Finding Nonprofit Marketing Success with For-Profit Marketing Strategies
How nonprofit marketing radicalized customer engagement—during a global pandemic.
World Vision U.S. is a global Christian humanitarian organization. They partner with children, families, and their communities to reach their full potential by tackling the causes of poverty and injustice. Their success supporting communities in need relies heavily on the contributions of individual donors a la their donor mail program; a program (and vital funds) that had started to wane.
World Vision knew they needed to reinvigorate their donor program by making bold changes; a mindset that led them to partner with HackerAgency, and introduce “for profit” direct marketing strategies to their nonprofit marketing world. Put another way, while there are important differences, we approach building a donor direct marketing channel with the same rigor in strategy as we would any similar channel.
For many nonprofit marketers, the idea of implementing a performance strategy conjures up less than positive images of sales and profit, but this approach has yielded valuable results and impact for the field.
Christian Humanitarian Relief