In 32 Years, Absolutely Nothing’s Changed in Fundraising

Douglas K. Shaw

Most days, when I sit down with my morning cup of coffee, our little dog Bailey at my side, I begin scrolling through LinkedIn posts. Yes, that’s where I go first, because the content is usually more aligned with my interests there—and it’s relevant to me and how I’ve spent my career as the founder/CEO of Douglas Shaw & Associates.

It’s on LinkedIn that I see what the fundraising marketplace is talking about . . . who has made a job change, had a work anniversary, received a promotion, or decided to strike out on their own as a newly minted consultant. It’s also where I see who has written a new book, what the hot topics are, and who has the answers to the marketplace’s problems.

I also realize that I didn’t read these publications with my dog and my sacred cup of morning coffee. I read them after putting on my suit and commuting to my job. It was in my office, after turning on my PC and waiting for it to boot up, that I’d pick up one of the aforementioned periodicals.

Just sitting here thinking about it, it seems like absolutely EVERYTHING has changed! Well, not the dog and the coffee ritual . . . but just about everything else. I only wear a suit for formal events, my commute is about 50 feet down the hallway to my study, and my Mac Studio doesn’t need time to boot up!

But what about fundraising? My life’s work? What’s changed in the world of fundraising over the years?

What It All Comes Down To

Certainly, with the advent of more sophisticated technologies (and that’s before AI came on the scene) that led to a full range of digital communication, I found significantly more ways to share my clients’ fundraising messages with potential donors. Of course, things like Donor Advised Funds (DAFs) and changing donor patterns are very different today. More channels exist now than at any time in history! So why would I title this blog “In 32 Years, Absolutely Nothing’s Changed in Fundraising”? There’s a two-word answer . . .

Donor trust.

Several years ago, a well-known social services organization made a mistake. They collected blue bags of socks, underwear, and soap from their community to distribute to homeless men and women. They warehoused the goods safely, intending to provide these much-needed items to the suffering people of their great Western city. A busy and perhaps overwhelmed CEO didn’t distribute the items quickly enough. A disgruntled ex-employee decided to expose them to the press. An over-eager reporter seeking a juicy story reported the lack of distribution as fraud.

The damage to donor trust was catastrophic! The organization lost nearly 50% of its donors within the first few months of the story breaking. Tens of thousands of donors turned off their support like a spigot. It required a change of leadership and years of reestablishing trust within the community to regain its reputation and viability to accomplish its mission.

What touches me deeply is the sincere need for assurance behind this question. In 32 years, this question has never changed. I don’t get questions about the frequency of appeal letters or emails. No one has ever mentioned channels of giving or strategies or tactics. They are simply looking for reassurance.

Who is most qualified to reassure donors? The answer to this question has never changed in over three decades: the recipient organization. A key component to providing this reassurance is responsiveness. When a donor entrusts a gift to your organization, they deserve and expect a prompt acknowledgment. But most nonprofits I’ve encountered prioritize “drop dates” for mailed appeals or “posting dates” for online appeals over thank-you letters that affirm the donor’s trust in choosing to give and provide a receipt for tax purposes.

To the first response of “That’s not possible,” I would say: “I agree, unless we do something differently.” To the second response, I would say: “By being more responsive in your gift acknowledgment, by receipting every gift (regardless of size), by receipting all gifts that are made online as well as in the mail with a printed gift acknowledgment package, and by including another ask in your thank-you letter along with a reply device, you can realize as much as 7% of your organization’s donated income!”

For example, if your nonprofit receives $8 million annually in donated income, you could realize $560,000 in gift-acknowledgment income by executing the responsiveness strategy above! This would certainly provide donors with a greatly enhanced giving experience, and it would more than cover the budget for additional staff or volunteers in the gift-processing department.

Focusing too much on what’s changing can prohibit us from looking closely at the truths that stand the test of time. And by looking for these truths, perhaps you’ll join me in improving your donor’s giving experience. Trust me, you’ll never regret it; these truths have never changed.

Douglas Shaw & Associates has learned what works and what doesn’t in 32 years of fundraising for successful nonprofits. Get in touch with us today—we’ll help you solidify trust with your donors and enhance their giving experience in every channel!