We recently interviewed Sundeep Kapur for the Online Marketing Summit in San Francisco, where we had the pleasure to meet him in person. He was kind enough to share his article on applying marketing lessons from non-profit organizations to social media. If you find him to as enlightening as we do, you’ll want to follow him at @emailyogi!
Charities need donations to survive – they need this to both support their cause and also to keep themselves in business. They have to be efficient in how the money is spent, and they have to work really hard in keeping the money flowing in.
Charities measure three types of ROI – real ROI talks about how much money they have been able to earn because of a promotion; absolute ROI is even less than ‘real’ because that is how they get the budget to focus on the next campaign; and soft ROI is what they ‘think’ or ‘anticipate’ they may earn from a donor.
Soft ROI helps us engage with a consumer – it is not just about getting a consumer but keeping a consumer. Not just immediate earning but future earnings – this means long term thinking in terms of how valuable that donor could be to your organization. Charities focus on thanking the first time donor profusely and keeping them up to date on what is going on. This way the donor gets engaged and tries to regularly contribute to the charity.
Charities also believe that there are no secrets in marketing strategies because people change jobs and with the social web it is very easy to keep in touch with what others are doing. The key to success lies in quick execution and creating an inner circle of advisors who tell us what to do.
Charities believe in two good principles – the principle of doing ‘good’ without expecting a return and the principle of reciprocity. The first principle is going to be hard to emulate but it is the charities secret to getting referrals – ‘the true measure of a man is how he treats someone who can do him absolutely no good.’ So think about serving everyone well, hoping that that good karma will pay off.
The principle of reciprocity works with the charity sending you a gift – the donor looks at the gift and this usually prompts the donor to make a donation. Charities also offer a suggested donation amount – they call it the mid price rule, the same concept can be applied to traditional marketing.
Sundeep Kapur has been assisting organizations with their converged channel marketing strategies since 1990. From direct marketing to digital to converged, he is a passionate speaker who works with businesses across multiple industries, helping them to enable technology and services to brand, personalize and speak to consumers more effectively.
Sundeep is an avid user of social media, having leveraged words, pictures, & video into a conversational blog. His daily dose of best practices can be found at www.emailyogi.com, where he has more than 1,200 articles on best practices. He has been hosting a monthly phone call on digital marketing best practices since 1999. He has a BA in Economics, a BS in Computer Science, an MBA, and over 21 years of practical problem solving experiences.