Nonprofit Organizations Meeting Economic Challenges with Strategic Affinity Marketing
Holmes Publications
July 16, 2009
www.affinity4.com
Nonprofits facing one of the toughest economic periods in America´s history are seeking out new and improved marketing strategies to attain fundraising goals. One strategy that is working for nonprofits across all categories is affinity marketing. Churches, ministries, schools, colleges/universities, social service groups, human rights organizations, environmental and animal protection causes are all winning the battle against the recession with programs that enable their members and supporters to leverage ordinary purchases that return donations to their organizations. One company leading the way to optimum fundraising is Affinity4 (Norfolk, VA).
Affinity4´s nonprofit partner list includes a wide cross-section of groups from the ASPCA (www.aspca.org) and ACLJ (www.aclj.org) to the NRA (www.nra.org). All have one goal in common: maintain contribution streams even in the worst economic period since the Great Depression. Affinity4´s formula works. By providing high quality products and services, backed by superior customer service experience, nonprofits feel confident encouraging their members/supporters to make purchases from the company. In return, Affinity4 provides a 10% GiveBack on the proceeds of all sales. It´s a win-win for nonprofits and their members/supporters who can feel good about continuing to show support while addressing an ordinary need such as long distance or wireless phone service, cable or satellite television, credit cards and insurance.
To ensure a successful fundraising program, nonprofits must apply Best in Class marketing strategies, such as:
•Promoting the program to its members/supporters, staff, Board Members and other "friends" in the organization´s newsletter, direct mail campaigns and at special events.
• Working closely with the affinity marketing company to develop multi-channel, targeted marketing campaigns using traditional and new media, online giving and social networking (i.e., www.facebook.com, www.twitter.com, www.myspace.com)
• Monitoring the program on a regular basis, tracking what products/services are generating sales, who is making the purchases and the associated funds.
When selecting an affinity marketing partner, nonprofits should seek out organizations with:
• A proven track record serving the nonprofit sector as demonstrated by a list of strong references.
• A corporate mission that reflects a commitment to helping nonprofits achieve their missions.
•A modern call center equipped with state-of-the-art computer and voice technologies, and staffed with highly trained customer service representatives who follow well-established customer service policies and procedures.
• A product/service line that features brand name, high quality offerings backed by manufacturers´ warranties and which will be appealing to the nonprofits´ members/supporters
• An internal team of marketing professionals qualified to assist in the development of effective marketing campaigns to be used by the nonprofit in promoting the affinity marketing program.
While the current economy is driving increased demand for nonprofits´ services,
many are experiencing a decline in contributions. According to the 7th Annual GuideStar Nonprofit Survey, 64% of nonprofits have experienced an increase in demand for their services. The Charity Navigator recorded decrease in corporate contributions, bequests and individual contributions in 2008. And at the mid-year point most are projecting 2009 to be an even more challenging year for fundraising. Nonprofits who want to be able to meet the growing need for their services as Americans weather this economic storm will need to be strategic in their fundraising efforts. Affinity marketing is one strategy that works.
www.affinity4.com
Nonprofits facing one of the toughest economic periods in America´s history are seeking out new and improved marketing strategies to attain fundraising goals. One strategy that is working for nonprofits across all categories is affinity marketing. Churches, ministries, schools, colleges/universities, social service groups, human rights organizations, environmental and animal protection causes are all winning the battle against the recession with programs that enable their members and supporters to leverage ordinary purchases that return donations to their organizations. One company leading the way to optimum fundraising is Affinity4 (Norfolk, VA).
Affinity4´s nonprofit partner list includes a wide cross-section of groups from the ASPCA (www.aspca.org) and ACLJ (www.aclj.org) to the NRA (www.nra.org). All have one goal in common: maintain contribution streams even in the worst economic period since the Great Depression. Affinity4´s formula works. By providing high quality products and services, backed by superior customer service experience, nonprofits feel confident encouraging their members/supporters to make purchases from the company. In return, Affinity4 provides a 10% GiveBack on the proceeds of all sales. It´s a win-win for nonprofits and their members/supporters who can feel good about continuing to show support while addressing an ordinary need such as long distance or wireless phone service, cable or satellite television, credit cards and insurance.
To ensure a successful fundraising program, nonprofits must apply Best in Class marketing strategies, such as:
•Promoting the program to its members/supporters, staff, Board Members and other "friends" in the organization´s newsletter, direct mail campaigns and at special events.
• Working closely with the affinity marketing company to develop multi-channel, targeted marketing campaigns using traditional and new media, online giving and social networking (i.e., www.facebook.com, www.twitter.com, www.myspace.com)
• Monitoring the program on a regular basis, tracking what products/services are generating sales, who is making the purchases and the associated funds.
When selecting an affinity marketing partner, nonprofits should seek out organizations with:
• A proven track record serving the nonprofit sector as demonstrated by a list of strong references.
• A corporate mission that reflects a commitment to helping nonprofits achieve their missions.
•A modern call center equipped with state-of-the-art computer and voice technologies, and staffed with highly trained customer service representatives who follow well-established customer service policies and procedures.
• A product/service line that features brand name, high quality offerings backed by manufacturers´ warranties and which will be appealing to the nonprofits´ members/supporters
• An internal team of marketing professionals qualified to assist in the development of effective marketing campaigns to be used by the nonprofit in promoting the affinity marketing program.
While the current economy is driving increased demand for nonprofits´ services,
many are experiencing a decline in contributions. According to the 7th Annual GuideStar Nonprofit Survey, 64% of nonprofits have experienced an increase in demand for their services. The Charity Navigator recorded decrease in corporate contributions, bequests and individual contributions in 2008. And at the mid-year point most are projecting 2009 to be an even more challenging year for fundraising. Nonprofits who want to be able to meet the growing need for their services as Americans weather this economic storm will need to be strategic in their fundraising efforts. Affinity marketing is one strategy that works.
www.affinity4.com
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