Download Marketing the CFC

Marketing the CFC
Increasing our perceived value and expanding the donor
base
Jennifer Wright and Victoria Adams
A Culture of Giving - Discussion
 Why do you give to non-profit organizations?
 How does this relate to individuals that may give to
CFC?
 How do you think this differs from other types of
donors?
Donor Drivers
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Individuals
Foundations
Public Sector
Private Sector
Fundraising is relational
 Relational?
 Value?
 ROI?
Value Proposition
A value proposition creates a mutual
understanding of the exchange between a
customer and a provider of goods or services.
When both parties feel they are partaking in a
valuable and mutually beneficial exchange, loyal
relationships are established.
Source: Devens
Research
Sample Value Proposition (CARE)
 We can't overcome poverty alone. It takes many of us working together.
It takes a worldwide movement of community groups, organizations like
CARE, national governments—and people like you.
 The CARE Action Network, or CAN, is a group of CARE supporters
working to educate our nation's leaders about issues of global poverty.
 Together, we ask our elected officials to adopt policies that address the
underlying causes of poverty, such as gender inequality and poor
governance.
 CAN helps you use your voice to shape U.S. policies that affect global
poverty.
Definition and Direction
 What is the Role of the Value Proposition?
 Defines the practical ways the CFC creates values for donors
 Sets a strategic giving-driven focus for funds
 Demonstrates impact
 What Makes a Good Value Proposition?
 Explains how giving through the CFC will solve issues in
simple, understandable language
 Delivers clear benefits to the giving segments and the
recipient (high-level donor promise)
 Explains our unique difference
Why?
We must understand the attitudes , behaviors of our
target donors to drive strategic value, awareness,
ultimately raise funds.
What is the CFC Value?
 Source: Scott Brinker, ion interactive
Building your marketing strategy
from your value proposition
 How?
 Small vs. Large?
 Expansion of donor base?
Sample
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Identify your Mission/Goal
Identify your Objectives
Identify your audience/donors
Lay out your strategy – HOW are you going to do this?
Implementation
Implementation
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Messaging and Design
Marketing and Campaign Materials
Advertising, publications and social media
Feedback
Questions/Discussion