From the course: Nonprofit Fundraising Tips
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Understanding positioning
From the course: Nonprofit Fundraising Tips
Understanding positioning
- Quick, think of a nonprofit organization you would donate $100,000 to right now. The organization that just came to mind was likely successful in how they positioned their brand with you. As a fundraiser, you are tasked with knowing your organization's position in your market, and why someone should believe in you and the cause you represent. Understanding your positioning is key to your success. One thing to remember is your positioning statement is not the same as your mission statement. Rather, positioning flows from your mission and helps you to achieve that mission. Here's an example from an organization that has positioned themself well on a national scale. The United Negro College Fund's positioning statement is: "Opening doors through an aggressive research agenda "and outreach activities to help guide policymakers, "educators, philanthropists, and the general public "towards improving the educational opportunities…
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