The Wicked Mistress of Fall 2021 – Part 2
We are back!
Last week we came together to discuss the Wicked Mistress of Fall 2021, and how she was quite literally wreaking havoc on all of our best laid year-end fundraising plans. And as devious as she may be – with seeming ability to share new treats for us each week – it is important to remember that we are not helpless in her pursuit of chaos!
Before we highlight some sanity-prevailing tactics, to recap where we left off last week: We are facing a multitude of challenges this year-end, which is indisputably the most important time of year for all nonprofits when it comes to fundraising. This year, between paper shortages, postage increases, supplier closures and staff shortages due to illness or folks simply leaving the workforce, we are all managing through messy times. If there was a (G-rated) tagline for this Fall season, it would be to #expecttheunexpected.
So, as we buckle up and keep navigating this monumental time of year, here are some tools you can use to help manage the disruptors that may be coming your way (or, let’s be real – that you’re probably already facing).
Contingency Plan – NOW! As much as we hate to admit it – COVID is not over, and people are (and will be) out sick. It is critical to spend time now creating and ensuring a dedicated support plan to fill gaps BEFORE they are needed. If you haven’t already, take the time now to create your contingency plans to ensure no balls are dropped when bandwidth is further strapped.
Double Down on Quality Control! With all the turbulence in the industry, and folks’ attention urgently diverted in 100 different directions, mistakes are more likely to occur. To counter this, focused conversations and attention to QC is imperative. Given all that is riding on year-end, executing error-free work is particularly critical.
Direct Mail Production Schedule 1-2-3. With longer lead times needed – scheduling like your direct mail campaigns depend on it (well … because they do) is crucial. The world we’re living in is not a “day-for-a-day” scenario when it comes to delayed approvals, so do what you can to keep as many of your package components on track (or early if possible). We have found that, for instance, approving envelope materials earlier in the schedule, is very beneficial to maintaining mail dates given the time it’s taking to deliver this year!
Prioritization For The Win. Sometimes it’s hard to say “no” to something – but during chaotic times, the need for prioritization is essential. Testing strategies and complex segmentation may need to be reprioritized to get campaigns out on time. This actually pains us to write because we LOVE these refined strategies – but if we have to choose between these enhancements or launching on time, we will take punctuality every time because of its impact on cashflow at year end. Consider shifting some of the testing resources you had allocated for direct mail into digital at this time, instead!
Cost Management Is Where It’s At! While small price increases (to include paper and postage) are often factored into fiscal year budgets, the increases we are seeing as an industry far exceeds anything likely planned for. Because of this added challenge, getting creative with paper stocks, printing capabilities, audience segmentation and postage strategies is even more important. And for programs whose fiscal year is not congruent with the calendar year, there is often an opportunity to “make up” cost overages later in the year. This is also a great time to look at performance of marginal segments in your offline campaigns to determine if including them in every campaign is warranted with the higher costs associated. Some of this investment may be better served in another channel when the cost to keep them in the mail is on the rise.
One of the best things about this industry is the creative and uber talented people working to make the magic happen. While this Fall is definitely testing us – our money is, and always has been, on the great people working in the nonprofit sector. So, grab your coffees and hold on to your hats – and we will see you on the other side!
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