Posts Tagged ‘allegra marketing’
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!
Marketing Solutions 101 for Business to Business: Communication Channels
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 the basics of marketing and will provide marketing solutions for enterprises looking to improve their business-to-business marketing. The topics that will be covered include defining the ideal client, differentiating your business, segmentation and messaging and communication channels.
We hope you enjoy Part 4 of 4 of Marketing Solutions 101 for Business to Business!
Communication Channels
The final element of a successful marketing plan is determining your method of distribution or communication channels. Any marketing plan, no matter how well it is developed, will fail unless it is distributed along effective communication channels to the market segmentation or target market.
Selecting effective communication channels is a major element of a business’ marketing mix. Businesses must properly use direct marketing, sales promotion advertising, personal selling and public relations to communicate the existence and value of a product or service to the target audience.
In order to properly select effective communication channels or distribution methods, business must focus on getting their message, product or service to the target audience at the right time with consideration for profit and effectiveness. Successful marketing does not end when an individual or business has developed a successful service or product and has found its ideal client or target audience. Marketers must then decide how they are going to distribute this message, product or service to their target audience.
Businesses that successfully identify an ideal client or target audience, differentiate their business from their competitors, properly segment their target audience and create a message that is distributed through the proper channels to reach their target audience will ultimately be successful. By following these steps you will be reaching potential customers with an effective message and will ultimately see an increase in sales and profit.
For more information about marketing solutions for B2B companies, contact Allegra Marketing. You can also find us on Facebook, Twitter and LinkedIn!
Marketing Solutions 101 for Business to Business: Segmentation and Messaging
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 the basics of marketing and will provide marketing solutions for enterprises looking to improve their business-to-business marketing. The topics that will be covered include defining the ideal client, differentiating your business, segmentation and messaging and communication channels.
We hope you enjoy Part 3 of Marketing Solutions 101 for Business to Business!
Segmentation and Messaging
The next element of a successful marketing plan is segmenting your target audience and tailoring a specific message that will address their wants and needs. At its most basic level, market segmentation refers to dividing a market in terms of commonalities or similarities. Meaning that the members of a specific market segment have something in common.
The major purpose of market segmentation is the concentration of marketing energy or marketing solutions to a specific subdivision or market segment to gain an advantage over the competition within this specific subdivision. Concentration of marketing energy or solutions is the key component of all marketing plans, and market segmentation is the marketing solution or tool that allows us to help achieve this focus.
There are numerous ways to segment a market for business-to-business marketing, the most common of which is firmographics. Firmographics refers to the characteristics of a specific organization. Much like demographics to an individual, firmographics paint a portrait of an organization based on factors such as industry, number of employees, revenue size, number of locations and the location of the company.
Marketing segmentation is important because it is a great way to apply marketing solutions or energy to a subset of a specific market. However, crafting a message that resonates with that specific subset is equally important. If you choose to segment the market by focusing on firmographics make sure to target your brand or message to the largest segment that fits your niche. Segmentation’s greatest value lies in targeting a subset of businesses and allowing your business to craft a specific message that is tailored to the needs and wants of that specific subset.
For more information about marketing solutions for B2B companies, contact Allegra Marketing. You can also find us on Facebook, Twitter and LinkedIn!
Marketing Solutions 101 for Business to Business: Differentiating Your Business
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 the basics of marketing and will provide marketing solutions for enterprises looking to improve their business-to-business marketing. The topics that will be covered include defining the ideal client, differentiating your business, segmentation and messaging and communication channels.
We hope you enjoy Part 2 of Marketing Solutions 101 for Business to Business!
Differentiating Your Business
The next element of a successful marketing plan is differentiating your business from your competitors or positioning yourself properly to your target audience. Positioning can be defined as how your product or service is perceived by your target audience relative to your competition. Your goal is to create the perception, or an image, that is differentiated, unique and definable in the mind of your target audience. To successfully position your service or product, try the following:
- Define and create a list of your business’ competitive advantages
These advantages might include lower costs, better customer service, higher quality, etc.
- Choose the competitive advantage that differentiates your business
What you choose, or which benefits of your business you select, will depend on what positions your competitors have chosen and how you wish to position yourself amongst these competitors. However, some competitive advantages may be inconsistent with other products or services, too costly to develop or simply not strong enough to differentiate yourself in the marketplace.
It is essential that your marketing solutions and materials support the image or position you are trying to create. It is also essential for your business to know your potential and present competitors, both direct and indirect. You should examine your competitors’ strengths and weaknesses relative to those of your business. This will help you select marketing solutions and a market position that provides your business a competitive advantage.
Your market position should emphasize the factors that your customers or clients value most and those which differentiate or set yourself apart from your competition.
For more information about marketing solutions for B2B companies, contact Allegra Marketing. You can also find us on Facebook, Twitter and LinkedIn!
Marketing Solutions 101 for Business to Business: Defining the Ideal Client
Welcome to the very first installment of the Marketing Monday “Lunch & Learn” Series by Allegra Marketing. Each Monday, we will share a post from a 4-part series of marketing information and ideas. This series will discuss the basics of marketing and will provide marketing solutions for enterprises looking to improve their business-to-business marketing. The topics that will be covered include defining the ideal client, differentiating your business, segmentation and messaging and communication channels.
We hope you enjoy Part 1 of Marketing Solutions 101 for Business to Business!
Defining the Ideal Client
The first element of a successful marketing plan or the first step towards successful marketing solutions is identifying your ideal client or target audience. A target audience consists of the businesses and individuals that are most likely to want or need what you have to sell. Before creating a marketing plan, it is critical to define your target audience and create a profile of your ideal client so you can properly generate marketing solutions that will attract this audience. After identifying your ideal clients and target audience it will be much easier to create marketing solutions around their identity and needs.
There are numerous questions you may want to ask in an attempt to define your target audience. These questions include:
- Where is the business located?
- In what industry is the business?
- How big the business?
- How long have they been in business?
- What is the business’ annual revenue?
- Is the business a multi-unit business or a sole proprietorship?
- Who in the business are you marketing to? CEO, CFO President, Etc.
There are other questions that may need to be asked, but once you have answered the correct questions and created your ideal client profile, you can then incorporate this information into your marketing solutions. Incorporating this information into your marketing solutions will ensure that you spend less time looking for clients, and once you find these clients they will be more likely to purchase your product or services.
For more information about marketing solutions for B2B companies, contact Allegra Marketing. You can also find us on Facebook, Twitter and LinkedIn!