Many brands have diverse sales partnerships in which businesses and consumers purchase their products or services. It’s estimated that more than 75% of the worldwide trade (WTO) flows through some kind if indirect sales or distribution channel reselling the product and/or services of a primary brand.

The healthcare industry in America is facing an extraordinary staffing crisis. A 2021 Mercer study forecasts a shortage of nearly 450,000 home health aides and nearly 30,000 nurse practitioners. There will likely be continued shortages across the healthcare industry, a combined effect of the COVID-19 pandemic, already extant staff shortages and employee burnout. 

Stephanie Polkowski joins Phoenix Innovate from the team at Avanzado and brings 12 years of experience in client account management. She earned her bachelor’s degree in English from the University of Michigan-Dearborn. 

Recently, Mark Gaskill, our vice president of research and marketing solutions, had the chance to sit down and chat with WJR’s Vanessa Denha Garmo. They discussed marketing strategy for nonprofits: how to make the most of your organization’s unique story, and how you can make your donors long-term partners in your organization’s mission. Below are some highlights from Mark and Vanessa’s conversation. 

It’s not often you find someone that combines the knowledge and experience in providing measurable fundraising solutions and marketing expertise in a single individual. But we’ve found that in Austen Smith.

Study after study makes it clear that personalization is the reigning king of marketing. Organizations of all kinds are racing to develop the customer insights they need to single out individuals and create better, more personal user experiences. Non-profits can learn from these organizations and do the same to make their fundraising experiences more relevant to donors.

High-profile data breaches expose how vulnerable even organizations with sophisticated IT departments can be to attacks from outside. But you don’t have to be a large organization to be concerned about  data privacy.  Protecting data for nonprofits is just as important and can be especially risky when dealing with marketing vendors. 

In our previous article, “You have to know your donors to engage them,” we outlined the data points needed to build the emotional connections with your donors that lead to increased ROI for your fundraising. Many of those points can be found in your existing donor data, or through data appends, but some points will require primary research. In this article, we outline how to design research to be useful in creating more relevant and meaningful communications. 

Most fundraisers are familiar with the idea that it’s less expensive to keep a donor than to find a new one. And many are aware about how to retain donors: they need to build strong connections between the charity and the donor. In the past, charities have focused on the importance of making rational, deliberate appeals on the assumption that donors made rational, deliberate decisions when giving. 

There’s a lot of conversation around behavior science and how emotion influences the decision to buy, donate or join in the marketing blogosphere these days. Many of those conversations cite the work of Nobel Prize winner and psychologist, Daniel Kahneman. In his 2011 book, “Thinking, Fast and Slow,” Kahneman argues that the mind incorporates two systems for decision-making: one that works quickly making decisions more on intuition and emotion, and a second that works more slowly to rationalize the decision. Because it takes less effort, we’re more likely to rely on the first system.

CHALLENGE:
A 1,200% increase in net proceeds may not seem possible, but that’s exactly what we helped the Detroit Zoo achieve over a five-year period through a more efficient and targeted marketing program.