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

By Debbie Merlino

Promoting benefits is easy for some membership organizations. Oftentimes they have membership cards that entitle donors to discounts at local restaurants, theaters, galleries, etc. But there are other forms of benefits, too. If your organization has a donor newsletter or sends electronic updates, don’t forget to promote this benefit as well. (Example: Our quarterly newsletter will keep you updated on all our rescue efforts, so you’ll learn firsthand, from those in the field, how your dollars are making changes in India.)