Brand development starts with telling a compelling story.
A Great Story holds your audiences attention, grabs them by the heartstrings and elicits an emotional response.
Honesty is always the best policy. Sharing an authentic story about who you have helped, the circumstances surrounding them and what your organization did to improve them is a win – win.
We will get more mileage out of sharing the story of one individual struggling to achieve something then we will telling the world that you have helped (number) people achieve (broad goal)
Fundraising initiatives* (like all marketing campaigns) must have have clear objectives, well defined and targeted market segments, achievable tactical schedules, defined budgets and accurate measurement to be effective
When choosing the right initiatives for your organisation, a good place to start is to conduct a competitor analysis and internal capabilities study to determine most effective programs in the market and your ability to replicate them (with your own signature of course). To add your flavour and to ensure team buy-in, gather a fundraising strategy team and brain storm ideas then collectively present to the governing committee. Work closely with the same team to design and execute campaigns as they will be most passionate about their own ideas.
Fundraising program communications – Adapt to the changing environment of fragmented media consumption across each aspect of fundraising. Explore variety of channels including the growing importance of online, social media and word of mouth marketing and integrate with traditional promotions. Perhaps use media where your target market are not used to seeing NFP campaigns but remember to integrate with traditional media.
Some great tools to help:
Examples of collateral I have had the pleasure of working on