The Future Of Fundraising: Bright Or Bleak?
Fundraising is in for a bleak future. More bleak than at any time in the past 40+ years. And there’s little evidence fundraisers have the capacity to implement plainly needed changes.
This happy piece of insight is delivered in a new, important and thought-provoking series by veteran U.K. fundraiser Ken Burnett. It began running this week. You can get an overview of the treat that’s in store for you in the series’ Introduction.
I urge you to read and comment on Ken’s series. He’s been thoughtfully wrestling with the ills and opportunities of our craft for decades. Beginning with his classic Relationship Fundraising at the turn of the ’80’s, through his latest book Storytelling can change the world, he’s not only a practitioner, but a thoughtful and first-rate critic of our craft.
Part 1: Why Fundraising Has to Change. Take a look at the detailed ‘Strengths and Weaknesses’ Analysis and pick your poison.
Which weaknesses do you think present the strongest case in favor of change? Here are my top 5 choices from Ken’s list of 11 indictments:
- Chronic short-term thinking
- Persistent under-investment
- Our leaking lifeblood: organizations hemorrhaging donors
- Culture of risk aversion
- Acceptance of underperformance and the status quo
Alternatively, which of Ken’s 11 accolades favor a bright future. Here are my top 5.
- A rich history of influencing social change
- Endless need to do what we do
- Enabling and encouraging giving in a world of need
- Limitless opportunities for creativity and inspiration
- Our mission of making the world so much better in so many ways
Key Takeaway from Part 1: “Any fundraiser with a pulse… should be “feeling deeply uneasy over the malaise at the heart of fundraising underperformance.”
Without question ours is a craft that in general gives donors one lousy experience. Our future will remain bleak unless donors’ experiences become “very much better and more desirable” according to Ken.
So, imagine an impeccable experience for our donors — imagine Amazon! Ken succinctly distills the “impeccable customer experience” that is offered — consistently — by the online retail giant. [ Editor’s Note: Ken and Marie Burnett own White Lion Press. Generally, small publishers are anything but fans of Amazon.
To the point of great donor experience, here are my pick’s from Ken’s list of ideals he imagines … “if only we had the courage and vision to imagine a different world for donors?”
- Real commitment to improving the donor experience
- A radical vision for the future, where fundraisers become something donors want and love
- Substantial investment in staff and systems
- The ability to take the long view
- Fundraisers become famous for frequent, fast, fabulous feedback.
Sadly, today in Ken’s view (to which The Agitator surely subscribes) “our donors remain condemned to … A DEPLORABLE CUSTOMER EXPERIENCE.” He backs up his declamation by citing 30 years’ experience with ‘mystery shopping’ and cites locations on SOFII.org where you can see for yourself.
I urge you to read each of the Introduction and first two Parts of The Future of Fundraising — here, here, and here in their unabridged form — including the array of bibliographic sources and other great links to spur your thinking.
When Ken Burnett talks, fundraisers should listen. Even better, I hope everyone will jump into the discussion that Ken is hopefully igniting with this series. After all the future of fundraising — whether bleak or golden — depends on us.
What’s your view about the future of fundraising? Bleak or Bright?
Roger
6 responses to “The Future Of Fundraising: Bright Or Bleak?”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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Roger, thanks for sharing what Ken is doing. I have been such a fan every since reading his all time classic “Relationship Fundraising” cover to cover back in the 80″s after hearing him speak at a UK fundraising conference.
I cannot wait to dive in!
This is terrific stuff, from the author of the best-selling Relationship Fundraising. nearly a quarter century ago. Then, he was encouraging. Now he is more angry. And he is right to be so. Everyone calls themselves a ‘relationship fundraiser’, but few actually practice it.
Please read the introduction and all four of the posts. You won’t be disappointed. It might even give all of us some things we can, and must, change. I am bright, not bleak. Soon, someone’s going to get it REALLY right, increase their income, and then everyone will follow.
I’ve long been a Ken Burnett fan. His latest insights only enhance my respect for him.
For my part, I do not believe that the future of fundraising is “bleak.” Bleakness implies a turn for the worse. On the other hand, I do not think the future of fundraising is “bright.” That implies breakthrough improvement. Instead, I suspect that fundraising is doomed to limp along as it has for decades. Most fundraisers will continue to work hard to achieve incremental improvement, at best (though results will remain flat against GDP). Then, they will celebrate that incremental improvement with great fanfare.
I’ve been in the nonprofit arena for 35 years. Many of the issues we debated in the 1980s, we are still talking about. If change is coming, it’s coming at glacial speed.
The good news is that change is possible. There are brilliant ideas, backed by research, that can help the sector to raise much more money. Unfortunately, while some organizations will seize on those great ideas, the nonprofit sector in general will take a long time to adopt new ideas that will lead to greater success. For decades, philanthropy in the USA has remained at roughly two percent of GDP. Can it get it to three or four percent? I believe it can. Sadly, though, I’ll probably be retired or dead before that happens.
Bleak or bright? As one quiz host used to famously say “the choice is yours!”.
Bleak because of the situation fundraising is in and the neuroscience within us that makes us continue to defend the status quo and stick to what we know we can comfortably measure.
Bright because if you can identify the root cause then you can do something about it. It’s a matter of shifting mindset and having the freedom to think it’s ok NOT to do what is mistakenly seen as the accepted wisdom (like the book trade have). And of having courage. Influential names like Ken can only give more of us, more, courage.
And not only that, these blogs provide clear guideposts about how to think, such as fast feedback and brilliant customer service (so today as a result of thinking ‘fast feedback – fast feedback’ I emailed a quick response to tricky donor enquiry that came in – the prospect replied in kind “how great to have such a quick reply” and then went on to explain how they would like to help raise funds). It’s almost like a common sense recipe you just need to follow to get a great result. What active fundraiser can’t be excited at the prospect? I’m so looking forward to what’s to come. This sounds like the appetiser …
I’m with Richard: bleak or bright? The choice is yours.
There are loads of organizations out there consistently treating donors like the wonderful human beings they are — while also not being shy about the need for the work those donors support, and inviting them in deeper. As the Heath brothers said in the epic “Made to Stick” (also http://www.fastcompany.com/1634997/dan-heath-how-find-bright-spots ): “In times of change…you need to look for the early glimmers that something is going right. And when you find a bright spot, your mission is to study it and clone it.”
Bleak or bright: the choice is OURS.
I find it interesting that most of the comments on this post are from consultants. Where are the practitioner’s who are ready to stand up and commit to making the changes Ken, Roger, Jay, Giles, Michael and Lisa are talking about?
It won’t be easy. But that doesn’t mean we shouldn’t try. Despite losing the battle at the last three charities I’ve worked for to try and switch the short term mindset I’m not ready to give up yet!
What Richard has achieved at Solar Aid over the last couple of years is proof that it is possible to approach fundraising from a different perspective and achieve outstanding results.
It is about choices and it is about pushing our colleagues and peers to be better fundraisers. We can change and it is becoming increasingly urgent that we do so.
I’m looking forward to reading the rest of the series and seeing if any fundraisers, chief executives and boards will be willing to commit to changing fundraising…