The Science of Nonprofit Marketing and New Donor Acquisition

Nonprofit marketing isn’t the warm, fuzzy “discipline” it once was. If you’re in the business of encouraging donors to hand over dollars to support a mission, you likely get it. Today, your job is much more focused on the percentage point in converting potential supporters into long-term donors than being focused on the color of the new logo or the catchy headline.

Successful nonprofit marketing, especially new donor acquisition, must be targeted, tested and measured to generate a positive return on dollars invested.