Nomination for Non-Profit Marketer of the Year

June 19th, 2009

Sharon Johnson, Executive Director of the Transylvania Regional Hospital Foundation, Brevard, North Carolina, has been nominated for the American Marketing Association’s Non-Profit Marketer of the Year Award in response to her success using donor recognition as a tool to improve fundraising success.

Johnson explains, “Through effective stewardship of our donors, we are able to develop ‘brand loyalty’ among the donor base. This is a direct result of proactive stewardship, which includes demonstrating appreciation of our donors, reporting on the progress achieved through giving, and combining the recognition of existing donors with a consistent message of the importance of ongoing philanthropy.”

This nomination is based on a single premise: well-organized fundraising is a highly effective component in the overall marketing strategy for any not-for-profit Hospital, and use of the donor recognition practices developed under consultation with Robin E. Williams Incorporated has proven to be an effective tool for building awareness and affinity for the Hospital, thereby increasing donor participation and market share.

Philanthropy has become a vital part of most not-for-profit hospitals’ capital resources, and fundraising is proving to deliver an excellent return on investment. Donors give to support and further the organization’s mission. Johnson explains, “Through effective stewardship of our donors, we are able to develop ‘brand loyalty’ among the donor base. This is a direct result of proactive stewardship, which includes demonstrating appreciation of our donors, reporting on the progress achieved through giving, and combining the recognition of existing donors with a consistent message of the importance of ongoing philanthropy.”



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