5 Steps to Making Direct-Response Fundraising Work Again

Second
We need to invest in expanding our media channels. The recently released Heart of the Donor research study found that the average donor checked out nonprofits primarily via their websites and gave gifts through four different channels last year. Successful nonprofits cannot be dependent on any single channel. Instead, we need integrated marketing campaigns with complementary messages through digital, mail, TV, events, radio, etc.

Third
In our relentless pursuit of the next big idea, let's not ignore the best practices that have gotten us where we are today and, from what I can see, continue to sustain most successful nonprofits. So let's carefully test new ideas against our established controls to make sure they work as well in practice as they do in our heads.

Fourth
Speaking of best practices, it's still all about audience, offer and creative. What does that mean? It means we have to target people who are most likely to actually give to our offer, through the media best suited to them. We need an offer that is urgent and compelling. And we need creative that breaks through the clutter to communicate the offer to the right people.

Finally
We need to meet people where they are. Not where we are. Make it easy for them to give to what they want to give to, rather than force-feeding them our priorities. If they want to give to save fuzzy animals or feed hungry kids, let's not begrudge the fact that they don't want to give to our great advocacy programs or our infrastructure. It's their money. Let's meet donors where THEY are, and thank them enthusiastically for their support as we educate them to even more ways they can make a significant difference by engaging with us.

Tom Harrison is president and CEO at Russ Reid. Click here to request a copy of Russ Reid's Heart of the Donor Survey.