Steven Screen

Steven Screen is Co-Founder of The Better Fundraising Company and lead author of its blog. With over 30 years' fundraising experience, he gets energized by helping organizations understand how they can raise more money. He’s a second-generation fundraiser, a past winner of the Direct Mail Package of the Year, and data-driven.

You Need to *Not* Do Some Things in 2019

Steven Screen  |  Measure
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This month we’re posting about the fundraising strategies and tactics that worked well in 2018.

Here’s a piece of hard-won advice: if you want to raise more this year, you need to actively decide not to do some of the things you’ve done in previous years.

Here’s this strategy in a catchy quote:

All strategy is sacrifice.

And here’s how I explain this in a simple decision tree:

  1. You have limited resources (time and money)
  2. You have to decide what to do with your time and money
  3. Which means you also have to decide what not to do with your time and money.

Smaller nonprofits, in my experience, are bad at deciding what not to do. Specifically…

Smaller Nonprofits Have a Hard Time Stopping Doing Things

They have a harder time cutting projects and strategies that are no longer the highest use of limited resources.

I suspect this is mostly because of the collaborative nature of fundraising and communications in small- to medium-sized nonprofits. There’s always somebody who values a thing you’ve done in the past. Here are some recognizable examples:

  • You keep mailing printed annual reports to all donors because some board member or major donor rep says that they simply must have it.
  • You keep doing an event that loses money each year (not to mention the investment of time) because a major donor loves it and has made it their pet project.
  • You write, format and send out an e-newsletter every month because “we have to tell people what we’ve been doing” even though 1 out of 20 people actually open the email.

Sound familiar? And in a collaborative environment, it’s hard to tell stakeholders that their project is going to be cut.

It’s especially hard when the fundraising that’s actually raising the money (and keeping your donors) isn’t well-measured. Because when no one can point to a line on a spreadsheet and say, “Look, THIS is where we raise most of our money, we should do more of this” … then all projects are equal.

And when all projects are equal, the stakeholder with the loudest voice / most passion / highest ranking wins.

Your Nonprofit Needs to Make Hard Choices

Here’s my advice in a nutshell:

Measure and track what really produces your fundraising net revenue.

Then relentlessly focus your resources on doing more of those things.

Be willing to endure some interpersonal conflict in exchange for raising more money and doing more good.

There’s no silver bullet here. For most nonprofits it’s about making hard choices, measuring, and being “sold out” to doing more good – instead of doing what someone thinks is best.

If This Is Your Organization and You Want to Change…

We have one piece of advice for you: measure your fundraising inputs and outputs.

If you don’t already know, figure out how much everything costs and how much everything raises. That’s your preparation for starting the hard conversations.

Data doesn’t always win, but it sure helps. And the practice of gathering and evaluating data is a skill that is incredibly valuable in the nonprofit world.

Final Days of the Sale

Our sale ends in a few days! You can raise more money in 2019, and have more time to focus on important projects, by having Better Fundraising create your appeals, e-appeals and newsletters.

And you can save thousands of dollars.

Visit this page to learn more and fill out a simple form if you’re interested. We’re genuinely excited about how 2018 went for our clients, and would love to work with you in 2019!

Things an Old Fundraiser Knows

Steven Screen  |  Uncategorized
<Other

I just completed my 25th year-end fundraising campaign.

It made me think about the lessons I’ve learned over the years communicating to donors en masse. Not the ‘one major donor who likes this’ or ‘the foundation that likes that,’ but when nonprofits are communicating to everyone on their file.

So in hopes that this is helpful, here are a handful of big-picture things that this Fundraiser has come to realize are enduring truths…

It’s harder than ever to get and keep attention

Get great at getting your donor’s attention. And keeping it. This means more drama and less process. More National Enquirer and less National Geographic. This means louder, bolder, redder, and not that fricking shade of light blue that no older donor can see or read.

Mostly it means not assuming that your donor is going to read anything you send them, let alone the whole thing.

You have to earn their attention, my friend.

The way your organization does its work is rarely important

And I mean rarely.

Most organizations, most of the time, should be talking about the outcomes their work creates. They should not be talking about how the organization creates those outcomes.

So if you find yourself talking about your process, the names of your programs, the features of your programs … rethink what you’re talking to donors about.

The best-performing fundraising is usually about something the donor cares about, at the level at which they understand it, and about what their gift will do about it.

This is a hard truth. It saddens me to say that most small nonprofits never embrace this, and they stay small because of it.

Most small nonprofits have ‘untapped giving’ of 15% to 25% of their total revenue

This is based on applying best practices to a LOT of smaller nonprofits. They simply have a lot of donors who would like to give more money if they are Asked well and then cultivated correctly.

It’s a thrill to get to work with those organizations because the increase is real and immediate.

Most of the barriers to raising more money are self-imposed

The things that are holding back small- to medium-sized nonprofits are almost always fear-based barriers:

  • “We can’t talk to our donors more, we’ll wear them out”
  • “We have to share everything that we do, and that we are good at it”
  • “We can’t be so forward, we need to engage our donors/potential donors more before…”

If you’re willing to do things differently, an experienced fundraiser can help you start raising more money immediately.

Successful fundraising is a knowledge issue, not a talent issue

One of the biggest joys of my life is watching fundraisers become Fundraisers. And it almost always happens when they internalize an idea – like the ones I mention above – rather than learning a new tactic.

Donor generosity is amazing

Donors continue to surprise me, even after 25 years. Their generosity is astounding. They want to make the world a better place. They are looking for opportunities to do so.

And we get to tap into that. For a living.

Fundraisers have the best job in the world.

The Simple Shift in Perspective That Will Help You Raise More in 2019

Steven Screen  |  Ask
Ask ?

It’s the first week of 2019.

We’re spending the month blogging about what worked best in 2018.

And I want to start with one simple thing that’s done by every effective fundraising organization I know. They ask themselves the following question:

What did we do last year that worked best, and how can we do more of that this year?

That’s contrary to how, in my experience, most nonprofits think about their fundraising year:

  1. Either they “wipe the slate clean” and start over, inventing and creating new letters and themes and ideas all year long.
  2. Or they “do mostly what we did last year because that’s what we always do.”

But the most effective organizations all tend to do one thing you can learn from: they rigorously look for what worked the year before, then look for more times/places/channels to use their success.

Here’s what that looks like:

  • Your spring appeal worked great? Fantastic. Send an additional letter a month earlier, with the same offer, to see if it will work then, too.
  • You had a campaign that went really well? Add three more emails to that campaign in 2019, and try a smaller version of the campaign in a different season.
  • Did the three emails you sent at the year-end deadline work really well? Add a firm deadline to another campaign, and send three emails right at that deadline, too.

The Simple Perspective Shift

The big difference between these organizations and smaller shops is simple perspective.

The smaller shop tends to think that a success was great, and they don’t want to “wear it out” – they assume that it wouldn’t work again.

The more effective fundraising organizations think the success was great, they know that something it about engaged their donors and caused action (which the donors loved taking), and then they look for other opportunities to try the same approach as soon as possible.

If your organization will take the second approach, I basically guarantee you’ll raise more money in 2019 – and every year after that.

So go look at what worked well last year. Then look for ways to do more of it this year!

Happy New Year!

Steven Screen  |  Uncategorized
<Other

Happy New Year!

We trust that your year ended on a high note – both personally and with a rush of donations!

You and I both know that nonprofits, and great fundraising for them, are needed more than ever right now. It’s up to you, me and others like us to do what we can.

So here’s to a fantastic year of fundraising in 2019 – and doing more good than ever in the lives of beneficiaries and donors!

Merry Christmas!

Steven Screen  |  Uncategorized
<Other

Merry Christmas to you and yours!

We hope today is a day of wonderful celebration, gift giving, and gift receiving!

You’ve worked hard this year, and you’ve made a difference. It’s a gift to be able to do this fundraising thing with you!

So have a great day today. And tonight we’ll raise a glass to all the good you’ve done this year!

With gratitude for you and what you do,

 

Jim, Steven, and the entire Better Fundraising Team

Your Nonprofit Is a Gift to Your Donors

Steven Screen  |  Thank
Thank

Your organization is a gift to your donors.

You help each donor to do good that they could not do by themselves.

Because your donor doesn’t have programs. She doesn’t have program staff. She can’t do all the things that you do.

Your donor has not organized her life – as your organization has – to help people as powerfully as you do. What a gift that you’ve created this organization for your donor to tap into!

You help each donor experience the joy of giving.

Remember, your donors LOVES giving. Gets a real joy from it. So when she makes a donation to your organization, she benefits, too!

Off the top of my head, remembered from peer-reviewed research I’ve read:

  1. Donors are physically healthier than non-donors.
  2. Donors feel more connected than non-donors.
  3. People who donate are more likely to earn more the following year than non-donors.

(I wish that more Fundraisers – and their bosses – remembered this more often. When you own the idea that donors love giving, it makes you approach fundraising differently, and causes you to raise more money.)

You are her partner.

As much as I rant against using the word “partner” … I think that most donors, if they really sat down and thought about it, would think of the charities they give to as their “partners.”

(But always remember, from her perspective, who is partnering with whom.)

And you know what? You are her partner. She’s able to do far more to make the world a better place with your organization in her life.

She’s on a quest to make the world a little better, and you are her needed partner on her quest.

So in the craziness of year-end fundraising, remember that your organization is a gift to each of your donors.

You’re helping each donor make the world a better place – and helping each donor be happier and healthier – one gift at a time.

Don’t stress about your year-end emails, watch this video

Steven Screen  |  Ask
Don’t stress about your year-end emails, watch this video

It’s easier than you think to write year-end emails that work like crazy.

I’m talking about those three emails you send on the last days of the year that work so well.

If you are still working on your emails, here’s a short video I made for Movie Mondays with an easy template to follow for your year-end emails.

You’ll learn the five things you need to include, the order to put them in, and how to EASILY create your 2nd and 3rd emails.

Sneak peek: you only really need to write one email!

The video takes 7 minutes; you’ll save hours of time, and you’ll raise more money.

Pretty good deal, no?

Say These Three Powerful Things

Steven Screen  |  Ask
Say These Three Powerful Things.

Here are three powerful phrases you should say directly to your donors.

We work these ideas into almost every appeal and e-appeal our clients send out. And I’m certain they’re a part of our clients’ success.

Here’s the list:

  1. “Your gift is needed”
  2. “You and your generosity make a real difference”
  3. “I’m thankful I can write to you about this”

Your donor almost never hears these things from the charities she supports!

And if you say them, you’ll raise more money. Let’s take them one by one.

“Your gift is needed”

Most nonprofits don’t ask directly for gifts. They’ll share a story of a person the nonprofit has already helped. They’ll talk about all the good work the nonprofit is already doing.

And then they’ll ask for “partnership” or “support.”

I’m here to tell you that you will raise more money if you directly say to your donors, “Your gift is needed right now.”

Your donors are hearing from lots of nonprofits today. Many of them are talking about the good work that the nonprofit has already done. But if you’re asking for a gift and if you make a good case for why her gift is needed today, and tell her that her gift is needed today, you’ll be overjoyed at the response you receive.

And your donors will love giving the gifts. Because they love to feel needed.

“You and your generosity make a real difference”

Again, this is something most donors never hear directly.

I think that nonprofits feel like they are saying this all the time. But they aren’t – they’re usually talking about what the organization has done, not what the donor has done.

So when you directly say to your donor, “You and your gift make a real difference,” you’ll probably be the only nonprofit in her portfolio that’s telling her.

When it comes time for her to give her next gift, do you think the nonprofit that’s made it incredibly clear to its donors that they and their gifts make a real difference has the best chance of getting that gift?

You bet.

“I’m thankful I can write to you about this”

This is one of those powerful ways you can show your donor that you don’t take her for granted.

Take off your “fundraiser” hat for a second and put your donor hat on.

Wouldn’t you love to hear, regularly, that the organization writing you is thankful even for the opportunity to write to you?

If they’re thankful to be able to write and talk to you, how thankful must they be when you give them a gift?

And if they are that thankful for you – if you mean that much to them – doesn’t that make you more likely to give them another gift?

Personally, I think this is such a powerful idea that I’ve put it in every appeal and e-appeal I’ve written recently.

You can think of all three of these ideas as clearly and quickly communicating ideas that matter to donors.

In today’s world of harder donor acquisition and dropping retention rates, isn’t telling your donor that she’s needed, that she makes a difference, and that you’re thankful for her – isn’t that more important than ever?

I believe it is. So I say it all the time. And it works.

Good Fundraising Habit #57: Always Give Your Donor Reasons to Give Now

Steven Screen  |  Ask
Good Fundraising Habit #57: Always Give Your Donor Multiple Reasons to Give Now

The appeal letters and e-appeals that do the best tend to have something in common: they give donors multiple good reasons to give a gift right now.

This highlights a really good habit to get into as a Fundraiser: any time you’re asking for money, give your audience multiple reasons to give a gift right now.

And here’s a list of “reasons to give today” that routinely cause donors to take action:

  • A matching grant with an expiration date
  • A deadline of any kind
  • A shortfall
  • A need facing beneficiaries or the organization right now
  • Telling donors they will love how they feel when they give
  • Stating what will happen if beneficiaries are not helped

Contrast this to what most nonprofit appeals and e-appeals do: tell a story about a person or thing the organization has already helped, and ask the donor to “continue this good work” or “join us as we do more of this.”

If you read those appeals carefully, you’ll see that there’s no reason that the donor’s help is needed today.

And if your donor had two appeals in her hand – and she has at least two on most days – which do you think she’d respond to? The one that asks her to “continue this good work” or the one that gives her several reasons why her gift is needed today?

You know the answer.

So for your next appeal or e-appeal, be sure to include multiple good reasons for your donor to respond immediately after reading it.

You’ll be glad you did because you’ll raise more money.

And believe it or not, your donors will be glad you did, too. They love knowing what your organization and your beneficiaries are facing now, and they love being able to help with a gift!

Sale!

Would you like to start 2019 knowing that your appeals, e-appeals and newsletters are going to work better than they ever have?

Wouldn’t that make you breathe a little easier? Would more money help meet your fundraising goals and enable your organization to do more good?

A team of experts from Better Fundraising can create your appeals, e-appeals and newsletters for you. You’ll free up time to focus on important things that aren’t getting done now, and your fundraising will raise more money. It’s like an “EASY” button for your fundraising communications, and your first month is free – an average savings of $3,500. Wonder if it’s a fit for your organization? Fill out this super-short form and we’ll get in touch!