Success does not always come quickly or easily in fundraising, and it is often the result of testing and optimization. Because of the systematic process often followed to find success, it can be easy not to appreciate it or capitalize on it once found. There needs to be a quick transition made from finding to maximizing success.
The mindset of a researcher is often to take small incremental steps to develop, test, and analyze new ideas. Budget is throttled to mitigate risk, and testing iterations occur until we find the results we are looking for. Then, once success is found, researchers may check the box and turn in the report to a welcome round of applause. They then pick up the next clipboard and begin testing other things.
The piece that is missing here is the fast implementation of that success to drive scaling results for the nonprofit.
I recall a fundraising test campaign that we managed for a client who was looking to drive new donor acquisition and first gift revenue. We meticulously crafted a multi-channel initiative, paced the budget according to the test window, and activated the campaign. Some channel/creative combinations had lackluster performance, but others did extraordinarily well.
On the highest performing channels, we were seeing ROI that was off the charts for any campaign, let alone a new donor acquisition initiative. We were in awe of the impressive metrics. This was game-changing, something that could catapult this ministry to the next level. This was the dream that so many organizations have, and we were there watching it unfold in front of us.
The short test window came to an end, and the budget was spent. What came next puzzled me then, but I understand it better now. The client took no further action. They declared the campaign a great success and moved on as if nothing had happened.
Having been in the fundraising world for nearly 15 years, I can count on one hand the number of times I’ve seen success so impressive as this.
The right thing to do next would have been to immediately double, triple, or 10x the budget. Scale the outreach until the efficiencies begin to decrease.
So why would anyone complete a brief test campaign like this and walk away? It may be because the goal was to run a campaign, not to exponentially grow the ministry. And those in charge of the testing and test budgets are not always authorized to take the next step, only to report on the test. And when they report, their report may not always get the attention it deserves. Other priorities, misconceptions, and busyness can all contribute to slow action or no action at all.
So how can you capitalize on your successes? Cultivate a culture that is always looking for new things that are working and will instinctively carry them to the highest levels of the organization until they find a leader who likewise values success and is quick to take advantage of unprecedented opportunities.
Do you need some help finding and maximizing your fundraising success? We would be happy to chat. CLICK HERE or call us today at 724-733-1200.
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