Marketing Strategies to Support Your Fundraising
Consider this: What do donors and the general public know about your organization? It may not be as much as you think, and what they do think may not be accurate. This is a key reason why pre-campaign assessments are necessary. A pre-campaign assessment allows you to objectively assess what people know about the organization, so you can make informed, targeted adjustments to your strategies.
Here are three questions to ask, so you can get your message to a more interested audience:
Who are we?
Does your nonprofit’s web site adequately reflect what you do and how lives are changed because the organization exists? If someone with fresh eyes were to visit the site, what would that person learn – within a minute – about your mission and how you practically implement the mission? What recent, positive outcomes are showcased? Do all your platforms – web site, social media and hard-copy materials – present a clear and cohesive brand? Have you solicited objective feedback to these questions?
Who knows what we do?
Seth Godin, marketing author and entrepreneur says, “When you seek to engage with everyone, you rarely delight anyone.” Rather than starting with a goal of reaching your maximum audience, focus on “the minimum viable audience.” What groups and individuals already know about you? Start with staff, board members, volunteers, vendors, individuals and families served, etc. – then enlarge the circle.
Who else needs to know?
A “spray-and-pray” approach is neither time efficient nor cost effective. Thankfully, there are numerous low-cost analytics available for identifying new markets. For example, identify prospects whose interests already align with your mission, especially as it relates to various sectors like education, the arts, children, the environment, history, healthcare, etc. The list is limitless.
Marketing and fundraising are quite different, but they need to complement one another, so the benefits of each can be leveraged to advance the other.
Join Us on the Growing Philanthropy Tour
May 30-31, 2019
National Coalition for Homeless Veterans
2019 Annual Conference
Data-driven Donor Identification, Cultivation, Solicitation and Appreciation Developing a Comprehensive Fundraising Plan
June 8, 2019
University of North Carolina
Nonprofit Leadership Experience
The Sustainable Nonprofit
July 11, 2019
2019 Bridge Conference
AFP of Washington DC Metro Area Chapter
Prepared for Success: Demystifying the Major Gift Campaign
July 24-25, 2019
2019 VFRI Conference
Fundraising is Everybody’s Job: Creating a Culture of Philanthropy
Los Angeles, Calif.
October 10-12, 2019
2019 Economic Science Association
North American Meetings
November 14-15, 2019
Randomized Controlled Trials
Hartsook has pushed and challenged the status quo, and nobody in the world has had a greater impact on the fundraising profession. The strategies shared in $231 Billion Raised and Counting bring together insights from the many consultants who make up the extraordinary Hartsook team. Go here to purchase your copy.
On the Web
Visit the Hartsook website for:
– Educational opportunities
– Books/reference articles
– Conference/workshop speakers
Strategies for Success explores smart ideas, connecting with thousands of fundraising professionals. We welcome your best practices contributions or comments. Send to Strategies for Success editor Karin Cox, [email protected]. If you’d like a free subscription to Strategies for Success or its monthly companion, eHartsook on Philanthropy, contact [email protected].