To see organisations doing the same thing day in day out to gain funding can be frustrating. Especially when you know they could do better and more if they adapted their fundraising methods.
If you keep doing the same thing and getting the same results, why bother repeating the action, it’s pointless, a waste of time and resources.
Organisations need to adapt.
If your direct mail campaign isn’t working as well as expected, adapt it, hopefully you have done a “market test” before launching the campaign and have allowed for tweaks.
If your telephone campaign isn’t working, why? The people making the calls will have market intelligence that they should be encouraged to share. Is it that they’re calling the wrong area, has something happened that’s drawing donors away (a disaster, humanitarian crisis).
Has you email campaign not gained the hits you would have expected? Again, did you test the campaign with a sample of your database before hitting send to your entire database?
It’s important that all campaigns are tested, not just internally, but more so externally. It’s your market that matters, not only what you and your team think.
How much time and effort are you putting into campaigns that could go belly up if you’ve got it wrong?
Be ready to adapt, have something up your sleeve “just in case”.
Be ready to change the subject line of your email campaign if you’re not getting the hits you would expect.
Likewise, be prepared to send the email at different times/days. And, yes, keep records of what does and doesn’t work.
If your phone campaign isn’t hitting the mark, is it the time you’re calling, change your calling times. And, as much as people hate it, don’t forget Saturdays can be a great calling day.
Before you hit go on any campaign, have an alternative plan, be ready, be adaptable and monitor, monitor, monitor.
Be ready to change, to adapt to any situation, perhaps even end your campaign early if need be.
When someone supports give a quick call and ask them why they have supported – yes thank them too.
Perhaps you have a supporter who has donated previously, but not on this occasion; give them a call and ask why.
This type of intelligence gathering is important, and should be done every campaign, no matter what.
So, in the planning sessions you have for your next campaign, allow for people to call delinquent donors and ask why, and call new donors too (you should be doing this anyway), and thank them, but find out why they are supporting.
Good luck out there, remember there’s lots of competition for the charity dollar.