I hate to mention it, but July is just a few days away. That
means half of 2013 is gone, and we'll all be focusing on calendar year-end
giving before we know it. (My apologies to those of you with a June 30 fiscal
year-end; you probably were hoping for a few weeks respite before having to
think about another year-end.)
Dec. 31 is one of the unavoidable events every year, but for
many nonprofits it's also the close of the most important giving season. Take a
look at these six ideas, and see if there are any you need to add or recommit
to. If you get started now, you can go into 2014 with some new habits as well
as (we hope) the glow from a great year-end giving season.
July: Measure what matters
If you aren't looking at the volume of new donor
acquisition, lapsed donor renewal and current donor retention, do it. Today.
And at least once a month for the rest of your fundraising life. Once you know
how these key areas are performing, you can put your energies into fixing what
is broken instead of chasing after every new idea that you read or hear about.
September: Think like a new donor
Getting a first donation is just the beginning. What are new
donors expecting from you next? How quickly are you thanking them? What are
they receiving from you (by mail, e-mail, phone, etc.) that reaffirms the
wisdom they showed by making that first gift? Yes, overall attrition rates in
our industry are awful. But that's no excuse. Before the surge of new donors at
year-end, make sure you have your great welcome process fully operational.
October: Don't give up without a fight
Reactivating lapsed donors is tough, but year-end is an
ideal time to invite them back. Put a strategy in writing, indicating every
effort you could make to bring donors back on board. Of course, we all have
limited time (and budgets), so choose the ones that look like the best options.
Then make them happen.
November: Try something new — but stick with what works, too
Is there something missing from your fundraising program
that you think might revitalize it? Choose something new, and work toward
testing it as soon as possible. (It may not be until after Jan. 1 due to
workload, but if you don't start planning now, it might not even happen then.)
At the same time, make sure your plan for December and beyond includes solid,
proven (at your organization) fundraising methods. Chasing the newest idea
helps stave off your boredom, but it might not resonate with your donors.
December: Resolve to make every communication in 2014 matter
to your donors
Chances are, many of your donors enjoy hearing from you as
long as what you say is interesting (to them). If there are communications in
your fundraising program that meet an internal need but not a donor need, maybe
it's time to get the entire organization to agree to let go. At least try. You
might not win the battle today, but perhaps you will plant a seed that leads to
the desired results some time in the new year.
It's easy to let our own boredom — or our own comfort zone —
drive our decision making in fundraising. At least it is for this old dog. For
the rest of the year, try to have puppy-like tenacity to sniff out ways to make
your fundraising program even better — for your donors and for your
organization.
No comments:
Post a Comment