Marketing to Business & Individuals = Development
Wednesday, September 19th, 2007A funny thing happens when you get nonprofits executives in a room and ask them how often they solicit businesses or individuals. Most will focus on a specific event or not at all.
Marketing is the number one issue that nonprofits fail to do for themselves as part of any development plan. That is if they have a development plan. The marketing starts with the single step of letting corporate and community individuals in the community that you serve know of your existence and what you do.
People Give to People
Businesses give to people in their market.
Your organization has to paint a picture in the mind of the giver that makes it personal. An organization has to be consistent and repetitive. It might take 8 times for an individual or corporate entity to give their support. When the donor does give, the most important follow up is to acknowledge the gift.
The difference between a one-time gift donor and an annual donor is that connection you are able to make.
