From our Stats Don’t Lie Department, shocking proof of the effectiveness of TG

As regular visitors to this blog know, we love Joanne Fritz’s About.com column and we read it assiduously.

We love Joanne’s column even more after her recent post, No Money for Donor Acquisition? Focus on Retention, where she recaps comments from a Fundraising Success Magazine conference keynote by Roger Craver of The Agitator.

There’s TG gold in them thar hills.

Read the whole post, paying special attention to three particular stats/notes that have special relevance to core principles of Transformational Giving:

1. 84% of all donors prefer to be solicited by folks they know.

Humor me by reading that just one more time, please. It does not say, “84% of all donors prefer to be solicited by a smoove operator trained in professional solicitation strategies and techniques.”

It underscores the potency of TG Principle 6: “The champion, not the organization, is called to be the primary means of advancing the cause within the champion’s sphere of influence.”

Not only is that the biblical approach. It turns out it’s also the most effective approach. Go figure.

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2. 20% of the typical donor database are missionaries who will communicate with others about your cause.

I’ve always said 10% of champions will move to the O (Owner) level. And to think I’ve been understating it all these years.

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3. “We need to be just as passionate at identifying the missionaries on our lists as they are about promoting our cause. Design a recruiting plan to enlist them in focused efforts, and provide them with the tools to help spread the word and draw more donors from their spheres of influence.”

[Editor’s side note: It’s amazing to me that we Christian nonprofits try to borrow our fundraising terms from secular fundraisiers (e.g., “donor”, “acquisition”, “cultivation”), but secular fundraisers are increasingly borrowing their fundraising terms from general Christian practice (e.g., “missionary”, “evangelist”). We never quite do know how much treasure we have until it ends up in someone else’s treasure chest, do we?]

In any case, Joanne (paraphrasing Roger, I think) makes a great point here. To paraphrase it using language from a previous post, missionaries need to be equipped, not just encouraged, to share the cause. It takes tools, plans, training–the whole works. Precious, precious few nonprofits–Christian or otherwise–make their top development priority the equipping of their missionary champions.

Given the statistics Joanne and Roger have shared here, don’t you think that should change?

About Pastor Foley

The Reverend Dr. Eric Foley is CEO and Co-Founder, with his wife Dr. Hyun Sook Foley, of Voice of the Martyrs Korea, supporting the work of persecuted Christians in North Korea and around the world and spreading their discipleship practices worldwide. He is also the International Ambassador for the International Christian Association, the global fellowship of Voice of the Martyrs sister ministries. Pastor Foley is a much sought after speaker, analyst, and project consultant on the North Korean underground church, North Korean defectors, and underground church discipleship. He and Dr. Foley oversee a far-flung staff across Asia that is working to help North Koreans and Christians everywhere grow to fullness in Christ. He earned the Doctor of Management at Case Western Reserve University's Weatherhead School of Management in Cleveland, Ohio.
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3 Responses to From our Stats Don’t Lie Department, shocking proof of the effectiveness of TG

  1. Joanne Fritz says:

    Thanks so much for referencing my post! I think Roger is just so right and his presentation was excellent. I also thought about your concept of champions when I was listening to Roger. We really do need to identify those influencers/missionaries/champions to fundraise and then support them appropriately.

  2. EFoley says:

    It was a great post, Joanne. I’ve referenced it in conversations and emails literally each day since I posted it! I hope everyone takes it to heart.

  3. Pingback: Donors are the nonprofits of the future « Transformational Giving

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