Here's the final instalment of the 12 tips of Christmas series we've been doing with Craig Linton the Fundraising Detective - click on the links for part 1, part 2 and part 3. I hope the tips have given you some food for thought. We'd love to hear your feedback...
By this time each year I’m usually on the verge of blowing one minor resolution (this year’s was to do with avoiding Curly Wurlies, but that’s a different blog). This minor failure on my part has made me determined to achieve the more important professional resolutions that I believe will help charities, civil sector organisations and social enterprises get more value from their activities in 2012.
Here’s my top six. Let me know what you think and what’s made it into your marketing and fundraising resolutions:
Engage more organisations with the approach that their brand should be an asset which needs to be leveraged wherever possible to meet objectives and UNDERPIN activities. Does your brand support what you do day to day? If not, it’s not working as an asset should and is likely occupying too much time and effort for little return.
Our memories can be powerful drivers of immediate and future actions. What we learn as children often shapes the decisions we take and our behaviours as adults. All pretty obvious.
In an attempt to persuade us to part with our cash, many organisations have used the concept of 'retro' marketing to try and tap into the positive associations we might have with a certain brand or time in our lives. The theory goes that we see or hear a marketing message and think "I remember that thing fondly, therefore I'm more inclined to buy the new version".
Are you a schmoozer? Do you use schmoozing to work a room full of potential donors or partners or just when attending an even or conference? According to an article I saw recently, schmoozing is a vital networking skill and is not in fact a load of old cobblers! The art of schmoozing is defined as:
“To converse informally, to chat, or to chat in a friendly and persuasive manner especially so as to gain favour, business, or connections.”