Fundraising meet marketing #3 PROMOTION


Fundraising meet marketing. Don’t throw away marketing insights in the name of fundraising. A short blog to discover how you can leverage off some key learnings covering topic #3 PROMOTION.

So you’ve already read about PRODUCT and PEOPLE. You’ve recognised that what you have to offer will speak to a target market’s hopes, dreams, fears and desires.

Now this is where promotion comes in. In our second blog for the series, we recognised that the ‘right people’ to fundraise to will heavily be determined by your objectives.

To help understand how to choose which channels you use in your fundraising for promotion, I’m going to talk you through two approaches:

Approach 1: Reach your target market on multiple channels

In nurturing your target market (perhaps most generous or loyal supporters or otherwise defined) recognising that they may respond differently through various channels is key. The goal here is to reach them in a range of ways, giving them various touchpoints to respond from.

The promotional strategy from here is then to really adjust your language to suit that one type of supporter, even if many other segments are not responding. This follows the basic 80:20 idea that 80% of your donations come from 20% of your supporters.

EG. Your 80-year-old supporter Betty loves to receive your direct mail and she is also a constant scroller on Facebook. You decide to ensure that your Facebook strategy targets her interests, you post mostly in the morning when she is awake and will boost the post to reach her demographic.

Approach 2: Reach your target market on the channel they best respond to

In this approach the idea is to analyse who is responding to which channel (so you’d start with a very streamlined approach on all platforms, consistent language, look, feel, tone etc.). After some time you would then analyse who is responding on which channels and ensure how you promote your brand suits the audience most responsive on that channel.

EG. You find that your direct mail is best received by your older audience, your Facebook page attracts millennials and your radio ads get a lot of mothers calling around school drop-off time.

With this approach it’s important to gauge what response you are getting that determines them being the target for that channel. Once again this will come back to your objectives.

For example, if your aim is just to reach as many people as possible, start conversations and get them engaged; it may show a very different audience to one that responds with giving money.

Have you tried these approaches before? What have your results been? What would your advice be? Comment below, we’d love to hear from you.

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