We have been talking internally...

…about our marketing strategy to nonprofits. Our motivation, vision, mission, values and policy statements require us to think differently than a traditional model where the litmus test is profitability. We don't hold a win-at-all-cost or whatever-makes-the-sale philosophy. So how DO we market effectively and well in keeping with our core values? What is our overall sales and marketing philosophy?

Here are some key principles we land on:

(1) Respect. Do unto others as you would have them do unto you. We put ourselves in the customer/prospect's shoes and make sure we are treating them well.

(2) Truth. Do what we say we do and deliver on promises made. Don't exaggerate or oversell. Don't mislead or overstate. Embrace 100% truthfulness in all we advertise or market.

(3) Humility. Help people find solutions to real problems. Focus on educating prospects on the benefits of our product or service. Don't lead with bragging about ourselves or condemning our competition. Let humility guide our overall attitude and approach.

(4) Contentment. Be careful not to foster a spirit of discontentment in prospective clients but rather lead with encouragement and offer solutions to challenges they may be facing. Be careful not to push people to spend more than they can afford.

(5) Service. Everything we offer and do should promote well-being in others. Creating communities where everyone can thrive (CDP's vision) includes helping nonprofit practitioners flourish and bloom where they are planted.

We don't embrace the hard-sell at CDP. We care about our customers and clients and care about helping them thrive where they are. Our marketing and sales strategies have to reflect that.

-Mindy Muller, CFRE, President/CEO of CDP