Roughly a year ago, right before the Bridge conference, I penned an op-ed in The NonProfit Times. I declared that fundraising was broken, and I urged everyone in the nonprofit sector to “quit bad fundraising.”
Since then, I’ve shared some additional thoughts on what “quitting” looks like and a new path that we should follow as we shift our thinking about generosity.
But at the end of the day, transformation isn’t just “thinking.” Big ideas that turn into bold innovations depend on two vital concepts: inspiration and adaptation.
In this blog post, I want to focus a bit more on the process that it will take for us to move from idea to action.
Inspiration: The spark that ignites change
Every significant transformation begins with a spark of inspiration. It’s that big idea, that bold vision that sets the direction for where we want to go.
Think back to Apple’s revolutionary launch of the iPod. Before it, MP3 players were clunky devices holding a handful of songs. Then came the vision: "a thousand songs in your pocket."
This was a game-changer.
When Steve Jobs introduced the idea, the concept of carrying a thousand songs in your pocket was unheard of. At the time, MP3 players could only hold about 30 songs.
Jobs’ vision required significant advancements in storage technology, user interface design and overall product engineering. This inspiration drove the Apple team to think beyond current limitations and innovate in ways that reshaped the music and tech industries.
For nonprofits, inspiration might not be about fitting songs into a pocket, but it’s about envisioning the impact we want to create as we rally support, drive donations and mobilize volunteers.
So, I’d like to propose an inspiration for nonprofits. It’s not the only inspiration, but it is one that we should all consider: the idea that trust is greater than relationships.
Traditionally, our sector has focused heavily on building relationships with donors, but our research at RKD Group indicates that trust, not relationships, drive donor behavior. People are willing to donate to organizations they trust, even if they don't have a personal relationship with them.
This insight is crucial.
It tells us that our primary goal should be to build and maintain trust. In practical terms, this means:
- Transparency: Regularly communicate your progress, challenges and successes with your donors and supporters. Show them the impact of their contributions.
- Accountability: Hold yourself accountable to your donors and the communities you serve. Admit when things go wrong and demonstrate how you’re addressing issues.
- Consistency: Ensure that your actions consistently align with your mission and values. This builds credibility and trust over time.
Trust is the foundation upon which strong relationships are built. It’s the bedrock that allows donors to feel confident in supporting our missions, knowing that their contributions are being used effectively and ethically.
Adaptation: The bridge to reality
Inspiration alone, however, is not enough. It's the beacon, but we need a solid bridge to span from it.
This is where adaptation comes in.
Adaptation is about taking that grand vision and breaking it down into actionable steps. It’s about being flexible, learning from failures and continuously improving our strategies.
Returning to our iPod example, the vision of "a thousand songs in your pocket" required a host of adaptations. It involved developing new storage technology, creating intuitive user interfaces and rethinking product design.
Each small, adaptive step was guided by the overarching inspiration, ensuring that every effort was aligned with the ultimate goal.
What would the final product have looked like without the inspiration? Would they have gone from 30 to 60 songs in your pocket? Would it be 1,000 songs but on your desktop?
We’ll never know, but the point is that we need both inspiration and adaptation to enact real change.
Nonprofits often find themselves stuck in the “adaptation without inspiration” mode. It’s how we end up testing the teaser on the direct mail envelope and convince ourselves that we’re doing things differently.
But to truly transform our fundraising practices, we need both the inspiration I mentioned earlier and a path of execution. This starts with a growth model to first assess where we are and where we need to go. This model serves as a roadmap, guiding organizations through the complex process of change.
A robust fundraising growth model must examine:
- Strategy and insights: Understanding cultural, donor context and insights to plan and architect their experiences.
- Data science: Informing (and holding accountable) what we do through analysis, testing, measurement and predictive analytics.
- Orchestration and activation: The operationalization of individual, adaptive journeys through execution of paid, owned and earned programs, campaigns and experiences.
- Creative and CX: Knowing what to say and how to say and render it to create relevant constituent experiences.
- Enablement data and tech: Building the infrastructure of connected data and technology to enable the experience.
With a clear understanding of where you are today, you can identify specific areas for improvement and develop targeted strategies to address them.
Inspiration and adaptation are the dual keys to unlocking the full potential of your nonprofit. By setting a clear vision and adapting your strategies to achieve it, you can build trust, engage your community and make a lasting impact.
Let's skip the channels, skip the AI tools, skip the tech platforms and just focus on human beings. We must understand how we build trust with people and how we engage them as an organization to be worthy of their trust.
There is no magic pill that will fix this. At the end of the day, we need both inspiration and adaptation to propel the practice of philanthropy forward into a new era.
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