My conversation today with Collin reminded me of an important point that we often make during our roadshows and when working with clients. Do fundraisers know how to differentiate between and ensure their organizations benefit from both low and high context fundraising efforts? One of the fundraiser’s primarily responsibilities is to discern when low context fundraising efforts have done their part and when high context fundraising practices are now in order. It is at this point in the relationship that a fundraiser must have a strategy in place that transitions the relationship from mailboxes and inboxes to coffee shops and lunch tables. As I argued in my first book, this can be as easy as distinguishing between the strategies that ensure the initial gift and those that secure the subsequent gift.
Colin is certainly right about the fact that our friends who deliver on low context, “lane one” tactical efforts lack the incentive to move donors out of their preferred channel. He points out that reducing volume hurts everyone who is invested in this initial-gift oriented part of the process. Their systems are designed to always deliver on volume in the most efficient way possible. Knowing this to true, the discernment process for shifting gears is on those most accountable for the overall effort and who are responsible for creating and implementing fundraising strategy.
As always, we are especially grateful to our friends at CueBack for sponsoring The Fundraising Talent Podcast. If you’d like to learn more about hosting the Responsive Fundraising roadshow in your local community, email me for more information. And, if you’d like to download Responsive’s latest edition of Carefully & Critically, just click here.