Roger, old-timer that he is, and I (and many of our ‘senior’ commentators, I might add) are always rattling on about the ‘eternal verities’ of fundraising.

The well-established ‘truths’ in all aspects of fundraising — from technique to human nature — that prove out over and over, and endure. The truths we worry too few ‘next generation’ fundraisers don’t or won’t take the time to learn and appreciate and apply.

But on the other hand …

James Read, creative director at Grizzard, reminds us in this article on SOFII (Part 1 & Part 2) that learning should be a constant for each and every one of us.

His theme is that we should all be aware of, watching and studying the success of newbie nonprofits … upstarts that are proving to be remarkably successful at raising money and profiles. I’m not going to mention the several specific organizations he cites … you really should read his article.

But I will preview the five principles, all expanded upon and illustrated in his article, that he believes characterize today’s most innovative nonprofits …

1. Focus on a powerful idea — clear cut problem; simple idea to solve it.

2. Recruit passionate advocates, not merely donors — help your supporters connect emotionally to your cause and share their passion with others.

3. Be a storyteller — often using video. Music to my ears.

4. Invest in the brand experience — he suggests younger organizations are more plugged in to this concept and its importance. I wonder if that’s in part because start-ups, with less resources, are more mindful that everything they do needs to pull together to win attention and commitment.

5. Prove your impact — as one of my past consultants emphasized to me … “It’s the results, stupid!”

James has provided great food for thought here. He gets an Agitator raise!

Actually, these principles by now do (should) have some familiarity to them. (Eternal verities in the making?!) What’s most innovative is how some of the newer groups go about applying them.

I’d suggest a critical exercise for your organization is to identify two or three or four nonprofits, especially ‘younger’ ones, that you believe are doing a really bang-up job — maybe two in your ‘field’ and two not — and follow them closely.

Watch and learn. There’s new stuff we can all learn too.

Tom