Marketing is not fundraising“We need to do more marketing” – often expressed by staff and board members of social impact organizations. “If we can only educate everyone on the great work we do, people would support us!” The thing is, there’s no relationship in that notion. You’re just telling people how great you are – that’s a one-way transaction. As for the part about “educating donors” – that has a whiff of treating them like schoolchildren who need to be told. Here’s what you do instead – start developing relationships with people, invite them to be part of your herd, and show them what impact you’re having on the clients you serve (including non-humans). Ask them to join you in the work that you do because without them, you can’t change the world. And show them, over and over, that because of them, society is changing for the better. You can’t do that by marketing. Laura Mikuska · |
Blog Archives
Articles By Category
|
|
|
     
|
||