Changing My Hairstyle
My kids chide me that I haven’t changed my hairstyle since Nixon was in office. (Actually, it may have been earlier than that.) Is it inertia,
bending to the cultural and professional norm, or the lack of enough “resources” to work with? Nonprofits often find themselves in that same predicament when it comes to their fundraising or development I heard this factoid quoted and wanted to pass it along...
90% of nonprofits use the same fundraising strategy today that they used 10 years ago –and less than half say it is “effective”!
If you are involved in a nonprofit (board, staff or volunteer), you owe it to your mission, the cause, and the people or pets you pledged to serve. Change requires recognition that your present activities aren’t getting the outcome you truly desire or your donors deserve. Next, an honest assessment of your processes and habits should happen. Often, an independent observer can provide perspective and counsel. Finally, a plan with new actions can be set in motion. Consider these low-cost efforts.
- Call 10-15 donors who gave in 2013 but didn’t in 2014. (Letters or focus groups won’t provide the same results.) You are not seeking a donation, only information. Disarm them with your honesty upfront and they will reward you with useful insight. Ask why they gave before, why they didn’t give last year, what has changed over that time, what the “talk” is about your organization and what improvements he/she might suggest. When taken seriously and done by the highest-ranking executive, it can yield incredible information.
- Don’t want to stray too far from “what works”? Change doesn’t have to be total. Consider adding A/B testing to your fundraising. It’s a simple concept that’s been used for decades. Start with a statistically significant sample; half is common. Mail a different appeal or offer to each set. Change only one thing so you don’t confuse the conclusion! Keep track of which effort “wins” by: dollars, comments, or responses – whatever your metrics indicate
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- Institute a “major donor” appreciation event. It doesn’t have to be an expensive dinner! In fact, some of the best ideas cost little money, which demonstrates your understanding the value of a donated dollar, too. Make it exclusive and DON’T ASK FOR MONEY.
Hope this helps. Let me know what your nonprofit did to become more effective.
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We’ve come to the end of our self-imposed marketing journey—and we’re wrapping up with the topic you probably wanted us to start with! Do I really need to say it? Understanding your marketing performance is absolutely key to driving improvement and achieving your business goals. The good news? There are plenty of analytics solutions out there to help you track key performance indicators (KPIs), measure ROI, and optimize your strategies over time. Start by identifying the metrics that matter most to your objectives, and then, set up customized tracking systems to capture accurate data. From there, we can help turn that data into actionable insights and informed recommendations—like setting goals, defining objectives, and marking progress with mileposts along the way. This process isn’t for the faint of heart—it takes persistence and attention to detail. (Pro tip: hand this job to the people who ask all the tiny questions that drive you nuts. They were born to track KPIs, ROI, and website hits!) With the right tools and a bit of know-how, you’ll soon be analyzing website traffic, monitoring social media engagement, and tracking email campaign performance like a pro. A quick plug for two simple yet game-changing principles: Track only what you’ll actually use. Don’t waste time and money chasing data you don’t plan to act on. Start with a baseline. Knowing where you began is just as important as knowing when you’ve arrived. The best part? Many of the resources you’ll need along the way are free or affordable—perfect for marketers of all levels. And if you’re looking for a partner to help you achieve your business analytics objectives, give us a call. We’d love to help you get started!
I struggled with blog title more than all the others in the series—combined! How do I succinctly, yet powerfully encapsulate that this one item, which is an accumulation of disparate, grassroots actions, may be the most important to your marketing—even if you represent a multi-national brand? Every company or nonprofit has a community. I’m not just talking about physical geography, although that may pertain. The community most important to you is the group of people who specify, donate, buy, use, or influence the purchase of your product or service. Building long-term, unbreakable relationships with them is essential for long-term success. Nothing—no ad series, social media campaign, or sales gimmick, no matter how well-constructed—can compare to the importance of connecting with your target audience on a personal level. You have the opportunity to establish trust and credibility through every interaction and every step in the customer journey. Here are a few examples. Think about your own situation while you read. Conagra Brands Conagra Brands, with products like Healthy Choice and Marie Callender's, through its Foundation, focus on alleviating food insecurity by supporting nonprofits that provide access to nutritious food, nutrition education, and healthy lifestyle programs. In 2023, Conagra donated over 30 million pounds of food to Feeding America and its network of food banks. ITW (Illinois Tool Works) ITW, a diversified manufacturer, has partnered with United Way in their local communities for over seven decades, investing an average of $6.1 million annually over the last five years. Their employees actively participate in local initiatives, contributing both time and financial resources. Procter & Gamble (P&G) P&G, the parent company of brands like Tide and Pampers, provides essential products to those facing challenging circumstances. They collaborate with organizations to distribute to ‘their’ communities in need (think hurricanes, floods, fire, etc.), ensuring that their products reach individuals who can benefit from them the most. Nike Nike collaborates with over 200 organizations worldwide to bring sports opportunities to young people, aiming to address inequality and promote active lifestyles. Yes, we’re talking about the local events, sponsorships, and collaborations. Those pesky community festivals, or sponsorships of a local sports team, or presentation to a local garden club help create meaningful connections that drive brand loyalty and customer engagement. Each is a small incremental step, but we often fixate on the destination and not the all-important sustained journey. As you become an integral part of your local community, you can achieve your business objectives and become a trusted brand/friend for generations. https://www.with1vision.com/about-us#OurInvolvement
