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Non-profit Marketing vs                                         Fundraising
     Employees                      “Mass” donors                                      Major donors
  Public Advocacy                                                                (government, corporations,
     Volunteers                                                                   foundations, major givers)
Clients/constituents



 BRAND
                                                                                                DONORS
                                                                  ONE2ONE
                                                                                               Identification
                                                                  Touch Points
                                                                                               Qualification
                                                                     Events
                                                                                                 Solicitation
                                                                   Ask letters
                           PROMOTION                                                            Stewardship
                                                                   Donor kits
                                                                                             Grant applications


                                                    MASS
                                                 Touch points
                                                  Brochures
 Clarify+protect image                          Large mailings
                                                 Newsletters
 Donor database churn                                                                           MANAGE
                                                Media relations
  Revenue efficiency                                 Ads                                         STAFF
                               ON LINE
                                Website
                            Blog/Social media
                               Mobile site




  ??? staff                   Communications staff                                    Fundraising staff

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Mnp markvsfund

  • 1. Non-profit Marketing vs Fundraising Employees “Mass” donors Major donors Public Advocacy (government, corporations, Volunteers foundations, major givers) Clients/constituents BRAND DONORS ONE2ONE Identification Touch Points Qualification Events Solicitation Ask letters PROMOTION Stewardship Donor kits Grant applications MASS Touch points Brochures Clarify+protect image Large mailings Newsletters Donor database churn MANAGE Media relations Revenue efficiency Ads STAFF ON LINE Website Blog/Social media Mobile site ??? staff Communications staff Fundraising staff

Editor's Notes

  1. Solid brand increases employee pride and trust and credibility with the public for advocacyResponsibilities overlap on one2one – marketing creates the sales aides, fundraisers use the sales aides