Insights
1 min Read
January 9, 2014

What one thing will you start doing in 2014?

As we ease into January, you and your colleagues are probably having a lot of new year-inspired conversations around what you might do differently in 2014. Rather than coming up with a list of huge commitments that may be hard to accomplish, I encourage to pick one thing you really want to hone in on. If it helps—make it SMART: specific, measurable, achievable, realistic, and time-sensitive.

Need inspiration? Last month, the Chronicle of Philanthropy asked me and some other nonprofiteers what we thought nonprofits should start doing in 2014. I pushed a message of better donor engagement and communications consistency, while others talked about smarter use of data, diving into social fundraising, sharing results more, and connecting generations of volunteers.

Instead of putting so much time and energy into winning new donors, charities need to do a better job getting gifts from the supporters they already have, says Farra Trompeter, vice president of Big Duck, a communications-consulting company that works with nonprofits.

She recommends that nonprofits start by reviewing exactly what happens after someone makes a first gift to determine areas that need improvement. Organizations should then seek to personalize the way they thank donors and better report on the impact of their gifts.

The goal, says Ms. Trompeter, is for donors to think, “Wow, I feel part of this organization. I’m not just this random person that’s disconnected and the organization just sees me as a credit card or a checkbook. They see me as a partner.”

Take a few minutes today to read the rest of the article, and use it to inspire a conversation with your fellow nonprofiteers. Pick your one thing, write it on a post-it, and stick it somewhere you look everyday.

Want to share your one thing with our readers? Share your one thing in the comments below.

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