Non-Profit Marketing Solutions: Investing Unequally
Welcome to the 2nd installment of the Marketing Monday “Lunch & Learn” Series by Allegra Marketing. Each Monday, we share a post from a 4-part series of marketing information and ideas. This series will discuss non-profit marketing strategies and will provide solutions for non-profit companies looking to improve the frequency and amount of donations and participation. The topics that will be covered include segmenting donors, investing unequally, engaging donors and increasing the average donation of donors.
We hope you enjoy Part 2 of 4 of Non-Profit Marketing Strategies and Solutions!
Investing Unequally
Investing unequally in your donors is based on the core principle that not all donors are created equal. There is a large difference between a donor who donates thousands of dollars a year and a donor who buys a handful of raffle tickets. Many non-profits feel that any previous donor has the potential to be a large donor and they invest a significant amount of time and money. Recognizing that this is the exception and not the rule can help make your non-profit marketing more effective. Non-profits should consider investing more in those donors who are most likely to donate rather than diluting their marketing budget to market to all possible donors.
Non-profit marketers should target their mid-range to high-end donors with a full court press of marketing materials. You do not want to ignore individuals who are not regular donors but it makes sense to increase your marketing efforts to those individuals who are more involved financially in the non-profit. You most likely want to send everyone on your donor list a monthly E-mail regarding the non-profit but you may also want to send out direct mail information to your mid-range and high-end donors to keep them actively engaged in the non-profit.
It is also important to craft messages that resonate with your most desirable donor base because this is the segment that is generating the most income for your non-profit. Keeping donors actively engaged in a non-profit is the most effective way to guarantee that they will continue to donate. Investing more in a message that will resonate with these donors makes sense from a business standpoint because these individuals are the most important to the non-profits success.
For more information about non-profit marketing solutions, contact Allegra Marketing. You can also find us on Facebook, Twitter and LinkedIn!
