In business-to-business direct marketing, I’m often asked about what kind of response rates to expect, about the most productive media channels, the best lists, the best time to conduct a campaign and the most effective qualification questions. I always answer the same way, much to the frustration of my listener: “It depends.” But when the [...]
From branded gifts to personal notes, regular customer appreciation activities are an essential part of doing business. Without a doubt, reviews – good and bad – spread fast. Positive word-of-mouth (42%) is even more important than a sale or promotion (34%) when considering what’s most likely to motivate someone to try a new company, according [...]
For small and mid-sized businesses (SMBs) as well as many organizations and nonprofits, the fourth quarter is prime time to develop your marketing strategy plan for the upcoming year. And it’s the same period when countless other priorities come calling. Few, if any, business owners and managers are immune to the “many hats” syndrome. When [...]
Click here to read more
Client: Private, nonprofit Montessori school Situation Overview: The school’s emphasis on the Montessori principle makes it unique in the community. However, there are several other public, private and parochial school options. Previous marketing efforts have been inconsistent, primarily newspaper advertising and lawn signs. The parent association now wants to adopt a more strategic marketing plan [...]
According to recent research, consumers receive 5,000 messages a day from more than 60 different communications channels. If you use only one channel, you’re getting lost in that clutter. But with cross-channel marketing, you improve your odds of being noticed … and inspiring the right actions. While multi-channel marketing means communicating with customers through more [...]
Want to attract more attendees to your next convention, seminar, trade show or fundraising outing – and learn more about them at the same time? Follow these four steps. Step 1: Know your audience. Some of your audience will immediately plan to attend; the rest will need different levels (and types) of convincing. Creating a database segmented by interest [...]
As a nonprofit, you probably don’t have a budget large enough to include all the marketing staff you could use. So this guide is designed to help you ensure your marketing campaigns are effective not only in raising funds, but in building the relationships that keep donors engaged as active supporters.
As a nonprofit organization, your day is spent taking great care of your donors and supporters. Sometimes, that means you have little time left over at the end of the day to take care of your own organization ... and bring in new donors or supporters. The good news is there are tested and proven [...]
This planning document is intended to help nonprofit organizations conduct an audit of your current marketing communications, as well as your goals for the year. Sit down with the decision makers in your organization and review these questions. Once completed, you should have the information needed to create a comprehensive marketing plan. If you need [...]
