Fundraising Principles: The Test of Time By Wiley Stinnett

30 Years of Principles Standing the Test of Time

Over 30 years, you learn the principles of fundraising that stand the test of time. Three decades is a long time to partner with the nonprofit community. It’s even more amazing when you consider all the many changes Douglas Shaw & Associates has witnessed in nonprofit fundraising, but more importantly, how much has remained the same. Strategies and tactics that were once gold standards have become obsolete, while others have stood the test of time and remain essential to success.

Enduring Challenges

One enduring challenge is acquiring new donors.

While acquiring new donors remains vital, it has become more challenging than ever. In the past, nonprofits could convert 25% or even 30% of new names into donors. Today, that number has dwindled to just 1% or 2%, making conversions far more costly.

Strategies That Thrive

Some strategies continue to thrive, and here are three of them:

• Matching challenge offers are one such example. Donors have always loved the idea that their gifts can be doubled through a match, giving their contributions twice the impact. This tactic worked 30 years ago, continues to succeed today, and remains an excellent approach for engaging major donors to provide significant gifts that inspire others to do the same.
• Another effective strategy is asking donors for their opinions. Surveys not only generate valuable input for leadership but also drive engagement. While not every respondent sends a gift, the high response rate makes this a worthwhile source of income. Additionally, some respondents who don’t give initially may contribute to future appeals.
• Donors also continue to value hearing how their gifts make a difference. Reporting impact remains as crucial today as it was 30 years ago. Although we now have more tools—such as emails, social media, and websites—to share results, the fundamental concept remains unchanged: donors want to see the tangible outcomes of their generosity.

Two Powerful Resources

While I can’t cover everything that Doug Shaw has written extensively on the subject in these two books, The Rules of Fundraising and More Rules of Fundraising, I highly recommend them to you. You will find all the fundraising principles that have stood the test of time!

Wiley Stinnett is the Senior Vice President for Strategic Insights for Douglas Shaw and Associates. All strategy at Douglas Shaw & Associates is guided and informed by Wiley’s long-standing expertise in effective fundraising practices. His decades of highly successful direct response fundraising provide our clients with an abundance of proven strategic insights that yield exceptional results. 

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