Go to content Go to navigation Go to search

January 30, 2009

Prospecting: Recruiting New Donors

Should charities curb efforts to send mail appeals to potential donors — and focus on loyal givers — as the recession deepens? That topic was discussed at a national meeting this week of direct-marketing fund raisers, reports Prospecting, The Chronicle’s online column.

Friday January 30, 2009 | Permalink

Comments

1. “Interruption” marketing stratgies (as its become to be known) such as direct mail or telemarketing is becoming a less successful or viable avenue for attracting new donors or members. Nonprofits are behind businesses in discovering that internet technology has significantly impacted the way in which client relationships are built and maintained. Marketing is not longer a one-way conversation, and it shouldn’t be. Social Media applications are readily available at a minimum of cost and time, and can connect you with thousands of constituents ready to know what your organization is about, and are ready to share their experiences and thoughts about your cause. The key to broadening your reach is to create a presense where your new donors are. Pew Research released a report that 35% of the millions of social networking users are adults. Instead of sending mail, create a page on facebook and build a following of 50,0000+ new fans like The Red Cross, and Humane Society have done. You do not have to be big to create a site and gather fans. Tiny nonprofits attract fans in the thousands as well. These sites broaden your reach and allow you to have dialogue with your supporters and potetnial supporters. Create a Facebook page, begin a blog, and then post links to these on your site and send an email to your constituent list asking for their input.
   Some handy places to get started are:

   Creating Your Social Media Map: http://snurl.com/b2jr2
   Integrating Social Media Into Your Marketing Plan: http://snurl.com/b2kcq

   — KirstenW    Jan 31, 04:02 PM    #

Commenting is closed for this article.

Previous: Online Discussion Next Week: Special Fund-Raising Events
Next: Government and Politics Watch: IRS Offers Advice

---

Copyright © 2009 The Chronicle of Philanthropy