FUNDRAISING PRINCIPLES: What’s Stood the Test of Time?

Wiley Stinnett
SENIOR VICE PRESIDENT FOR STRATEGIC INSIGHTS

30 years!

That’s a long time to partner with the nonprofit community. It’s even more amazing when you think of all the many changes Douglas Shaw & Associates has witnessed in nonprofit fundraising—but more importantly, how much has stayed the same. Strategies and tactics that were once gold standards have become obsolete, while others have stood the test of time and remain essential to success.

One enduring challenge is new donor acquisition.

While acquiring new donors is still vital, it’s more difficult than ever. In the past, nonprofits could convert 25% or even 30% of new names into donors. Today, that number has dwindled to just 1% or 2%, making conversions far more costly.

However, some strategies continue to thrive . . .

1. Matching challenge offers are one such example. Donors have always loved the idea that their gifts can be doubled through a match, giving their contributions twice the impact. This tactic worked 30 years ago, continues to succeed today, and remains an excellent approach for engaging major donors to provide significant gifts that inspire others to give.
2. Another effective strategy is asking donors for their opinions. Surveys not only generate valuable input for leadership but also drive engagement. While not every respondent sends a gift, the high response rate makes this a worthwhile source of income. Additionally, some respondents who don’t give initially may contribute to future appeals.
3. Donors also continue to value hearing how their gifts make a difference. Reporting impact remains as crucial today as it was 30 years ago. Although we now have more tools—like emails, social media, and websites—to share results, the fundamental concept hasn’t changed: donors want to see the tangible outcomes of their generosity.

While I can’t cover everything that still works in a single article, Doug Shaw has written extensively on the subject in two books: The Rules of Fundraising and More Rules of Fundraising.

If you don’t already have a copy, be sure to get yours through our website to gain invaluable insights into the rules of fundraising that remain relevant today.