One advantage of having an online shopping village attached to your not-for-profit organization's Web site is it gets supporters used to contributing online. If a consumer is willing to purchase over the Web, it's only a short leap to putting donations more directly to work for a favorite cause.
Samaritan's Purse is widely known for our Operation Christmas Child program. The program has been a phenomenal success, growing from 110,000 donated shoe boxes in 1994 to 2.3 million in 1998--an annual growth rate in excess of 110 percent.
The cultivation program goal was to increase the cash income through developing good personal rapport with donors. It was decided that no one would be directly asked to give more money during the first couple of years until that rapport was established.
Over the last five seasons, The Visionaries has enlightened, touched, outraged, saddened, and inspired countless viewers. Now, this non-profit organization is opening a graduate program to teach others the lessons that they've learned.
When designing a communications/marketing plan, it is critical to base it on a clear, accurate understanding of the target audience. Specifically, non-profits should have a great understanding of who their constituents are.
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