Driving Home the Point
The program already has yielded a $750,000 bequest on the national level, and state affiliates have brought in $800,000 and $500,000 gifts, among others.
Heard is quick to point out that even with a new emphasis on major and planned gifts, MADD won’t forget the approach that got it to where it is.
“Direct marketing is still our workhorse, and we’ve got to keep it strong because it feeds memorial giving, bequests and major gifts. But we’re working now to 1) make sure we’re doing all we can with our direct-marketing program; and 2) testing, testing, testing and re-testing. In addition to working with our direct-mail vendor, we still recruit and bring in other vendors to test against them.”
The ultimate goal of the five-point strategy is to nudge MADD into a $75 million charity by the year 2010. The 2010 Plan is the organization’s focus on long-range planning that is an outgrowth of the principles of the five-point plan. MADD now is looking at what kind of planning and investments of time and money it’ll have to make to get there. Among them is the expansion of its online-fundraising efforts.
“Building on the five-point plan to grow our revenues, the marketing and development team developed a more comprehensive five-year strategic plan with the goal to grow our revenues to $75 million by 2010,” according to Heard. “We have adopted this as MADD’s 2010 plan. This plan is built on the same foundation as the five-point plan but details the costs and projected revenue for each activity in each market and the specific markets where we must annually grow our fundraising to achieve our goal.”
In addition to revitalizing MADD’s fundraising, the five-point strategy and 2010 Plan have helped the organization refocus on the basics, and that in itself has created quite a stir.