I said this in a meeting with a client recently and my boss seemed to really like the phrase.
Anything she likes, I like, so I’ll say it again.
That’s what Steve Jobs had to say about fundraising.
Although, he wasn’t specifically saying it about fundraising… and he may not have said it at all. But that’s what I learned from him.
Have you ever heard of Steve Jobs’ product matrix? Or Apple’s “Four Quadrant Product Grid”?
I’m not sure what to call it, but it looks like this:
Without having done too much research on it, and just recalling from my memory, this grid represents Steve Jobs’ simple – yet brilliant – approach to products.
He wanted to give customers choice. But not too much choice.
If they were looking for a work computer, they could get one… of two. Either a portable one, or a desktop one.
If their computer purchase was for personal use, they had choices! Just two choices: the iMac or the iBook.
It’s so beautifully simple. And it’s so important to business, whatever your business is.
Do you ever go to the pharmacy and get overwhelmed? I do! My girlfriend goes to Shoppers Drug Mart for me (the popular Canadian pharmacy) because when I go there and I walk down the shampoo aisle, for example, my eyes get blurry, I get overwhelmed, and I want to leave.
There’s too many choices! How the heck am I supposed to pick a shampoo?!
Then again, what if there was just one shampoo brand? I’d feel cheated! I’d have no agency. I wouldn’t really be making a choice; the choice would be made for me.
But what if there was a happy medium? A situation that felt – as Goldilocks would put it – just right?
That’s what Steve Jobs’ product matrix is about. Enough choice to feel like you’re making a decision, like you have agency, but not too much that it makes you feel overwhelmed.
So how does that apply to fundraising?
Well let me take you back to that client meeting I was talking about. The client was really keen to move their mid-level donors to monthly giving, for consistency of revenue, to streamline renewal processes, etc. It was a sound desire, but my boss was saying that we can’t just pull the rug out from under these donors and give them only a monthly giving option.
What we had to do instead was two things.
First, we need to stop thinking about why WE want donors to start giving monthly, even though it’s reasonable, and instead think about why they could want to give monthly. And not those administrative reasons, and not even reasons having to do with ease, convenience, etc. The reasons have to be inspiring. They have to be donor-centred.
Second, we need to offer the donor – you guessed it:
It’s our job to make the case for monthly giving, and then sit back and let the donor decide. In this case, the curated choices are likely to be monthly vs. one-time giving.
Don’t go crazy adding in quarterly giving options or anything like that. Keep it simple.
How do YOU offer curated choice? Let me know in the comments!
Written by Maeve Strathy
Maeve is the Founder of What Gives Philanthropy and has been working in fundraising for over nine years. Click here to learn more about Maeve.