Donor Apathy

DATE: April 4th, 2016



(Marketing Week)

Cultivating loyal, committed donors is tough. We live in  a noisy world of Facebook challenges, emails from friends doing a special fundraising project, a mailbox filled with charitable requests, TV and radio ads, and online information. Events, peer-to-peer, crowdfunding, door-to-door, face-to-face……..

Fundraising is tough.

This paragraph struck me this week. It’s out of the UK — but we need to take it into consideration:

Charities that effectively bridge the gap between branding and fundraising will also have a far better chance of engaging supporters in the long term, but working out the value of different types of communication is an issue, so Snedden suggests the measurement framework has to evolve Marketing Week, 

Many organizations continue to silo communications and fundraising, giving brand and organizational collateral to the communication team. The “real” work goes to the fundraising (development team). That silo has to come down — or at least a walkway built between the two. Brand matters. Research shows that the charitable organizations that are engaging more and more donors are those that know who they are, run integrated campaigns and have a strong brand presence.

When brand integrity encompasses every communication and fundraising message, trust is built. Donors know they can count on you. The feel confident of your work because they know you personally.

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