Do This, NOT That: Marketing Tips with Jay Schwedelson l Presented By Marigold Ep. 138 - NON-PROFIT MARKETING: How Does Non-Profit Marketing Work? GUEST: Dan Sonners [PRESIDENT: Direct Marketing Association of Washington]
In this episode,, host Jay Schwedelson interviews Dan Sonners, president of the Direct Marketing Association of Washington (DMAW) and vice president at Conrad Direct. They discuss fundraising and marketing tactics used by non-profits as well as the importance of storytelling, how nonprofits use direct mail and digital channels, fundraising during election years, and the fulfilling nature of working with non-profits.
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Best Moments:
(04:59) Direct mail generates 90% of nonprofit direct response fundraising revenue. The average nonprofit donor is in their early 70s
(05:46) Nonprofits are playing across digital channels more to engage younger audiences, but still rely heavily on direct mail to drive donations
(10:23) Connected TV/streaming video ads are an emerging channel that more nonprofits are starting to leverage given the attentiveness of viewers and targeted capabilities
(13:38) During election years, nonprofits may struggle to cut through and capture attention, but political donations don't inherently reduce charitable giving
(20:16) Helping market and fundraise for a nonprofit can be an incredibly fulfilling career path
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Guest Bios:
Dan Sonners is the President of DMAW and Vice President at Conrad Direct. DMAW is the largest regional association for direct marketing in the country, supporting nonprofits and companies in the nonprofit sector. Conrad Direct is an independent list brokerage firm serving nonprofits and commercial organizations.
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