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Marketing the CFC

Marketing the CFC . Increasing our perceived value and expanding the donor base Jennifer Wright and Victoria Adams. A Culture of Giving - Discussion. Why do you give to non-profit organizations ? How does this relate to individuals that may give to CFC?

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Marketing the CFC

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  1. Marketing the CFC Increasing our perceived value and expanding the donor base Jennifer Wright and Victoria Adams

  2. A Culture of Giving - Discussion Why do you give to non-profit organizations? How does this relate to individuals that may give to CFC? How do you think this differs from other types of donors?

  3. Donor Drivers Individuals Foundations Public Sector Private Sector

  4. Fundraising is relational • Relational? • Value? • ROI?

  5. Value Proposition A value proposition creates a mutual understanding of the exchange between a customer and a provider of goods or services. When both parties feel they are partaking in a valuable and mutually beneficial exchange, loyal relationships are established. Source: Devens Research

  6. Sample Value Proposition (CARE) We can't overcome poverty alone. It takes many of us working together. It takes a worldwide movement of community groups, organizations like CARE, national governments—and people like you. The CARE Action Network, or CAN, is a group of CARE supporters working to educate our nation's leaders about issues of global poverty. Together, we ask our elected officials to adopt policies that address the underlying causes of poverty, such as gender inequality and poor governance. CAN helps you use your voice to shape U.S. policies that affect global poverty.

  7. Definition and Direction • What is the Role of the Value Proposition? • Defines the practical ways the CFC creates values for donors • Sets a strategic giving-driven focus for funds • Demonstrates impact • What Makes a Good Value Proposition? • Explains how giving through the CFC will solve issues in simple, understandable language • Delivers clear benefits to the giving segments and the recipient (high-level donor promise) • Explains our unique difference

  8. Why? We must understand the attitudes , behaviors of our target donors to drive strategic value, awareness, ultimately raise funds.

  9. What is the CFC Value?

  10. Source: Scott Brinker, ion interactive

  11. Building your marketing strategy from your value proposition How? Small vs. Large? Expansion of donor base?

  12. Sample Identify your Mission/Goal Identify your Objectives Identify your audience/donors Lay out your strategy – HOW are you going to do this? Implementation

  13. Implementation Messaging and Design Marketing and Campaign Materials Advertising, publications and social media Feedback

  14. Questions/Discussion

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