ROI, Non-Profit Style

Yes, we do hate buzz acronyms like ROI, but it is a term that non-profits rarely get to throw around without feeling a twinge of corporate guilt.

The truth is, non-profits can and should think of marketing and branding as vehicles on which they can see a significant return. No organization should be creating newsletters, glossy annual reports or even flyers without considering who they are talking to and why.

Sometimes the return on investment is increased donations, but even this is a deceivingly simple "return." The most recent Bank of America philanthropy study showed that donors, specifically high net-worth donors, like to feel personally involved in an organization, and they like to see their own...dare we say it...ROI.

So, that means that in order to keep the carefully cultivated donors giving and spreading the word about your organization, you need to show exactly how the donations are being used and what kind of a difference the donations are making in the particular mission of your organization and the community at large.

Proving to your donors that their "investments" in your organization are bringing in returns means that you will begin to see a reciprocal return for all of that time spent documenting progress and creating communications vehicles for that information - more and larger donations.

And all of your communications materials - not just development brochures - should work together to promote this same message of return on investment, because an organization seen as making real progress on an issue is one that will have prouder, more vocal board members, more satisfied staff, and more happy "clients" who have been served effectively and want to sing your praises. In the end, it all translates to more funds to do more good work.

So, non-profits, demand return from your marketing activity the same way your donors are demanding it from you! Let's make "ROI" the overused buzzword of fund developers everywhere.