I’ve got to admit it. Sometimes it’s tough being a digital fundraiser in a direct mail fundraising world. I see a heavily disproportionate amount of money invested in direct mail fundraising compared to digital. I also understand why. Digital has still not even cracked 10% of fundraising revenue generated industry-wide. Direct mail still works, and it generates a lot of money that keeps nonprofits in business.
Sometimes it’s hard to convince a client to invest $X into a digital strategy or tactic when there is no clear answer to what the ROI will be. This is especially the case for organizations that have little to no history of online fundraising. Sure, industry benchmarks exist, but performance is still unique for every organization. As such, many nonprofits default to direct mail as a safety net because it has proven to work. It’s often a dependable cash cow that you don’t want to take food (i.e. investment) away from. I get it. Direct mail is safe,...
Most of the nonprofit marketing I’ve been involved with have come from established nonprofits that have some level of online marketing or fundraising budget. However, I do come across brand new nonprofits from time-to-time that are just getting started from scratch with little to no resources. They just filed their 501(c)(3) paperwork and now are in the mode of determining what comes next in terms of marketing. So, this article is speaking to my newly formed nonprofits:
You have a tremendous passion for a cause and have recently started up a nonprofit. Congratulations are in order to you for taking something meaningful and putting action behind it. You’ve already taken a step that many were too fearful to take. And though the cause lies at the center of your organization, there’s a tremendous effort involved with getting people to know your organization exists. Marketing may not be your forte, much less digital marketing, and it can be intimidating just figuring...
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