“I’ve been told many times it’s impossible. We can’t do that. It takes us two or three weeks. That’s just the way it is, Craig. There’s nothing to be done, really. And I’ve always smiled and nodded and said, I know you’re probably different, but can we give it a go? And as fundraising director, every charity has been able to get it (thank you letter lead times) down to 48 hours, and in many cases, even 24, because we’ve made it a priority and we’ve designed the process not from an organisational point of view, but from that of the supporter.”
Sometimes in fundraising, things aren’t working, you feel overwhelmed, and you don’t know where to start.
The excellent book Reset by Dan Heath is all about how to turn things around when you feel stuck. In this podcast Rob talks to Craig about ways you can apply the Reset techniques to solve difficult fundraising problems.
Heath suggests that in most difficult situations there is one crucial ‘leverage point’ – something that will potentially make the biggest difference. The key is to work out what this is and then stack far more of your resources on making progress here. As you make clear progress, your new momentum makes other things easier too.
Craig and Rob share examples of this approach helping fundraising teams to solve important problems, including how one charity reduced the time it takes to send out thank you letters, from 3 weeks to just 2 days.
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Episode overview
Introducing Craig Linton and Book Themes (00:01:08)
Craig Linton is introduced; both share their enthusiasm for “Reset” and its practical strategies for overcoming obstacles in fundraising.
The Boulder and Fulcrum Metaphor (00:02:20)
An explanation of the leverage point metaphor from “Reset”, illustrating how identifying the right leverage helps you generate fundraising momentum.
Hospital Story and Momentum (00:03:26)
A summary of a hospital case study from “Reset”, demonstrating how small changes and collaborative team effort can clear backlogs and drive progress in charity operations.
Thanking Donors Quickly (00:05:52)
Craig discusses the importance of prompt, personalised thank-yous for donor retention, sharing research that supports this best practice in UK fundraising.
Mystery Shopping and Process Mapping (00:07:17)
Craig shares insights from a mystery shopping exercise, revealing slow thank-you processes and highlighting the need for supporter-focused systems in charities.
Changing Linear Processes (00:08:17)
A description of how a charity reduced thank-you times by running finance and fundraising processes in parallel, improving donor experience.
System Design and Results (00:10:30)
A reflection on how charity systems are designed for their current results, and how small system tweaks can significantly improve fundraising outcomes.
Mapping and Testing Systems (00:11:25)
Emphasis on mapping and walking through charity systems to identify inefficiencies and enhance the supporter journey.
Adapting to Change and Process Evolution (00:12:44)
A discussion on how charity processes evolve over time and may become outdated, highlighting the need for regular reassessment and improvement.
Deep Burst and Team Morale (00:13:07)
Introduction of the “deep burst” concept—intensive, focused effort to create momentum and boost team morale in fundraising.
Digitising Gift Aid Forms—A Team Effort (00:14:16)
Craig shares a story about digitising Gift Aid forms, transforming a daunting task into a team-building, morale-boosting project for charity staff.
The Value of Tangible Progress (00:16:05)
A discussion on the importance of tangible progress for motivation, especially in knowledge-based charity work.
Thank-a-thon and Collective Thanking (00:17:27)
An explanation of the “thank-a-thon” event, where charity teams collectively thank donors, boosting morale and donor engagement.
The Progress Principle (00:21:00)
A discussion of research showing that making progress is the biggest motivator for charity employees, linking to agile and sprint methodologies.
Small Shifts and Momentum (00:22:06)
Emphasis on making small, consistent improvements to build momentum and tackle larger fundraising challenges.
Walking the System and Mystery Shopping (00:23:06)
Craig explains the importance of experiencing charity processes firsthand to uncover hidden issues and improve supporter experience.
Apple Pay Case Study (00:23:56)
Craig shares a story about a charity’s Apple Pay issue, resolved by gathering feedback and testing, resulting in a significant increase in online donations.
Real-Time Feedback in Sports Stadiums (00:26:47)
Rob discusses a case study from “Reset” about using real-time feedback at a sports stadium to quickly solve operational problems.
Feedback Loops in Fundraising (00:28:52)
Craig highlights the importance of feedback mechanisms in charity events, websites, and supporter communications for continuous improvement.
Encouragement to Implement Feedback (00:29:48)
Encouragement for listeners to implement feedback systems they know would be valuable but have not yet prioritised in their charity.
Prioritising Leverage Points—Rocks, Pebbles, Sand (00:30:49)
Craig shares the “rocks, pebbles, sand” prioritisation metaphor, urging charities to focus on high-impact fundraising activities.
Further Resources
Fundraising Bright Spots episode 147 – How to smash silos with Joe Jenkins
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