It’s never too late to test out new strategies and ideas. The Harrington Agency reviewed our clients’ programs, talked to nonprofit leaders and industry insiders, and looked at the for-profit sector’s biggest wins and new ideas.

We found plenty of new concepts and tools that can move fundraising programs forward. Unfortunately, we also heard from front-line fundraisers and direct marketing program managers that it’s increasingly difficult to push for new ideas because nonprofits are becoming more and more risk-averse.

From our discussions, there appears to be significant contradiction between ‘do whatever you can to raise more money through potentially short-sighted tactics’ (Buy email addresses! Mail more times! Add another SMS campaign!) and a desire to be more deliberate with the supporter journey and storytelling.

This is our biggest trend: the conflict between moving a fundraising program to the desired future state and raising more money (even if those tactics are not aligned with the program’s vision).

And our biggest prediction? This is the year we’ll see a quality supporter experience generate higher retention rates — and, ultimately, revenue — than the quantity of asks a supporter receives.

To make that a reality, here are the top strategies and tools you should employ:

Six fundraising approaches to implement today

Emergent Planning:

H/t to Jennifer Harris for giving me words to this trend. Emergent planning allows your fundraising program to stay flexible. Emergent planning is often used in start-ups, where there is not a clear path and a defined outcome. This type of planning is also very important during times of uncertainty, which our industry has been in for several years. Try emergent planning and empower fundraisers to make decisions and take risks.

Artificial Intelligence:

Most organizations are already benefiting from AI. AI is used in donation platforms, automation tools, list co-ops, digital advertising platforms, and more. Take advantage of AI for optimizing your outreach schedules — who you ask, when you ask, and in what amount. There are some platforms and programs which are successfully using AI to determine an appeal’s tone and messaging. As you look for new systems and programs to implement, the strength of the AI should be a determining factor.

Email Deliverability:

Email deliverability has made this list for several years. While email deliverability may not be the hot topic that it was a few years ago, it is still an issue across non-profits. I have only encountered a few organizations that are proactively monitoring deliverability. On average, over 20% of consumer emails never make it to a user’s inbox — that statistic is likely much higher for nonprofits. Investing in email deliverability is not only one of the best places an organization can increase revenue but also a top priority to improve its supporter experience.

Marketing Automation Beyond Email:

If you’re already using marketing automation, boost your program by adding channels to create an integrated campaign. As always, additional channels generally lead to more revenue and increased retention. But instead of multiplying the number of campaigns you do, try expanding your marketing automation campaigns to include digital advertising, SMS, and even direct mail to create a better, multi-channel supporter experience.

Social Proof:

Showing that other people are aligned with your mission and how you execute it is the first part of social proof. Making sure that new supporters are reflected in your current donor community is the second part. Being able to present social proof — in all your channels — is an important way to increase how likely (and how quickly) a supporter moves through the engagement funnel.

Video:

Whether you add it to your digital advertising arsenal or testing into CTV, video continues to be a critical component to your storytelling. It’s positioned very well to reach new audiences and expand your organization’s brand awareness. The key to a successful video is authenticity. Just like the intimacy we try and achieve with direct mail and email, the same is true for video. Don’t shy away from making a direct ask in a video (or whatever your call-to-action may be), but also don’t lose your storytelling in this new medium.

As fundraisers, we need to be able to move programs forward and bring in (more) money. That’s why identifying some strategies that will continue to raise revenue while testing new ideas, reaching new audiences, and improving the supporter journey is key over these next 12 to 24 months.