Our goals

I just set a goal. We might not reach it. But that's OK, because I think this goal has the best chance to inspire maximum donations. 

As fundraisers, setting goals is a key part of what we do.

How much can we raise? How many supporters will join in? Are we willing to stretch? Or should we aim for the predictably reachable? Will we let our constituents know what our goal is? Will that encourage or discourage support? Will it sound achievable to them? Will we update them on our progress? Will we let them know if we fail?

So many considerations. Yet so important, because goals have the power to drive or stall your efforts.

To set effective goals that can make your organization stronger, you need to know three things:
1) The history of your program
2) The current circumstances
3) How much risk you and your organization are willing to assume.

Goals can have a big emotional impact on your staff and prospects. Be knowledgeable and aware when you set them, and be prepared to see them through.

Your punctuation

 

Yesterday was National Punctuation Day!  While the discovery came too late for a timely post, we couldn't resist a day-late shout-out to the well-placed exclamation point.

Particularly in direct mail, the only things we have at our disposal are words and punctuation (plus the occasional emphasis of italics and underlines).

Every choice you make has the potential to build your case for action. An exclamation point, used sparingly yet intentionally, can boldly accentuate your most passionate and compelling statements, delivering a stronger emotional hook to your readers.

Make good use of the tools at your disposal. Make an impact!

Competition can be good

As the fall fundraising season heats up, mail boxes and in-boxes will become increasingly filled with appeals for support -- particularly in this election year. 

Sometimes it might seem like a better idea to stay out of the fray and save your efforts for a time when you'll stand out and face less competition.  

It doesn't work that way.

There's a reason everyone is in.  Because the world has actually created a culture of giving during this time of year... the pie of dollars and donors larger... which means you'll always raise more money when you ask for support in November and December than if you ask for support in January or February.

Sure, you're not going to win over every donor in this highly competitive field. No one will.  But if you're not in the game, you will miss out on your greatest opportunity to garner support all year long.

Measuring

More thoughts on last week's tracking conversation....

If you were to pick just one metric to measure both your fundraising techniques AND your supporters' level of joy and connection, you'd want to look at your retention rate -- at how many donors you keep from year to year.

Because you could have the best renewal techniques in the world, but if you don't give your donors reasons to feel joyful and connected all across the year, fewer of them will renew.

Likewise, you could have the most wonderful year-round program that connects your donors to brilliant things, yet have less-than-stellar technique in your renewal series. Again, fewer people will renew. 

Of course, metrics aren't quite that simple because your retention rate also has to do with the economy... the characteristics of your community... the characteristics of donors in your sector... and the ways you bring people in to your program in the first place.

Even so, to look closely at your trends in this one simple set of data, is to get a good picture of the strength and potential of your overall program. 

Tracking your program

Seth Godin recently posted about what we choose to track. Whether it's things like open rates, click-through rates and response rates -- or things like gratitude, connection and joy.

It's impossible to do great direct fundraising without being driven by the numbers. Whether it's a piece of mail, an e-blast or an on-air appeal, we reach out to a huge body of people in hopes that a very small percentage will respond. Testing and tracking data are key elements in how we find incremental improvements that make a big difference over time.

But the truth is, the things that give a solid foundation to our great direct fundraising are the big ideas and concepts -- the things that are very difficult to track. It's how we deliver our services every day.  It's how we write and speak and communicate and develop campaigns and find ways to surprise and delight people.

To embrace this human side of the business is to take a risk. Because you have to come up with your big idea.  Then you have to take a stand and move forward.  And you may never be able to definitively prove that your big idea was a success. 

But it seems to me that you can't have a brilliant program without bringing both the trackable and the untrackable to the table. Marry them together and you have the potential make magic.

You can read Seth's post here.

Decisions... decisions...

As we head into the busy fall season, the need for decision-making can sometimes seem endless. Instead of blindly throwing a dart, use these three questions to make informed choices and pinpoint your actions.

1) What do you want to accomplish? 
Save money... make money... improve efficiency... change opinions... make a splash... etc.

2) How might your decision impact your supporters and those you serve?  
Will it bring them closer or push them away... increase or decrease the likelihood that they'll engage or respond... will they feel pleased or concerned, or maybe they won't notice.... etc.

3) What action has the best chance of moving your organization forward? 
It's probably not the exact same action you took last time. And the "answer key" you seek is often right under your nose... in your data... in your results... in your knowledge of the past... your understanding of current best practices... and your keen sense of where you're headed (see question #1.)

Your competition

It's a wonderful thing to be a part of a community of nonprofit organizations making extraordinary things happen. But when it comes to end-of-year giving, it's a different story.

It's a competition of sorts, for your community's minds... hearts... and money.

Luckily, it's not a cutthroat competition with only one winner. Every organization can find success.  Here's how:

• Be bold. Be aggressive. Be on every platform you can.  

• Ask clearly, directly and passionately -- more than once.  

• Talk less about what you do, and more about why you do it.   

• Focus less on your needs and more on their hopes and dreams.   

• Have a plan.

Have you started your end-of-year campaign planning yet?

It's important!

Go!

Back to school. Back to work. It's time to tune in as the lazy days of summer wane.  

For so many organizations, the next four months -- particularly December -- can make or break your fundraising success.  

Even though it may feel like a sprint to the finish come December... to truly maximize your results, planning must start now.

• Where have you been? Where do you want to be? How will you get there?

• What messages have the best chance of inspiring people to donate?

• Who will you ask? When will you ask? How will you ask? How often will you ask?

• How will you integrate your message and strategy across all communication platforms available to you?

Make the most of this opportunity. Stretch those muscles... step up to the starting line... and create a plan today that will carry you smoothly and successfully to the finish line -- with money in the bank to support your important mission.