We talk about the “symphony” of amazing donor loverization.
The concept of the symphony is that if every note is played as perfectly as possible, the collective noise will move the world.
In charitable terms, that means if you focus on every appeal, every tweet, every thank you call, every exchange with your donor, and you make sure it is sent at the right time, with the right ask, coated in donor love syrup (as Tom Ahern calls it) and stands out for all of the right reasons to your donor, then instantly, or over time, or both, you will have a fundraising program that others will suspect you are lying about. Don’t trust me. Ask some of our clients.
But here is something I want you to consider:
Your donor will sometimes only give to you once a year.
Your donor might give to you at the beginning of the year and then just before Christmas.
Your donor might give you a small, regular gift OR they might get your direct mail piece, “like” the teaser post on facebook and give to you online.
My point is, just because one of your symphony’s “notes” isn’t pitch perfect does not indicate failure. It is the totality of the noise you create that matters.
If one appeal tanks, that is not an indication of a bad appeal if you have worked hard on the things I mentioned above.
You can never gauge your program on the success or failure of one appeal. Or one channel. Or one donor for that matter.
It’s the totality of the notes that matter.