The truth is that marketing, at its heart, isn’t just a sum of strategies, buzzwords and retention analysis. Instead of mastering techniques, nonprofits of the present (and future) have to consider what truly drives people.
Don’t look at how recently, how often and how much people donate (RFM)—look at why they donate. What compels them to your cause? Why are they driven to your brand?
When you work to create a lasting relationship, your nonprofit reaps the dividends of a long-term commitment. Relationships are hard work. But the first step is to realize them as relationships, not transactions.
Read more after the jump.
The New Formula: R + M = IR2 [FundRaising Success]