Want to become a more effective Fundraiser but your organization won’t allow you to send out enough fundraising to really improve your craft?
Practice on your non-donors.
Get permission to send more fundraising to the non-donors on your email list.
After all, you have nothing to lose with those folks, right? And the purpose of your email list is for members of the list to be turned into donors, right?
If people in your organization question you, focus their attention on how the organization has said that you need more new donors, and that’s exactly what you are trying to do.
The side benefit is that you and your organization will be more effective fundraisers because of it.
If your CRM setup means you don’t know which of the email addresses on your list are donors or non-donors, you have an extra step to take. Create an email list for your test sends, and from that list remove any addresses that look like they might be for your major donors, board members, staff and foundations.
Then start to try stuff. Send an e-appeal that tries a new approach. Try sending a “breathless dispatch from the front line” instead of the “standard sanitized perfectly-proofed update.” Send two e-appeals in a week. Send out a survey designed to get legacy giving leads.
It might be a bit messy. But it’s all practice that will make you more effective.
Organizations that want to get more effective at Fundraising allow little “messes” like these in order to learn and grow. As I said last week, “Ship your work. Get feedback. Improve it. Repeat.”
If you’re not regularly practicing, chances are you’re not getting more effective.
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