency: 1.    Adding digital printing to the arsenal. With longer lead times for offset printing, digital printing can shorten your schedules, giving you more time to produce a timely and heavily versioned/personalized package. There are some downsides – […]

#GivingTuesday is officially over‼️ While some folks have extended the fundraising event, it appears that most organizations have wrapped up their campaigns. How did everyone do? Any new learnings? 🧐 The official numbers 💰💰💰and deeper analysis will be coming soon, but I wanted to quickly review some of the trends from our industry’s efforts. Infographic […]

We’re facing a lot of changes and challenges in our direct mail programs as we head into year-end and the new year. For all direct mail fundraisers, read on, prepare, and make contingency plans while there’s still time. USPS Mail: 30% of first-class mail is now being processed to arrive in home s-l-o-w-e-r! On October […]

We all know and “love” the ubiquitous state disclosure language printed on the back of Business Reply Envelopes (BRE’s) or reply slips. These disclosures are nuanced and cumbersome, but, as well known, they’re designed to keep state charity regulators busy keeping potential donors safe from charities who don’t like to play by their rules. Most […]

Apple officially dropped its latest iPhone Operating System update, iOS15 today*. It comes with several privacy updates that are going to impact any organization’s email program. Not to worry, I’m going to go through the key feature updates to help you understand the changes and how they will impact your email program. At the Harrington […]

Being a digital-first organization is no longer a choice into today’s world – it should be standard operating procedure. We’re already assuming you have a solid CRM, ESP, donation platform. You’re consistently testing your landing pages, emails, and website assets. You’ve established KPIs for your website, conversion rates, email, and advertising programs. In other words, […]

Open rates. Click-through rates. Impressions. Time on page. Bounce rates. Pages per session. Digital fundraising has opened a whole new set of metrics that we now use to measure, report, and improve program performance. But there’s one metric that is often overlooked—donation page conversion rates. Low conversion rates are often the issue when email performance […]

The budget, strategy for getting noticed in the mailbox, and desired in-home date should drive the decision of the postage rate and treatment. But, remember that with (nearly) every postage treatment, there is an associated cost. First-class full – this is a good first step explanation to the mailshop but then we need to clarify […]

Improving retention is always a hot topic – as it should be. Nonprofits consistently struggle with retaining emergency-response donors. We’re still not sure how to engage with donors who join from non-traditional channels. And those “younger” donors who are first-time contributors? They look and act so differently from our conventional supporters that we often shrug […]

You: “So, Janine, what do you do for work?” The Old Me: “You know the stuff you get with the sad kid on the front of the envelope asking you for money? I do that.” You: **chuckle** Yeah, I design junk mail. It may go into your trash (recycled, hopefully), or you may open it to see […]

About Me:       Hi, I’m Ryan and I’m the Digital Manager at The Harrington Agency. I use my digital skillset to help awesome organizations raise money and increase awareness. We consume content at a feverish rate and the digital ecosystem means we are able to digest more information, faster. Here’s the media diet I […]

How we’re staying focused and in the race after Giving Tuesday When did the “race” to year-end (YE) fundraising begin? I don’t know exactly, but I think the “training” and hardcore “hill repeats” started months ago when we began mapping out what Giving Tuesday and YE online fundraising would look like. Those initial weeks of […]

On January 24th at midnight,  the new 2021 postal rates will go into effect and, just like the daylight savings time adjustment, you may wake up in the morning a little dazed and confused about the cost to mail a letter.  Not to worry – there is plenty of information available to you now through […]

On their launch in 1994, QR codes were nothing more than a quick and accurate way for read and access information on shipping boxes. The small square composition allowed for readers and scanners to recall information from any angle, thus, planting themselves firmly within the shipping industry for years. Later on, QR codes saw a [...]

My family and I are immigrants from Pakistan. We came to America in 1978, but didn’t become citizens until much, much later. If you’re born here, it’s easy for so many people to take for granted their right to vote. As immigrants to this country, my family knew all too well what it was like […]

As we head into the most critical fundraising season of the year, tips on how to implement successful #GivingTuesday and Year End campaigns have been circulating the digital airwaves. They’re all very good—no matter what happens with the election, the economy, a new surge of COVID cases, we must continue fundraising. So we continue on […]

Because there’s no precedent for what we’re living through right now, every decision, strategy, and tactic is unique to this time supporter base. This has allowed me to take more risks – creatively and strategically. Some are paying off with increased revenue, response, and engagement. Of course, some of my new approaches are not working. […]

A lot of fundraisers have been asked to review current revenue and budget projections and to reforecast based on how COVID-19 is impacting direct response programs. Many are being asked to lower budgets to offset current or expected revenue losses. Those of us on a July–June fiscal year are also having to project upcoming revenue […]

There’s a lot to be concerned about with the spread of COVID-19 – most importantly, your personal and loved ones safety and wellness. It goes without saying that we hope everyone is healthy and well, and that we are all taking the necessary precautions to make sure we don’t inadvertently infect anyone and do help […]

Dear family, friends, colleagues, and those I haven’t had the pleasure of meeting yet, When COVID-19 first appeared in Wuhan, China, the Harrington Agency took swift action to help clients reach out to their supporter bases to ensure constituents had accurate and timely information. We planned for town halls, information emails, and, when appropriate, solicitations. […]

Writing fundraising copy takes a special knack. We’re creating emotional experiences that illustrate urgent needs and then giving tangible ways to help. And even though the stories are often about vulnerable people in desperate situations, the focus is the donor’s role in the story. The most important word is always you. But how do we […]

H. is for hardworking, honest, human, and …The Harrington Agency.We’re introducing a new look for the Harrington Agency, and we wanted you to be the first to know. Over the next few weeks, you’ll notice a new logo, tag line, colors, and website. The Harrington Agency began in 2015 with an idea that felt radical […]

“When is the last time everyone in your firm or organization read your Privacy Policy, start to finish? Compliance starts with familiarity.” The Nonprofit Alliance (TNPA) I remember when the Do Not Call Registry list went into effect. It was nearly 20 years ago (1991 to be exact; but no need to try and guess […]

Last night I was scrolling through my LinkedIn feed, when I came across a post from someone who was “shocked that charities are still buying lists of ‘potential donors’ and soliciting them via direct mail.” The post wound up in my feed because it was eloquently rebutted by one of my connections. I was a […]

Last year, alarm bells rang when Edelman reported that trust among the four main U.S. institutions—Government, NGOs, Businesses and the Media— were at an all-time low. Now, in 2019, trust has risen — but only marginally — and only for the most informed public: they tend to be younger (between 25-64), college-educated, high-earners and consume […]

A few weeks ago, everyone was wondering if email deliverability had something to do with soft December online returns. M+R was the first to suggest this could be a factor and asked the question. In a quick follow-up, they suggested it wasn’t. Yes, email revenue was down in December, but response rate was similar – […]

Okay, not really. The recent rate increase was a real kick in the butt (and the budget).* But, I’ll tell you one thing—my mail generally gets delivered. Of course, we play a pretty big role in making sure the mail gets to our donors. We NCOA and CASS-certify our files, we immediately remove people who […]

Oh ‘tis the season – of email development and donation page testing, year-end package delivery monitoring, checking daily deposits and last-minute matches, just in case. Whether you work at an organization, agency or another part of our industry, December often feels more like a 770-hour sprint and January 2nd the brass ring. I took my […]

Right before Christmas, President Trump signed the Tax Cuts and Jobs Act, into law.  This new tax bill permanently lowers corporate tax rates and temporarily reduces individual tax rates. (It also allows drilling in the Arctic National Wildlife Refuge, but I digress.) Will the new tax reform impact fundraising? Yes, without a doubt. While some […]

The first week of May, down in New Orleans, I crashed the Email Evolution Conference (EEC), a conference typically reserved for our friends in the commercial space. Adobe, Microsoft, IBM, and a heap of smaller firms specializing in email-centric solutions were there, all offering strategies, tactics, and tools that are lightyears ahead of the nonprofit […]

It doesn’t matter what organization you are working for these days. If you’re a fundraiser, you are facing relentless ambiguity and unpredictability. Americans are incredibly polarized. Public trust in institutions is waning. The online world has created an insatiable appetite for information. And the direct marketing programs we inherited were built for a vanishing generation. Now […]

Recently, The Agitator shared its thoughts on some of the “by-products” of the 2016 election, noting we all have learned about the “emolument clause” and what it means to have standing in-court cases. The other result of the election? The unprecedented growth in new donors for many nonprofits. We have all heard about ACLU’s $24 million weekend. […]

You’ve probably heard someone throw around the term Marketing Automation (MA). Most likely you nodded, agreed it’s a game-changer, but truthfully weren’t even sure what it was. Engaging Networks is about to release its first iteration of MA this Friday, so it’s time to get ready. Marketing automation is a platform that allows your organization to […]

As I wade through my inbox stuffed with heart, double-heart and twirling-heart emoji subject-lines, I’m left to wonder why do we send emails centered around second-tier holidays? Solicitations, stewardship, cultivation, thank-yous—what do they have to do with Hallmark and Russel Stover? Sorry, I’m more of a Godiva girl, sorry peeps! I’ve certainly been part of […]