The dynamics of successful direct response fundraising has been described as a three-legged stool: Strategy (analytics) drives Creative (tactics) drives Performance (data), from which Strategy generates analytics. That brings us back to the first leg of the stool.
Remove one leg from the relationship and the stool falls over. Simple.
But there is an inherent weakness in the simplicity of this construct. It leaves out the most integral component, namely the donor. More specific, his or her attitudinal and behavioral fabric.
After all, donors react emotionally and rationally — or not — to the strategically considered, tactically rendered communication sitting before them. That’s the reality behind “Performance,” and it directly influences the direction of subsequent strategies and tactics.
Perhaps better to visualize the fundraising dynamics as a wheel, or, because of the cyclical, concentric, and interdependent nature of its components, a mandala (to borrow from Eastern philosophies.)