Fundraising has its share of myths and tall-tales, though they seem to center more around hidden tricks and surefire plans than heroes and monsters. During the Direct Marketing Association Nonprofit Federation 2015 Washington Nonprofit Conference, Tom Gaffny, a nonprofit professional, stepped up to dispel five of the most popular misconceptions about direct mail fundraising.

The first myth is that the donor pyramid tells you everything you need to know about your donors and their individual rankings. The crucial piece of information that’s missing is where your donors rank you. Tom suggests that instead of looking at gift size or frequency you should really focus more on people who have a true passion and commitment to your organization regardless of their gift size. These passionate advocates can easily get overlooked when using the traditional pyramid.

The second myth is that an individual fundraiser or nonprofit owns the donor base. The reality is just the opposite. Sure, you are in control of some aspects of the relationship, but at the end of the day the donor is the one in control of their giving and relationship with you, and that is the important part.

Third, that acquisition is the key to growth. In actuality, most nonprofits are the only organizations that don’t view retention as the key to growth and long-term success. “The biggest issue isn’t acquisition, it’s file growth and retention…,” said Gaffny. Better you cut acquisition resources and focus on retaining and growing what you have.

Myth number four is that a nonprofit believes they are doing everything they can to cultivate major donors. Some organizations may believe they’re fully committed to the major donor efforts, but a significant number treat all their donors the same and risk alienating their more generous donors.

Lastly, there is the myth that a nonprofit can’t rely on direct mail for much longer. While it is true that direct mail is losing some of its effectiveness with younger donors, the fact of the matter is that those that prefer direct mail are still relatively young and have long fruitful lives ahead of them. Additionally, as was pointed out in a recent Blackbaud report, less than 10% of funds are raised online. Direct mail is still the workhorse of any successful fundraising program.

Next time you or your staff cites one of these myths you can confidently correct the situation and not go down that unproductive road. In everything you do, look for ways to question the myths and the status quo. Be innovative and unconventional!

Information via The NonProfit Times.