Return To Programs Page      eClub One - Archive Articles List
 

We hope you enjoy the programs at eClub One

Reprinted By Permission - Copyright
Boulder Daily Camera
Making Money Matter
Enid Ablowitz

Mission and  Marketing

Pink ribbons.  Yellow bracelets.  Thin mints.  Brown grocery bags printed with “Let’s Bag Hunger.” 

What do they have in common?

They are all symbols that represent a cause, and a non-profit organization whose mission it is to serve that cause. 

Marketing is a part of our daily lives: commercials, newspaper ads, pop-ups on our computer screen, and even door-to-door advocates for candidates. Everyone is trying to persuade us to buy something, believe something, or do something, and sometimes all three.  In the past, the “m” word (marketing) wasn’t acknowledged by the purist fundraisers who wanted to believe that all giving was self-motivated.  However, even the most staunch donor advocates generally concede that marketing has its place.

So many organizations believe they are the “best kept secret” and that they are “quiet heroes.” In many cases that is the unfortunate truth. Few know what they do and even fewer support them.  They struggle to find the resources to advance their goals.  A common frustration expressed by board members of non-profit organizations is that it is so hard to get the message out about good works, real impact, and the rationale for support.  People are bombarded by a daily avalanche of communication and tune out those things that are not directly relevant to their lives, particularly if the subject has no immediacy. The use of appropriate marketing strategies can result in increased resources for the organization.

Marketing techniques to raise money, like letters and calls, form the foundation of most organizational fundraising. Solicitation letters with return envelopes are common and tend to be effective with donors who generally know something about the organization already. When people respond to such letters, it is often because the letter serves as a reminder to do something they intended to do, or have a propensity to do.  Mailing lists are crafted through market segmentation, meaning, there is a reason for the person to have received the letter.  It might be because of a pre-existing relationship with the organization or a similar organization, there’s a geographic context, or even an ideological affinity.  Letters can inform, but they have to be read. Some letters create instantaneous organizational identity through logos and the use of attention getting “branding.” 

But even when you get someone’s attention and they don’t treat the mail as junk mail, what is the message?  How do you motivate donors to give? Few letters are so well written that they stimulate new gifts from non-affiliated donors, but occasionally that is the case. Professionals who use the science of persuasive communication can help to increase the odds of response. Many organizations find that when the letter is preceded by a call from someone known to the potential donor, or at least known in the community, the response rate is significantly higher--especially if the caller can succinctly get the message across.

The common theme here is brevity, clarity and focus.

Organizations (and the volunteers who raise money for them) must be able to articulate what they do, why what they do matters, and how others can help them do it---- in a minute or less. Yes, deeper conversations are needed as donors become more generous, but that is a natural progression if the alignment of values is strong enough and the organization builds a relationship with the donor.   And, you have to get the first gift.

To non-profits: to get others to know who you are, be sure you know yourselves.  Then communicate that identity with precision. Turn your mission statement into a marketing statement that clearly identifies you.  Prepare that “elevator speech” that can inform and inspire. 

To donors: think about what solicitations you respond to and ask yourself why? Does the focus and clarity of their marketing enhance your perception of the organization’s focus and clarity of mission?  Look at the checks you write and find out more about the organizations you support.  You might find yourself inspired to give more.

Marketing is not a four letter word.  

The giving motivations that bring families together in philanthropy are complex and can alter the way philanthropic dollars are viewed and spent. You can create a dialogue with your family members that can be an extraordinary way to explore and test family values and create a sense of common purpose and connectivity.

Enid Ablowitz is the Vice President for Advancement at the University of Colorado Foundation, Inc., and Director of Advancement for the Coleman Institute for Cognitive Disabilities.  She has been working as a donor advocate for more than a dozen years.  Her book, Making Money Matter:  Eight Steps to Thoughtful Giving was recently published.  For information on how to obtain a copy, contact her at enidablowitz@hotmail.com.

You may contact Enid Ablowitz by email at enidablowitz@hotmail.com

Now that you have completed this program, you have these options

To do BOTH use the Critique E-mail first, then return and click on the Make-Up Request Form

The content of programs appearing on the eClub One Make-Up website are the opinions of the authors and may or may not be shared by members of Rotary eClub One. These programs are presented by Rotary eClub One for use by site visitors, just as any program that might be presented at a Rotary meeting anywhere in the world.

© 2007 eClub One District 5450
Solution Services Inc