Everyone is wondering — what's going on with American Cancer Society and its direct mail decision.
With fewer lists coming onto the rental market, list universes shrinking so significantly and retention rates dropping, maintaining the status quo and hoping things improve is a death spiral. There are three things you must do now to be successful in the long run. There is nothing breakthrough here, and every charity claims it is doing these well, but my research indicates otherwise.
Have you tried to break down silos in favor of a cultural organizational change that emphasizes the whole and not the parts? To help you do this, consider employing the following steps.
Successful advancement must be strategic and integrated. It relies on the understanding of what each discipline is — and is not — and how together, the disciplines become a beautiful orchestra creating a masterpiece yielding a great donor relationship and experience, plus many more dollars raised to achieve the organization's mission.
A strong integrated marketing strategy features consistent brand messaging across all channels plus an internal team that works together closely and seamlessly to provide a unified experience to supporters. After all, your audiences view and support your organization as a whole, not in fragmented silos of IT, fundraising, marketing, programs or leadership. Streamlining the process internally to accurately and fully convey your organization’s identity ensures you don’t confuse your audience with different personalities, opinions and voices.
Here are three common mistakes that undermine your organization’s marketing.
I don't like fundraising programs that don't raise funds and the attitude that it has to be "either/or" when it comes to things like email and direct mail or social media and newsletters. I much prefer "both/and." So in that spirit, I once again turn to my old friend, Mark Twain, for advice on achieving the best results in our fundraising efforts.
Many of my clients have one-person development offices. If they are lucky, that means that there is a development director and maybe a (often part-time) assistant. If they are not, that means that the CEO is also the development director. Lucky or unlucky, this means that the one person is responsible for it all — from grant writing, managing special fundraising events, annual giving, major gifts and anything else that comes up.
In reality, what that means usually is that at best one thing is done pretty well and the rest … well, the rest.
The one big thing your nonprofit must do today to succeed in 2014 and beyond: Adopt an integrated inbound marketing and fundraising strategy. Here are four practical things I’m going to implore you to do to fully integrate marketing and fundraising. Make these strategies your top priorities for 2014: 1. Start blogging regularly. 2. Create specific calls to action that direct folks to your website and inspire them to engage with you. 3. Create compelling, branded, easy-to-use donation landing pages. 4. Create a plan to nurture your relationships.