Home > Cross Media Marketing, Marketing Tips, PURL > Non-Profit Marketing has changed but not the fundamentals

Non-Profit Marketing has changed but not the fundamentals

With budgets tightening, memberships falling, governments and private givers cutting back it is easy to to understand why non-profits are closely evaluating the costs and benefits associated with fundraising. Postage is making traditional direct mail appeals less attractive. The buzz over social media, QR Codes and email campaigns is often not much more than hype when it comes to meeting fundraising goals. This is not to say that all hope is lost for non-profit marketing for fundraising. Many non-profits are successfully using a mix of all of these tools with fantastic results.

No matter what media or mix of media you use for non-Profit marketing the fundamentals have not changed. The most important considerations are still your target and your appeal or offer. You must consider your goal first to make the best choices of what tools to use.

You must also shift focus from cost alone to ROI (return on investment). When I work with non-profit clients to develop campaigns the first thing I want to determine is what is the pool of potential givers or members. Second, what is the value of a response. From there we can typically work some predictive analytics to project a realistic potential ROI. If the numbers don’t add up I recommend we change our plan altogether.

Print, Mail, pURLs, QR Codes, Email, Social media etc, are all wonderful tools that can help us reach our fundraising or membership goals but must be put together in a well thought out well planned campaign. Embrace these new tools but never lose site of the basic fundamentals of marketing.

To Your Success!
Chris Daniels

With more than 20 years as a non-profit museum employee Chris has seen from the inside out the many challenges faced by non-profits across the spectrum. He also consults non-profits of every kind in running successful fundraisers and membership drives through AccuLink, a national marketing services provider. Feel free to contact Chris should you have any questions or want to discuss your goals and challenges.

  1. April 28, 2011 at 11:15 pm

    So true! Doing marketing for non-profits I share you joy and pain. As a social media public speaker I share this with my audience.

  2. Mark Ryan
    April 30, 2011 at 11:46 pm

    The good news for non-profits: Year after year, they can expect to pay less and less on acquisition mailings. While the post of postage may be steadily increasing, the ability to hyper-target good prospects gets more and more advanced. Private companies over the past several years have honed their focus on who they send out direct mail to. They understand the demographics and their list providers are harvesting better and better data. This means the mailing quantity falls. Smaller mailings – less money. Non-profits are taking their cue from these actions.

    Mark Ryan

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