Wednesday, January 1, 2025

Read This First

Todd BakerHello, my name is Todd Baker, toddbaker@orgmarketing.com and you must be interested in nonprofit fundraising online. This blog book is a step-by-step process that will help you in your quest.

What you are about to read is unique because it gives you an understanding of the nonprofit fundraising online experience from the charity and constituent perspective simultaneously. Good marketers know what works but great ones understand why things work.

You will not find any quotes from 14th Century philosophers, poets or playwrights. Nor will you have to read ramblings on about the industrial age, Civil War History and/or the next big wave in direct marketing and advertising.

This blog book is not going to provide a chronological order of how the Internet began or enamored speak about how quickly people are signing on board. There are no fancy-schmancy metaphors relating the Internet with anything that comes out of a spider. Nope, none of that, just straight to the point advice to help you quickly master the online world. Frankly, we don’t have much time to get our collective nonprofit houses in order as it relates to the Internet. For it is my belief, the Internet will become centric to all of your marketing.

Internet Centric Marketing Model
For one simple reason, you can never stop someone from going to your organization’s Web site. If you produce a lousy radio advertisement the good news is that most people you are wanting to reach didn’t hear it or if they did, won’t recall it weeks later. However, you get one shot with your Web site and it only takes seconds to make an impression . . . good or bad.

It is my hope you can implement these steps tomorrow so that people who are searching for meaning in life may find your wonderful organization and become fulfilled thus our world will be better for it.

Vantage Point
ISBN 0-9707832-3-X

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Thursday, December 27, 2012

Grow, Part 6 of 13

Step 100.

Two years ago, I heard a nonprofit executive say, “We don’t even have to think, our agency does everything.” Unfortunately, the unthinkable did happen, his demise.

Have you outsourced your thinking?
No one can go it alone. Friends are good. True ones share in vulnerability and risk taking. When there’s a crisis, a good friend will help you turn it into a crisis-tunity. They won’t stay silent with a “no comment” while cashing their big pay checks off your back.

A friend does whatever it takes to make things right. They’re never armed and ready to fire at you with the "letter of the contract." Friends live in the spirit of the agreement, working side-by-side, creating innovative possibilities.

Friends don’t focus on the wrongs of the past. They press forward and believe the future is bright.

A good friend understands you. Your internal battles and they have compassion for your external ones. They help you think bigger than where are you been. They know the names of your kids and ask about them first. It’s fun because you like each other.

You trust one another. Life is complicated. A friend is flexible and can live with uncertainty. They don’t worry about who gets credit and protecting their own interests. Friends realize the most important thing is growing together. Becoming a true partner you can count on. Their success is contingence on yours.

Charities become misguided with Empire-building. They attempt efforts well beyond their original purpose.

Some nonprofits will chase technology by designing proprietary software stored on archaic hardware, while the marketplace is flooded with more efficient and cost effective solutions. Furthermore, they believe they must become experts in accounting, human resources, corporate law, and marketing communications. Still others purchase expensive print and production equipment, which take more experts to operate and tremendous resources to maintain. Additionally, ever-changing postal regulations require a particular proficiency and if not acquired, may cost your efforts to be destroyed without notice. Experts are hard to keep at a nonprofit salary. Therefore, employee turnover is high.

Charities bear these financial burdens of "Empire-building" at a tremendous price to achieving their mission.

Nonprofits need friends who carry themselves with certainty, reflecting those who know many things. They will help you refocus and navigate your way back to your reason for being.

It’s been said, “good friends are hard to find.”

Do you have a friend in the fundraising business?


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Thursday, January 19, 2012

Grow, Part 5 of 13

Slick Marketing GuyStep 99.
You’re wasting money. “Market less make less,” an expert told you. The expert fails to disclose, when you market more they make more. You need better advice.

You’re happy when 8% of your donors give. However, you should be obsessed to understand why the remaining 92% did not. Achieve such understanding and realize success beyond what you thought possible. Thinking deeper leads to bigger thoughts.

“There are too many variables to gain understanding,” an expert tells you. Tell your expert, “The Earth is around.” And when they reply, “I don’t understand.” Your response should be, “exactly.”

92%When you analyze the 92% of donors who did not give, you may realize that 32% of them have never given during the time period you asked them. So why did you? Another 10% only ever gives one gift a year in the month of December. Guess what? These donors wonder why you haven’t realized this fact yet.

Fifteen percent of those donors are elderly. They’re cash poor but asset rich. However, you keep asking them to match a gift amount they gave to you six years ago. This makes them feel inadequate. You’re not paying attention to the right stuff. You jeopardize their legacy as well as yours.

Twenty five percent of the 92% have never given to the program and/or project you asked them to fund. They only dig one thing about you. Figure it out.

There will be some people who will not give because they’re wondering what you did with their last gift. You never closed that communication loop. A few more contemplate if your organization is still a good investment. Furthermore, there are those who stopped giving altogether. You haven’t noticed? These are but a few reasons why people do not give to your campaigns. Will you achieve 100% returns? No, but don’t settle into a comfort zone.

Keep testing new ideas against your worst performing ones.


Be on alert. There will be those inside your organization that will say, “We have this program so we need a dedicated fundraising campaign.” Your response must be, “maybe so, maybe no.”

Present ill-conceived, undesirable and seemingly unrelated programs / projects to your donors and giving will go down. Not every program your charity performs warrants an entire fundraising campaign. Your goal is to maximize revenue. Therefore, only select your very best programs for dedicated promotions.

Stay sharp. Think differently. Go beyond where you’ve been.

Understand your donor/constituent’s voice. Use their words and not your corporate speak. Discover their voice by asking open-ended questions. Comprehend their thoughts and feelings in their phraseology.

What do they think is the most important thing you do? What do they value most? Why do they give money to your charity? Where should your organization focus? How do they determine if a charity is successful? How do they decide on whom to donate to with so many worthwhile groups? How many nonprofits are they involved with today and who are they? What forms of communication do they like best? Do they know your charity’s primary purpose? How did they first hear about you? How would they describe their relationship with you? Do they know and understand what you are attempting to achieve with their help?
Listen to a donor. Understand a donor. Think like a donor. Speak like a donor. Resonate with a donor. Then you will grow.

Givers Take, Your after school programs saved my life as a kid and that's why I give to you today.

Step 100. Grow, 6 of 13
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