I grew up in the Pennsylvania Dutch part of the Keystone state, and there’s a saying from the folks around there.  Perfect for this post: “We grow too soon old and too late smart.”

This simple truth rings especially loud when I think of one of the best fundraising cases I’ve seen in my lifetime—a case from nearly 40 + years ago more relevant than ever today.

Ken Burnett’s  just-published  3^rd Edition of Relationship Fundraising includes this essential  gem of fundraising history,  tucked away in Appendix 2.  And for good reason:

 Appendix 2 houses the case study of Botton Village.  A remarkable story, not just for what this UK charity achieved, but for how it paved the way for what Ken calls  a “continuous donor choice”, relationship building approach to fundraising.

Groundbreaking Approach. Groundbreaking Results.

“How could you allow donors to opt not to receive your regular mailings?”  That  was the question many fundraisers asked 40 years go when Botton Village gave its donors their personal choice on when and what communications they wanted to receive, including these two options:

[] I would prefer to hear from you just once a year, at Christmas.

[] I would like you to keep me up to date with Botton’s news through Botton Village Life, but I do not wish to receive appeals.

Naturally,  most fundraisers raised on the myth “ask more, make more” were certain treating donors as respected friends who have choice and control over the relationship they have with the charity would prove disastrous.

Not so.

Donors loved being asked.  Grateful for the chance to choose their appreciation for Botton’s consideration and courtesy was reflected in response rates: Overall: 31%; Large donors, 43%; Multiple donors: 51%.  Christmas only 50%.

The Path Not Taken

Although Botton Village was one of the first to step away from the burn-and-churn, one-size-fits-all approach of that era (and, sadly, today as well)   few organizations followed.  And it is this failure to show consideration for our donor’s values and preferences that has caused so many organizations trouble and left countless donors feeling alienated.

As you’ll see Relationship Fundraising’s Appendix 2, the folks at Botton Village understood early what so many still struggle with today: fundraising is about relationships, about treating each donor as an individual with their own values, needs, and desires.

 And yet, despite this early breakthrough and the proof of its validity over and over through the years, too man seem to have forgotten (or were never taught)  some of these lessons.

So, here’s the story of Botton Village—what they did, why it worked, and the lessons we can still learn from it today.

The Botton Village Experience: A Story We Need to Hear Again

Botton Village didn’t follow the typical fundraising playbook in use by most of the mass mailing crowd in the ‘80s. The Village fundraisers made each donor feel valued, treating them like partners, not just sources of money. They built relationships based on trust and understanding, keeping donors engaged for the long term.

Today, despite all the advanced tools and technologies available, many organizations ignore these key principles, relying on transactional approaches that leave donors disconnected and often headed for the exits.

The lessons from Botton Village, detailed expansively in Appendix 2 of Relationship Fundraising ,  remain powerful and relevant today: , successful fundraising is about people, not just numbers.

What’s significant—and ironic– where 2024 fundraisers are concerned is that we have inexpensive, easily used technology to put these lessons into practice, if only we have the will.

• Donor Choice and Donor Focused Approach

Botton Village knew donors were people, not wallets. They stayed in touch, shared real stories, and made donors feel part of the mission. Today, with CRMs and data tools, we can do this even better—yet too often, we fail to personalize the experience, missing the chance to build real connections.

• Sustained Engagement

Botton Village didn’t stop after a donation. They invited donors to visit, meet the community, and see their impact firsthand. This kept donors loyal for decades. Now, with digital communication, we can maintain even closer ties, but too many organizations treat engagement as a one-time action, losing the long-term potential.

• Storytelling and Legacy Giving

Botton Village told stories that connected with donors emotionally. These stories built trust, leading to significant legacy gifts. Today’s nonprofits can tell more stories, more often, using digital platforms, but many rely too heavily on statistics, forgetting the power of a human story to create lasting impact and trust.

The Paradox of Progress: Why Aren’t We Doing Better?

This brings me to what I call the “Paradox of Progress”.

On the one hand…40+ years ago, Botton Village figured out the magic of treating donors personally and aligning their outreach with each donor’s values. (in many ways, the best fundraising case I’ve seen in my lifetime).

On the other hand… despite the tools we now have to apply these Botton Village lessons more easily, more inexpensively,  and at greater scale—most organizations aren’t following suit.

Why is it that modern CRMs make it simple to send personalized thank-you messages, yet so few organizations take the time to craft something thoughtful and timely?

Why is it that we have the tools to understand donor preferences  (For example, when and what communications and appeals to receive) and act on them, yet we often ignore them?

Why is it that, 40+ years ago, Botton Village with far fewer resources than we have today could concentrate on understanding a donor’s personal values? Today, with all the technology at our disposal, too many charities and advocacy organizations struggle to do the same.

This is the Paradox of Progress. We have more ways to connect, more ways to engage, and more ways to understand our donors than ever before, yet too many organizations still miss the mark.

Botton Village showed us the way forward decades ago. The question is, when will we truly follow?

Roger

P.S.  If you’re serious about fundraising –and all Agitator  readers certainly are—you’ll want explore the Botton Village story in detail and discover other valuable gems gathered in the main text and 14 carefully curated Appendices of Relationship Fundraising: A Donor-Based Approach to the Business of Raising Money. Third Edition.  As Tom Ahern says, “I’d buy this book just for the Appendices.””

Here’s the  Agitator’s earlier review of Relationship Fundraising,  the Third Edition.