How Will You Get There? Old Trolley or New Bus?

Trolleys are great. No, not the “pseudo-trolleys” that are tourist busses in disguise, but real run-on-the-rails street cars. Now called “light rail,” there’s a resurgence in demand for these vehicles due to their less polluting nature.

Yet where are the trolleys now, and why did they go away? Light rail went away because past generations saw bus transportation as more flexible and “modern,” so those that could afford to rid themselves of the trolleys did so in short order. The only place trolleys were left was in the poorer cities that couldn’t afford to replace them. Now these cities are “rich” with popular rail potential.

Have you noticed that trend in other things? What was discarded a generation ago comes back with renewed vigor, because what was “modern” wasn’t always best — it was just new?

In fundraising “modern” is the advent of e-mail, web sites, and now text messaging. Like busses, they took over the philanthropic landscape in many organizations, replacing paper mail and personal visits. Those that stuck with the old ways were seen as “dated” and “too expensive,” just like trolleys.

Yet like the busses, we have learned that the new fundraising ways — tempting in price and speed — can’t replace personal contact and tactile feel — in a handshake or a paper letter. Will busses completely go away now that there’s a demand for light rail? No. And postal mail and personal visits will find their place back in fundraising once again.

How is this a career lesson? Knowing trends is good, but be cautious in getting rid of your trolleys too quickly, even when the busses seem so much better. No method — of mass transit or fundraising — is going to give you “all the money, all the time.” Knowing the balance is essential — not just in getting more funds, but in getting your career on the right track.