Today we took a look at the other side of the marketing aisle…that is we departed from our regular focus on for-profit marketing to our friends in the non-profit world. The reason is that historically there has been an aversion to adapting the marketing techniques among nonprofits but in the words of song troubadour Bob Dylan...the times, they are a'changing.

Some of the most sophisticated marketing and database management is rapidly enveloping organizations who many people may not have heard of, but generate billions of dollars a year in donations and support – the non profits. We’re going to look at the marketing management of non profits and how the competitive environment is heating up and I think you’ll be surprised at some of the unique and amazing twists we’re seeing.

With me today to talk about non profit marketing was John McIlquham, president of Nonprofit Times – the nation’s leading business publication for non profits.

Here are some quick highlightes about today's program:

According to the DMA, for every $1 spent in direct marketing by non-profits, they rake in $14. That means direct mail still reigns king for charitable donation solicitation. Maybe B:B and B:C businesses could take a lesson or two from our non-profit colleagues.
70% of the US population has made some kind of charitable gift or donation. Most go to religious groups or 'pew giving' but still, there is a strong loyalty by American's to help out those who are in need, or to worthy causes. Is your business a worthy cause?
Of the $295 billion raised last year by charitable groups, 75% was generated from individuals. This kind of consumer activism, taking the lead, gives me hope.

Though there is tight competition for dollars, these groups are employing sophisticated segmentation and solicitation techniques. We should all go do an internship at our local non profits and see what we can learn, and maybe even teach.