Making dollars count

Katya Andresen gave a thought-provoking online presentation today as part of IFC Online’s first international fundraising e-conference. Her session, Robin Hood Marketing: Stealing corporate savvy to sell just causes, looked at some fundamental marketing strategies for attracting supporters and donors to nonprofit causes. Her advice boiled down to three fundamentals:

  • Know what you’re good at.
  • Communicate how you’re different.
  • Explain how you impact your target audience on a personal level.

Innovative? No; basic marketing. What’s thought-provoking about it is why so many of us fail to do it! Why do nonprofits (and for-profits, for that matter) think their end user or target audience wants to know all about the organization? Why do we think we need to tell everything we’re good at (and Parents as Teachers is good at a lot of things!) to everyone? Why is it so hard for us to sit back and listen to what our audience cares about before telling them how we can help?

What makes the difference for you?