4 Steps To “Rev” Your Marketing
April 17, 2017 THE NONPROFIT TIMES
- Does your organization go 0-60 in seconds, or do you find yourself pressing down hard on the gas pedal but not getting the momentum you would like? If it’s the latter, it’s time to look under the hood to see what needs a repair. During a session at last year’s Bridge To Integrated Marketing Conference in National Harbor, Md., “REV IT UP! Fundraising as a Driver of Organizational Change (and Revenue,)” highlighted areas of improvement in the case study of the Trust for Public Land. Margie Kim, chief philanthropy officer at The Trust for Public Land, Daniel Scarpelli, vice president, philanthropy operations at The Trust for Public Land, and Rebecca Girvin-Argon, vice president for development, The Montpelier Foundation provided insight shifting your fundraising gears:
- When creating a new case for support, it is important to consider your donor pipeline, as individual giving is more elastic compared to foundation and corporate donors.
- Branding is important. Creating a strong brand fosters your organization’s identity in the philanthropic marketplace.
- Diversified donor acquisitions strategies, included increased direct mail, crowdfunding platforms, and stewardship teams help build your donor pipeline and create engagement. Your organization can collect data on preferred donor engagement platforms by surveying your mid-level donors.
- Creating a campaign with a clear communication for donors, such as monthly newsletters or other updates, help foster a culture shift and keep people engaged.