A discovery meeting presents the opportunity to discover commonalities. Evaluate a prospect’s dissatisfaction and widen the gap between where they are now and their ideal situation. This gap allows for the ask, the pitch, and the sale.
After you’ve acquired new business, you want to make sure you retain them by keeping in contact with them on a rather frequent basis; however, this may be challenging if you lack human capital, but it must be done.
You must show clients, customers or donors appreciation by thanking them both formally and in creative ways. Show them that you are thinking about them so they will think about you for their next product or service.
One common technique used after outlining your goals and objectives is to segment your data file by a recency, frequency, and monetary analysis to engage those who have and continue to show interest in your company. Continue to remind them of your value and provide them with promotions that will make them feel really appreciated.
Understand that companies aren’t perfect nor are they expected to be, but to succeed in business you must be willing to face challenges and ameliorate problems to make money. Don’t thwart your own integrated marketing communication efforts to strengthen your brand and increase revenues by putting your head in the sand. Anything subpar eventually fails no matter how much you try to gussy it up. Fix the fundamental problems that are often made clear by supporters before embarking upon the journey of segmentation and content customization.
After you’ve addressed your organizations weaknesses and have pinpointed opportunities for growth you can learn more about your target market, which isn’t just “the public”, but clear segments that exists for your organization.
Determine geography, income levels, age ranges, ethnicities, interests, etc to discover everything from possible niche market targets to choosing the most impactful pictures for your website.Segment your data file and implement creative integrated marketing communications strategies from Out of Home (OOH) ad placements to profitable event mailing lists.
For example, if you are a nonprofit serving low-income children in underserved communities, you can pinpoint communities with a similar demographical target in proximity to your services to place kiosk ads to promote your services or pull names of individuals historically interested in attending events with the ability to pay $500+ for an event ticket from a large list to lower printing cost on a tight budget.
Remember, its all about the data. Great data allows you to really take the reigns on creating fruitful strategies and creative approaches to branding, customization, personalization, and effective marketing communication.
Creating and activating sponsorship opportunities is an exciting process for building mutually beneficial relationships with other businesses. Win over a company and you can win a business partner for life. Fail at delivering on your sponsorship benefit promises and you can tarnish your reputation and struggle to acquire sponsors in the future.
Sponsorships usually involve exchanging funds for promotional opportunities that have the potential to increase brand equity. You can activate sponsorships using social media posts, radio spots, television ads, traditional ads, digital ads, direct marketing, and on-site sampling just to give you an idea of the marketing options available to you. You can even host contests, create sales promos, and more. Integrated marketing planning is great for activating sponsorships.
Think of ways you can activate a sponsorship before and after meeting with your prospective sponsor, as you should meet with them. During a discovery meeting with a prospective sponsor you never know what information you will learn about the real needs and desires of the decision-makers involved in agreeing to sponsoring your event. The goal of the meeting, if you are able to secure one, is to make sure that your promotional plan and company aligns with a prospective sponsor’s marketing goals and objectives.
Once you’ve figured out what your prospective sponsors would really like to accomplish by partnering with you, create a formal sponsorship package outlining marketing goals and objectives for both parties, provide professional pictures of past events that will entice your potential sponsor to buy into the opportunity. Additionally, provide an overview of the reporting process, as any investor wants to see their ROI. It is so very important that your potential sponsor sees that you care about what you do and will represent them well.
Take your sponsorship package to the next level by including: demographics, psychographics, a marketing strategy, and tactical plans. This will show that you know your audience and have insight into what they want – in marketing, to know this proves profitable time and time again.
When you see jobs posted for nonprofits falling under a mix of marketing, communications, and fundraising or just fundraising, it is usually coined “development.” For a long time, I thought development was fundraising, but it is not. Or is it?
Fundraising is the act of making an ask for a donation. The only professionals who make asks at nonprofit are gift officers or those who call or meet individuals face-to-face asking for a gift. All others are marketing / business development professionals.
Fundraising is more like sales, but if you are a Development professional who is able to use sales tactics, develop relationships and can understand and use marketing strategies and tactics, you are a powerhouse (an quite possibly a Development Director). However, most likely you are either a fundraiser or a business development / marketing professional.
Many development officers consider themselves fundraisers, even some grant writers consider themselves fundraisers; however, grant writers are also business development / marketing professionals who have learned where to add language for an ask within a marketing document/proposal.
Great thing, you will may learn more about business development in the nonprofit sector then any other place if you have the drive to learn marketing and business development. The nonprofit sector is comprised of organizations dealing with the concerns of humanity; therefore, as [business] development officer can learn to capture the hearts and minds of others – you have the opportunity to learn donor/consumer behavior.
By defining your role at a nonprofit you can focus on learning the tools and skills you need to become more proficient. The nonprofit sector must move away from developing Development professionals good at everything and a master of nothing.
In NYC, going to a bar or social event after work is pretty common. Take advantage of presenting the opportunity for individuals to support your mission by hosting your next fundraiser at an establishment serving refreshments your guests will love.
A fundraiser held at a bar or lounge is a cost-effective and fun way to bring people together to network and mingle while supporting your cause. As the host, you can be creative and host your event at a biergarten for a bierfest theme, a wine bar for wine enthusiast, or a martini bar for new, tasty creations.
Some bars and lounges in NYC clearly publicize that they are in the business of helping charities fundraise, places like: Chelsea Manor, Copia and Village Pourhouse, just to name a few. The reality is, you can approach just about any establishment and negotiate a fee structure for the event that will benefit both your nonprofit and the venue.
For example, you can cover the cost of an open bar for happy hour drinks. There are some places that have packages starting at $15-$20 per person for 2 hours. You will need to pay this fee to offer an open bar, just make sure to markup your ticket price accordingly to recoup your expenses and make a sizable profit by, in this scenario, charging $40 or more.
Another option: Everyone pays $20 at the door and the bar provides happy hour drinks that your guests pay for out-of-pocket. With this scenario there’s usually a bar guarantee, which means that you must have enough guests paying for enough drinks to secure a certain amount of money for the bar by the end of the event.
Lastly, you want to ensure the safety of your guests. Talk to the establishment about enforcing their duty to not over serve your guests, especially those who’ve had one too many drinks. You can also provide food which will help to slow down how quickly drinks are metabolized by your guests.
Short on time and money? I hope you consider this low-cost, quick event as your next fundraiser.