Welcome to guest blogger, James Porter. James is Associate Director, Development & Communications for the END Fund, a nonprofit dedicated to controlling and eliminating neglected tropical diseases.
Your database tools have the potential to dramatically increase marketing and fundraising results if you use them right. That’s why I’ll be blogging lots of tips, tools and case studies on building out and using your database(s) to improve your supporter’s experience in 2014—via segmentation, serving customization content and personalization. More satisfying experiences lead to more of the actions you need (results!).
Here’s what my dear friend and colleague, Kivi Leroux Miller, said when I asked her to share the most important takeaway from her just-released 2014 Nonprofit Communications Trends Report:
In far too many organizations, communications/marketing staff and development/fundraising staff aren’t talking or cooperating, and in the worst cases, are working at cross-purposes. Your goals don’t have to be completely in sync, but they must be aligned.
Oh yeah, they do. If your goals—and all the activity that flows from them, both marketing and fundraising wise—aren’t aligned, you won’t get anywhere with your outreach on either front. Actually, the impact will be far worse than that—you’ll alienate prospects and supporters by confusing them with an inconsistent experience, a proven recipe for pushing folks far, far away.
Kivi’s must-do recommendation comes from learning that communications directors and development directors vary widely in their take on:
Donor retention is an absolute priority (again) for 2014. Yet the path to donor retention success remains elusive for so many organizations. How about yours?
Please join me in thanking Frank Barry and the Blackbaud team for sharing donor retention guidance from some of the smartest fundraising experts out there. I’m thrilled to be included!
Here’s my #1 donor retention recommendation—R-E-S-P-E-C-T your way to strong and long-lasting donor relationships:
Select that one thing (among the many things) that will make a significant difference and that you want to do better. Then start doing it right now on a regular basis.
For most of us (including me), it’s a no-brainer. That one thing has to be be writing. Stronger writing is the one and only path to nonprofit content that motivates people to listen and act. It’s the skill set behind every effective nonprofit campaign ever crafted and one you can always take to the next level.
I dare you to learn to write better.
Friends and colleagues, today is Giving Tuesday—the national day of giving—and I’m raising money for an organization dear to my heart: NTEN (the Nonprofit Technology Network). Please join me in supporting my NTEN challenge.
NTEN is the place so many of us nonprofit communicators find community, plus a wealth of resources and support unavailable anywhere else.
Donate now to join me in building a stronger network of nonprofit professionals like us; folks who do more with less by leveraging technology tools to increase their impact and move their cause forward.
Your donation of any size—$10, $25 or more—will be used and appreciated. Please donate now. Thank you for helping NTEN, and helping me meet my ambitious goal of $1,000!
Here’s the back story:
I’ve seen so many fantastic examples from nonprofits linking what’s top of mind this week (Halloween, for many, if not for all) with their campaigns and orgs. Thanks to Kerri Karvetski for showcasing several strong nonprofit models here.
But many orgs are moving forward with “just do it” Halloween-linked marketing, rather than relevant marketing that deepens understanding of the organization and/or motivates action. And that becomes who-cares, right-now marketing. Here’s what I mean.