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Back to basics – Integrated strategy

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In the face of an economic slowdown and changing patterns among donors, experts say nonprofits should integrate their fundraising and marketing strategies, Strategy magazine reported April 23.

Gordon Floyd, vice president of public affairs at the Vancouver-based Canadian Centre for Philanthropy, told the fundraisers conference of the Canadian Marketing Association recently that fundraisers are rethinking their marketing strategies.

Overall giving this year is expected to grow only marginally, he said, while the donor base is shrinking, Canadians are shifting toward an “investment” mindset new types of corporate partnerships are emerging.

Patrick Ussher, director of the Toronto-based Canadian division of Creative Direct Response International, said changes in the donor community should prompt nonprofits to integrate their direct-mail, planned-giving and corporate campaigns, and look at their overall delivery of messages and branding.

And Tony Lovell, president of Lovell & Co., a nonprofit direct agency in Toronto, said fundraisers should shift their focus away from the expensive task of acquiring new donors and instead aim to renew existing donors and build long-term loyalty by improving donor services.

For full story, go to Strategy magazine.

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