This fascinating stat is from the just-released, 61st annual Giving USA 2016 Report. As a member of the Giving Institute, we at DonorDrive delighted to see this year’s report again bring news that giving is up across America. A quick breakdown shows that:
Spring events have wound down and many of our DonorDrive clients have been recruiting for their Fall events. Even though you haven’t had time to catch your breath, now is the time to seriously prep for Fall. Here’s a useful checklist of things we’re seeing our clients get the jump on:
At the dawn of Cause Marketing in the mid ’70s, the plan was to use the cause to help attract customers. As a matter of fact, the very first Cause Marketing campaign was to drive admissions to Marriott’s new Great America amusement park with March of Dimes as beneficiary. In the 40 years since, companies have realized that their cause can draw in a substantially larger audience than just customers. It’s expanded to any stakeholder that has an interest in the company. You’ll find all the following groups can become involved with a company’s cause:
Face it: Cause Marketing is becoming as competitive as selling products. A game changer for many companies’ success, Cause Marketing efforts can now outperform their traditional marketing. But, while a company may be successfully at selling a hundred-year-old product, they’re discovering that their Cause Marketing must evolve in order to keep up with their competitor’s Cause Marketing.
Many times companies evaluate the metrics of low-level cause engagement with their customers, such as a Facebook “like,” and call that a win. That’s a little like saying your product is a success based on a positive comment about it from focus group. If those positive comments don’t lead to sales numbers, that’s definitely not a win. And (as with your sales) your Cause Marketing has much deeper levels of commitment to your cause than a “like.”
With organizations focusing on long-term partnerships as opposed to annual or one-time sponsorships, it’s important that you work to retain those sponsors. It’s a given that your organization will deliver on promises to your corporate partner, but there are simple things you can do to ensure that you continue that partnership for years to come.
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