USP? BOM? WTH?
Consumer-marketing practices have a place in fundraising. You just need to know how to translate them.
Unique selling proposition … benefit-oriented messaging … brand management — sounds like a bunch of advertising execs talking strategy, doesn’t it? Could be. Or it just as easily could be a bunch of development professionals. At least it should be!
As a marketing professional who’s spent more than two decades in both the commercial and nonprofit sectors, I’ve discovered that these two worlds are more closely aligned than many think.
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