Relationships, they can be so rewarding and yet so fraught with troubles. For nonprofits, relationships can be extremely rewarding on many levels.
During a session at the Bridge to Integrated Marketing Conference at National Harbor, Md., Jeff Schreifels of the Veritus Group and Chaz Watson of The Salvation Army said that one level that can be quite helpful for establishing a relationship is that of organization and the mid-level donor. It can be a lasting, happy, soul-enriching experience, for everyone who is involved.
- The relationships between nonprofit and mid-level donor can be categorized as one-to-one, one-to-some and one-to-many. That calls for two approaches:
- A cultivation model based on maximizing upward growth through segments.
- Increasing long term value (LTV) ratio by moving more donors up for higher return on investment (ROI) treatment by major gifts officers.
- All this frees up more investment money for acquisition. Specificly, understanding that each relationship has its own attributes.
- One to one: Discovery, Cultivation and Annual case request
- One-to-some: Audience qualification, Personal communications, Direct response communications, and Seeking engagement and growth in the donor relationship.
- One-to-many: Recency, Frequency, Monetary value (RFM) modeling, Broad appeals and Broad channels.