Everything, everywhere, all at once. For many nonprofit professionals operating solo, or with a very small team, that’s the reality.
“I’m only a team of one!”
“I’m responsible for everything…”
“What should I focus on first??”
These statements were among the many questions I received at my session, To the Rescue: Engagement Strategies for Acquisition, Retention, and Growth, at the Nonprofit Marketing Summit just a few weeks ago.
This is not a new theme. It dominated a conference I spoke at in 2016. It was a major topic at a CharityChat luncheon in 2020 and echoed in my conversation with Doug Hodges, an ED operating with volunteers and part-time help. It even comprised about 20% of the questions I received my Chronicle of Philanthropy engagement session last year.
As I discussed in my (new) book, nonprofits struggle. 97% operate on less than 5 million a year and 92% less than one million. Resources are tight. Technology is a challenge. Trying to implement anything new can be feel like a distant dream with little hope of ever coming true.
Some organizations found ways to able to identify the greatest areas of need and prioritize them appropriately. For example, fundraisers have shared that they are focused on lapsed donors and increasing stewardship. Others are improving marketing and communications around their mission. Some tackle data cleanup projects or focus on improving donation forms, a step I emphasize in my seven-week “housecleaning” challenge.
In the context of embarking on new engagement campaign strategies, as I shared in my recent session, I have recommended starting small. Simply add one or two of the engagement elements for an upcoming fundraising campaign or event. This could include paid ads, a poll or survey, website popups, or even a cultivation postcard. Determine what is manageable and build from there.
But for those who are “drowning,” even starting small can feel impossible. When everything is coming at you all at once, it’s overwhelming.
Start with an Impact-Effort Matrix
While this may sound intimidating and time-consuming, there are really three simple step. Once you get the hang of it, you’ll prioritize naturally!
- Write down all everything on your to-do list. Both problematic items and aspirational goals.
- For each item, identify two categories: Low/high impact and Low/high effort.
- Plot these items into the corresponding boxes of an Impact-Effort Matrix to prioritize what to tackle first.
Sample Impact-Effort Priority Matrix
Examples to Guide You
🏆 Quick Win: High Impact/Low Effort – #1 Box
Database Cleanup: Merging duplicates and fixing source codes may seem daunting, but dedicating a few hours a week can transform your data for better segmentation and stronger year-end campaigns. That not only means growth in retention but also growth in revenue. Push this to the top!
📅 Big Win Project: High Impact/High Effort— #2 Box
Credit Card Recapture Series: This can stabilize recurring revenue but may require extensive coordination with your CRM and merchant account reps. It’s a big project but could have huge impact. Schedule this into your annual development plan.
✏️ Fill-In Project: Low Impact/Low Effort— #3 Box
Sorting Your Email Inbox: Your inbox is piling up with reports, benchmarks, and webinar recordings you hope to read one day. Cleanup is helpful, but not urgent. This is great for slow days. Do it when you have some downtime.
🚫 Time Waster: Low Impact/High Effort – #4 Box
Customized Zoom Backgrounds for Board Members: The time required to create the backgrounds and the back and forth of approvals with stakeholders gives you a raging headache. This doesn’t tie directly to revenue or audience growth. Let this one go to the back burner.
Plotting Other Priorities
Here are some additional items and how they might be plotted.
Problems
- Fix the Google Ad Grant account (better keywords, improve ad spend): High Impact/Low Effort 🏆
- Produce an annual report (either lapsed or never done before): High Impact/High Effort 📅
- Find a new CRM that is integrated with the eCRM (email/donation platform): High Impact/High Effort 📅
- Activate passive board members: Low Impact/Low Effort ✏️
- Create a Powerpoint with each budget report (one board member request): Low Impact/High Effort 🚫
- Get a grant from Mackenzie Scott (unlikely): Low Impact/High Effort 🚫
Aspirations
- Use segmentation to personalize campaign emails: High Impact/Low Effort 🏆
- Improve donation form (optimize and streamline): High Impact/High Effort 📅
- Set up a new welcome series for donors and subscribers: High Impact/High Effort 📅
Evaluating each of your tasks this in this way will help you focus on what drives the greatest impact with the least strain.
Ready to Get Started?
Download my handy Impact-Effort Priority Matrix worksheet as a guide. GET THE GUIDE HERE.
Need more stress-relieving tools? Download my Nonprofit Professionals De-Stressor Bingo Card for a lighthearted way to manage the madness.
You’ve got this! 💪 Small steps lead to big wins. Start with one quick win today. You’ll feel more in control, and more relieved, in no time.
