The Irish satirist Jonathan Swift once quipped, “He was a bold man who first ate an oyster.” It does make you wonder, doesn’t it? Who was that person brave enough to try something entirely new?
Whether it’s cracking open an oyster, trying a mushroom, or experimenting with an unfamiliar dish like blood pudding—there’s a valuable lesson here for fundraisers and marketers: we’re often not taking enough risks.
Are You Testing Enough?
How many times have you started something you were sure would work, only to find it didn’t? Or maybe you doubted someone else’s seemingly outlandish idea—only to be proven wrong when it succeeded.
These experiences highlight a key truth: testing is crucial. The most innovative breakthroughs often come from taking risks and experimenting with different approaches. It’s the contrarian ideas—the ones that defy convention—that can lead to unexpected success.
The Power of Testing in Fundraising
What should you be testing? Almost anything and everything. From the offer you present to donors, to the way you communicate with them, to the timing and method of your outreach—there’s always room to explore new approaches.
Some examples of things to test include:
- Letter signers and formats
- List segments and targeting
- Postal mail vs. email outreach
- Event recruitment strategies
It’s not just about direct mail—it can be your web page, email marketing, or even newer methods like ConnectedTV. Testing allows you to learn what works and what doesn’t, helping you refine your strategy and improve your overall effectiveness.
The Importance of Taking Risks
Fundraising, like many aspects of life, often rewards those willing to take calculated risks. If you only play it safe, you might miss out on significant opportunities for growth and innovation. Being bold in your approach—whether that’s testing new strategies or pushing the boundaries of what’s possible—can lead to unprecedented results.
So, what risks are you willing to take? What tests can you start running today that might lead to breakthroughs for your cause?
Taking risks isn’t easy. But the rewards can be enormous. Let’s embrace the bold mindset needed to drive real impact and Go Big!
