From Marketing to PR to Development: Converting Goodwill into Fundraising

In my post last week, I wrote about the importance of PR and Marketing to development officers and promised an anecdote.

In this instance, both effective marketing and a devotion to public relations work cultivated a donor who will be a significant supporter for years to come.

This particular donor is a local small business owner and alumnus (as well as former student-athlete) who recently relocated to the area.  Upon his return, being a savvy buisinessman, he noted two things: 1) How prevalently and prominently our corporate sponsors were featured in our promotions and marketing of athletic events, and 2) How little his competitors seemed to take advantage of options available to them through our athletics marketing and promotions program.  In the earliest stages, it was the way that we effectively marketed businesses that caught his interest and piqued his imagination — if we could do this for other local companies, what could we do to help promote him and his operation?

Seeking a unique way to promote his business, we involved him in some lower level marketing programs, such as individual game sponsorships and eventually a season-long promotion to which he purchased the naming rights.  These programs increased foot traffic in his store and increased awareness and visibility of his business, as all effective marketing should.

Then, we stepped the game up.  The following year, we made his business the corporate sponsor of our athletic annual fund.  The alumnus and former student-athlete turned businessman was now a corporate partner of his alma mater. He earned recognition for his business on the nearly 5,000 brochures that we sent out for renewals, renewing and first time members of the Athletic Association earned a 20% discount at his store (increasing foot-traffic) and most importantly, in every press release about the annual fund on the website, newspapers, or via E-List includes a blurb about his business, his address, and his website.  We have promoted not only the benefits one receives from becoming a dues-paying member, effectively marketing his business, but we also published an initial release highlighting that an alumnus and former student-athlete was giving back to his alma mater, generating precious goodwill for him and his business.

By marketing and creating goodwill through public relations for this supporter, we have increased his in-kind and cash donations over twenty-fold YOY, with promises of more significant financial support to come.

This anecdote shows how effectively marketing and generating goodwill for your supporters can create favorable conditions for “asks,” where development officers do their best and most important work.

By William Broussard