Transcript Audrey Kintzi

Marketing and Communications:
A Case Study for Donors
Presented by
Audrey P. Kintzi, ACFRE
About the instructor
 Over 25 years experience in nonprofit
management
 Vice President, Chief Development Officer
for
Courage Center
 Obtained CFRE in 1991, ACFRE in 2004
 Past President of Minnesota Chapter of the
Association of Fundraising Professionals
 2004 Outstanding Professional Fundraiser,
Minnesota Chapter AFP
Fund Development and the
Marketing and PR functions
 It is rare for a prospect to make a substantial
contribution without being familiar or
connected to the cause or need
 for a prospective donor to give a significant
gift, he/she must be involved with the
organization and understand the need
 cultivation is a key factor of success –
communication is a key factor in effective
donor cultivation
Fund Development and the
Marketing and PR functions
 According to Penelope Burk, researcher and
author of the book Donor Centered
Fundraising, 40% of our donors give to
between 6-20 nonprofits
 The donors told her that they don’t have
time to read all of “our” 10 page newsletters
 They want to hear from us in a timely
fashion – a one-page newsletter will do
Donor Communication and the
Girl Scout Council of St. Croix Valley
 Time and money were limited, we needed an
effective and affordable way to reach
donors/parents
– We surveyed our audience – 78% of those surveyed still
wanted to receive a paper copy of the newsletter
– We couldn’t afford to continue mailing 14,000
households
– 22% of our audience was ready to receive electronic
communication – we didn’t want to miss the opportunity
 The solution
– We introduced a 1-page tri-fold newsletter – The Girl
Scout Family, a much less expensive piece to print
– We also used e-technology to introduce our
e-newsletter
– To drive readers to the e-newsletter, we released the enewsletter when the paper copy went to the printer
Fund Development and the
Marketing and PR functions cont.
 We tackled general donor communication as
well
 Donor communication increased – we sent
newsletters more often – a 1-page
newsletter – The Girl Scout Circle
Case Study cont.
 The Girl Scout Circle was a hit – we sent it out
about 6 times a year, donors told us they loved
being “in the know”
 On-line readership of the Girl Scout Family
newsletter increased dramatically – moms wanted
the information as soon as their neighbor got the
information – they didn’t want to wait for paper
copy newsletters – which could arrive as much as
a week later than the on-line version
Additional Resources
 Marketing Workbook for Nonprofit Organizations,
Volume I, Gary Stern, Wilder Foundation
 Marketing Workbook for Nonprofit Organizations,
Volume II, Gary Stern, Wilder Foundation
 Donor Centered Fundraising, Penelope Burk,
Cygnus Applied Research