Bridge Conference 2023 Hot Takes
Did you miss the Bridge to Integrated Marketing and Fundraising Conference this year? Or miss attending a session you were interested in? Never fear!
Several Fuse team members attended the conference, and we all came away with great insights and ideas we’re excited to share. Below our team has complied our “hot takes” – enjoy!
All fundraisers are doing more with less. This is not only because cost increases have challenged us to reinvent our programs and reexamine the status quo —we also need to optimize what we’re spending time on, removing the things that aren’t adding value, so we can zero in on what is going to truly grow and advance our programs.
We need to be forward-thinking as we look for opportunities for growth. As closing keynote speaker Rhea Wong said, “Breakthroughs happen by looking at a problem through the lens of the future, not the past.” And this should filter down to all aspects of our programs. Even campaign analysis should be forward-thinking and prescriptive – looking at how we are going to take and apply the insights, not just stating what we have learned.
We are undervaluing direct mail’s role in driving online giving. We should look beyond gifts made to dedicated direct mail URLs by conducting regular matchback analyses to understand the potential larger impact of direct mail. We should also consider lift analyses – looking at the performance of records mailed vs. not mailed to understand the lift direct mail is providing over and above other channels – where possible to prove this out definitively.
A cookieless digital landscape is creeping ever closer. We need to examine what we have in our digital measurement toolkit now and assess how that needs to evolve going forward. This includes considering new technology solutions as well as looking at analysis solutions like media mix models.
Reevaluate old tests. While files will always need a fresh universe of new donors to offset natural attrition, the balance-point between volume and value is shifting. With higher costs now the norm, some high-response/high-cost controls may now be acquiring donors that no longer even recoup their initial investment. Dust off old tests and see if the lower-response/lower-cost tests have since reported greater retention, then factor in modern-day costs to see if that test wins after all.
Concentrate on responsive fundraising techniques, moving away from a one-size-fits-all approach and focusing on two-way behavior driven methods. Making your communications more personal and varied results in the donor feeling heard and appreciated. Donors expect a personal connection to the specific causes they care about, and are more likely to give when they feel connected and confident in an organization. Understanding why donors give to your organization can help cultivate the right, targeted messaging for them.
Try new things and be okay with experiencing failure. The only way to grow and break the set of norms is to embrace new ideas and test. Listen, learn, and continue to get to know your donors.
Donors want to be a part of the solution. Ensure your messaging includes the donor in your organization’s efforts by using “we” and “us” language. Campaigns that include donors in the solution are 3x more successful. Addressing the donor by saying “you” and “your gift” also leads to increased engagement.
Approach your communications with an ‘audience planning’ mindset rather than ‘campaign planning’. Tailor your communications to engage with the growing Millennial, Gen Z, and Hispanic audiences who are often ‘digital-first’ and warrant different strategies and corresponding donor journeys.
Get to know your donors. Connect with your audience to discover motivational insights to help improve your communications. How do your supporters describe themselves? What are they passionate about? How do they describe your organization’s work? Once you’ve gathered the research, how do their answers align with your preconceived notions? What shifts in your communications might be warranted?
We love leaving a conference energized and full of new ideas and inspiration. We are already counting down to Bridge 2024 - hope to see you there!
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