Sustainable Fundraising Strategy:

Ann Fellman: Bloomerang presents Fuel Impact, the podcast that powers your next fundraising breakthrough. This is where we have real conversations with fundraising leaders, technology innovators, and fundraising experts.

In this episode of Fuel Impact, I had the privilege to speak with Jarrett Ransom, president and CEO of the Rayvan Group. Although best known as the Nonprofit Nerd, we talked about sustainable and strategic fundraising. Number one, definitely don't wait for a crisis to find that next fundraising partner, fundraising consultant. Two,

Jarrett talked about being a proud disruptor. So if you want to change the game, Jarrett is somebody to talk to. And three, we should all be asking more. A really important component when you think about fundraising and what works. So if you're a nonprofit, if you work at a nonprofit, if you're a fundraiser, this episode matters because in this session we talked about.

Building capacity so that you can ultimately raise more, like 175% more. Here's my conversation with Jarrett Ransom.

welcome to Fuel Impact, where I sit down with the people helping nonprofits push their fundraising impact even higher. I'm Ann Fellman, Chief Marketing Officer at Bloomerang and joining me today is Jarrett Ransom, president and CEO of the Rayvan Group, although best known as the Nonprofit Nerd. Jarrett, thanks for joining me today, and let's just jump right in.

Jarrett Ransom: Let's jump in. Thank you. I always will take an invitation to nerd out with you.

Ann Fellman: I love nerd out with you as well. Okay, Jarrett. I run into you at a conference. Let's say the first time we haven't met each other in one sentence. Someone says, like, who are you? What's that version that you'd give to someone when you first meet them?

Jarrett Ransom: I'm president and CEO of the Rayvan Group. Rayvan happens to be my middle name, but I'm also creator of the Nonprofit Nerd as I push my glasses back up on the bridge of my nose. and I've served 12 times as an interim executive leader. So I help nonprofits across the nation.

build stronger organizations. I do this through strategy, leadership, and sustainable fundraising. I also like to say that fundraising is my second favorite F word. So I like to have a lot of fun with my clients too.

Ann Fellman: I love that. So right now it's definitely a really interesting time for folks, especially we're thinking about end of year and the plans. But what are your top three pieces of advice for nonprofits right now?

Jarrett Ransom: I'm gonna go with the first one is really to think like an organization, not a fundraising department, right? Because every single strategic decision affects fundraising. If we say fundraising is a team sport, then we need to think like an organization, not in the siloed fundraising department or development department. My second one is

we're gonna build leadership capacity before building another campaign, before planning another gala because strong executives and leaders, we need to engage our boards, right? And we need to raise more money than create the next clever appeals. So we really need to make sure we're focusing on the sustainability.

And my third one is to not wait for the crisis, right? So don't wait for a crisis to bring in outside expertise, the healthiest nonprofits. We are asking for strategic guidance before the emergency is needed, right? So really getting ahead of this, those are my top three that I'm dishing out right now.

Ann Fellman: If you think about the work that you do, what's something about this work that you believe that not everybody would necessarily agree with?

Jarrett Ransom: I think you know this about me, Ann, but I am a proud disruptor. I like to shake and stir things up in this sector. I'm really tired of the way we've always done it. I remember the first time I was at AFP Icon, believe it or not, it was in Las Vegas, and I was walking the halls, and that was the first time I realized just how tech forward our industry is. And that was the first time truly that I realized like.

Yes, we are building relationships, but how are we maneuvering and stewarding these relationships? It's really with a tech stack that is going to carry us forward. So I do think that we are slow to adopt. But I think the more disruption we're looking at, we can look at other sectors, we can look at benchmarks and other industries, of course, and really learn what's working for them.

How might we adopt that into our sector, right? And I think some of the best organizations, some of the best leaders are doing just that. We are not looking at a nonprofit playbook. We're looking at playbooks across the sector and we're disrupting things. So for anyone else that's out there as a positive disruptor, I invite you to come join me in that.

Ann Fellman: Well, it's definitely a disruptive time. And so I think that that's really appropriate right now. One of the things on that disruption, and just to nerd out for a minute, but you build, you know, you work with clients that are building three, five, ten year roadmaps. And in this disruptive time, what you think a realistic board approved strategic plan would include? You know, what fundraising tools, what tech, what do nonprofits really need to get started there?

Jarrett Ransom: Well, going back to that leadership capacity, right? We've got to look at leadership capacity. And I think we're doing that from a board standpoint because there's terms. But what we haven't planned for is the succession planning for the entire team, right? And I'm saying board members, I'm saying your rock star volunteers, also your staff in all capacities, right? And not just your top performers, not just your C-suite, but the entire organization. We lose a lot of talent.

Because individuals are burnt out, they're overworked, they're not exactly sure what they're doing, right? So really we are losing them to other markets, but we're also losing them to other organizations because often one organization does not have the vertical capacity to maintain one rock star leader. So really looking at this, you know, to say, okay, where is it we want to go and how are we going to get there? Building the team in advance.

really before we're ready to go, right? But do we have the strategic thinkers? Do we have the connectors? Do we have the doers? Do we have the performers? Do we have the analytics? Like, really, who are we bringing? We say this a lot, but like who's at our table, who's in the conversation? But we need to think about that as an organization as well. Because when I go back to 2020, we all know like March of 2020, right?

So much has changed from that. And there's a lot of leaders right now that have held on to the reins, if you will, that have said, I'm gonna hold on through 2020. I'm gonna get us through this. I'm not gonna retire now. And they keep holding on, right? Like whatever the change is. And so there's never going to be a perfect moment for organizations to experience change. So I think talking about this.

In our strategic planning, talking about this in our sustainability, looking at sustained collaborations, like when might it be time for us to close our doors? Or when might it be time to collaborate with an organization that we, might have seen as a competitor. So really forward thinking in these conversations. And I think the board plays a critical role in that, right? Like board members, it is your duty, your fiduciary responsibility to serve in that governing capacity.

But it's also your responsibility to question when have we done enough, right? And look at so many other variations that are out there.

Ann Fellman: That's interesting. sometimes you talk about what's your exit strategy, right? What's that next chapter for the organization and how do you plan for that?

Jarrett, you've been around 15 plus years of building these development plans. When you think about this and and the construct of these

three, five, ten year strategic plans, but in fifteen years of building all these development plans, what's the most overlooked element that most, of the fundraising strategies that you see? What are they overlooking when you come in and you coach those teams?

Jarrett Ransom: really two things. the first one is consistency. Whether you want to go to the gym and you wanna, you know, get buff, you have to be consistent. If you want to lose weight and you're not consistent with your diet, you're probably not gonna do that either. That is the same thing with fundraising plans, right? If we throw something on the wall, we do it for 30 days, or we do it for three months and we're like, that's not working. Or we did it last year.

That's not working, right? Consistency is the secret sauce. And I tell my clients this all the time. Create the plan, work the plan, analyze the plan, right? But we're doing this long term. So consistency is definitely up there. And stewardship, we clearly, and you know this, Ann because Bloomerang has been, really on the forefront of these conversations. Stewardship, stewardship, stewardship. It is lacking. We are doing a

Poor service for our supporters. There's so much more that needs to go into that. You have the data. I know you can rattle it off when it comes to donor stewardship and retention, but we really need to take care of the people that have been taking care of us. Otherwise, we're constantly churning and burning, right? And then going back to the well. But if we can just foster authentic relationships with those that are supporting us.

with consistency, right? So we're blending those two together,

Ann Fellman: you you hit it perfectly. We talk about the same thing in marketing of our donors don't necessarily wake up and think about us every day, but we have to be dedicated to that consistency and continue to drive forward and execute. It is a little bit like eating your vegetables or could be committed to exercising.

but it is that commitment to consistency that does pay off. So let's just switch for a moment, just thinking about, online fundraising. on the fund development side, when a nonprofit sets up that online donation form, What are some of the biggest conversion mistakes that you might see? And, think about some of your

high performing organizations you've worked with. What does a high performing donation page look like? Do you have any advice there?

Jarrett Ransom: Simple. I think it looks really simple, right? Like really getting to wherever we can have the auto forms we can give in all different ways and not have to get up and get our credit card but really just keeping people on our page and following through the transaction. We don't want any bright, shiny object to take them away.

the fewer fields as possible. But of course, as a good fundraiser, we know that we need some really solid fields so that we can steward them. But I always say like, get what you can in the online form and then pick up the phone call, right? And get some of the other data when it's their first time. Of course when it's their first time, because that is a great opportunity to establish a relationship from the onset. I really find that like

For my experience, Ann is when I go on a site and again looking at multiple markets, whether it's making a charitable donation or it's buying shoes or makeup or whatever it happens to be at that time, right? If it is inconvenient for me, you've lost me. And right now, with my menopause memory, I've forgotten what I'm buying or what I'm donating. I'm not coming back to your site, right? but really looking at it to say,

What was I here for again? So we want to really, captivate the donor from the onset and not lose them.

Ann Fellman: your spot on simplicity.

Jarrett Ransom: Yeah.

Ann Fellman: Eliminate the friction because we might get a little distracted.

I wanna think about for a minute. you've helped many, many nonprofits over the years. And I want you to think of an organization that you partnered with and that you helped that you're really proud of.

What was the situation? what did you do and what changed for them? tell us a great story about one of your clients that you worked with.

Jarrett Ransom: Well, there's so many great stories because there's so many great missions and so many great teams, right? But one that I'm most proud of was an end-of-year campaign. And I wrote an article about this. It's on my LinkedIn. I also did a little bit of a a webinar case study for this as well. But I helped a small organization in Phoenix, Arizona. We raised 175%. More

Than the year prior of their end-of-year campaign. So I write out my recipe. I tell you exactly the steps that I took in that campaign. we like surpassed everything, right? Like so much that we had set. our goal, I want to say, was like $200,000. We did not meet our goal. So most people would say, womp, womp, that's a failure. But we achieved so very much in this.

amount of time. I start end-of-year campaigns October one and they go all the way through the end of the year. So to raise 175% more than the year prior was a huge win. We recovered some funds from individuals and companies that were not sending in their money and said that they would.

We got a very large corporate donation, a sponsorship that had never come in prior. And also the consistency with the outreach, the marketing, the multi-channel approach, it really did warrant a great success. So, yes, we did not meet our final goal, but we by leaps and bounds made so much progress. And that is probably one of those that I'm most proud of.

And for those of you fundraisers out there, like you know what it feels like to not meet a goal, but you can still celebrate. And I love to celebrate any and all wins because they add up.

Ann Fellman: Well, 175% year over year growth is nothing to shrink back from. That's really significant. That highlights that there is generosity out there. Go out and go get

Jarrett Ransom: Yes.

Ann Fellman: it, right? And it might be right there in your own database or in your own, set of supporters. It sounds like you went back to some folks, some organizations and some supporters to kind of re-engage, and

It takes everybody playing their part to kind of everyday dedication back to that consistency element of executing all the way through the end of the year. Speaking of that, you definitely nerded out on probably with this client and your clients, right? You were talking about setting up the structure, dedication, you know, October one all the way through the end of the year.

We've got to talk for a minute about the Nonprofit Nerd and the story behind that and how you became the Nonprofit Nerd, which is now trademarked. Can you tell us that story?

Jarrett Ransom: It is. Yes.

I think it's a fun story. I mean, I started my consulting firm, the Rayvan Group, 2009. And then I found myself saying, I can nerd out over this until you're blue in the face. And it just evolved, right? I mean, I'm in my 17th year of being a business owner, serving the greater community.

And I literally love this. I don't know if you run into these conversations, Anne, but when you talk to people and they are so passionate about what they do and it just like like your eyes glaze over or you're like, gosh, this person is really in love with their life. Like that is me. And I've seen so many eyes kind of glaze over when I talk about creating a nonprofit or or anything about nonprofits.

And I'm like, I can nerd out till you're blue in the face in this, right? Like I eat, breathe, and sleep nonprofits. It's what I do. so yeah, an evolution and then really just coining myself Nonprofit Nerd, registering that trademarked, right? So just really having a lot of fun with that. it also speaks to my personality in where we are gonna have fun, we're gonna nerd out, and not everything needs to be so polished

Like let's have fun. We are people. You and I said this before we started recording. Like we are real people. This is what we're doing. Our supporters are real people and I wanna have fun as we change the world.

Ann Fellman: Well, your passion and enthusiasm for that. I mean, you can just feel that. for so many nonprofits that we talk to, right? The fundraising teens, executive directors, they truly are so passionate about their mission and doing fundraising is really hard work. It's hard to do to convince someone to give you money for a service, a program that you're gonna deliver to your beneficiaries. And

Yeah, you have to be passionate about it. I love that story of how you came to the Nonprofit Nerd. Cause yes, we are definitely nerding out on these topics and all things nonprofit

Jarrett Ransom: as you know, Ann so many people are afraid of fundraising, right? Like it's become taboo. It's like public speaking. Nobody wants to do it. So if we can take the fear out of it and we can put the fun in it, that's when I see the light bulbs go off when I'm presenting or doing a board development, you know, retreat or something, really board members going from I don't want to ask my friends for money to

I can't wait to tell my friends about this organization that I've joined and how they can be a part of it. So really switching that and I find that like bringing the fun, normalizing this just as much as we would with telling someone about an amazing restaurant, that's what we're doing. That's what fundraising is, right? we're building and deepening relationships.

Ann Fellman: there's joy in it, right? having passion for the cause and the enthusiasm, that alone can eliminate that fear. Because again, back to cultivation and stewardship and connecting it on a regular basis with your supporters, right? It isn't just a one time ask for money. It's really about a cultivation and showcasing that passion and showcasing the good work that your organization can do. I wanna talk.

tech for a second, speaking of nerding out. let's just think about AI. it's definitely a hot topic on a lot of people's minds and, you know, organizations experimenting with it. From your perspective, Jarrett how should fundraisers think about AI tools for nonprofits? What's your point of view?

Jarrett Ransom: So I have a lot of thoughts on this. Some of them are still being formed, right? especially when it comes to the environmental side. I do use AI, so no judgment, right? But I'm also trying to be mindful of how and when I'm using it so that I'm still myself and still adding my human centric side to everything that I'm doing. Also, I find that when I use AI and I catch myself.

producing more and really getting into that burnout stage because I'm just overproducing. maybe I myself am not thinking as strategically as I can and was. But I love using AI for certain tools and to use it as a resource. We of course have to be ethical and choose the best times and places and platforms on when to use it. So of course there's tons of

research out there and and papers on how best to use this ethically with perhaps your donor database. but I love when AI is built into the systems that we're using, right? So we're not taking out of, let's say, Bloomerang and putting into an AI system, but when it's integrated into the system that we want to use, that is the best. I love when a platform has predictive

Donation amounts, right? Like it'll know from my behaviors what it should recommend for me. And then I also love building out opportunities. Let's say in my head, I am gonna give $40, but I see what 75 could do, right? And then I'm gonna say, you know what? I can increase from 40 to 75. That's not that big of a jump. Or maybe I could do more of a sustainer level and maybe I could do,

40 every month or something like that to actually make a bigger impact with my financial contribution. But it's not going away, It's just how are we using it strategically and in a smart way that's also not overextending what we are already overextended doing.

Because we're all so busy, right? So let's not use that as a tool to just produce more. And that's where I was saying I've caught myself where, gosh, I'm doing way too much and I'm getting in this grind that doesn't feel good. I actually start to feel disconnected. and that's when I notice and have that awareness for myself. And I kind of check myself on is this how I want to be using it? But

I love the integration. I love what so many others are able to do, Bloomerang included into these platforms. And I think it's gonna be a huge game changer

Ann Fellman: You're right. I think it is going to be a great leveler, if you will, but you do have to be really thoughtful about when and where you're going to use it and not get sucked in. And you know what's really important? You, the fundraiser, you're the one with the experience and the taste. Right. And having that oversight and really picking and choosing where. But there are some great things from like you hit on

predictive scoring or predictive intelligence to say, hey, this donor might be ready for a monthly giving. So there's a lot of really great unlocks that are gonna be exciting to see. So speaking of unlocks, let's talk about like look at next year, look at 2027 and beyond. Where does fundraising go and what shifts do you see coming or that we should anticipate and how donors give or how nonprofits need to ask.

Jarrett Ransom: Yeah, I think we need to ask more. I don't see enough of that, right? and even our communication, there's a lot out there between social media, emails, text. But all of that just points to there's a lot of information, there's a lot of noise. So how do we stand out? Right. And to me, that's really knowing.

Our supporters and getting to know them. I think to like really increase transparency, that's always been a thing. And the charity watchdogs, of course, always, you know, rate us on transparency. But we really do want to know how are our dollars making an impact? Are they making an impact? And if they're not, what else is needed? So I think that transparency we're gonna see more and more of.

That measurable impact, I kind of mentioned that too with the transparency, but we really want to know and we also want to have authentic relationships. I also think like executive leadership and board engagement, it matters. So much of that matters. And don't forget there's an abundance, right? Like there is an abundance of money out there. There's an abundance of people who want to give. So don't shy away from the ask, don't shy away from

Bringing everybody to building this culture of philanthropy. If you don't have a culture of philanthropy or you're questioning if you have one, that probably means you don't. So let's rework your culture of philanthropy. Let's bring everybody back into this team that you and I talked about, and like it is a team sport. it's also a physical sport, right? Like we need to touch our donors, touch them by way of

all of these, emails and text and phone calls and all the things that we're getting bombarded in all the ways. but I think we have a lot to be excited about. There's a lot of people giving through a lot of different generations, right? I was just talking to someone recently, early in my career, I had time to give. I did not have money. Currently in my career and being a mom of a teenager, I have no time.

Right. But I do have a little bit more money. So really knowing our constituency base and where are they in their season of life, in their season of giving, I think that's really important as we move forward into fundraising ahead. But don't be shy. you see it, Ann, there is money out there. People are giving. And if you're not asking, they're not giving to you. So be part of who they're giving to.

Ann Fellman: Ask more. Ask, ask, ask, right? Don't decide for them.

Yeah.

Jarrett Ransom: that happens

all too often. no matter what the decision, right? It's like someone makes a decision for someone else, and that really irks me because that's not your decision to make. That's their decision to make, and we have to give them the opportunity to make it.

Ann Fellman: You're spot on. So Jarrett, I know there's probably folks listening that are like, okay, I've got to talk to Jarrett. You know, I need the Nonprofit Nerd. We need your help. So for fundraisers and nonprofits listening, who do you best work with?

Jarrett Ransom: I'm at a place in my career and my consultancy that I work best with organizations, probably three million and above. If you're at a million dollar operating, we can certainly talk. and if you're more of like a grassroots, then I can certainly help to find another consultant that might be a better fit for you. But I'm really looking and working now with a lot of large nonprofits, maybe some that have chapters across the nation.

a lot of very progressive organizations making some positive change throughout the nation right now. I'm pickier than I've ever been, Ann a lot of that comes with my place of privilege in the world, but definitely in my career of 17 years. you can find me online. LinkedIn is certainly one of my number one platforms. I have a website as well, and would love to be of support and service and see what that looks like.

Ann Fellman: Well, speaking of that, there's definitely a size, a type of organization, that you work best with. But also you've got a podcast. You have great resources and content tell our listeners where, you know, all the different platforms through which they can get in touch with you, but also some of the great resources that you've put out there for the community.

Jarrett Ransom: Yeah, absolutely. And thank you because there's tons of resources. When I found myself evolving to a larger nonprofit operating budget, I still wanted to provide resources to the smaller organizations and even the startups. So there's tons of articles and blogs that I've written, lots of, as you mentioned, podcasts and videos. So my website, therayvangroup.com T-H-E-R-A-Y, V is in Victor A-N group.com. It's long.

LinkedIn, of course, Jarrett Ransom. I think I'm one of two female Jarrett's that you'll ever meet. And Instagram, nonprofit underscore nerd, that underscore is very important. And yeah, the podcast. So, Ann that is Nonprofit Nerd impact unleashed. We just

Celebrated our 100th episode and we're moving into the next season. So thank you. I know you've been a guest and you're gonna come back on and be a guest. So lots of information there. I have conversations with leaders across the nation, both that are actively working in organizations and others like myself that are actively working in organizations through way of consultancy. And lots of like really raw conversations happening.

it's very casual in style because I want other listeners to see and feel themselves in these conversations. So lots of resources out there.

Ann Fellman: Okay, last question. What keeps you doing this work, Jarrett? What motivates you?

Jarrett Ransom: It is so fulfilling. When I was a young girl, my mom said to me, You just want to save the world, don't you? And I responded and I said, Well, yeah, don't you? And that has not changed. Like I still love being a piece of the community fabric. And I see myself as a local globalist. So what I do here in my community of Phoenix, Arizona.

impacts the entire world. That is my belief, right? Like these are all little decisions adding up to one big ripple effect. And I really do believe in the greater good of the world and of humanity. And I want to help people, right? Like I give from the abundance of my own life in all the ways. And I want to be a part of that in every single community. So for my mom, if she's listening, I'm still attempting to save the world.

Ann Fellman: Feel it. I absolutely feel that. Okay. We're gonna shift gears and we are gonna do what we call the hot takes. And so I'm gonna do

Jarrett Ransom: Ooh, okay.

Ann Fellman: rapid fire with you, Jarrett Get some answers to some questions. here we go. Most underrated fundraising tactics.

Jarrett Ransom: Consistency.

Ann Fellman: Most important fundraising skill.

Jarrett Ransom: Relationships relationships really matter

Ann Fellman: One word for the future of fundraising.

Jarrett Ransom: Abundance.

Ann Fellman: the nonprofit sector needs more.

Jarrett Ransom: Disruptors

Ann Fellman: Coffee or tea?

Jarrett Ransom: Yes, please. No. Coffee.

Ann Fellman: Bold.

One word your team, your clients would use to describe you.

Jarrett Ransom: I'm gonna go with passionate.

Ann Fellman: that was Jarrett Ransom, president and CEO of the Rayvan Group, although we best know her as the Nonprofit Nerd. If you're a nonprofit wrestling with the idea of raising more, Jarrett is the exact kind of partner worth a conversation. you can find more at theravengroup.com. You can follow LinkedIn with Jarrett Ransom.

thank you so much, Jarrett, for joining us on this episode. And thanks for watching Fuel Impact. We're gonna be back soon with another partner doing remarkable work for the sector. Until then, keep fueling impact.

Thanks for watching Fuel Impact. Subscribe for more real conversations with leaders shaping the nonprofit sector. Learn more at Bloomerang.com.

‍