Nonprofit marketing: what donors want to hear

Another article about Harvard’s 2004 social Enterprise Conference gave some advice on What Potential Donors Want to Hear from You. The 2 biggest conclusions were:

First, accountability is vital to getting funded, and second, the future success of nonprofits lies with individual donors.

One panelist suggested nonprofits ask themselves

How large is your target audience?

What is the need for your services?

What percentage of the need will your nonprofit fill or fix?

How will you know you’ve made a difference? Are you tracking your target audience and following up on your efforts?

Another panelist felt that establishing benchmarks was important and

encouraged her audience to take four or five key internal measurements and use those to sell what they do. If donors want different measurements, convince them to accept yours. You know what you do well, and which numbers are meaningful in your sector.

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