During a recent Bridge Conference in National Harbor, Md., Dave Perrett of Wolf Trap Foundation for the Performing Arts and Kerri Kerr of Avalon Consulting Group held the opinion that fundraising and marketing are separate entities, but can be combined to heap benefits upon nonprofits.
Using Wolf Trap as a case study, they laid out a four-step process on the path to integration:
- Meet with your marketing department. It sounds simple, but this type of meeting almost never occurs. Membership and marketing are often siloed departments, but it doesn't have to be that way.
- Create an integrated schedule to take advantage of key dates.
- Test to determine the best strategy. Tests can include performance photo on carrier vs. plain envelope, timing (for performing arts, post-performance excitement or pre-performance anticipation), types of ticket buyers, telemarketing, email, Website and (for performing arts) box office sales.
- Meet with the marketing department to discuss results. The numbers might speak for themselves, but it’s important to schedule a meeting and discuss the results so everyone can see and understand the impact of integration.