Are You Marketing and Raising Funds the Right Way for Today's Donors?
There's a simple answer. Nonprofits need to review their marketing and fundraising strategies and determine if they are outward- or inward-focused. I guarantee that the majority are inward-focused. It's why donors continue to question where money is being spent (even in some of the world's top charities), how progress is really being made and why they should continue to support.
Here are five easy questions to ask when you are reviewing your donor communications:
- How much of the focus is centered on what the organization does and how the organization measures progress?
- How much of your focus is centered on how your donor benefits from being involved with you?
- How much of your focus is on helping your donor understand his/her involvement and his/her part of the greater picture (versus telling donors how they can help the organization)?
- How much of your overall strategy is focused on the profiles of your donors — are you marketing to your donors through their eyes or just marketing about your organization?
- How much of your overall strategy is focused on recognizing the strength of the relationship the donor already has with your organization BEFORE you simply ask for more?
If you have determined that you spend a lot of time talking about your organization and your work and less about your donors and their needs and expectations with your brand, I suggest you start to make changes.
This is about all of our donors, members and volunteers and how they are changing, especially the changes by brands much, much bigger than nonprofits.
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.