Target marketing and the fundraiser

This is a general fact sheet that will open some doors into the world of marketing. Marketing itself is simply about knowing about the people and organisations. Who are the people that you need to tap into. Fundraisers are not only the sales people they are also marketeers.

When you have your marketer hat on you need to be looking at ways to get to know your market, when you have your sales hat on you need to be using that marketing information to get your 'sale'.

Target markets

You need to segment these markets into smaller markets so that your analysis can actually mean something. For example there is no use in putting one off donors into long-term supporters - they may be very different types of people. Can you see that if you don't separate these you will not know what is really going on out there?

It is probable that we are dealing with many of these segments at a time unless you are from a very large charity. Whether you are from large or small you need to recognise the similarities and differences of these segments.

Here are some ideas for target markets:

One Off Donors
One Off Company Donors
Multiple donors

Public donors divided into individuals and groups.

E.g. one of your supporters gets a group together and does a fundraising activity. This will also be either a one off donation or multiple.

Company donors individuals and groups.

People who come to you through their company.

Trusts local/national

It may be very important to know whether you should be targeting local trusts for local projects. This may be a new area that has been untapped to date.

Sports Groups
Runners
Cyclists
Health Clubs

These are people associated to specific sports groups. It is recommended to place them into a specific category because these groups are often people who are very self-motivated e.g. runners do the London Marathon etc

Summary

These are just some examples of how you could segment your target markets. The reason you would do this is that when money comes in you can put it into the various segments and at the end of the year analyse where you have got the best returns on investment (in terms of both time and money). Talk to your accounts department and see what is and what is not possible in your organisation. Your fundraising database (and you should have one in this day and age) should be able to provide you with a way to do this EASILY. (See the fact sheets on databases available and using historical data).

The information also gives you a chance to learn about your different supporters e.g. if you find that something works well you can use that information and try it out in other areas. You may see a pattern developing which will make things easier to manage in the future.

Also think of the benefits of giving people what they need for fundraising. Fundraising Packs, for example, Could be different for each sector.

The company fundraising pack may need to be more specific, give examples of past successes, perhaps some references, perhaps more of a brochure style. The fundraising pack for the individual/group public fundraiser may need to be more fun - with wacky ideas etc, perhaps photocopied stuff (note that often companies expect a very business like approach and individuals like to feel a charity hasn't wasted its money on fancy things like brochures!).

The information on your market will give you better tools by which to attack each market. If you do not start to understand your target markets you will never be able to be flexible in changing direction where necessary.

It also means that the people that are in these segments could be asked questions so that you can know them better. Asking questions is a great way to get people involved. People like to give you their opinion - if you hadn't noticed!.

It is true that the closer you are to your 'clients', the more you will be able to understand them, and the more you will be able to use that experience with similar 'clients' and, of course, the more money you will be able to get out of them if you know what is going on.

Other fact sheets in Organizational planning
Fact sheet index

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