Educating Your Donors
Most non-profits would agree that they are in the education business. Indeed, members/donors often regard their organizations as their primary and most trustworthy information source on the issue, cause or purpose that pulled them in.
But how seriously does your organization really take its education mission? And is your non-profit fully capturing the marketing opportunity — in terms of fundraising and loyalty — that might come from a more structured and systematic effort to educate your members? I'm talking about more than your routine newsletter here!
Here's an article reporting on the success Sony found in sponsoring a series of online consumer education programs for iVillage, a leading website for women. 15% of participants in the online courses wound up purchasing a Sony product. The online courses were developed by a specialized agency, Powered, whose website offers a variety of case studies and results data. Among their claims: consumers who take sponsored online courses are …