"Dave, I need you to rewrite this fundraising letter and remove all of the language that makes us look like we need the donor's money," said Wendy, the Executive Director. Dave replies, "We'll lose donations doing that." "I also need you to raise 10% more than your goal, thanks." Wendy responds.
Let's focus on changing one thing in our donation funnel that doubles our conversation rate of donors. By changing just one metric - improving it through testing - we can double the number of people giving digitally.