Have you ever undertaken a major home improvement project or renovation? If so, you are all too familiar with the myriad of decisions that must be made, the planning, schedule and budget considerations, compromises and trade-offs, setbacks, frustrations, and then, at long last—voilà, your new creation!
And so it goes with your organization’s digital “house.” When it comes to online fundraising and integrated programs, sometimes you need to renovate. But what goes into a digital renovation? How do you know when it’s time? Homeowners renovate to enjoy their home more and to improve their home’s value; likewise, you are trying to boost value and get more out of your fundraising program. Copywriter and strategist Lisa Kaneff cautions, “It’s important to remember that this is a renovation project, not a demolition project. We’re taking the good, strong bones of your fundraising house and using that solid infrastructure to introduce a fresh, new way of fundraising in a sustainable way that will add value.”
Assess the Situation
You can’t dive in and start your renovation until you know exactly what you’re working with. Some questions to ask as you assess the current situation might be:
Draw Up the Plans
Before you grab that sledgehammer and start knocking down walls, take time to create a blueprint. Start with these basics: Who, What, When, Where, How, and How Much. Defining and clarifying these at the outset will pay off in the long run.
You don’t have to be everywhere! And you don’t have to invest equal time across platforms. You just have to understand the strengths, weaknesses, and opportunities of each channel, and figure out if it’s worth the time and energy. In other words, will you get a good return on your investment?
Now that you have a plan, let’s roll up our sleeves and rip up that shag carpet…
Look for Part II of this article in the next PS Insider.