12-step program for lucrative donor comms

 

1. Get educated about current good practices and Phil Psych: the psychology of philanthropy.
2. Set up your metrics: response rates, LTV, average gift, cost per dollar raised; the usual
3. Assess your obstacles (some will be internal: boss, board, colleagues)
4. Eliminate those obstacles (or job hunt)
5. Realize you can now IGNORE those obstacles
6. Survey your target [donor] audience re: why they REALLY give (Phil Psych)
7. Listen ~ think ~ brood
8. Apply that listening/thinking/brooding to your comms
9. Make your comms less about your .org and more about the target audience you surveyed
10. Notice that your .org almost disappears from the conversation
11. Reintroduce the .org a tiny bit, as part of a grand team the supporters make possible
12. Make a shit-load more in donations