Most nonprofit organizations (NPOs) – regardless of size – have separate and distinct marketing and development (fundraising) functions. This recognizes the importance of donors as an audience, their specific messaging needs and the unique types of outreach and experience required in development teams. However, the marketing and development functions are more alike than different, especially now that each function engages the same people through digital and social channels.
The 2nd part of this 3-part series focuses on the importance of alignment between marketing and development when it comes to understanding your audience. Fundraising teams can benefit from marketing insights, and vice versa. Audience insights – formal and informal – are a core part of both functions, and knowledge must be shared effectively between them. Nonprofit organizations should explore the opportunity to expand and better stratify knowledge about key audiences, particularly those with influence to important circles.