Targeted focus is a powerful marketing idea that will turbo charge your ability to grow successfully. I share this concept regularly with for profit businesses, but it’s just as applicable to non-profit and charitable organizations.
Figuring out how you can spend more money than your competitor may initially sound like a counter-intuitive strategy, but I promise in the end it will pay off.
You might be thinking, “I try to spend as little as I can to get the result that I want” or “I’m always working with a limited budget, why would I want to spend more than I absolutely have to?”
I’m not suggesting you roll out a red carpet for every donor.
The point here isn’t that you must spend the most money possible, it’s that you want to put yourself in a position that you can afford to spend more than anyone else.
Mastering this concept will help you in acquiring better donors, employees and even volunteers.
If you can afford to spend more, that means you can send another mailing when everyone else is tapped out. You can sustain without hiring that good employee because you’re waiting for the great one.
How do you get to the position where you can afford to spend more?
Focus Your Efforts
Determine who your absolute best donor is. It will likely be a person who gives generously, but will also be someone who is very connected to your cause. She will be just as excited to find your organization as you are to find her.
What are her demographics? You should know this well enough to draw a picture of her and mention where she lives, shops and went to school.
Once you know this level of detail about your best donor you’ve found your target market. Now you can focus your outreach efforts to the larger group of people that fall into that same demographic.
Until you’ve exhausted efforts to engage your best donors, don’t move on to anyone else.
I’m currently reading “Good to Great” by Jim Collins, a book about how a select few companies have made a transition from being a good company, to being great.
Jim mentions that great companies view budgeting differently than good ones. In good companies a budget is a way to determine how much you can afford to allocate to each item on your list. In great companies, it’s how you determine what to fully fund. Everything else is cut out completely.
It’s likely that you currently receive donations large and small from a wide variety of people and organizations. I’m not suggesting that you turn down donations, but when it comes to outreach you should only be targeting the best possible candidates.
Why Should I Focus?
When you focus in this way you can afford to spend more to obtain each donor, because you’re only reaching out to the most generous and easily converted.
As you continually bring on the best possible donors, your donations and budgets will increase. From there you can afford bigger and better campaigns, and you can hire top employees.
Just remember, only once you’ve saturated the best group do you move on to the next most beneficial group.
A side effect of this level of focus is that it will be infinitely easier to make a connection with your donors because your message will be personal instead of generic.
With focus, you can write as though you’re speaking to the specific person you outlined in the demographics above.
By focusing solely on your best donors, you build a strong relationship with the exact market most likely to bring you the biggest gain. This laser targeted approach will enable you to outshine your competitors even if you have a smaller overall budget.
In time, other organizations will wonder how you’re able to accomplish so much with what appears to be a tiny amount of effort. If they ask you can tell them with a smile, “It was no biggie… I just spent more than everyone else.”