Marketing the CFC Increasing our perceived value and expanding

the donor base

Jennifer Wright and Victoria Adams

Why do you give to non-profit organizations?

How does this relate to individuals that may give to CFC?

How do you think this differs from other types of donors?

A Culture of Giving - Discussion

Individuals Foundations Public Sector Private Sector

Donor Drivers

Relational? Value? ROI?

Fundraising is relational

A value proposition creates a mutualunderstanding of the exchange between acustomer and a provider of goods or services.

When both parties feel they are partaking in avaluable and mutually beneficial exchange, loyalrelationships are established.

Source: Devens Research

Value Proposition

We can't overcome poverty alone. It takes many of us working together. It takes a worldwide movement of community groups, organizations like CARE, national governments—and people like you.

The CARE Action Network, or CAN, is a group of CARE supporters working to educate our nation's leaders about issues of global poverty.

Together, we ask our elected officials to adopt policies that address the underlying causes of poverty, such as gender inequality and poor governance.

CAN helps you use your voice to shape U.S. policies that affect global poverty.

Sample Value Proposition (CARE)

What is the Role of the Value Proposition? Defines the practical ways the CFC creates values for

donors Sets a strategic giving-driven focus for funds Demonstrates impact

What Makes a Good Value Proposition? Explains how giving through the CFC will solve issues in

simple, understandable language Delivers clear benefits to the giving segments and the

recipient (high-level donor promise) Explains our unique difference

Definition and Direction

We must understand the attitudes , behaviors of our target donors to drive strategic value,

awareness, ultimately raise funds.

Why?

What is the CFC Value?

Source: Scott Brinker, ion interactive

How? Small vs. Large? Expansion of donor base?

Building your marketing strategy from your value proposition

Identify your Mission/Goal Identify your Objectives Identify your audience/donors Lay out your strategy – HOW are you going

to do this? Implementation

Sample

Messaging and Design Marketing and Campaign Materials Advertising, publications and social media Feedback

Implementation

Questions/Discussion