The importance of listening to donor research
Tags: Individual giving
Tod Norman
Tod Norman has been working as a researcher and brand planner in marketing and marketing research since 1984, including stints at research agencies, brand development agency, and advertising agencies both above and below the line. He is a founder of Watson Phillips Norman, which provides fundraising support for a range of charities.
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You might not like what you hear in donor research, but you really should listen, says Tod Norman.
What is the value of a disengaged donor? It could be just as high, or higher than that of an engaged one, argues Tod Norman.
The evolution of market research has not necessarily seen the strongest research genes prevail, but the rise of online research presents a new opportunity for fundraisers interested in finding out more about those they market to, says Tod Norman
Failing to keep aware of the needs of the most important cog in the fundraising machine can damage to the brand, warns Tod Norman.
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