“How do we double our program’s revenue?” is a question we hear a lot, and not just from the peer-to-peer fundraising directors, but also from the very senior level people in an organization.
Personally, regardless of who is asking, I love this question because it supports a “go big or go home” mentality, and yet, at the same time, it strikes me as lazy. Maybe I have the wrong perception, but I often sense a little glibness and naiveté in the question as it seems to suggest that there is a magic easy button that Plenty can provide. It is an attractive image, we hit the button and voila – buckets of money (maybe even ice bucket money – no easy button for that either.) The fact remains, we need to ask big questions that will challenge the assumptions limiting our ability to get to the desired next level of growth, which in this case is a massive exponential goal of doubling (or even tripling) revenue.