The Right Moves
My favorite trend right now is ______. I would like to see _____ just go away.
I continue to be excited about the fundraising catalog, because it engages donors and it requires nonprofits to be more specific about what it is they do. This does double duty as it helps them build offers and make the case for support. And maybe it is just boredom on my part, but I would like to play taps for the No. 10 white, window envelope. There's nothing about it that says "Open Me" when I take it out of my mailbox. Yes, I know it's cheap, it works, it gets a good ROI, etc. But it also reinforces the "junk mail" stigma of fundraising mail.
My favorite fundraising trend right now is the trend toward diversifying revenue through earned income. I would like to see sob stories, hand-wringing and excuses just go away.
My favorite fundraising trend right now is specific fundraising that allows donors to tightly designate their giving to things of their choice. I would like to see false claims that social media, apps, QR codes are about to become meaningful to fundraisers just go away.
My favorite fundraising trend right now is online auctions. I would like to see state registrations just go away.
My favorite fundraising trend is growth in online giving. Having said that, total focus should not be on technical, impersonal programs for growth. You must continue to be an educator, facilitator and motivator, and stress emphasis, where possible, on a balanced program of annual gifts, major gifts and planned gifts with a sound development-services support system in place!
President and CEO, Russ Reid