In his video, Jeff Brooks from TrueSense Marketing, explores the 40/40/20 rule of direct marketing and its role in fundraising. The 40/40/20 rule suggests that 40% of the success of a direct marketing campaign comes from the quality of your list, 40% from your request and 20% from the creative. The video touches on all of these aspects, but focuses on the middle 40%, the offer or request. Brooks states there are 6 parts of a good fundraising offer.
Partnering with commercial businesses can be a great way for nonprofit organizations to fundraise. Over the past decade, cause-marketing relationships between nonprofit and commercial businesses have grown exponentially in popularity. Campaigns like Yoplait Save Lids to Save Lives, Dove’s Campaign for Real Beauty, American Express’ The Members Project, Nike’s Livestrong Bracelets, and The Gap’s Product Red are all great examples of long-term cause marketing relationships that have helped generate millions of dollars for their respective charities.
Donors can now give money online to every charity in America. Seeking to do good works -- and to make money doing it -- a score of dot-com businesses have started Internet sites that they hope will become a one-stop place for donors to make all their gifts to charity. Some of the sites offer donors the opportunity to give to any organization that has been granted charity status by the Internal Revenue Service, while others are more selective. Such giving sites, or "philanthropy portals" as they are sometimes called, have been cropping up so fast that non-profit officials cannot keep track of them all. Many were started in the last six months, while others are still so early in the development stage they have yet to be announced to the public.