Strategies for Symbiotic Marketing

But if you market symbiotically, you give real consideration to what the donor wants. In addition to the receipt, craft a letter that relates back to the solicitation that generated the donation. After all, that was obviously a subject that interested the supporter enough to donate. He or she would, no doubt, like to hear more about it.

Surveys have told us, and you know in your heart, that few donors want to be thanked and, immediately afterwards, asked for another donation. However, some supporters actually want to give more and would appreciate you making it easy for them to donate again.

How do you help those donors without making others think that you’re being pushy? Simply include a donation form and BRE without actually asking for a donation.

By doing that, you haven’t been too aggressive with the reluctant donor but you’ve helped the eager donor. Everybody, including your organization, is happy. And that’s what symbiotic marketing is all about.

Bob Knight is president and creative director of Knight & Associates. Visit www.symbiomarketing.com