Like hunting dogs ranging back and forth in pursuit of a scent far too many fundraisers, often egged on by their boards and CEOs in search of a silver bullet, are chasing the next new thing.

Fundamentals and proven basic practices be damned.

I suspect the reason lies somewhere between some folks’ inherent love of the new and more complex and the “everyone-else-is-doing-it” syndrome.  Whatever the reason the end result is to neglect the basics,  and in the name of “progress” or “innovation” spend time and money on the new and shiny.

Some examples taken from previous Agitator posts:

• Basic data functions like address correction/updating go neglected.
• Fundamental decency and manners such as the proper and prompt thanking of donors are ignored or paid little heed.
• Shiny, expensive, and generally ineffective  tools like “personas” are purchased because it’s too much time and trouble to seek individual donor identities.
• Things digital are exalted while the real and far more productive work-horses like direct mail languish in some stable of the past.
• Even “must do” activities like basic fundraising training and continuing education are too often ignored or shunted to the bottom of board and management’s priorities even as they wonder why there’s so much turnover among fundraisers.

I’m sure you can add to this list.  Every experienced consultant, fundraising manager, CEO and board member worth her or his salt knows that we ignore the basics at our peril.  Show me an organization that sings with success and you can bet those folks have the basics down pat.

In fact, if you’re into innovation you’re handicapping yourself and your organization if you’re not adding that innovation to a foundation of soundly executed basic practices.

Take 10 minutes and read Michael Rosen’s excellent  Do You Want to Know the Latest, Greatest Fundraising Idea.  In addition to some great examples of some fundraisers delude themselves when it comes to basics, Michael offers five simple steps that you can take to make effective change while adhering to the basics. Here they are verbatim:

1. Look at what you want to accomplish. Do you want a higher donor-retention rate? Do you want more donors? Do you want a larger average gift from your donors?
2. Consider how your fundraising program can be tweaked to allow you to achieve what you want to accomplish. Chances are you probably already know what you should be doing differently to generate better results. If you don’t, then seek the specific expert information you’ll need.
3. Analyze why you have not already made the necessary change. This step might help you identify some internal obstacles you might need to overcome.
4. Develop a Return On Investment (ROI) analysis, short and long term. In other words, how much will the new idea or tweak cost and what is the projected return in terms of leads, donors, and dollars? This will be particularly important if you’re going to seek some special budget dollars or a permanent budget increase. If you can’t get the internal funding, you might be able to leverage your ROI analysis to attract funding from a wealthy individual or a business or foundation.
5. Implement your change. Track results. Adjust your tactics as necessary. Evaluate the outcomes. A core component of Total Quality Management is the belief in the need to always change and enhance operational performance. Look for those opportunities and make sure your changes are having the desired effect.

In short, as Michael advises, effective fundraising is as simple as “Mastering the fundamentals. Making simple changes. Doing what you know you should be doing but aren’t”.

So, next time you’re enticed by some shiny new thing that glows in the dark and promises some miracle no-work, low-cost outcome just remember to review your basics before you ride the unicorn.

Roger