Destination or Drive Thru?

There are a lot of organizations that work very hard to be a drive thru.  A place for donors to drive thru and place a small order. Once and done.  They do this with hit-and-run and one-off fundraising efforts.

To generate revenue with this fundraising model you must always be attracting new donors.  New donors generally don’t “spend’ much and they are usually not repeat customers.  Lots of donors.  Low yield. Low renewal. And the worst part—high cost.

Instead of the drive thru, work to position your organization as a destination for your benefactors.  A place they love to come and spend time.  An organization where they’re always interested in the great things you’re doing.

The development of the coffee house took a “drive-by” product and created a destination, a community. Customer comfort, loyalty.  Much higher revenue.  Much, much higher renewal.

“So how do you do it?”, you say.  Principle 7 of The Eight Principles is Renew & Refresh.  First, focus on making it easy for your donors to stick around and then look to entice a few to stop by and sample.

The result?  Costs go WAY down.  Yield goes WAY up.  You’ll raise an AT LEAST an order of magnitude more money from 10 third-year donors than 100 first year donors. (That’s 10X.)  What you waiting for?

Isn’t this what you raise money for in the first place?  To change the world.  Just think what you could do with 10X the money you’re currently raising.  Really think on it.

We show you how to do this—really well—with our on-demand training program.  Check it out HERE.

Larry C. Johnson is the Founder of The Eight Principles and the author of the award-winning book, The Eight Principles of Sustainable Fundraising.