Embracing the New

Every time I think, “Finally, I have learned to use this software well,” there is an update.  And it all changes.  And again, I can’t make it do what I finally had thought I mastered.  

Saying it is frustrating doesn’t begin to cover it.  Honestly, it makes me want to stop using my computer for anything and go back to the comforts of pen, pencil, and paper.  I tell myself I should embrace the new, and revel in additional things to learn. But to learn it would take time, and I’m not always willing to do that.

I see that a lot in our sector. People do what they are used to doing.  It’s comfortable, known, nothing new to deal with.  Organizations that were forced, for example, to figure out how to fundraise without a special event in 2020 and yes, much of 2021 also, did so—often netting far more than they ever netted before.  And yet, as soon as things appeared to be opening up (alas, not as long lasting as we had hoped), what did so many of those organizations do?  Yes, revert to form and start planning the event they had learned was not a great way to raise funds.

Okay.  I’ll grant that events serve more than fundraising purposes.  And that is fine is you have clarity about what you are trying to achieve.  Beyond events, many organizations started reaching out to donors, former donors, maybe donors on a pretty regular basis, telling them what was going on at the organization and, critically, what their donors’ generosity means.  

One of my clients told me that they decided to discontinue that practice because they couldn’t prove it made a difference.  

Had they done any research, I asked.  

Well, no.

We ran a bunch of reports and discovered:
A considerable number of lapsed donors who re-engaged 

Fewer active donors ceased to give.  In other words, retention was up

Many donors increased their giving—not by big margins by enough did so that the absolute number was impressive

Perhaps all this was the result of other things, not the least being the pandemic and the clear need that many saw.  More likely, however, is that while the pandemic did make a lot of people think about how they could make a difference during these awful times, the outreach that the organization did convinced that the difference they wanted to make was with that organization and help them fulfill their mission.

During the past two years more than the pandemic has been on everyone’s mind.  Issues of racial justice, looking around and seeing a general lack of inclusion, a sense that we must consider what our board should look like and that influences not just what we expect from our board members but also how we view fundraising, and our fundraising staff. These are hard issues.  And too often, they get a lot of mouth music but not a whole lot else.  How can your organization ensure that you take that next step—whatever those steps are for you?

Usually we wait until New Year’s to make resolutions.  But these are different times. My resolution is to embrace the new.  Instead of ranting that I hate these new editing tools that Constant Contact has introduced, I’m determined to make them something I feel comfortable with…until the next update, when I will have to learn a new way all over again.