Are You Marketing and Raising Funds the Right Way for Today's Donors?
The "inward" company that sells socks approaches customers and tells them what they believe are the best socks and offers what they believe is right. (We have red socks, green socks and blue socks — hope you buy from us because ours are the best and we work really hard to make them.)
Raymond stated that the majority of nonprofits are "inward-focused" with their marketing and fundraising approaches. In other words, it is perceived that most nonprofits are focused on their missions, the great work they do, as well as the benefits and progress of their work. And, in turn, they look to their constituent bases to help them continue to make progress.
Some of you may be thinking this is not a problem. Here's where the problem comes into play:
- We all know that boomers are very focused on themselves. Boomers want to be courted. Boomers want to be marketed to in a way that recognizes who they are and what their contributions are to life in general. Boomers want to be "known." Boomers want to have their needs AND expectations met through their buying/engagement relationships.
- Boomers have the largest amount of financial capacity of all the generations, and they represent the largest portion of nonprofit donors compared to other generations.
This all sounds familiar, right?
Well, today's donors are consumers of goods and services in much greater ratios than they are supporting charitable missions. And, according to Raymond, they are being "trained" by the commercial world to react and engage based on "outward-focused" marketing.
Today's donors, who are already unique in their expectations of financial transactions and relationships with brands, are becoming more and more accustomed to being courted and catered to relative to what they "buy". And, in case you are wondering, I'm not talking about major donors — I'm talking about all of our donors. The difference between how companies focus on selling to consumers to create behavior and how nonprofits are "presenting themselves" to donors to create alliances will become more and more of a challenge.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.