Marketing Objective

At this point, my analysis is going to break-off to focus on one group of customers – donors – and one product philanthropic giving.
Current Customer: The current customer is a Martha Cook alumna who has donated at least $100 to the annual fun, preservation fund, or scholarship fund within the last 5 years. (Should it be 3? What would the University Consider recent). The current customer likely makes charitable contributions to other organizations including other University Groups, church/synagogue/religious organization, community groups, etc.
Ideal Customer: The ideal customer is a Martha Cook alumna who makes consistent and increasing contributions. The actual size of gift will vary with the person’s income. Since I have an umbrella brand, can I worry about gift size when we get to the four Ps and offer donation opportunities (Products) to different levels of donors (Price)? Martha Cook is the top prioritiy for charitable giving for the ideal customer.
Marketing Objective: Retention
Why: Most MCB alums are already making some sort of gift. Cost of acquisition very high; probability of conversion low – questions out to gather to supporting data
Research shows big gifts come from repeat donors.
Customer Lifetime value is high for repeat donors
Retention activities: Thanking donors, indicating how the gift was used, inviting to the building
Affiliation with Martha Cook – resident, alum, parent is a key determinant of giving. Current competencies and services don’t have broad appeal with other groups. If the building alters its competence to include academic or leadership missions the market may have a corresponding change.