Justin is Funraise's CEO, a co-founder, and a bad-ass, experienced nonprofit fundraiser. Like a true fundraiser-turned-founder, he breaks down the concepts behind Funraise's mission everywhere he can make nonprofits' voices heard.
Corporate social responsibility is on the rise and this is a good thing for humanity. But what does it mean for your nonprofit?
- You need to ensure that you have a strong marketing strategy for your product (your product = impact)
- Your donors need to feel connected to the product
- You must care about your brand
If these things are not a priority for your nonprofit, your individual giving will decrease.
Nonprofit executives normally don't put a lot of value behind "cause marketing," but over time we'll see that those nonprofits who prioritize this will be the organizations that are growing the fastest and retaining donors at much better rates.
As nonprofits, you have a competitive product advantage; start using that to drive growth and donor loyalty!
Can't listen to the video? Scroll down to read the transcript.
I think a lot of nonprofits are under the assumption that they're not competing with corporations. And as you know, corporate social responsibility is on the rise and as they continue to become more intertwined to social impact and so forth, nonprofits need to understand that they're not just competing against the nonprofit on the street or the nonprofit in the same vertical as them. They're competing against brands who have a lot of ability to, you know, take on an issue and market and rally support. And so, you know, the difference, though, between something like Nike or an organization like Liberty In North Korea, is they are on the ground, right? They're meeting with the people that they're helping. They can share those stories. And that is a product that I think, you know, corporations aren't really going to be able to ever get a hold of. And so the more that you can help bring that experience to the donor, the better chance you are going to be able to attract the right demographic and, you know, have higher online conversions and so forth.