In the Muzak -misted modern marketplaces, amidst the rhythmic beep of machines, lies a revolution so profound yet so quietly integrated into the fabric of our daily lives that it scarcely draws attention.

This revolution, now marking its 50^th anniversary, is none other than the barcode—that modest stripe of black and white that’s silently reshaped the landscape of consumer behavior.

Already, you’re asking, “what the hell does the barcode have to do with fundraising?”. Lots.  Stick with me, please.

I find the barcode a metaphor for the human condition and in fundraising world, the donor condition: simple on the surface yet complex in its motivation and behavior.  Too often we reduce the donor to what’s visible – age, location, wealth, gender, and transactions – and double down on this anonymizing by sticking them in a database whose main, distinguishing feature is a system generated ID.  No self-respecting barcode would shed such little light on the product to which it’s attached.

The reason I’m singling out the barcode –because its benefits apply to the other applications of technology that have followed – is that it not only altered how we shop; it transformed how we relate to the world of goods around us. It led the way in making the invisible visible rendering every product a part of a larger story of commerce and consumption.

Importantly, the barcode provided practical proof about the value of streamlining operations, reducing human error and expediting the actual transaction process.  All this allows more time for more personal interaction between the seller and consumer –assuming the “seller” understands the importance meeting the consumer’s individual needs and values.

Moving from the supermarket and the mall to Nonprofit Land I’m increasingly puzzled by the slow pace of technological adoption. Despite a host of inexpensive, proven technologies demonstrating the vast potential for efficiency, engagement and results, the fundraising sector remains a step behind, its reluctant feet dragging in the dance of progress.

Why this reluctance at a time organizations are financially stressed and short-staffed and simple cost-effective solutions are at our fingertips?  This is particularly true for smaller organizations that stand to benefit the most.

The paradox is that the adoption of some technologies can significantly empower small organizations, enabling them to compete more effectively with larger entities. These technologies not only streamline mundane administrative tasks but also offer strategic advantages through better data management and donor motivation and engagement.

Why?  Why?  Why?

Is it a lack of training?  Parsimonious boards? Fear of technology?  General reluctance to change?  I don’t pretend to have any definitive answers, but none of these reasons seem sufficient when weighed against the benefits that such technologies can offer, especially to organizations often operating with limited resources.

Perhaps the answer lies not in the superficial but a deeper complex of challenges these organizations face. The lack of training speaks to the prioritization of education within the sector given the number of top-notch “how to” books, frequent and often free or inexpensive webinars and courses.

Rather than hide behind the veil of unaffordability or lack of time for training and education of an overworked staff, too many boards and CEOs are simply too hide-bound or ignorant of the potential for improved outcomes in a continuous improvement culture.

A Few Labor-Saving, Results Improving Examples

Over the last 10 years we’ve attempted to call attention to labor-saving, money-saving, results-enhancing and quite inexpensive services available to all organizations regardless of size.  Here are just a few, but examples of some “fundraising barcodes” we’ve noted that are easy to use and will help.

• Updating Your Donor Base. Most organizations do not pay nearly enough attention to maintaining the addresses and basic donor information (like whether the donor is alive or dead).

–TrueNCOA for a flat $20 fee, no contract, up to file size of 2 million.

-TrueDECEASED for a flat $50 fee, updates weekly; no file size maximums.

• Plus…if you want to enhance your records or produce cluster maps of giving or profile the demographics of your file check out TrueAPPEND and TrueGEOCODE.

• Getting Beyond One Size Fits All. For those who understand that successful database segmentation is a hell of a lot more than RFM and that the same message and tone used for one donor doesn’t work for all your donors here’s a low-cost solution.  Kevin and his team of behavioral scientists and fundraisers at DonorVoice have developed, tested and now make available to organizations of any size, Personality Tags .  The cost?  A mere 15 U.S. pennies a name.  So, for an organization of 2000 donors the cost is just $300.

         You can know the specific, individual personality profile for each person on your file (click here to learn how) .  Accompanying the tags are instructions –a sort of cheat sheet on the tone, style, images, design choices and words – to tailor by trait.  Plus, you can have GPT produce very solid, first-draft copy for each trait because it knows the people behind those trait labels.  See Agitator post here.

• Check Your Copy. Is your copy high on Readability and Storytelling or low.  Most fundraising copy fails the test.  [See We Don’t Write So Good] You can quickly and easily fix that using Copy Optimizer.  Almost as good as the results produced Copy Optimizer is great for use as a repellant against unhelpful editing inside   your organization.  I’ve been a copywriter for 50 + years and use it daily.

These are just a few of the inexpensive tools readily available to all.  There’re also predictive analytic tools that beat the hell out of RFM and Excel spreadsheets and a host of great newsletters and inexpensive courses.   So, my advice, is pick one of the above and put it to use.  You don’t –and shouldn’t –try to eat the whole buffet at one sitting.  But, even if it’s just cleaning your mailing list, get started.  From there you can move to solve other time-consuming tasks.

Beyond the Barcode 

The barcode is slowly giving way to QR codes that take the consumer (donor) into a more immersive experience.  I’m experimenting with the use of these in direct mail and will keep you posted on that.  Maybe I’ll find that my 4- and 6-page letters can be beat by an envelope containing just a card with a QR code that links to a more graphic and exciting web page or video.  We’ll see.

Meanwhile, please share your experiences and insights on the barriers and benefits of technology in your world.

Roger

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