Mary Schmidt Marketing Troubleshooter

I’ve worked in and with a range of nonprofits - from Habitat for Humanity (which you’d think would be an “easy” sell) to AIBA (Albuquerque Independent Business Alliance.) Even in good times, nonprofits need in-kind donations, since they’re trying to a lot with a little.

Now that times are tough, I’m hearing even more “sorries.” One small biz owner said he’d probably donated “$50,000 worth of inventory” and never gotten any results. Now, I’m not the guy’s marketer but here are the 5.5 most common donor mistakes.

1.No signs, cards, flyers or menus. So, I’m eating something luscious - maybe I’d like to call you to cater my next event. Certainly, the group may recognize the donor in the initial welcome, but will I be paying attention? And, will I want to scramble for a piece of paper on which to write your info…so I can later google and find your phone number? Not likely.

2. The donor doesn’t attend the event. People buy from people they know - and if you’re standing right there, with a big smile…AND a name tag AND cards…your chances of developing more business just went up exponentially.

3. The donor doesn’t “work the room.” By this I don’t mean shoving menus or flyers into people’s hands, unasked. (I’ve had this done to me more than once - the stuff almost never even makes to my home recycling bin.) People buy from people they know and like.

4. Not providing requested information. Nonprofits do their best (particularly if marketers like me are running the show) to promote their in-kind donors. We know that business owners are stretched tight and we want them to get some results from their generosity. But, if the donor doesn’t provide the needed information for the signs, programs, web site, eletters, etc. - they can’t much in the way of results. (Tip: A teensy-tiny logo at the bottom of a program doesn’t create business. People buy from people, not logos.)

5. No follow-up. The business owner drops off the donation and runs out the door…never to be seen or heard from again. Now, maybe the nonprofit isn’t able to buy anything…but the boards and committees of nonprofits are great reference and referral sources.

5.5. Ignoring or dissing the person requesting the donation. See above re boards and committees. Personally, I do my best to not - um - take it personally…but…let’s just say there are people that are no longer on my list for paying business.

Tags: nonprofit marketing, marketing, marketing troubleshooting, business development