The Silver Linings Playbook of Fundraising
While we could seemingly talk forever about the challenges 2021 has brought – and continues to bring – our way, we want to take a break from all that and acknowledge “what’s been going right.” And yes, much to everyone’s surprise, there ARE some notable silver linings to recognize as we move into this giving season!
More strategic direct mail testing – This might be our favorite silver lining because we love strategic, purposeful and program-driven testing! As production timelines continue to be lengthened and shortages on certain paper stocks persist or increase, nonprofits have had to rethink some tried and true testing approaches, leading to a shift towards more conceptional and innovative tests and away from iterative tests.
o The idea of “testing for testing’s sake” is much less ideal, and organizations are being more selective about which tests to pursue – or whether or not to pursue testing at all in some campaigns.
o Tests that don’t often drive program-advancing change (like a paper stock color switch or a label sheet layout change) aren’t making the cut to be included in test plans.
o Nonprofits are now looking toward meaningful messaging, design and/or audience tests vs. new premium tests to drive needle-moving performance, and in doing so, making more testing choices that stand to contribute positively to file retention.
More positive digital landscape – We know that now, more than ever, donors are looking for some positive! Among its many benefits, the digital channel offers the opportunity to showcase some real ‘feel-good’ highlights. Moreover, donors are much more digitally savvy and open to adapting to this channel.
Reinvigorated donor files – Most organizations have seen their files stabilize or grow within the year after COVID began, and many organizations have seen the swell of donor support continue throughout 2021. This “COVID bump” presents us with an opportunity to develop strategies to cultivate and retain this influx of new donors.
Shift towards holistic budgeting – More organizations are breaking down internal silos, regarding their once disparate program/channel budgets as one larger budget, and looking to their agency teams to work in collaboration with one another to grow their program. This is paving the way for more intentional integration, which starts at the planning and budgeting phase. A holistic approach also provides donors with a surround-sound experience to see how they are supporting incredible missions – a win-win situation!
Illumination of what we’re most thankful for – Perhaps the biggest silver lining of 2021 has been all of YOU! The past two years have tested us all in many ways, big and small. And it is not an overstatement to say that the support and networks that we have in this great industry has been one of the biggest silver linings to help us navigate the uncertainties and make it through to the other side – whenever and wherever that might be.
From all of us here at Fuse, we are wishing you the warmest Thanksgiving and a wonderful celebration of gratitude.
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