Guest Writer | Ginger Rozmus

How Marketing is related to Fund Development

Strategic planning, fundraising and marketing are the “triad” of successful non-profit organizations of any size.  They should not be created independently of each other, but must be integrated elements of the organization's entire structure.  Your marketing initiatives should enable your organization to:

• Identify your audience, and build a case that motivates and encourages them to respond (which will help you reach your organization’s fundraising goals);
• Build a brand that will help your organization stand out from the crowd; and
• Ensure consistency in your organizational goals to build continuity of fundraising efforts and   help achieve long-term sustainability.

What is Marketing

Marketing Management is the process of planning and executing programs designed to create, build and maintain beneficial exchange relationships with target audiences for the purposes of satisfying individual and organizational benefits.” Strategic Marketing for Non-Profit Organizations, Philip Kotler/Alan Andreasen)

The marketing mix for non-profits is much the same as it is for profitable or­gani­zations and includes the following components (also known as the four P’s):

1. Promotion:  An organization’s communication program.  This includes how brand identity and key messages are distributed throughout ALL communications and fund development vehicles.
2. Pricing:  How programs and services are priced for different audiences. Prices may be set on a fee-for-service basis or for those offering free services; price can be considered a client’s ‘psychological’ commitment to the organization.
3. Product:  The cause(s) the organization addresses and services offered.
4. Place:  The distribution channels for the program or product.  Where your organization offers services, conducts fundraising activities and communicates key messages.

Who is Responsible

Since most small non-profit organizations don’t have a dedicated marketing and communications professional, the responsibility often falls on the shoulders of the fund development officer.  This can be positive because it allows all fund development activities to be seamlessly coordinated with the overall marketing and communications goals.

Because different people will have responsibility for different areas, ongoing internal communication is critical.  For example, it is likely that the Executive Director and/or Board Chair will be the designated spokespeople – the individuals who speak on behalf of the organization when there are media opportunities or crisis situations.  To ensure consistency of messaging, the fund development officer should provide them with supporting materials when possible and ensure that appropriate media training takes place if required.

Guest Writer