Marketing Strategies to Support Your Fundraising

The perfect time to refine and broadcast your organization’s message is prior to embarking on a campaign.

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.

Becky Brown, Vice President, bbrown@kineticfundraising.com

Join Us on the Growing Philanthropy Tour

Next stops on the road to achieving Kinetic’s mission of growing philanthropy by 25 percent in the next 20 years:

Denver
May 29-31, 2019
Boy Scouts of America
2019 National Annual Meeting, Booth 405
Ross Pfannenstiel
Jason Wood

Washington, D.C.
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
Jason Wood

Wilmington, N.C.
June 8, 2019
University of North Carolina
Nonprofit Leadership Experience
The Sustainable Nonprofit
Karin Cox

Washington, D.C.
July 11, 2019
2019 Bridge Conference
AFP of Washington DC Metro Area Chapter
Prepared for Success: Demystifying the Major Gift Campaign
Karin Cox

Richmond, Va.
July 24-25, 2019
2019 VFRI Conference
Fundraising is Everybody’s Job: Creating a Culture of Philanthropy
Karin Cox

Los Angeles, Calif.
October 10-12, 2019
2019 Economic Science Association
North American Meetings
John List

Paris
November 14-15, 2019
4th INSEAD
Randomized Controlled Trials
John List

Past Stops on the Tour

Book of the Month

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 Kinetic team. Go here to purchase your copy.

On the Web

Facebook: Become a Fan and a Friend.
Fundraising tips, event photos, news and updates – see what’s new At Kinetic by becoming a fan of us on Facebook.

Visit the Kinetic 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, kcox@kineticfundraising.com. If you’d like a free subscription to Strategies for Success or its monthly companion, Philanthropy Success, contact info@kineticfundraising.com.