USP? BOM? WTH?
Consumer-marketing practices have a place in fundraising. You just need to know how to translate them.
So next time you’re at a cocktail party and hear two marketers talking unique selling proposition, benefit-oriented messaging and brand management, don’t assume they work for Johnson & Johnson. They just might be two savvy development professionals. FS
Debbie Merlino is vice president, fundraising, at Plymouth, Mass.-based agency DMW Worldwide.
Related Content
Nonprofit Storytelling: Using data and performance metrics to motivate donors
What’s the Shelf Life of a Strong Nonprofit Brand?
Brand Strategy Is Critical to Your Mission
How a Powerful Impact Study Enhances Your Value
Viral Challenges for Nonprofit Marketing Success
Nonprofits Must Innovate Their Marketing Strategy
Comments
