Consumer-marketing practices have a place in fundraising. You just need to know how to translate them.

By Debbie Merlino

There are thousands of nonprofit organizations out there. What’s the USP of your organization? How are you communicating that message to your “customers” — your donors?

If you’re an animal-welfare organization, think about your competition. You’re not just competing with your potential donor’s entertainment budget or the rising cost of gasoline — but also other charities, even other animal-welfare organizations.