Charity Investment Conference 2012
15 Oct 2012
Communications planner, tnp Ltd.
Tod Norman has been collating and implementing insight on donors and consumers for over 25 years. In doing so, he has worked in four very different sectors: as a market researcher, as a planner in an above-the-line agency, in a brand and new product development consultancy, and in direct response agencies. These included Watson Phillips Norman, where he was a founder.
His experience in the not-for-profit sector includes some of the biggest organisations both nationally and internationally, and also some of the smallest, including regional hospices. He now runs his own planning consultancy.
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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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15 Oct 2012
15 Oct 2012
15 Oct 2012
19 Nov 2012