Question

Topic: Research/Metrics

Question About Non-profit Marketing And Pr

Posted by Anonymous on 10/4/2006 at 12:24 PM ET 50 Points
I do Marketing and PR for a non-profit, and I am trying to figure out how much money I bring into the company for my review. And I heard a stat a while back that said marketing and pr accounts for 10% of a fundraisers success. Does anyone have an updated or different statistic than this? I would really like to be as prepared as possible. Thanks!!!

Dan
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  • Posted by wnelson on 10/4/2006 at 4:18 PM Member
    Dan,

    It would seem to me that you would want to be specific about how much your efforts affected your organization versus the globe in general. You could have helped bring in 80% and you would miss out on getting the credit for this! Can you point to specifics in the funds coming in...like if you launched a campaign or marketing effort, can you look at the intake after and see an increase? I would try to tie it to the efforts you did and make an estimate. No one can counter you any more than they can counter you if you used some trumped up industry standard.

    A little late now, but for most marketing and PR efforts, goals are set for the effect expected and metrics and measurements are implemented - not so much for "feathers in your cap" but to assess the results versus the cost and work to continually improves things.

    I hope this helps.

    Wayde
  • Posted by Frank Hurtte on 10/5/2006 at 10:11 AM Member
    I would search for new contributors and unless they were specifically brought in by someone else... stake my claim...
  • Posted by BJC on 10/5/2006 at 7:11 PM Accepted
    Dan - it's hard to measure what PR brings in as contributions. The 10% standard may be PR. I would be there is quite a bit more than comes in from marketing efforts. Wayde was correct in that you need to make all your marketing efforts measurable. Let me know if you want help in making that happen for the future. In the meantime you'll have to backtrack and look at what new contributions came in, how many inactive contributors starting giving again and if the average contribution of your active file was increased.
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