Creative

In her August 2010 article, "S(p)ending Money to Make Money," DM Diagnosis contributor Kimberly Seville explained how some organizations were mailing coins to underscore the importance of every penny raised.

During the deepest depths of the recession, fundraisers were looking for any and all ways possible to plug the leaks and ramp up fundraising. In our July 2009 issue, fundraising consultant Pamela Barden — then with Russ Reid — provided 50 ways to net more dollars, even in the worst economic times, in her article "There Must Be 50 Ways …"

In our April 2006 issue, fundraising consultant Cary Castle shared "Secrets of the Small Shop" gleaned from a Direct Marketing Fundraisers Association luncheon presentation of the same name.

What do you do when you’ve really screwed up with your donors or other stakeholders? First of all, I’m assuming: a) you have ways of listening to your donors; and b) you are paying attention. Second, you’ve realized that they’re right; you’re wrong.

Then do what one of my favorite clients of all time — Maker’s Mark bourbon (did I need to say bourbon?!) — recently did. Apologize … sincerely.

Special thanks to Sue Pargman, senior copywriter at Masterworks! She took on my challenge last week and provided suggestions for all five letters. So, welcome Sue, my co-author for this article. I’ll be sharing some of her thoughts along with mine. So with that, let’s look at K, L, M, N and O.

"Sometimes teasers are like bad pick-up lines. And with the split-second decision your donor makes when she glances at your outer envelope, you don’t get a second chance to talk your way out of a poor first impression … you’ve already been round-filed."

How is it changing? Well, say goodbye to churn and burn. Donors are more demanding and fickle than ever. So what do we do about it? I read this book, "Ignore Everybody: And 39 Other Keys to Creativity," the other day, and I thought it had a lot to say about where we are, and where we’re going.

I learned how to fundraise scared. As a nascent nonprofit, we didn’t have brand recognition, or existing donors to steward and cultivate. We had to ASK. FOR. MONEY. As just four individuals who comprised the organization in the early days, our reputations — social, professional and political — could be lost along with the zoo. Our neighbors, colleagues, families and constituents knew who to blame if we didn’t pull it off.

Did you know that every good nonprofit fundraiser is a storyteller? As development professionals, we cast real life stories for donors that excite and intrigue. We show the world as it is, and as it could be, and then ask our listeners/prospects to jump right into the story and take the reins by investing in our vision for the future.

At least, that’s the way fundraising should be. So often, though, we get mired in the details …

Continuing our journey through the alphabet, here are five more things to pay attention to as you do your work as a fundraiser this week and passionately share your organization's mission with supporters and prospects.