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Richard C. Peck Consulting, LLC & The Philanthropy Guy, LLC


Providing consulting and educational services to nonprofits, donors, and professional advisors related to impactful charitable giving

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Charitable Giving Newsletter

02/17/24 (Weekend Edition)


In This Week's Issue:


The Tortoise and the Algorithm


Weekly Tips for Nonprofits, Donors, and Professional Advisors

The Tortoise and the Algorithm

Remember the fable of the tortoise and the hare? In today's digital world,

the hare might represent flashy marketing campaigns, while the tortoise quietly navigates the long road of building brand loyalty through sustained digital engagement.


But for non-profits, this isn't just a race: it's a journey to reach hearts and minds and, ultimately, secure the resources needed to make a difference.


However, many non-profits still hop along the traditional marketing path, relying on bake sales (really?) and charity galas. While these efforts may have their place, they often need more reach and impact. The good news is that the digital landscape offers a vast, fertile ground for non-profits to sow the seeds of brand awareness and growth.


Consider this:


  • 75% of internet users actively research non-profits online before donating. (Source: Donorbox)
  • Email marketing generates an average ROI of $38 for every $1 spent. (Source: Campaign Monitor)
  • Social media engagement can increase website traffic by 250%. (Source: Sprout Social)


These numbers paint a clear picture: a digital presence isn't just an option for non-profits; it's a necessity. But where to start?


Here are three key advantages of digital marketing that non-profits can leverage for success:


1. Target your audience with laser precision: Unlike traditional marketing channels, digital tools can pinpoint your ideal donors and volunteers based on their demographics, interests, and online behavior. Imagine tailoring your message to resonate specifically with animal lovers or environmental activists – the possibilities for engagement are endless!


2. Build lasting relationships with your supporters: Social media platforms, e-mail marketing, and interactive websites offer unparalleled opportunities to foster connection and cultivate long-term relationships with your donors and volunteers. Share impactful stories, showcase the fruits of your efforts, and express genuine gratitude – these interactions build trust and loyalty, keeping supporters invested in your cause.


3. Measure your impact and optimize your strategy: The beauty of digital marketing lies in its data-driven nature. Track website traffic, social media engagement, and donation conversions to understand what's working and what's not. This continuous feedback loop allows you to refine your strategies for maximum impact, ensuring your resources are used effectively to achieve your mission.


Remember, the tortoise didn't win the race by sprinting---but by taking slow, steady steps. Similarly, non-profits can thrive in the digital landscape by building a strong, strategic online presence. So, embrace the power of digital marketing, connect with your audience, and watch your brand blossom into a beacon of hope and change in the ever-evolving online world. Let's create a ripple effect of positive change together.


Read about digital marketing expert Lew Sabbag and his company Publish Today Media here:

Lew Sabbag: Founder and Digital Strategist: Publish Today Media LLC

Lew has been an incredible mentor to me over the years. He just has this "sage way" about him: he has seen a lot! For example, a simple but powerful demonstration he did for me some years was to type in "community foundation" in a Google search and see what showed up and did NOT show up. It was more than disarming! Lew is a master at helping institutions "be found" and consults on effective digital, social, & mobile strategies. Click on his link here to learn more:

(4) Lew Sabbag | LinkedIn

A Tip for Nonprofits: Did you know that, in marketing, nonprofits ask for $19 a month for two reasons: human psychology and the IRS. Psychologists who study why and how we buy have determined that using prices ending in the numbers 4, 7, and 9 are more likely to be successful than prices ending in 0 or 5. We see $19 as easier on our wallets than $20. Second, the IRS requires charities and nonprofits to give donors receipts for annual donations totaling $250 or more. Asking for $19 monthly adds up to only $228 a year. This saves them from the cost and time needed to mail receipts to their many donors. Read more in this treasure trove of data here in this green link...scroll down a bit: 80+ Charitable Giving Statistics & Demographics (2023) (definefinancial.com)

A Tip for Donors: Do you like bold ideas? Well, The Audacious Project is all about bold ideas! It is a collaborative funding initiative catalyzing social impact on a grand scale. Every year they select and nurture a group of big, bold solutions to the world’s most urgent challenges, and with the support of an inspiring group of donors and supporters, come together to get them launched. Quite impressive! See a selection of their grantees by clicking on the light gray link here: Grantees | The Audacious Project

A Tip for Professional Advisors: Do try to find ways to free up money for your nonprofit clients to put more toward their fundraising efforts? For example, a super-cool new idea is from Baystate Financial, creating one of the first two 403(b) pooled employer plans ("PEPs") in the country that reduces costs, time, choice, and conflict-of-interest significantly. A game-changer! Contact Alex Krisak via LinkedIn...he told me all about it this week...hot-off-the-press: (4) Alexander Krisak | LinkedIn

"One of the marvelous things about community is that it enables us to welcome and help people in a way we couldn’t as individuals. When we pool our strength and share the work and responsibility, we can welcome many people, even those in deep distress, and perhaps help them find self-confidence and inner healing."

~Jean Vanier

Richard C. Peck Consulting, LLC and The Philanthropy Guy, LLC

About Rick

228 Park View Drive

Belmont, NC 28012

+1 (603) 387-3897

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