It’s not an easy job for us fundraisers to realize increasing incomes year after year. It becomes increasingly difficult to grow in a competitive market that even is consolidating (for private donations http://www.geveninnederland.nl/). A strong fundraising plan in itself is not sufficient anymore. We need to develop a more integrated approach. Strategic marketing planning should be added to your fundraising efforts and thereby considering the following questions:
- How do you position yourselves against competition to be successful
- What will you do to seduce the ever more demanding donors to support our goals with a gift
- How do we get more grip on and understanding of our donors whose donation patterns change considerably
In order to address these issues we need focus and make clear strategic choices before we start making our yearly fundraising plans (the numbers in € ‘s). In other words, what will be your marketing strategy to win the ‘battle’ for the donor?
Marketing in the nonprofit, there are supporters and opponents of introducing marketing in charities, some see opportunities, others threats. I strongly believe that marketing orientation is crucial in achieving your mission, in other words “no marketing, no mission”!