People Don’t Want to Give Money Away
They want to invest in bold, exciting, and inspiring ventures. How do you react to this bit of sage fundraising wisdom? It’s a valuable insight from Jerry Panas, one of the greatest fundraisers of all time. His statement reminds us that donors are not simply looking to part with their money. They’re seeking opportunities to invest in something that excites them—something that stirs their passion and gives them a sense of being part of a meaningful endeavor. Too often, we fall into the trap of saying, “Support our cause, it’s a good one.” But this rarely captivates potential donors. Instead, we need to focus on specific, compelling projects that offer a clear vision, timeline, and measurable impact. When donors know exactly what their contributions will do and how it fits into the larger vision, they feel engaged and inspired. Many successful fundraising campaigns focus on specific initiatives with clear, defined goals. Whether it’s restoring a historic building, providing essential equipment, or transforming an educational landscape, special projects can draw in donors who want to make a big difference. What’s Your Big Vision? Take time to think about what bold, exciting, and specific projects your organization could offer to your donors. What will make them want to be part of something extraordinary? Your dream may be the spark that stirs their passion and gets them to invest in a transformative effort.
Do You Recognize the Reference?
It’s quite the story—how Mahalia Jackson helped change the course of history. On August 28, 1963, the Reverend Martin Luther King Jr. was delivering closing remarks at the March on Washington. The crowd of over 250,000 people had gathered at the steps of the Lincoln Memorial, ready to hear King’s message. A few minutes into his prepared speech, Mahalia Jackson, a well-known gospel singer, called out from the crowd, “Tell ‘em about the dream, Martin, tell ‘em about the dream!” That was the prompt King needed. He set aside his prepared notes and began to speak from the heart. His improvised words became the legendary “I Have a Dream” speech, one of the most consequential orations in American history. Why does this story matter? Because it captures the essence of what it means to inspire—whether in a moment of social change or in the world of fundraising. As Jerry Panas said, “People don’t want to give money away. They want to invest in bold, exciting, and inspiring ventures.” It’s not just about asking for support; it’s about presenting a dream, a vision that stirs the soul. Applying Bold Vision to Fundraising When crafting a fundraising campaign, it’s essential to give donors a dream to believe in. It’s not enough to ask them to support a “good cause.” Instead, offer them an opportunity to be part of something bigger, something transformative. By presenting bold, audacious goals—much like Martin Luther King Jr.’s vision for equality—you capture not just attention, but hearts. When donors feel they are contributing to something extraordinary, their commitment deepens. A well-crafted vision and dream can be the foundation of a successful campaign, inspiring donors to give beyond what they initially imagined. What dreams are you inviting your donors to invest in?
A Fun Story for You…
Earlier this year something special happened. United Airlines recognized me for flying 2,000,000 lifetime miles since 1986. Yes, that’s a lot of donor visits over the years. However, the bigger story is how United Airlines chose to handle the recognition. On a short hop from Chicago to Grand Rapids, Michigan, the pilot came over to my seat to mark the occasion by presenting me with his flight plan, signed by the entire flight crew. Pretty cool, right? A flight attendant, not as prepared for the moment, offered me a bottle of water and a Ghirardelli chocolate wrapped in tissue—likely from her personal stash. It was a sweet (pun intended) gesture. Later, on a flight from Grand Rapids to Denver, the crew acknowledged my milestone again. This time, two flight attendants presented me with a bottle of sparkling wine pinned together with the plastic “wings” usually reserved for kids. But it didn’t end there. On my next flight from Denver to Palm Springs, the head of flight operations boarded the flight, came to my seat in economy, and asked me to follow him to the front. As I walked up the aisle, he joked, “Don’t get the wrong idea—you’re not getting an upgrade.” Once at the front, he made an announcement on the loudspeaker about my achievement, and the pilot invited me to sit in the cockpit. Now, granted, some of this was a bit cheesy. Each crew seemed to think they were the first to mark the milestone, and I played along each time. But it didn’t matter—it was the thought that counts. United Airlines’ authentic and sincere efforts at recognition left an impression on me. And I bet that’s why I’m sharing it with you now. Donor Recognition and Its Importance Why share this story? It’s a perfect segue into thinking about donor recognition. Just like United Airlines made me feel appreciated, thoughtful recognition can create lasting impressions with your donors. I recently caught up with Stephen Clouse to dig deeper into how donor recognition plays a role in strategic fundraising planning. Here’s a summary of what he shared: Stephen’s Insights on Donor Recognition When to Think About Recognition: Stephen explained that donor recognition isn’t the first step but certainly a top consideration. Donors need to feel a connection to your mission before recognition becomes meaningful. Recognition should be a byproduct of the donor’s contribution to something significant. How to Present Recognition: He emphasized that offering meaningful recognition upfront helps donors rationalize bigger gifts. For example, offering naming opportunities or commemorations gives the donor a tangible way to leave their mark on the project. Memorable Examples: Stephen shared examples like the Reagan Ranch, where $1,000+ donors had their names inscribed on the “Freedom Wall.” For those committing to estate plans of $1 million or more, a ceremonial tree planting was held in their honor. At Mount Vernon, $25,000 donors had their names engraved on the Wall of Honor, visible to over one million visitors annually. What Makes Recognition Successful: Recognition must be both memorable and relevant. It’s not about generic tokens; it’s about showing donors that their contribution helped achieve something extraordinary. It should be highly personalized and visible—a permanent mark of their impact. Your Thoughts? What’s your take on donor recognition? Does it play a key role in your strategy? Feel free to share your experiences. If you’d like to dive deeper into this topic, stay tuned for more discussions on impactful donor recognition strategies.
Did You Watch the Super Bowl Last Sunday?
This year’s game was certainly exciting, but what about the ads? How many do you remember? More importantly, did any of them move you to take action? Super Bowl ads have become a cultural phenomenon, known for humor, special effects, and celebrity cameos. Their goal is to leave a lasting impression and drive the viewer toward a product or action. But did they break through for you? In 2023, a 30-second Super Bowl spot cost $7 million. Experts are already analyzing the effectiveness of these ads. Some will go viral and create buzz, but many will fail to make a lasting impact on sales. This raises an important lesson: in a world full of noise, marketing needs to focus on timeless principles like positioning, differentiation, benefit, and brand. These core ideas are the foundation for successful campaigns. The Importance of Bold Fundraising Principles These same marketing principles apply to your fundraising efforts. In our recent discussion with Stephen Clouse, we explored the “12 Principles of Capital Campaigns”—a set of guidelines that can make or break any strategic fundraising initiative. Here are the key takeaways: Involved Donors Are Committed Donors: Trust is the foundation of any strong relationship. Donors who trust you and believe in your cause will give generously. No Shortage of Money, Just Bold Ideas: Donors want to support big, audacious goals that tackle root causes. Think big, and they will respond. Compelling Vision = More Investment: Pair your bold vision with a clear, persuasive case for support, and you’ll see greater financial commitment. Influential Leadership Attracts Major Gifts: Trusted and respected leaders lend credibility to your campaign and differentiate it from others. Donor Research Is Key: Understand what the donor wants to achieve, then tailor your campaign to align with their goals. Clear Goals and Inspiring Themes: Simplify your message. Make your goals clear and give your campaign a memorable theme. Offer Scaled Giving Opportunities: Show donors that every contribution matters by offering a range of gift levels, from $50 to $1 million or more. Recognize Donors in Memorable Ways: Tailored recognition can go a long way in deepening relationships. Always Ask for Specific Amounts: Specific asks and matching gifts can significantly boost your fundraising efforts. Tell Stories, Not Just Numbers: Emotional stories inspire donors, while numbers provide logical support. Use both effectively. Provide Written Proposals: Written facts and clear proposals reinforce your campaign’s legitimacy. First Gifts Are Often the Smallest: Cultivate relationships with new donors, and they’ll likely give more in the future. Going Big with Fundraising Whether you’re applying these principles to a capital campaign or general fundraising, these guidelines can help you Go Big! and achieve ambitious goals. Would you like to explore any of these principles in more detail? Let me know, and we can dive deeper in the next Fundraising Tip.
Crazy Idea: Could TV Ads Work for Your Fundraising?
Is it possible that you could use television to supercharge your fundraising? Could TV help you Go Big!, allowing you to promote a special project or initiative to your generous supporters? It’s not as crazy as you might think. While we know in-person fundraising remains one of the most effective methods, the limitations of time and space mean there are only so many face-to-face solicitations we can make. That’s where leverage—like direct mail, Zoom, email, and now television—comes into play. The Potential of ConnectedTV Television may seem out of reach for many nonprofits, but according to Tim Kachuriak, Chief Innovation and Optimization Officer at NextAfter, the advent of ConnectedTV has made television advertising more accessible than ever for nonprofit organizations. Instead of targeting broad demographics, nonprofits can now target specific donors or lookalike donor prospects, making TV ads more precise and cost-effective. ConnectedTV allows fundraisers to deliver their message directly to those most likely to contribute, and with 90 million users in the United States alone, it’s an untapped opportunity to reach more supporters. The Power of Targeted Ads Tim shared two examples of TV ads NextAfter recently broadcast to a select audience. The results? Positive feedback and engagement, showing that this approach has real potential for nonprofits to connect with their donors in innovative ways. What makes this approach particularly exciting is the ability to leverage first-party data to deliver ads to specific donors or prospects based on their past engagement. Key Benefits of ConnectedTV for Fundraisers Cost-Effective Acquisition: With ConnectedTV, nonprofits can achieve a better cost-per-acquisition than traditional TV ads by targeting individuals instead of general demographics. Efficient Reach: ConnectedTV allows for frequency capping, which means nonprofits can control how many times a potential donor sees their ad, avoiding ad fatigue and stretching budgets further. Innovative Formats: Unlike traditional TV, ConnectedTV allows for flexibility in ad lengths, including longer, more engaging formats like mini-infomercials that can deepen connections with viewers. Next Steps: Exploring ConnectedTV for Your Cause Could ConnectedTV be the game-changer your fundraising strategy needs? With the ability to target specific donors, control costs, and experiment with creative formats, it opens up exciting new possibilities for nonprofits looking to expand their reach. If this piques your interest, consider reaching out to Tim Kachuriak at NextAfter for more insights on how to leverage this platform for your fundraising efforts.
Embracing Innovation: How ConnectedTV Can Transform Your Fundraising
On a pivotal day in 1976, Ronald Reagan’s presidential campaign, on the brink of running out of funds, took a bold gamble. With the last of its resources, the campaign purchased 30 minutes of television airtime to broadcast a direct appeal to the American people. Reagan’s message, centered on restoring America, wasn’t just a rallying cry for political action—it was also a call for financial support. The results were remarkable. Donations flooded in, saving the campaign and propelling it forward to the Republican National Convention. This is a powerful reminder of how television, even decades ago, proved to be a highly effective tool for fundraising. But what about today? Could television still be a fundraising vehicle for you and me? Absolutely—thanks to ConnectedTV. The Modern Power of ConnectedTV for Fundraisers ConnectedTV, the modern evolution of television advertising, offers nonprofit organizations new opportunities to reach potential donors with targeted, compelling messages. Tim Kachuriak and his team at NextAfter have been leading the charge in experimenting with ConnectedTV for nonprofit fundraising, and the results so far are incredibly promising. In their initial experiments, ConnectedTV far outperformed traditional TV advertising in one key area—cost-per-acquisition. It was less than half the cost of traditional TV ads. This alone demonstrates the platform’s potential to be both effective and budget-friendly. But there’s more. Maximizing Impact with Frequency Capping With traditional TV ad buys, it’s hard to control how often individuals see your ads. ConnectedTV changes the game with frequency capping, which allows you to control the number of times someone sees your content. This makes your ad spend more efficient, stretching your budget further and enabling you to reach a larger audience. In one test, frequency capping saved over $300,000, which was reinvested into reaching an additional 160,000 households. That’s an incredible return on investment! ConnectedTV for Donor Retention Beyond acquisition, ConnectedTV can also be a powerful tool for donor retention. Current experiments are focused on using targeted ads to maintain engagement with existing donors. Even a small improvement in donor retention can translate into millions of dollars in future donations. Experimenting with Non-Traditional Creative Another benefit of ConnectedTV is the ability to move beyond traditional ad lengths. Instead of being locked into 15- or 30-second spots, you can experiment with longer formats, like 4- or 5-minute “mini-infomercials.” This longer format allows for deeper storytelling and the opportunity to create stronger emotional connections, which can drive recurring contributions. Innovation and Testing: The Key to Going Big! At the heart of NextAfter’s mission is innovation through testing. They’ve created a research lab that rigorously examines digital fundraising techniques, testing everything from email subject lines to donation landing pages. This approach is helping nonprofits understand what drives donor behavior and what strategies are most effective in today’s digital world. Their work with ConnectedTV is just the latest iteration of this relentless pursuit of what works best in fundraising. Take the Leap: Go Big with ConnectedTV The lesson here is clear—innovation is essential for growth. ConnectedTV provides a platform where nonprofits can reach their audience with precision, reduce costs, and improve both donor acquisition and retention. It’s time to embrace this new tool and see how it can help your organization Go Big! If you’re serious about taking your fundraising to the next level, now’s the time to start experimenting with these cutting-edge strategies. With the right testing, ConnectedTV could be the game-changer you’ve been waiting for.
