It turns out they are much the same. A magic bullet is “a quick and easy solution for a difficult problem – a means of accomplishing the impossible.” And a silver bullet is “an action which cuts through complexity and provides an immediate solution to a problem. The illusion is to a miraculous fix, otherwise portrayed as waving a magic wand. This figurative use derives from the use of actual silver bullets and the widespread folk belief that they were the only way of killing werewolves or other supernatural beings. The most famous use of silver bullets was, of course, the Lone Ranger.”

Our sector is plagued with folks pushing these bullets. Why? Well, I figure most people working for charities are really into their mission. They wish the fundraising to be easy; for the money for their good works just to arrive.

At the beginning of my career, personalized letters were a magic bullet. Companies had banks of computer controlled typewriters (really!) that produced ‘authentic looking’ letters. Just use us, they said, and the money will roll in.

Then there were premiums. Address labels, Christmas cards, notepads. Buy ours and all your troubles will be over.

Lately it’s digital. Obama made millions, so can we. And it’s practically for free!

But the most persistent has been data schemes. We’ll analyze your donors and find others just like them. This bullet didn’t work in 1980 and it won’t work now. Think I’m wrong? Get in touch and give me one real concrete example of money raised.

So, beware of magic bullet providers. Particularly with branded products with names like Wunderkind and Mestopholies. They’ll romance you, take your dollars, and often do more harm than good.

And the real road to success? Hard, hard work. By you and your agency over years.

Proof of the pudding? Go to www.worldvision.ca. They’re Canada’s biggest non-profit. You’ll see a charity that has used state of the art techniques through multi-channels over many years to build what they’ve got now.

In a partner, look not for a magic bullet provider, look instead for one who’ll bring competence and experience to the table and who’s willing to put in the grunt work with you to ensure success.