Don't Ask "So, What?" Ask "So, How?"

While we have phenomenal guidance and resources in fundraising on why and what to do, what we're missing is the how. Fundraising falls flat when brilliant technique (strategy) isn't executed with brilliant tactics.

It's a heckuva time to be fundraising during the Covid-19 Pandemic, isn't it?

The overwhelming evidence - from nearly every source - is that donors are giving, people are responding, communications are resonating . . . never underestimate the indomitable spirit of human nature.

None of this, of course, diminishes or minimizes nonprofits whose donors aren't giving, who are having serious struggles and facing tough, tough times.

It's a heckuva time - and an extremely tough time, for many.

Kudos to so many who have jumped in to help, to provide resources, to disseminate the best information and updated results quickly, just so we can get a pulse of what's going on.

And kudos to the many who have very quickly and very effectively put together virtual conferences, trainings, webinars, information to help nonprofits and fundraisers be on top of their game, find inspiration and put best practice to work.

Right before I sat down to write this, I counted 15 upcoming virtual conferences in the next 2 months. And by "conference" I mean anything that is more than a one or two hour webinar/presentation. Multiple speakers, multiple sessions, covering multiple topics.

Not a single one of them has a session devoted to or addressing donor data or personal information.

True Story repeated about ten times over the last month. I've also heard this story repeated to me from others multiple times.

"Hi, we really need help during COVID-19. We've got to be fundraising, but don't know what's best to do."

"OK, well all the results are showing it's best to keep your direct mail going and get great messaging out via your digital and social channels."

"Oh, no, there's no way we can do that. Our data is in terrible shape, we don't have email addresses and there's a lot of duplicates and issues. We were thinking maybe doing an event or something and get some PR out that we need help."

It would be very easy to vilify the decisions and actions that led to this place, but finger-wagging and "you should have" doesn't solve any problems.

But what is clear is that even with a compelling story, breathtaking donor-centered comms and a strategy that we know from experience and results works, if you can't get the message out the door and TO your donors because you can't contact them, it's just as damaging as if you had terrible case and a weak offer.

Donors ARE data.

They are their name fields and addresses and emails and phone numbers.

They are their previous giving and activity records and affinity scores and everything else we can possibly track about them.

So, yes, we need to talk about what we do and why we do it - and then we need to talk about how we do it.

When We Talk About Data We're Talking About Two Things

1) Data As Results

This is the math and statistics and analytical stuff - response rates, average gifts, median giving, 2nd gift conversion, retention rate, etc. The metrics. Most of it isn't tremendously difficult, but for us non-math-oriented people, it can be tough to wrap our brains around.

But metrics tell us how we're doing, what's worked, what hasn't - and, most importantly, are we achieving our goals and executing the strategy well?

Metrics are also completely dependent upon quality data - accuracy in gift entry, in capturing contact/name information, measuring response, tracking what appeal was sent to him. The finer data points that go into telling us who this donor is.

2) Data as Demographic Info

Name fields, contact information, address, phone, email, social media, spouse, children, interests - the list of things we can track about a donor is relatively endless, but fundamentally: first name, last name, address, phone, email (with their permission).

Data as Demographic info is where we're falling flat and what limits us from being able to communicate with our donors.

Managing Data IS Donor-Centered

Penelope Burk. Donor Centered Fundraising. What constitutes donor-centered fundraising?

• receiving prompt and meaningful acknowledgement whenever they make a gift;
• having every gift they make, regardless of its value, assigned to a program, project or initiative narrower in scope than the mission as a whole;
• receiving a report, in measurable terms, on what was accomplished with the last gift before being asked for another.

Every single one of those elements is absolutely dependent upon quality data. Data about the donor, data about the program.

Data Cannot Be Relegated to the Wonks and the Geeks

"Oh, you're one of those data geeks, ha ha ha ha ha ha!"

Hilarious.

Look, if Seth Godin is right and we are, indeed, living in a Connection Economy, then data is the fuel of that reality.

That means that data management cannot be pushed as a service to fundraising, provided by someone else and "in service" to fundraising. Data management IS fundraising. And it's everyone's job - including the frontline fundraiser and the Chief Development Officer and the Executive Director . . . and the Board . . . to recognize and value the critical importance that it plays in successful results.

Data Informs How We Communicate and To Whom

We could do a whole series of blog posts on segmentation, but without specific ways to communicate directly to donors based on their experience - engagement level, giving history, geography, the list goes on and on and on - we're sending the same message to everyone. And that just doesn't drive strong, long-lasting relationships and results.

As Bloomerang, Steven Shattuck and Beth Ann Locke warned us: Beware the Seglump.

Without the data to back it up - and appropriate segmentation - we're treating all donors exactly the same. So, who is that gorgeous, compelling, wonderful story and un-refuseable offer going to? Everyone at the same level?

We May Have Started With Why, But Data Drives Our How

So, we go back to the question that every fundraiser asks at some point. HOW? How do we get phenomenal communications out and into the hands of donors and soon-to-be donors? How do we share with them the phenomenal work they're making happen? HOW do we engage them in this important, life-saving, world-changing work?

We invite them into it. And we can't do that if we don't have any way to reach them.

We can't do that if we don't have their specific information.

Data and "fundraising" go hand-in-hand. One isn't in service to the other, they are two parts of the same whole and are how is equally as important as our why.