What's a Little Guy to Do?

Quite a while ago, direct-mail fundraising guru Jerry Huntsinger wrote an article titled, "16 Ways Small Organizations Can Compete." Probably 30-plus years later, 95 percent of what he wrote is still relevant (just add online). His first point was, "They follow the basic fundraising principles that apply to any marketing situation, large or small. They plan and execute a systematic mailing program that gives the donor adequate opportunity to respond to their appeals."

What's the little guy to do? This old dog has found that it's just sound fundraising. Jump into 2014 armed with some facts (your numbers, what others are doing and what your donors think), and that knowledge with basic fundraising principles and a systematic plan — and you're on the right path to what could be your best fundraising year ever.