If you’re a fundraiser or someone who works at a nonprofit, you know that there may be turmoil and uncertainty in the nonprofit world. But there is something you can always be sure of: there’s never a shortage of advice.
From trusted mentors, peers, so-called experts and, yes, even your great-aunt Rhonda, everyone has advice they’re eager to share about fundraising and marketing. . . even if you haven’t asked for it.
Now, some of it is helpful, “Send thank you letters that validate the donor,” or “Always look to keep your messaging donor focused,” for example.
But (to be completely candid) some of it. . . you should just ignore.
We’ve written before about bad fundraising advice. But there is A LOT of bad advice out in the “nonprofit universe”.
So, here are 3 more pieces of advice to ignore.
Newsletters are NEVER about asking for a gift.
This is similar to the idea that newsletters are only about [fill in the blank]. When someone says this, they’re relegating newsletters to have only one purpose. Some people will say the newsletter should only focus on educating the donor about the programs at your organization. Or, that the newsletter should only share things going on at your organization or what event is coming up.
Do you know what’s left out of those topics?
The donors.
A strong newsletter should be comprehensive. It needs all 4 scaffolding pieces (problem, solution, participation, consequence). A strong newsletter can engage donors, educate them about your organization and mission, and raise significant amounts of money.
Sure, have an article highlighting an upcoming or past event. But also have a story showing how the donor has made an impact. Show the donor how they can continue to make a difference and be involved via volunteer opportunities. We’ve found that the strongest newsletters are ones that are donor focused and build connections with the donor. Part of that is providing them with an opportunity to give again.
[Boomers] are dead, focus on [Millennials].
We put these generation names in brackets because we’ve seen various versions of this statement. Each generation gets its own moment to be the hot topic in the fundraising world.
Everyone wants to be able to grow their donor file, and it might seem like focusing on a younger generation is a good strategy. After all, if you get a 20-year-old person to donate, they should give to your nonprofit for the next fifty years, right?
Well. . . maybe not.
Here’s the thing: You shouldn’t focus on just one group of people.
Why?
Because groups change, people evolve, and the world spins on.
Focus on your donors and building relationships with them. Invest in strong fundraising strategies that result in engaged donors and raising money. Yes, demographics can have an impact on those strategies, but they shouldn’t be the driving force.
We’ve heard of too many organizations who purposely ignored a generation that was consistently giving in favor of new strategies focused on a much younger generation. Assuming that the old and consistent generation would keep giving no matter if they received the same mail strategies or not. Sadly, that approach has never gone well.
If you want to “buy low” on a younger generation, go for it. That just can’t be the only thing your organization focuses on. Nor should you cut existing budget from existing strategies to buy low on them.
Nobody writes a check anymore.
The people saying this are the same ones who’ve been saying direct mail is dead. But the reports of direct mail’s death have been greatly exaggerated.
It just doesn’t play out in the results.
Yes, digital giving is continuing to grow. For some of our clients, the digital channels equal or are slightly bigger than direct mail. But that’s more about digital growing than direct mail dying. People love getting mail and reading appeals and newsletters.
And yes, they’re writing checks. Walk on down to your gift processing department and ask if you’re not sure.
And those people who give online also love getting mail.
And those people writing checks also follow you on social media and probably get your emails.
Good fundraising strategies incorporate both digital and direct mail. Donors aren’t digital only or direct mail only donors. Your communication to them should be varied. An appeal in their mailbox may get their attention, and an email may remind them to give. Both channels should work together, not against each other.
If you have a story to share about other bad advice you’ve received, or if you disagree with these and want to talk, give us a shout! Email us at: howdy@oneicity.com
Photo by Jane Almon on Unsplash
