We are often reminded that fundraising is an art, not a science. Many of us go about resourcing our organisations differently. For instance, the most popular course I teach covers fundraising proposal writing. I share a suggested template and talk through the rationale behind and reasons for each section. But, I stress throughout this course that my template is not the template and if anyone prefers to stay with what they are doing, and if it’s working for them, not to abandon their proposal writing format. Fundraising really is an art (rather than a science). However, one area that is scientific and that we should adopt, is testing.
Testing is generally associated with individual fundraising, but it need not be restricted to seeking support from many people who generally give smaller amounts. Why not test funding proposals too? I am often asked how much we should ask potential donors for. Why not test proposals and application forms too? If unsure of how much to ask potential corporate or trust donors for (and if not able to ascertain such donors giving levels via their websites, by email or telephone), try dividing them up into two or even three groups and ask group one for a lower amount, request a higher amount from group two and ask the final group for the largest amount. Try testing whether a specific amount requested (versus just asking for support) works better. Track the results of all testing, otherwise it’s pointless.
Be creative. Test with numerous funding sources. Which crowdfunding copy, images and videos work better? What copy and message result in more people advising that they have included your organisation in their Wills? Which social media posts result in more online engagement and ultimately, donations? The rapid advances in the digital world in general and in online fundraising in particular, enable numerous opportunities to test messages.
Please test, test, test – you may well be surprised at the results.
