How often have you spent weeks, even months pouring over the details of a new marketing campaign only to have it fall flat?
You were sure that you did everything right.
Even after the monumental effort your team invested in collecting data, doing research and planning, while working against a tight deadline, the results you had hoped for never materialized.
It’s a nonprofit marketer’s worst nightmare.
Year after year, campaign after campaign, nonprofits find themselves asking the same old question; why aren’t we seeing better returns on our marketing campaigns?
The culprit could be your donor personas.
Millions of people use the internet every day.
How can you make sure that the right donor prospects find your site and like what they see when they land there?Read More
Donor retention is a hot topic in nonprofit fundraising, primarily because retaining donors makes the job of fundraising a lot easier.
Admittedly, it’s hard to keep new donors coming back. New donors aren’t the only ones that disappear, even loyal donors can drop out of sight.
Why do donors leave?
An interesting study published by Dr. Adrian Sargeant chief scientist at Blomerang in cooperation with the Rockefeller Corporation explains that there are reasons which are not under the control of fundraisers for donors not supporting an organization.Read More
As seniors head back to school this fall, most of them will find that this period of their lives evokes both a feeling of accomplishment as a student and excitement for the future.
This is also a crucial period for colleges because they must start working on building lifelong relationships with their brand new alumni.
What is the importance of establishing two-way communication with your alumni?
Alumni donors are incredibly important, and communicating with them is crucial to establishing a relationship.Read More
The reality facing universities and colleges is the cost associated with providing a quality education without passing all of those costs on to students.
What are some nonprofit marketing strategies to convert alumni to donors?
How can colleges create opportunities for incoming students without pricing willing students out of the college opportunity and experience?
In most instances, public colleges and universities cannot expect to receive more money from state legislatures, and if they do, it usually isn’t enough to keep up with increasing costs.Read More
Consumers have adapted to the rapid increase in communication channels, relying on spam filters, do-not-call lists and quick decisions to avoid information overload. Today, everyone finds ways to filter information.
A study entitled “Inbox Placement Benchmark Report 2014” published by Return Path, which is a company that analyzes a large collection of email data to show marketers how to stay connected to their audiences, revealed that “6% of all commercial messages sent worldwide are diverted to spam filters, and another 11% go missing.”
In his study, George Bilbrey, co-founder and president of Return Path, goes on to say that “understanding the evolving challenge of inbox placement—to say nothing of framing it within the dynamics of other elements of email marketing performance—is more difficult than ever.”Read More
Personalization in marketing refers to using specific information about a customer or donor to tailor the marketing message to each specific recipient. Personalization technology allows you to treat the people you’re marketing to more like individuals—whether through simply using the recipient’s first name, or sending them content specific to their buying needs. If you’re not convinced of the power of personalization, here are 5 top reasons to incorporate it into your marketing:
1.) It is attention-getting.
If you’re scrolling through your inbox, which email will you pay attention to: a generic, mass email, or an email addressed to your name providing information about your buying interests? It’s a no-brainer. We naturally respond to our names and our interests.Read More
Donor retention is one of the hottest topics in the nonprofit sector right now. Why? Because you’re best donor prospect is someone who has already given to your institution—which is why building relationships with your donors is so important.
In a previous blog post we mentioned a statistic from the 2014 Giving USA Report, 72% of charitable giving in the USA comes from small individual donors, yet in a study published by Target Analytics in March of 2013, overall retention rates for small first year individual donors stands at 27.3% Put another way, 72.7% of first time donors only donate once.
To examine donor retention in another perspective, imagine you have 1,500 individual donors in your first year of business and you have a donor retention rate of 30%. That means in year two you now have 450 individual donors. After five years only four of your original donors will be supporting your organization.Read More
Writing quality content is the core of successful marketing, but making that content visually appealing is also paramount. Whether it is your product, website, or an email newsletter, presenting your brand in an aesthetically pleasing way is crucial. One of the most important visual choices to make is color. The color scheme you use can drastically effect the buying habits of your customers and prospects.
Some statistics on the significance of color:
Ads in color are read up to 42% more often than the same ads in black and white. (Source)
60% of the decision to buy a product is based on color. (Source)
People make a sub-conscious judgment about an environment or product within 90 seconds of initial viewing. Between 62% and 90% of that assessment is based on color alone. (Source)
The importance of donor research also applies to higher education marketers for alumni fundraising. Differently from many nonprofit organizations, however, colleges and universities already have basic information about alumni. This includes degree earned and extracurricular activities they were involved in while students, and oftentimes they also have information on job, industry, location, etc. Thus, the research focus shifts to examining their communication channels in order to engage them most effectively.Read More