A quick review of the milestone events in fundraising history.
Tuesday, December 20, 50,000 B.C. - Face to Face Solicitation
Homo erectus approaches fellow homo erectus to ask for food – using vocal sounds and some simple hand gestures. It is believed that human speech developed between the times of the Neanderthal Man (beginning in 100,000 B.C.) and the Cro-Magnon Man (beginning in 35,000 B.C.). Support sought for food bank (cave) and winter coats. Note: No color brochures needed in personal solicitation call.
May 1, 1840 – Direct Mail
Although a number of people laid claim to the concept of the stamp, postage stamps were first introduced in the United Kingdom and Ireland. It is believed that the first fundraising solicitation letter (holiday appeal in December 1840) was discarded, initiating a trend that survives to this day.
March 10, 1876 – Telemarketing
Alexander Graham Bell calls Thomas A Watson seeking first solicitation appointment asking, "Mr. Watson -- come here -- I want to see you." (Also, first demonstration of workplace appeal).
That's it. Three ways to fundraise with the most recent "innovation" as recently as 1876.
So far, the Internet has been a faster way to send mail and pay up – maybe.
I am preparing for the day when direct mail and telemarketing will be superseded by technological innovations that have been in place and embraced by for-profit businesses for fifteen years. Take a look at the under-30 generation. US Mail? No! Phone calls during dinner? What's dinner?
Stick around and I'll describe some of these changes (whetting your appetite with cell phones, scanned codes, ATMs, rock concerts, and the end of the annual fund).
For now (and I'll say this over and over again), nonprofits and their advisors must apply solutions today that are creative, innovative, and monumentally memorable. They must stand out – they must scream, "Open me," "Save the world before you finish your coffee," and "This is going to save my life."
For 50,000 years, nonprofits have used some basic tools to fundraise successfully.
For the new leaders of the pack, it's going to change. Soon.
