Are You Ready to Go Big?
What if you could double your organization’s revenue and transform its impact? It’s possible when you embrace the power of thinking big. By casting a vision, defining clear objectives, and aligning them with a special initiative, you can tap into new opportunities. Whether it’s leveraging direct response or co-creating mega-gift partnerships, there’s a roadmap to scaling your organization’s fundraising efforts. Here’s how to get started: Cast your Vision: Articulate where you want to go and what you want to achieve. Identify the Problem you’re working to solve and how your organization can address it. Set clear Objectives for success: What will that look like for your organization? Launch a Special Initiative: A focused campaign or project with bold goals that will inspire support. With a robust plan and the right fundraising strategies—like direct mail, personal solicitations, and multi-channel media—you can create a lasting impact. Remember, the key to success is thinking big and positioning yourself to seize those opportunities.
How Important is it to Think Big?
That’s the question I posed to Jerry Linzy, the longtime business partner of the great Jerry Panas, who helped raise billions for nonprofits worldwide. Jerry’s response was simple but powerful: “It’s critically important. Major donors give to bold, heroic, and audacious programs rather than needy institutions.” If you’re not thinking big, you risk staying in the same fundraising cycle. Instead of asking your supporters to keep renewing their annual gifts, think about what bold initiative you could launch that inspires them to give more. How do you start? Begin with a vision. Cast a clear, bold vision for where your organization can go, and then develop a case for support around that vision. When your supporters see a bold opportunity, they’re more likely to take action. Remember, thinking big doesn’t just elevate your fundraising—it transforms how your donors engage with your mission.
It’s One of Your Biggest Gaps
And you’re leaving money on the table as a result. What am I talking about? I’m referring to the failure to highlight a special project or initiative to your prospective donors. It’s one of the most common mistakes nonprofits make, and it’s holding you back from Going Big. People are naturally attracted to specificity. Donors don’t just want to hear about the problems you’re addressing—they want to understand your plan to solve them. They want to know if your plan makes sense, if it’s realistic, and if their contribution will make a real difference. Your solution should be the centerpiece of your project. Each of us is passionate about our cause, but we sometimes get so caught up in our mission that we forget to explain the specifics. Donors are sorting through countless requests. They need clarity about your project to feel confident in giving. Do you incorporate special projects into your funding requests? If not, you’re missing a huge opportunity.
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.
Creating Donor Journeys: The Key to Mega Gift Success
Imagine a donor saying to you, “I always get the impression with you guys, that with your ideas and my money, we can go a long way.” How would you respond? This sentiment, shared by a frustrated donor, highlights a common challenge in fundraising: ensuring that the relationship is a true partnership, not just a transaction. It underscores the importance of involving donors beyond just their financial contributions, inviting them to participate in crafting solutions for the causes they care about. This scenario perfectly illustrates the importance of creating a donor journey—especially when seeking Mega Gifts. What Is a Donor Journey? A donor journey is the path your organization and the donor take together, from initial engagement to the moment the donor says “Yes!” to a Mega Gift proposal. It’s more than just a series of meetings—it’s a structured approach to building a partnership that focuses on solving significant societal problems. The journey emphasizes collaboration and alignment, ensuring that both the donor and the organization are working toward a shared vision. Why Is the Journey So Important? Mega Gifts are not secured overnight. They are the result of a co-creation process between the donor and your organization. This process takes time to develop a shared vision, objectives, and a strategy to achieve them. The donor journey ensures that both parties are aligned at every step, building trust and excitement about the potential impact. Three Key Elements of a Donor Journey Current-State Assessment: Begin with an honest evaluation of your current relationship with the donor. What are their values? What societal problems are they most passionate about solving? How do they view your organization and its role in addressing these issues? This assessment helps you understand where you stand and what needs to be done to move forward. End-State Vision: Define what success looks like. A simple but effective way to do this is by writing a mock press release announcing the donor’s Mega Gift. This helps clarify the impact of the potential gift and gives both parties a clear goal to aim for. Series of Moves: Identify the specific steps required to get from the current state to the end state. They could include regular meetings, collaborative sessions, and updates on how the strategy is developing. Each step should bring the donor closer to committing to a Mega Gift while reinforcing their trust in your organization. How Long Does the Journey Take? In most cases, a donor journey for a Mega Gift takes about twelve months. While this may seem like a long time, it’s crucial to take the necessary steps to build trust, align goals, and ensure the donor feels fully invested in the process. Rushing the journey could lead to missed opportunities or a lack of commitment from the donor. Ready to Get Started? To begin applying this approach, select the three most promising donors in your portfolio. For each, write a qualitative “current state assessment.” This should be a candid evaluation of your relationship, the donor’s interests, and how they view your organization’s ability to address the issues they care about. Next, draft a mock press release that envisions the donor saying yes to your proposal. This exercise helps you visualize what success looks like and provides a clear objective to work toward. Once these foundational elements are in place, you can begin designing the journey—a structured path that takes the donor from where they are today to where you both want to be. By focusing on collaboration, shared values, and alignment, you can build a true partnership that leads to transformative gifts and lasting impact.
