Fundraising: Is TWWADI Holding You Back?
Is “TWWADI” Holding You Back?
At every organization, there are habits. Sometimes they even develop into the proverbial sacred cow.
Have you ever caught yourself thinking, “This isn’t working, but we’ve always done it this way…”?
There’s a name for that: TWWADI.
Short for The Way We’ve Always Done It.
A friend dropped that acronym into a recent conversation about a nonprofit I volunteer with. The staff was so focused on avoiding “mission creep” that they were basically clinging to processes, events, and communication styles that hadn’t changed much in 20 years.
Oof. That hit home.
Not just for that organization, but for our sector as a whole (and if I’m honest, maybe even my own habits).
Why do we stick with TWWADI?
Our brains are wired for routine. We need habits to conserve processing power. So TWWADI makes sense, to a point.
But when:
results are flat
team energy is fading
the work starts to feel more rinse and repeat than purpose-driven
What keeps us from exploring options? Nostalgia? Fear (of failure, others, putting ourselves out there)? Lack of motivation? I think it’s some combination of these and other factors.
When we realize there’s an issue, it might be time to shake things up.
Here are three ways to challenge the TWWADI mindset and open the door to fresh thinking.
1. Name it when you see it
At my friend’s office, they’ve built a culture of asking:
“Wait… is this a TWWADI thing?”
Just calling it out helps.
It creates space for curiosity, and curiosity is one of the most underrated skills a fundraiser can have.
2. Ask better questions
If your organization hasn’t named TWWADI out loud, start with gentle curiosity. Try asking:
“How long have we done it this way?”
“Why did we start doing it like this in the first place?”
“Are we open to considering a change?”
You don’t have to be confrontational. But these questions spark reflection, and that’s where real change begins. Our brains are given information to help break out of our ruts.
3. Look with new eyes
When I worked for The Salvation Army, I moved to a new community every few years. I was told to write down what I noticed in my first few weeks, before “normal” kicked in.
You don’t need to relocate to do that. Just imagine you're:
a first-time donor
a new staff member
a fresh pair of eyes walking into your space
What’s confusing? Clunky? If you catch yourself saying, “we’ve always…” take a moment and consider if this is an opportunity to improve something. Maybe it doesn’t have to be sacred and immovable.
TWWADI might be the biggest barrier you didn’t know you had
Think about it:
The event you’ve hosted with the same program for 25 years. What if a refresh unlocked new energy or higher revenue?
The direct mail piece that “still works.” What if a bold story doubled your results?
The donor gift drop-off that takes all of December. Could that time be used in a more meaningful, joyful way?
Even writing this, I’m thinking: where am I clinging to TWWADI in my own life or work? As consultants we can get stuck in the same rut of what we’ve always done. If you’re working with one, make sure you’re evaluating if they’re clinging to TWWADI or if they’re being innovative too. After all, it’s important we all look to be better and do better.
Maybe it’s time to experiment. Or just get curious and learn something new.
(Is anyone else totally overwhelmed by how many online courses there are? Just me?)
What about you?
What’s your team still doing because “we always have”? And what might happen if you stopped? Or changed?
Let’s ditch the rinse and repeat and see what’s possible.
Want help spotting (and changing) your TWWADI patterns? Kara and I love asking questions and helping identify them. Reach out anytime.