Lucrative Partnerships
Jan 1, 2009 12:00 PM, By Stephen Halliday
Affinity marketing is an effective fund-raising strategy for education institutions.
- Fiscally sound with a proven track record
An affinity marketer should have a strong infrastructure and reputable management. Also, the company should be able to demonstrate a track record of satisfied customers. Asking for references of customers and contacting them for their assessment of an affinity marketer's service record is advisable. Going forward, the affinity marketer should keep the institution informed of all supporters' purchases, usage patterns and inquiries.
Strategies for a new economy
In the past, individuals represented the largest sector for giving to non-profit organizations. The Giving USA Foundation reported that in 2006, 75.6 percent of all contributions to non-profit organizations, including colleges and universities, came from individuals. They contributed $222.89 billion dollars that year. The rest of the breakdown was as follows: foundations: $36.5 billion (12.4 percent); bequests: $22.91 billion (7.8 percent); and corporations: $12.72 billion (4.3 percent).
Individuals represent the largest constituent of givers and also could represent the largest opportunity in an affinity marketing partnership. Imagine reaching out to every student, alumni, faculty member, administrator and member of the board with information about a new affinity marketing partner and how the purchase of a phone or Internet service could provide dollars for the college. Imagine the potential funds that could be raised through their ordinary purchases from an affinity partner. The potential is there for enlightened development officers who recognize that hard times demand new strategies.
Halliday is CEO/President of Affinity4, Norfolk, Va. He can be reached at shalliday@affinity4.com or (757)965-4214.
500
Estimated number of registered public charities in 1994.
1,000
Estimated number of registered public charities today.
Source: National Center for Charitable Statistics (NCCS)
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