2011's Most Useful Marketing Lessons
Plan for unexpected expenses
"Give your budget a little wiggle room. Unforeseen events (aka opportunities) may come up that require marketing/financial resources."
"Donor-centricity is critical, but it is not widely or well understood. And that lack of understanding costs fundraisers, and the nonprofits that employ them, huge amounts of lost revenue every year. What happens when a charity DOES grasp true donor-centricity? A children's hospital ditched its self-centered newsletter for a donor-centered one instead — and increased giving 1,000 percent, from $5,000 per issue to $50,000 per issue. Donor-centricity is just customer-centricity by another name. Good marketers are customer-centered because the customer provides the cash. Why be donor-centered? Same reason."