6 revenue-squashing fundraising myths

There are a number of fundraising myths that are widely believed, but have no basis in fact. Here’s a helpful post from the Abeja Solutions Blog on these myths: 6 myths that fool new fundraisers.

If you are letting any of these myths drive your fundraising strategy, you are not doing the best with your resources!

  1. We need to focus on Millennial donors. We don’t. Donors are overwhelmingly over age 60. Young donors give less, give less often, and have the lowest retention of all donors. (See How to beat the fundraising “Millennial gold rush”.)
  2. Online channels drive most of today’s fundraising revenue. Not quite. Online giving is about 8% of total giving. It’s growing, but still far from dominant.
  3. Email is a cheap way to raise money. While it lacks the rising costs of paper and postage, email is a tough place to succeed. Doing it right takes a lot of time and technical expertise. And even at best, response rates to email are low.
  4. No one responds to direct mail anymore. Direct mail response rates are generally lower than they used to be, but it’s still a strong response medium.
  5. Social media is a great fundraising channel. There are bright spots, but in general, social media is better at generating engagement than revenue.
  6. We should only “bug” people once a year to give. Once-a-year fundraising has loses donors at a much higher rate than more frequent fundraising. By far.


Comments

2 responses to “6 revenue-squashing fundraising myths”

  1. Jeff, thanks for mentioning my blog! As you know, these pitfalls all have a huge hidden cost: the precious time that nonprofits spend on them vs. building lasting relationships with donors … on their terms.

  2. Jeff, thanks for mentioning my blog! As you know, these pitfalls all have a huge hidden cost: the precious time that nonprofits spend on them vs. building lasting relationships with donors … on their terms.

Leave a Reply

What this blog is about

The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

Blog policies

Subscribe

Get new posts by email:

About the blogger

Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


Archives

Blogroll

Categories


Search the blog

The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

Recent Comments

About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

Blog Roll

someone’s blog