Not Enough New Donors? Maybe It’s Because You Need 10 Touches and More ‘Story’
For us as nonprofits, how we apply this is the process of educating prospective donors about something that perhaps they didn't even know was a true need in our world. In my opinion, we are not doing enough. We must continue to transform that initial education (i.e., the first touch) into deeper awareness and even work at making a connection to that prospect's personal life space. We constantly talk about motivating people to give to our causes, but are we really building that motivation along the way as we try to acquire new donors?
Next steps for all of us:
- Think through this.
- Get out all your prospecting communications (across your multiple channels) and determine if you are "building and shaping" the vision of your organization and a prospect's critical role — or are you just "repeating" the same thing over and over?
- Remember the famous quote about how doing the same thing over and over and expecting different results is the definition of insanity.
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.