Using 4 Online Tools to Inspire Volunteers and Donors, Part 1
"It's six to seven times more expensive to acquire new donors than it is to keep existing donors," Mintz said. "The new tools allow you to focus on donors via engagement marketing, and through utilizing these new tools, they'll help you acquire other new donors organically."
Constant Contact did a study comparing nonprofit engagement vs. B-to-B and B-to-C business engagement. What it found was that nonprofits are more active with events, use more promotional tools, have more events with larger turnouts, use more methods to manage registrations and are more likely to use event marketing tools. Mintz said that's because nonprofits really understand the engagement value of events, and "when nonprofits understand something, they go to town."
And for good reason. According to a 2008 study by the International Experiential Marketing Association that Mintz referenced, 59 percent of marketing professionals worldwide consider live events to be the single most powerful tool in their arsenal. As Mintz said, "The world is going digital, which makes it even more important to get face to face today" to help you stand out and create a truly meaningful relationship.
Event marketing tools can help you do that. They allow fundraisers to look professional, capture registrations and payments with ease, and work smarter by tracking event progress in real time. The benefits include:
- Promotion: reinforce brand identity, bring awareness to your events, encourage attendance, fill seats and provide social proof — the basic premise that people will do things they see other people doing. (For example, showing a list of attendees during the registration process can help drive attendance and fill seats at your events — people may recognize attendees they know or want to know.)
- Capture: know who's attending and collect fees in advance. "Don't be afraid to collect fees in advance for your event," Mintz said. "There is evidence to show that the word 'free' may communicate a lack of value!"
- Tracking: reporting results and organization.
"Face-to-face meetings are an effective way to build relationships and trust with your customers," Mitz said. "It's the many intangibles you experience when interacting with people in the same room that make hosting an event such a worthwhile effort."