Innovator Spotlight: TPL
The following post is by Dennis McCarthy, Convio's VP of Strategy and Organizational Practice.
The Trust’s goals were to increase revenue with less expense and smash prior records for year-end fundraising.
This is probably starting to sound familiar. As fundraisers, how many times have we been asked to raise more net revenue than before and with a smaller budget nonetheless?
Oh, but hold on - there’s more!
They had to pull this off in record time with new staff and with a consultant who had just been engaged!
As my friend Samuel Johnson said about William Dodd, “Depend upon it Sir, when a man knows he is to be hanged in a fortnight, it concentrates his mind wonderfully.”
So leveraging the consultants (Chapman Cubine Adams + Hussey), new art and the need to be bold, they sent two letters about a month apart, then eight hard-ask emails and two soft-ask emails. Moreover the e-newsletters had the same look and feel as the overall campaign.
Did the list fatigue? Nope, sure seemed not to. (Just wait, we’ll get to the results and you’ll see what I mean.)
Finally, TPL used business intelligence tools to analyze historical performances and were ultimately able to cut several negative segments, thus cutting costs and improving efficiency.
Again remember, all this is happening with new teams and tough deadlines for time and revenue. This, folks, is when all hell can break loose.
But all hell did not break loose. Drum roll please...
See our video interview with Debi Cobb from TPL for more about their campaign and results.
So what are the lessons here? I think there are a few:
As Tom and Roger would say, “The staffs at Trust for Public Lands and CCAH deserve a raise!”
Subscribe to receive posts via email:
Get answers to product questions, join "Birds of a Feather" discussions and more. Join the Online Community
Alltop - Nonprofit
A Small Change
Bob Ottenhoff's Blog
Donor Power Blog
Future Leaders in Philanthropy
Katya's Nonprofit Marketing Blog
Kivi’s Nonprofit Communications Blog
Nonprofit Law Prof
Pamela’s Grant Blog
Sea Change Strategies
Zen and the Art of Nonprofit Technology