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Experienced non profit fundraisers will tell you there are many steps in planning a successful philanthropy campaign. For a large comprehensive or capital campaign, one of the more critical phases is the development of the case statement. The case statement plays a key role in articulating the rationale for fundraising and energizing gift officers and volunteers while laying a foundation for future donor conversations. The Association of Fundraising Professionals (AFP) lists the first three questions for making the case as: • Who is the organization and what does it do? • Why does it exist? • What is distinctive about the organization? Interestingly, these are very same questions marketers ask when defining the brand of a non profit institution or other organization. So, it stands to reason that if your organization’s brand has not been clearly articulated or crystallized prior to the planning of your next campaign, it may be difficult to outline the case for giving. Even more important … Continue reading
Posted in: non profit marketing, philanthropy marketing
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I love ROI. You can probably tell from my Twitter handle: @LuvROI. Yet, we marketers don’t often push our metrics far enough to effectively measure ROI. I’m not talking about impressions, frequency, clicks and other traditional campaign measurements. Not at all. Rather, we should view marketing outcomes through the same revenue-focused lens used by senior management in any organization. Digital, social and mobile media (with related analytics) offer increasing opportunities to measure what’s really important to Boards, CEOs, CFOs and other senior executives. Sample Revenue Metrics Number/percentage of new prospects generated online? How engaged are prospects (using blogs, galleries, video, mobile apps, social sites and other measurements)? Percent increase/decrease? Number/percent increase/decrease in gifts made via web? Mobile? Social? Number/percent increase/decrease in average size of gift made via web? Mobile? Social? All this, and more, is possible… When I was a client of Elliance, one of the simplest (but most meaningful) things I ever did was share the “Hottest Prospects” reports … Continue reading
Posted in: Marketing Strategy, philanthropy marketing