The other day I received an email from the admirably and voraciously curious Simone Joyaux attaching the 2018 Global NGO Technology Report  listing the “10 Most Effective Tools” for online use by nonprofits around the world.

Simone asked: “Do you believe the nonprofits are “correct”?  Or, are theser nonprofits thinking stuff is good but they don’t actually know how to measure or do good?

My answer in a minute. First, a digest of the report:

• The 2018 Global NGO Technology Report is sponsored by the Public Interest Registry  and researched by Nonprofit Tech for Good.  It summarizes how NGOs use web and email communications, online fundraising tools, social media, mobile technology, and data management and security software.
• Survey respondents were asked to rate the tools as:(1) Very Effective; (2) Somewhat Effective; (3) Not Very Effective; or (4) Ineffective.

10 Most Effective Tools

1) Email updates: 82%

2) Websites: 81%

3) Social media: 78%

4) Video: 72%

5) Email fundraising appeals: 64%

6) Print annual reports: 62%

7) Social media ads: 61%

8) Print fundraising appeals: 60%

9) Peer-to-peer fundraising: 56%

10) Print newsletters: 54%

4 Least Effective Tools

1) Text-to-give: 27%

2) Text messaging: 33%

3) Messaging apps: 35%

4) Search engine ads: 49%

Back to Simone’s query. Do I think these findings are “correct” or is the report merely a compilation of thinking stuff is good but not really knowing how to use the tools or truly measure their effectiveness?

Here’s how I answered Simone:

“I just finished sorting my tool shelf in the basement.  There are some fine saws, a miter box,  planes, files, various hammers, chisels and screw drivers, but damned if I can make a desk drawer or even repair a stuck door.

“The essential toolbox for all of us must include curiosity, experience and our willingness to listen (two ears, but even one will do) and one or two eyes to witness what’s going on around us.  And that tool box should be set in the middle of a damn good and well-worn library.

“All the tech stuff in that global survey is only inventory of a fundraising hardware store — the true value of which depends on a skilled fundraising artisan.”

Jeff Brooks was copied on Simone’s email thread and here’s how he responded:

“My first thought was that the list is evidence of mass hallucination.

“But as I considered it more, I moved into Roger’s toolbox thinking: You can have the best tools in the store, but if you don’t know how to use them, they aren’t going to be very useful.

“Search engine ads on the “Least Effective” list?  I’ve seen that work like crazy. But it’s very difficult to do right; takes extremely specialized knowledge and a good amount of time and money to make it work. Otherwise, it really is ineffective.  Like some kind of specialized saw that cuts your fingers off because you were holding it wrong.

“Direct mail — which we know to be the most effective fundraising tool after the house of worship collection plate — is also viciously difficult. So easy to screw up and slice your fingers off. Just look in your mailbox for clear evidence that a lot of fundraisers are using DM completely wrong. No wonder it’s not at the top of the list.

“I think the list reflects what fundraisers in the real world are really experiencing— great tools being used by people with widely varying levels of experience. Remember that the large majority of them are very small orgs without the resources to pay for high-end professional help.”

Simone answered back to Jeff and me with this verbatim summary:

• Social media etc. is not the answer to everything. But someone told us all it is; so that’s a problem.
• Tools are only as good as our skills and our skills are only as good as following those who can teach us best; back to “body of knowledge and best practice” that is researched etc.

What’s are your favorite tools? And why?

Roger

P.S. As Confucius said:

“The expectations of life depend upon diligence; the mechanic that would perfect his work must first sharpen his tools.”