INNOVATING FOR IMPACT: Small Steps, Big Results

Amy Sewell
SENIOR VICE PRESIDENT OF DIGITAL SOLUTIONS

Thirty years ago, in 1994, I found myself stuck on the couch. A series of injuries left me unable to go outside and play like my friends. Instead, I spent hours with a stack of books and a mind that wouldn’t quit. My dad, a developer at IBM, eventually handed me a book and said, “If you want to understand the inner workings of a website, you should just build one.” So I did.

At the time, it felt like a small decision—just a willingness to try something new. But those small decisions shape the future in ways we can’t always foresee.

Unbeknownst to me, right around that same time, Doug Shaw was making his own pivotal decision: to start Douglas Shaw & Associates. A few years later, he chose to embrace online fundraising. And a few years after that, I walked through these doors, eager to make a difference.

When you’re in the moment, you can’t always tell which of today’s choices will shape your future. But the willingness to test and try something new is what powers us forward—and it’s that spirit of innovation that can truly make a difference.

That’s why, at Douglas Shaw & Associates, we’re always iterating and testing for the nonprofits we serve, laying the foundation today for growth tomorrow.

While every organization has unique challenges, we’re seeing significant gains in fundraising results through innovation in these key areas:

1. Channel Balance—Lower costs and strong results mean digital fundraising is becoming a more prominent part of nonprofit toolkits. But it’s a toggle, not a switch. Striking the right communication balance is critical. With our data team, we’ve developed custom models to identify the right audience for each channel—be it direct mail or digital. This strategy is helping organizations reduce costs while maintaining high performance.
2. Web Optimization—Your website isn’t static; it’s a dynamic tool that needs continual refinement. A great place to start is your donation form. Optimizing this form directly impacts giving. Address points of resistance—particularly on mobile devices—and consider integrating modern payment options like Apple Pay, PayPal, and Venmo to make giving as seamless as possible.
3. Advertising Innovation—Always-on ad campaigns are replacing short-term bursts, allowing organizations to learn and optimize year-round. This approach has led to transformative results, including a 2024 fall fundraising season for one client that generated $1.5 million through Google Ads alone.
4. New Communication Methods—Texting is cutting through the clutter in ways other channels can’t. During the fall of 2024, it proved to be an effective tool for reaching donors and driving results, offering a fresh way to connect and grow.

The decisions you make today—the seeds you plant—will shape the future of your organization. Don’t settle for the status quo. Embrace innovation and take steps now that will pay off in the years to come.

And if you’re unsure where to start, we’re here to help. Together, we can make your impact even greater.