A single characteristic divides today's best charitable and nonprofit fundraising businesses from the rest of the pack.
Concerned about customer loyalty? Producing high quality products isn't enough to lure customers back to your business. Cash is king in today's marketplace, so your marketing plan needs to focus on value messages.
Some marketing initiatives lend themselves to simple measurement while others are more challenging. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. But how do you go about measuring your brand's marketing footprint in geographic and demographic sectors? With the help of marketing professionals, media monitoring can provide up-to-date assessments of the amount of influence your charitable and nonprofit fundraising business has in the public sphere. If executed properly, media monitoring can help your brand get ahead of negative messaging and exert greater influence over news cycles.
Why Branding Matters
Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. It's a fact: A charitable and nonprofit fundraising business has brand characteristics. Smart marketing strategies differentiate and reinforce brand identity. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.
Leveraging Print Ads
You're probably familiar with many of the ways print advertising has been used to market charitable and nonprofit fundraising businesses. Historically, Gutenberg's invention has been used for a broad range of commercial and promotional applications. But although businesses have more promotional options than ever before, there are many attractive venues for featuring your charitable and nonprofit fundraising business in printed media. These days, the key to effective print advertising is to align the publication with your business goals and ROI requirements.
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