How Fundraising is Turning into “Fund Marketing”
This image – all by itself – makes the case for CharityWater.com.
Are you using the new marketing and communications tools to support your fundraising?
There’s now an amazing array of techniques, formats, strategies out there for us.
New and Innovative Tools
We have more ways than ever to tell our story, connect with our donors, keep them engaged with our cause, and ask for money!
Not only that, but we have hard data about what types of communications our donors respond to.
We know what makes a potential donor open an envelope or not. What makes her read an email newsletter, or not. Or want to give again, or not.
We know exactly:
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- What donors react to on web pages.
- How to turn a newsletter from one that makes $1400 to one that makes $42,000.
- What types of images and pictures work best.
- How to design and lay out a direct mail appeal for max impact.
- What fonts work best.
- How to shape a call to action.
We know a lot more about messaging too these days. We know:
- How to start off a direct mail appeal letter.
- What to say on our website donation page, and what not to say.
- How to frame an appeal for maximum impact on a donor.
We know that “real words” are more engaging than “jargon.” Why say “impact our programs” when you can say “help children learn to read?”
What do all these strategies and tactics have in common?
These strategies merge the “fundraising” function and the “marketing/communications” function.
Every day, fundraisers worry about which message to choose; how to shape the message, what words to use, how many words to use, which words and phrases to avoid.
All of this could be included in a communications function called “copywriting.”
So, my friend, if you want to be successful as a fundraiser, you need to also have a working knowledge of messaging, copywriting, good design and layout. You might even need a smattering knowledge of photography and videography.
You could say that these skills fall into the communications and marketing arena.
Find out how we can help you achieve your fundraising goals with world-class consulting and custom training.
So if you want to be successful at fundraising, you gotta master some marketing skills.
There’s Plenty of BAD Marketing!
Last week when I asserted that marketing and branding can kill fundraising, some of my smart nonprofit communications friends took issue.
Let me make myself clear: BAD marketing and RIGID branding can subvert fundraising.
What does bad marketing and rigid branding look like?
Communications that:
- Are organization-focused, not donor-focused (staff profiles for example)
- Are beautifully designed but difficult to read
- Too wordy
- Promote board members or the CEO instead of donors and your work
- Talk about the gala instead of the kids we’ve helped this year
- Full of statistics and data and short on pictures
- Too formal and lofty
- Use jargon like “programs” “services” and “underserved”
- Are all about the branding, the look and the right colors . . . and thereby convey nothing
- Are completely missing the all-important “Call to Action”
Let’s not waste our time and energy with bad marketing.
If you’re fortunate enough to have a marketing and/or communications staff with skilled professionals, their expertise can often help you.
One nonprofit marketing professional I know says that so often, fundraisers “ruin” letters and other copy by inserting jargon, adding “flowery,” unnecessary words or making changes upon changes. Don’t be one of those folks, ok?
But all fundraisers need to learn these skills!
Here’s how to learn to do Fund Marketing correctly:
Follow the smartest nonprofit communications people out there.
There are plenty of experts out there who have mastered Fund Marketing. You should follow them all AND study their stuff. Take their classes too!
- Tom Ahern
- Kivi Leroux Miller of Nonprofitmarketingguide.com
- Nancy Schwartz of Gettingattention.org
- Jeff Brooks
- Sarah Durham at Big Duck
Take the time to learn how to shape and deliver a message well.
Ask if your marketing and communications colleagues follow any of the experts listed above. That’s a great way to open a line of communication.
See if you can focus your organization’s full resources and skill sets to create the most toward powerful coordinated message around “WHY” our organization’s work is important.
I’ll guarantee that you’ll raise a lot more money.
What do you think? Leave a comment and tell me!
I’m totally with you on this. I coach conservation groups on exactly this–merging fundraising and outreach/marketing to change lives, and motivate. To connect on shared values.
Great article. Are any of the marketing gurus you on your roster of speakers coming up this year?
I worry that too many organizations use “fund marketing” as an excuse to avoid good old fashioned personal relationship building with potential donors. Let’s not forget that people still give to people and that good marketing, while essential, is no substitute for the kind of relationship building that is central to donor-centered fundraising.
For too many years, fundraisers and marketers had acrimonious relationships. It was akin to sales and marketing roles in the private sector. But, fundraising IS marketing. It’s marketing the mission, the need to sustain programs and services, and passion for the cause. There are countless marketing channels to accomplish this, including good, old-fashioned relationship building.
Bad marketing exists just as bad fundraising does. This post underscores the need for nonprofits of all sizes to hire or outsource their fundraising marketing to specialists who are “customer”-focused. Unfortunately, there are many orgs that still don’t prioritize this and wing it on their own. Marketing is an investment in the mission.
Great piece! I work in a small shop and I was hired to do both the fundraising and marketing. They definitely go hand in hand for many of us. I really like the tips on what “bad” marketing looks like!
Focusing on fund marketing can also lead to content for earned media. In many news markets, reporters know little about what not-for-profits actually do.This is especially true in the arts. The story should be succinctly shared in an interesting way and high quality digital visual content should back it up. Media websites need content and if we provide high quality, easy-to-access content, our visibility may benefit from this free support.
For 30 years, I’ve known that brand awareness & belief in mission (marketing) precedes gift-making. It has only intensified with the preponderance of worthy 501c3s vying to make charitable giving “short lists.”
My written communication is my weakness. I am really good at personal relationships with my donors. So, I just hired someone who has volunteered for our organization for a few years. Her degree and experience is in marketing and communications. She now takes my ideas and crafts them into stunning appeals, thank yous, and newsletters. This frees me up to do what I love… “loving” on my donors!
I work for a small non profit in Ghana, Africa and because of limited budget we have had to combine the fundraising with marketting and communications. We have found those two to be closely related and very effective if well integrated. But the size of demand in both of them usually leaves a some important things you shared undone, at least on a consistent basis.
HI Dick, agree! Pne to one relationship development will always be important for fundraising – especially for higher end donors. I find, however, that our appeals and pitches to major donors could also get brushed up a bit in the marketing arena.
You’re right Karen – good fundraising requires a backdrop of terrific marketing messages that are on target. Also agree about the increased competition out there – and good marketing can get the door open for smart organizations.
Wow, you are busy! Interesting that having a very small shop forces you to combine the two functions – with a happy more effective result! Agree about the enormity of the work to be done!
Way to go Kris, glad you are “loving” your donors, as I suggest. If you don’t feel strong in the marketing arena, it’s very smart of you to add that skill set to your team. Very smart!
Great article. There are many points that are similar to advice I rely on as a working artist. I return over and over to these guiding
principles when working with clients who have hired me to create donor
recognition art.
1. You are only as good as your worst image.
Your worst image (artwork, brochure, etc) does damage. If you are not
absolutely sure your imagery, design, etc. is right on just keep it
simple and work towards improving.
2. I agree, fundraising is
marketing and I believe your donor recognition can be one of your best
marketing tools if done with intention. Recognizing your donors for who
they are and acknowledging their contribution in a unique way that
reinforces your organization’s mission goes a long way. From the cards
you send to the permanent recognition you create, invest the time to
create these with intention and your efforts will pay off long term.
3.
As an artist, if I want to include something outside my comfort realm
within a work I consult with another professional or subcontract out
work. I have finally accepted I don’t have to be the expert in
everything I just need to know how to go find one when necessary.