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Information Sheet 8
Marketing
Getting your message across: marketing in the context of
fundraising by voluntary groups
Why does marketing matter?
Because people will form an image of:• your organisation
• who you work with and their needs
• how you work with them
• and you want to influence that.
That image can affect:• demand for your services
• recruitment of staff (paid and voluntary)
• community backing
• funding
- for good or ill.
The traditional ‘4 Ps’ of marketing are:• product
• place
• price
• promotion
For voluntary groups, this can translate as:• product = service provided
• place = ease of access
• price = fees charged or subsidy needed
• promotion (appropriate to your target audience)
It can also apply directly to fundraising:• product = what people believe they’ll achieve by giving
• place = where & how easily they can give
• price = suggested amounts & what their donation will buy
• promotion = fundraising promotion, appropriate to the target audience & the
beneficiaries (bear in mind that insensitive fundraising promotions can
undermine the dignity of the beneficiaries – and the cause itself)
Who is your audience?
How you deliver your message may vary according to who you are targeting. It
can pay to ‘segment’ your target audience in terms of:
• age and income (demographic)
• place (geographic)
• interests (psychographic)
Good marketing:- is targeted at a specific audience, grabs the attention,
convinces the target audience of the product’s value, encourages action and
makes that action easy. Remember your Unique Selling Points.
Marketing Jargon
Bedmates - the charities to which a donor regularly subscribes in addition to your
own.
Differentiated Marketing - promoting the cause in a variety of ways to appeal to
different
segments
Donor Profile - a pen portrait of the type of person/organisation who supports
your organisation
Packaging - the presentation of the cause in a manner appropriate to the
interests and needs of
the target market
Prospect - the potential donor (language taken from the business world)
Revamping - the process of freshening up the image of a product in order to
keep it bright and
exciting, also known as re-inventing yourself
Targeting - ensuring the product is promoted in the right way to the right people
by the right
means
Segmentation - the concept of dividing the market based upon the common
characteristics of the
individuals within it