As we discuss the importance of focusing on transformation, we need to remember that it happens one step at a time.
They point out that many fundraising efforts fail when they try to accomplish too much at once. They try to educate, inspire grassroots lobbying, show impact, fundraise, raise awareness and more all in one communication. Jeff and Steven point out that when you try to do all that at once, you usually fail at everything.
Instead, they recommend doing one thing at a time. If it’s a fundraising letter, focus the letter on raising funds. Then you can follow up with showing impact or educating in the newsletter.
A key part of their argument is that you have a relationship with your members, so over time you can work on your laundry list of goals, but it has to happen one action at a time.
So while I’m championing the importance of transformation, likewise transformation happens one step at a time.
You can’t transform someone from a passive bystander to an uber-activist in one step; and you’ll probably scare them away if you try.
So plan each action with an eye toward transformation and recognize you’ll get there one step at a time.