Browne Innovation Group | Fundraising Is About People

Fundraising Is About People

Do we ever grow tired of hearing a story of a life not so unlike our own?

When I talk to groups or do Webinars for professional fundraisers, or those who are “charged” with doing fundraising for their community, I spend all my time focused on the details and the tactics of Content Marketing.

With the arrival and total domination of communications by the Internet, most professional fundraisers are just trying to figure out how they can generate revenue cost-effectively and at scale like they used to do with direct mail. After all, direct mail appeals were a fantastic and scalable fundraising methodology in their heyday for acquiring new donors and getting annual revenue from past mail-acquired donors.

But direct mail’s best days are in the past.

Most fundraisers I talk to incessantly complain… and rightly so… that it is like pulling teeth for the operations people to get great stories to Development.

But wait…

…so, Development people already understand how powerful the stories are? The stories of the people they serve, the stories of the people who serve, and even the stories of supporters who really care about the mission of your organization?

And virtually all the Development people I talk to see the writing on the wall about the world shifting to online digital communications…

…and yet, they can’t connect-the-dots when it comes to online Content Marketing?

Have you heard of Seth Godin? Seth says, “Content marketing is the only marketing left.”

Stanford Smith, a well-known author and blogger on social media has recently written, “I believe Content Marketing is the most important marketing innovation since branding.”

Hmmmm ???

Okay, so let’s summarize:

Development professionals already know how important stories (CONTENT) are.
Development professionals already understand that their prospects and current supporters are moving online.
Content marketing, developed for commercial companies to effectively market to new customers online is the fastest growing new marketing discipline… and it’s built on Content.
For nonprofits, Content = Stories.
Nonprofit supporters connect to the mission of an organization through their stories, a.k.a. CONTENT!

Oh, that’s right; you don’t know HOW to make Content Marketing work for your organization to generate new supporters and scale revenue.

Check out this Website.

Drip, Drip, Drip.

-Mike

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