The Great Schlep
Who says alienating whole segments of the giving public is always a bad thing?
Would your organization be willing to risk alienating some people in order to build a closer relationship with others? This is the risk of tight positioning when you define your work so specifically around a particular group that an entire universe of people might never know or care that it exists.
But the flip side is the extreme loyalty gained by those who get it — not the least of whom are your donors.
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
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