Archive for the ‘Non-profit Fundraising Case Study’ Category
Non-Profit Marketing Solutions: Increasing the Average Donation
Welcome to the 4th 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 4 of 4 of Non-Profit Marketing Strategies and Solutions!
Increasing the Average Donation
Non-profit organizations are feeling the effects of the current tough economic times. Donors are decreasing their average gift size or limiting the number of organizations they donate to. Non-profits need to focus on increasing the average donation from low-dollar donors and maintaining the donation size of high-end donors. The best way to achieve this goal is to improve the experience of being a donor and by staying relevant to the donor.
One way to ensure that your non-profit remains high on the donor’s priority list is keep donors engaged in a way that works for them. It is important to extend more than a simple “thank you” to your donators. Your non-profit must stay connected with the donor and continue to build their confidence in your organization. Notify them of what their donation is achieving. A great way to achieve this is by staying in touch with you donors in ways and with content that is meaningful to them. This means avoiding the mistake of speaking to all donors with a broad overview. Appeal to different donor segments and their top concerns.
Engaging your donors in order to increase their average donation is essential to the success of non-profit organizations. Non-profit marketing materials should have messages that are targeted to specific donors and should be should be delivered using numerous marketing channels. Once you create and deliver a message that resonates with a donor it is much more likely that they will increase the amount of their donation.
For more information about non-profit marketing solutions, contact Allegra Marketing. You can also find us on Facebook, Twitter and LinkedIn!
Non-Profit Marketing Solutions: Engaging Donors
Welcome to the 3rd 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 3 of 4 of Non-Profit Marketing Strategies and Solutions!
Engaging Donors
Engaging donors is the most effective way to ensure that your donors will continue to support your non-profit financially. The most effective way to figure out how to engage donors is ask current donors why they donate. You may be surprised at the reasons your donors have for donating. Once you determine why your donors are engaged in your non-profit you will have a stronger understanding of what motivates them and how you can use this information to motivate other potential donors.
The next step is determining how to properly engage this target audience to drill deeper into the group of able and willing donors. If you can engage this group properly then you can put together a list of characteristics that can then be used to develop strategic marketing methods to connect with new prospects that exhibit these same characteristics.
If non-profit marketers are able to redirect some energy to accomplish their goals by following these steps they will waste less time and effort and their return on investment should increase significantly. Ultimately, getting more for less in the long run. In tough economic times this is exactly what a non-profit needs to achieve success, they must increase funding while keeping a lid on spending.
Start thinking about how you can use marketing materials to engage individuals and keep them actively involved in your non-profit. Employ social media, mailing campaigns and E-mail blasts to keep potential donors aware of your organizations and its activities. Think of ways you can allow individuals the opportunity to invest in your organization while instilling them with a sense of meaning and achievement. The best way to engage donors is to keep them aware of your organizations latest news and allowing them to be active in you non-profit.
For more information about non-profit marketing solutions, contact Allegra Marketing. You can also find us on Facebook, Twitter and LinkedIn!
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!
Non-Profit Marketing Solutions: Segmenting Donors
Welcome to the 1st 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 1 of 4 of Non-Profit Marketing Strategies and Solutions!
Segmenting Donors
Segmenting donors is a good tool to implement if your non-profit marketing wants to focus on specific segment or sector of your target audience when providing them with information about your non-profit organization. Segmenting donors refers to creating groups or segments by placing individuals who share similar characteristics into groups.
Segmenting allows your organization to divide your database into smaller segments and treat each group as a separate audience and provide them information that directly resonates with them. By creating a more relevant message your marketing efforts will engage both current and potential donors at a deeper level. There are numerous ways to segment donors the most common of which include the following:
- Segmentation according to the size of donation
- Segmentation according to the frequency of donation or last donation made
However, more sophisticated methods are becoming more common. Other things to consider when segmenting donors include:
- Demographic segmentation: donor’s age, gender, occupation and nationality. Based on their demographics will they value different aspects of your cause?
- Psychographic segmentation: donor’s personal values, interests, hobbies and the like.
- Interest/Identity segmentation: Is there one particular area of your cause that a particular donor is passionate about? Often these areas will have deep personal meaning to the recipient.
Non-profit marketing segments should be big enough to allow for cost-effective non-profit marketing solutions. They should also have key differences relative to other segments, if segments are overly similar, segmentation will be a waste of time and money. Segments should also be able to be evaluated, targeted and stable in order to properly be marketed to.
For more information about non-profit marketing solutions, contact Allegra Marketing. You can also find us on Facebook, Twitter and LinkedIn!
Client Campaign Highlighted by PODI
