In the January/February 2005 issue of FundRaising Success magazine, Tim Burgess’ column (“Because It Matters”) explores “The Fundraising Landscape, Circa 2005,” pointing out that “the smartest fundraisers are paying attention to what promises to be next in breakthrough fundraising trends, strategies and tactics that will revolutionize the way funds are raised in the years ahead.”
“So get on board if you want to ride the coming surge of fundraising effectiveness,” writes Burgess, co-founder of the Domain Group, providing readers with a handful of great recommendations, including but not limited to the following:
Diversify Your Channels (“Acquiring new donors is like managing your stock portfolio: Diversification is crucial to minimizing risk and maximizing return on investment.”)
Bond With New Donors (“The biggest mistake nonprofits make is failing to pay close attention to new donors who have just given their first gift.”)
Grant Donors Choice and Control (“Strategically, the most successful nonprofits will grant donors choice and control. They will allow them to set their own communication preferences and choose to opt in or opt out of direct mail, telemarketing, e-mail or other contact programs.”)
Offer a ‘Money-Back’ Guarantee (“More discerning donors would flock to charities that demonstrate this kind of unwavering confidence in their mission.”)
Personally, I like all of Burgess’ recommendations (to read the column in its entirety, click here), but my favorite is his idea of a money-back guarantee. Practically any nonprofit organization could guarantee the satisfaction of its donors and, chances are, no one would take unfair advantage of such an offer. After all, most donors give for altruistic reasons – because they are kind and compassionate and genuinely charitable – and derive a great deal of pleasure just knowing they are helping others. Commercial direct marketers have proven time and again that a guarantee increases response. Why should it be any different on the nonprofit side?
http://www.fundraisingsuccessmag.com/
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