As nonprofits scrambled to meet funding goals in a holiday season plagued by high-energy prices and fears of an economic slowdown, they increasingly relied on advertising and marketing tools geared to the for-profit world, the Los Angeles Times reported Dec. 26.
Because of funding competition, successful donor appeals are increasingly driven by direct-marketing and related branding campaigns.
Direct-marketing campaigns conducted by nonprofits raised $80.8 billion in 1999, according to New York-based Direct Marketing Association.
“Branding is important and nonprofits need to be constantly in front of people,” said Michael Faulkner, Direct Marketing Association vice president. “Consumers are three times more likely to open your envelope if it’s a name they are familiar with.”
Direct marketing can help nonprofits target donors most likely to support their cause and identify potential repeat donors.
Marketing professionals also can help cut fundraising costs by spreading creative, production and mailing costs among like-minded organizations.
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