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Marketing and Communications: A Case Study for Donors

Marketing and Communications: A Case Study for Donors. Presented by Audrey P. Kintzi, ACFRE. About the instructor. Over 25 years experience in nonprofit management Vice President, Chief Development Officer for Courage Center Obtained CFRE in 1991, ACFRE in 2004

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Marketing and Communications: A Case Study for Donors

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  1. Marketing and Communications: A Case Study for Donors Presented by Audrey P. Kintzi, ACFRE

  2. About the instructor • Over 25 years experience in nonprofit management • Vice President, Chief Development Officer for Courage Center • Obtained CFRE in 1991, ACFRE in 2004 • Past President of Minnesota Chapter of the Association of Fundraising Professionals • 2004 Outstanding Professional Fundraiser, Minnesota Chapter AFP

  3. Fund Development and the Marketing and PR functions • It is rare for a prospect to make a substantial contribution without being familiar or connected to the cause or need • for a prospective donor to give a significant gift, he/she must be involved with the organization and understand the need • cultivation is a key factor of success – communication is a key factor in effective donor cultivation

  4. Fund Development and the Marketing and PR functions • According to Penelope Burk, researcher and author of the book Donor Centered Fundraising, 40% of our donors give to between 6-20 nonprofits • The donors told her that they don’t have time to read all of “our” 10 page newsletters • They want to hear from us in a timely fashion – a one-page newsletter will do

  5. Donor Communication and the Girl Scout Council of St. Croix Valley • Time and money were limited, we needed an effective and affordable way to reach donors/parents • We surveyed our audience – 78% of those surveyed still wanted to receive a paper copy of the newsletter • We couldn’t afford to continue mailing 14,000 households • 22% of our audience was ready to receive electronic communication – we didn’t want to miss the opportunity

  6. The solution • We introduced a 1-page tri-fold newsletter – The Girl Scout Family, a much less expensive piece to print • We also used e-technology to introduce our e-newsletter • To drive readers to the e-newsletter, we released the e-newsletter when the paper copy went to the printer

  7. Fund Development and the Marketing and PR functions cont. • We tackled general donor communication as well • Donor communication increased – we sent newsletters more often – a 1-page newsletter – The Girl Scout Circle

  8. Case Study cont. • The Girl Scout Circle was a hit – we sent it out about 6 times a year, donors told us they loved being “in the know” • On-line readership of the Girl Scout Family newsletter increased dramatically – moms wanted the information as soon as their neighbor got the information – they didn’t want to wait for paper copy newsletters – which could arrive as much as a week later than the on-line version

  9. Additional Resources • Marketing Workbook for Nonprofit Organizations, Volume I, Gary Stern, Wilder Foundation • Marketing Workbook for Nonprofit Organizations, Volume II, Gary Stern, Wilder Foundation • Donor Centered Fundraising, Penelope Burk, Cygnus Applied Research

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