Nonprofits often find it valuable to work with a marketing agency to design and execute various programs and campaigns, or possibly work at a higher level on vision and strategy. However, while some nonprofits reap impressive rewards from these relationships, others find the experience underwhelming, or in some cases, fruitless.
Like all other organizations -- including those in the private and public sector -- nonprofits have to strategically and astutely separate essential investments, with those that are valuable and useful, yet not necessarily “must-haves”.
It goes without saying -- but we will say it anyway just in case -- that nonprofits need to maximize contributions from their major donors.
Spring has sprung, which means that days are getting longer, temperatures are rising, kids are craving summer vacation, and smart nonprofits are already planning for “Giving Tuesday”, which as we all know will arrive in a proverbial blink of an eye -- as it always does!
In America, Millennials now account for more than $1 trillion in consumer spending. By 2025, Millennials will comprise up to 75 percent of the work force. They are also set to make up about one in every three adults in the United States by 2020.
It’s little surprise then, that Millennials have become a significant target demographic for charities and nonprofit organizations. However, strategies that have been effective for decades for eliciting donations from Baby Boomers and Generation Xers are not as effective when it comes to connecting with Millennial donors.
Texas PBS affiliate station KLRU faced a challenge familiar to many non-profits: The station wanted to boost donations, but was limited in the resources and staff time it could dedicate to making and implementing a plan.
KLRU had recently seen growth among their major donors, but not the same expansion among “viewers like you” — that is, the small- and mid-level donors. Working with ExactAsk, KLRU was able to grown its donations by 76 percent using just four hours of staff time. Here’s how they did it.