Not all donors are motivated to give by the same strategies – no surprises there. What is surprising is how many charities do not bother to vary their donor appeals to accommodate these different motivations.
Researchers at the Kellogg Institute have compiled a summary of their various investigations of donor motivations into a guide for charities on how to structure marketing to donors in order to maximise returns. Drawing on the experience of commercial organisations, which recognise it is important to vary the marketing approaches according to their specific target markets, the researchers developed the following four questions to ask, the answers to which guide your organisations marketing program:
- Is the potential donor powerful or powerless?
- Is the potential donor committed to you organisation or a newcomer?
- Does the potential donor value independence or relationships more?
- Is the potential donor feeling like resources are abundant or scarce?
The full report (Read it Here), while giving excellent detail and suggestions for developing your marketing strategies, also provides a summary infographic based on these questions that gives suggested strategies based on the answers. This is an excellent quick guide for any entities that seek funding from donors, including churches, schools, and aid agencies.
A challenge for your organisation is to think about whether your marketing strategy is focussed or haphazard? The Avondale Business School can advise your organisation on being effective in these areas – find out how by contacting Warrick Long at the Avondale Business School.
P: 02 4980 2168