Charity Village®NewsWeek: Cover Story: "Supporter Marketing: A new twist, a new approach
Elisa Birnbaum By Elisa Birnbaum
August 18, 2008
On February 14th, an impactful Valentine’s Day card arrived in the mailboxes of a group of unsuspecting donors. So impactful, in fact, that its sender, Ottawa-based SuzukiMusic - a nonprofit dedicated to promoting the musical education of children using the Suzuki approach - could call the initiative a fundraising coup. Helping to promote an upcoming tour of China by the school’s musical ensemble, the card featured a photo of the group dressed in the holiday garb of red, pink and white. It didn’t take long to realize the gift resonated strongly with the recipients. “It came back to us overnight,” states fundraiser Victoria Barham enthusiastically. While not a new initiative, the card is a good example of a concept recently introduced into the sector: supporter marketing. Though the term has not yet made its way into the nonprofit vernacular, some are speculating it’s only a matter of time."
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