A marketing approach to fundraising. YES!

As a marketing strategist who consults to NPOs in my region, I was encouraged to see that a marketing approach together with the use of the supporting technologies, is being promoted as the way forward for fund-raising. It definitely is time. It will definitely be more effective. But what does that mean?

It means that we take the view of the donor over the beneficiary and speak to them (individuals or organisations) in an empathetic way, in a way that makes them feel valued.

It means that we need to take the time to learn what is motivating the behaviour, the reason they care.

It means that we need to look to give them something back, whether it be feedback on the outcome, or a get together with peers!

It means that we understand that many prospective donors will have done their research online and will already have formed strong opinions before we even make contact with them! They will search for the information they are looking for to help them make a decision.

Mr. Warner has first-hand experience (both as a donor and a service provider) and outlines how important it is to acknowledge that not all donors are created equal and that we need to market differently to different audiences (eg: high value vs low value). No “spray and pray’ approach.

As a marketing strategist, I didn’t find much new content here, but I love the idea of fundraisers and their CEOs coming to grips with the content of this book.

With many thanks to the author, MarketSmart, and NetGalley for my free copy to review.