Worst Fundraising Mistake?
Last week, Jeff Brooks, no fundraising slouch, asserted that the “worst mistake you can make” in fundraising is “confusing yourself with your donors”.
Argues Jeff in this post: “Remember that your donor is different from you. She knows less (or rather, she knows different things). She’s probably quite a bit older than you. She’s paying less attention than you are. When you ignore those differences, you will miss the mark.”
I can’t disagree that it’s a big mistake to base your messaging — and possibly your choice of channel/media — on an assumption that your donor is a clone of you.
But is it the “worst” mistake?
Jeff is coming at it from the perspective of a someone crafting a message that really drills into the heart (and mind) of a well-targeted prospective donor.
What about other possible “worst” mistakes?
Like taking the donor Jeff just expertly won you … and losing him/her via neglect, wasting Jeff’s good work?
I think the worst mistake is not getting the second gift … be that a matter of not listening, not servicing, not asking smartly, not trying at all.
Getting a donor can be a matter of dumb luck, frankly … just happening to be in the right place at the right time, capitalizing on an event, simply throwing enough mud at the wall.
Keeping a donor is far more demanding, and where the most critical mistakes are made.
Disagree?
Tom
4 responses to “Worst Fundraising Mistake?”
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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Agreed Tom, achieving that second gift is so vital to improving donor retention!
I’ve often counseled younger writers to think of a mother (or grandmother) when writing fundraising copy.
Spend time with your clients. Get to know the “voice” of the organization and the individual writing letters.
Meet the people they are serving and learn about their needs first hand.
And, talk with donors. After all, isn’t that what a good letter is all about?
When you know the “why and the “who”, the “how”, whether acquiring or retaining, becomes much easier.
Jeff’s post identified a massive mistake charities make. Is it the “worst” mistake? I don’t know, and I really don’t care. The fact is, Jeff raised an important issue. Likewise, Tom identified another critical mistake nonprofits make. Is that the “worst” mistake? Again, I don’t know, and I really don’t care. Whether worst or second worst or third worst, it’s a big-deal issue.
Sadly, there are a great many critical mistakes that charities routinely make. What’s particularly frustrating to me at this point in my long career is that many of the issues we’re discussing today, we were discussing decades ago.
Let’s take a look at donor retention as an example. The sector has been talking about the issue for years, yet retention rates have fallen and continue the downward slide. During the decline in retention rates, an increasing amount of research and educational information became available to assist charities. However, despite the availability of excellent how-to information (e.g., Roger’s book), retention continues the downward slide. Why? Until we remove the structural obstacles that stand in the way of fundraising professionals doing the right thing, nothing will change for the better. A decade from now, we’ll still be having the same conversation.
Hmmm. I think I just stumbled upon something: Perhaps, the truly worst mistake nonprofits make is not removing structural obstacles to doing what is right and effective.
Great summary / insights / observation, Michael. And yes, your closing paragraph.