Closing the Gap(s)

The same consistent, accurate messaging that helps recruit volunteers is also necessary in building a donor base, Brinkmann notes. NTFB's marketing people have to know where donors from previous campaigns are concentrated and where new donors are likely to be found, and which methods — direct mail, phone, social media, e-mail, corporate engagement, special events, media stories and so on — are most effective in reaching specific categories of potential donors.