Every charity wants to attract more donors and bring in more revenue for their cause. While some not for profit marketers believe that every person should be giving to their great cause, this is never going to be the case, no matter how hard you market at some people they simply won’t all take in or agree with your message. To make the most of our marketing budget and ensure our marketing plan has the greatest impact we need to ensure we focus our marketing efforts on those who are the most likely to donate. The question for us, as marketers in the not for profit sector, is how do we segment the market when attracting donations from individuals? In this essay I will be discussing first the importance of donations from individuals, what exactly
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Financial donations, volunteer work, and material gifts are the three main contributions that individuals make to charity organisations (Wunderink, 2002). In Australia in the 2012/13 financial year, donations and sponsorships made up 26% of the fundraising total and both areas grew substantially more than overall philanthropy (McLeod, 2016). Wunderink (2002) defines a donation (or gift) as “represents value to the giver, either in terms of money, leisure time or effort; and it is voluntarily given to another person or organization without the requirement of compensation”, however for the purpose of this essay we will be focussing on monetary gifts and donations. There are many different ways in which not for profit’s receive donations from individuals, including; high-net-worth individuals (People in the community in a position to give large sums of money), direct marketing (from the general public), fundraising events such as galas, planned giving (where a donation is made in the last will and testament), payroll giving (taken directly from paycheque by employer) among others. (Nonprofit Answer Guide) Despite having many different options for amounts and methods of donating, encouraging people to donate is still a very difficult task for many not for profit’s. The key to optimising fundraising, whether it be a direct marketing campaign such as a door-to-door campaign, a mailing campaign, or any other …show more content…
This understanding and implementation can bring benefit for many years, and if maintained and re-assesed at necessary intervals, can ensure the long-term
Financial donations, volunteer work, and material gifts are the three main contributions that individuals make to charity organisations (Wunderink, 2002). In Australia in the 2012/13 financial year, donations and sponsorships made up 26% of the fundraising total and both areas grew substantially more than overall philanthropy (McLeod, 2016). Wunderink (2002) defines a donation (or gift) as “represents value to the giver, either in terms of money, leisure time or effort; and it is voluntarily given to another person or organization without the requirement of compensation”, however for the purpose of this essay we will be focussing on monetary gifts and donations. There are many different ways in which not for profit’s receive donations from individuals, including; high-net-worth individuals (People in the community in a position to give large sums of money), direct marketing (from the general public), fundraising events such as galas, planned giving (where a donation is made in the last will and testament), payroll giving (taken directly from paycheque by employer) among others. (Nonprofit Answer Guide) Despite having many different options for amounts and methods of donating, encouraging people to donate is still a very difficult task for many not for profit’s. The key to optimising fundraising, whether it be a direct marketing campaign such as a door-to-door campaign, a mailing campaign, or any other …show more content…
This understanding and implementation can bring benefit for many years, and if maintained and re-assesed at necessary intervals, can ensure the long-term