What if a rift in the time-space continuum changed the universe and it was suddenly impossible to get new customers, new readers, new donors or new viewers?

How would that change what you do all day and how you spend your money and what you measure?

What if you tried acting that way now?

Now, Godin subsequently answered his own questions … and gave the exact answer Roger and I would give …

Start loving your existing customers/donors!

Here’s Godin’s version …

[What I meant: if you can’t get new customers or new friends or new colleagues, perhaps you could take really good care of the ones you’ve got? Cherish them, in fact.]

In his challenge, Godin postulated a scenario where it was "impossible" to get new customers or donors.

But backing off from that extreme a bit, and assuming Step #1 was to focus on retention, retention, retention … what else would we do? Here’s what my process would be …

Step 2: Win a greater share of wallet. Don’t just retain current donors … convince those with potential that you deserve a bigger share of their giving. Use the new tools available to identify which current donors have that potential. You’ll need some extra investment capital to rescue your prospecting program!

Step 3: Generate a pile of thoughtful hypotheses (ideally, testable ones) regarding what is going wrong. Get all the possibilities on the table. Put them in context (e.g., has your entire sector has collapsed, or just your prospecting?). Then sift and prioritize for action.

Step 4: Do some research. What can you learn from how your current donors are thinking and responding? What can you learn from the folks who should be responding?

Step 5: Re-examine your "product." In light of the research, is there some different aspect of your nonprofit’s program that should be emphasized? Or a new strategy or initiative? Has your relevance been eroded in some way? Has a compelling "competitor" entered the scene? If so, what’s the lesson?

Step 6: Test your message. If convinced your "product" is relevant and (should be) compelling, then test alternative messaging to make your case.

Step 7: Re-examine prospecting tactics. Setting aside the message and content, what  issues of timing, channel, audience targeting or execution might need to be re-considered and tested?

Step 8: Identify and activate your missionaries. Your most committed donors will know where to find prospective donors like themselves. And they’ll be willing to help do so. Give them the motivation and the tools (especially online).

Step 9: Rekindle the love. Go back to your lapsed members/donors with your refreshed product and message.

Step 10: Prepare for courtship. Be content to attract and engage new prospects as "believers" first. Give them ways to show their support, get involved, sound-off before asking for money. It is called "prospecting" after all!

But remember, it all starts with Step #1 — fix your leaky bucket before trying to pour more water in!

Tom

P.S. What else would you do?