'Hipsters': Reaching the Next Niche Generation of Donors

Take, for example, my colleague who worked for an environmental organization and partnered with a niche marketing agency. They produced 200 logoed recycled hemp bags and filled each one with $200 worth of organic beauty and home products — bamboo fiber sweatpants, several healthy-living magazines and yoga mats. After her event, two of the companies sponsored her next event financially and she had a 10 percent jump in membership. Plus, I saw those hemp bags each time I went to the grocery store, which means that target marketing worked!