Ever since I started working as an Interim Manager & Senior Advisor 5 years ago, I have been constantly thinking about how I can best share my experience in individual giving with my clients. One of the subjects that I always thoroughly investigate is my own vision on successful fundraising. I do not only ask myself whether I am doing things right, but especially whether I am doing the right things. So this is the latest version of my vision. On a beer mat!

I have expressed my own vision on fundraising as follows:

“The central theme in my work is how to build long term growth by servicing our donors. We need to value donors as much as we need value from them. And we need to do that with a donor-centric and data-driven approach where we make long term choices based on the lifetime value of our donors. The success of your fundraising depends on a combination of donor-centricity, controlling your data, authenticity in your communication, differentiation from other causes, great leadership and expertise development.”

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Where many people immediately start writing down a strategy, or even worse, an action plan, I am convinced that great fundraising can only come from a clear vision. The vision is the point on the horizon where you want to go. The strategy is how you will get there. The plan is what you are going to do to get there.

In the course of time, I refine my vision. Because I am still learning and based on my experience I form an opinion about what works and what doesn't. It is a very educational exercise to write the most important ingredients for successful fundraising on the back of a beer mat. Give it a try!

I will briefly explain the individual components. In random order.

Donor centricity; the logical idea behind donor-focused fundraising is that donors are central to every decision we make. The relationship with donors is the most important thing we are working on. Money follows. We do this by giving donors the best experiences, among other things.
Data-driven; the big challenge is to quantify the qualitative relationship with our donors. A long-term vision of results ensures focus on both quality and quantity. Maximization of lifetime value is only possible if every part of it is made transparent, and in particular all retention perspectives.
Authenticity; fundraising organizations face the challenge of keeping the passion for their goal alive. Slick marketing is the natural opponent of an authentic, passionate story asking for help to solve a problem.
Differentiation; our market is not saturated, but very busy. A distinctive character is terribly important because we are with many and largely we do the same. Creativity, inspiration and the element of surprise are core values to distinguish yourself from all those others who also need money.
Leadership; Great fundraising management can be the difference between success and failure. Establishing, facilitating and coordinating a realistic, ambitious and infectious point on the horizon is crucial. Good leaders are scarce and can be recognized by good results.
Expertise; the fundraising team implements the strategy. They can only do this if they have the right knowledge and skills. Daily prioritization of activities through proper self-management ensures focus on results. Effectiveness and efficiency go hand in hand if you work with the best fundraisers.

What is your vision on fundraising? What is your beer mat?

My fundraising vision on a beer mat