I’m often asked why I think commercial marketers have the transferable skills to become fundraisers. I know it to be true because I have witnessed it for myself.
3 of the placements on The Well Placed pilot, earlier this year, were in fundraising (corporate partnerships, innovation and bid writing). The associates in these roles found work in fundraising before their placements ended.
There aren’t enough experienced fundraisers to fill all the empty fundraising vacancies. Maybe it’s time to give someone from outside the sector a chance to meet you and explain why they’d be brilliant at the job?
When you advertise a role state that it’s not essential to have experience in the non-profit sector.
And when reviewing an application look for overlapping skills that make the transition from marketing to fundraising a natural shift. Both roles require strong communication, relationship-building, and strategic thinking capabilities.
The list below is long which should tell you something about how good the fit is if you look for it.
- Audience Research and Segmentation
Marketers: Segment customers based on demographics, behaviours, and interests to target products or services.
Fundraisers: Identify and segment donor audiences (e.g., corporate sponsors, individual donors, major donors) to tailor fundraising efforts.
- Communication and Storytelling
Marketers: Use compelling narratives to sell products or services, emphasising benefits and value propositions.
Fundraisers: Leverage storytelling to convey the impact of donations and inspire people to support the cause.
- Relationship Building
Marketers: Build long-term relationships with customers and clients to encourage brand loyalty and repeat business.
Fundraisers: Cultivate relationships with donors, volunteers, and stakeholders to encourage ongoing support and engagement.
- Campaign Management
Marketers: Plan and execute marketing campaigns across multiple channels, managing budgets, timelines, and objectives.
Fundraisers: Design and manage fundraising campaigns, coordinating resources and strategies to meet financial targets.
- Data Analysis and Metrics
Marketers: Analyse customer behaviour and campaign performance metrics (e.g., conversion rates, ROI) to optimise marketing efforts.
Fundraisers: Monitor donor data and fundraising metrics (e.g., average gift size, donor retention) to improve future campaigns.
- Branding and Messaging
Marketers: Develop and maintain consistent brand messaging to create a recognisable and appealing image for the product or service.
Fundraisers: Craft a compelling organisational message that resonates with donors and reflects the mission of the charity.
- Digital Marketing Expertise
Marketers: Use digital channels (social media, email, SEO) to increase product visibility and engagement.
Fundraisers: Utilise similar digital tools to engage donors, promote events, and share the impact of their charity’s work.
- Creativity and Innovation
Marketers: Develop innovative marketing strategies to capture attention and differentiate from competitors.
Fundraisers: Create unique fundraising ideas and events to stand out and engage potential donors in fresh ways.
- Project Management
Marketers: Juggle multiple campaigns, deadlines, and stakeholder expectations while staying on budget.
Fundraisers: Coordinate various fundraising initiatives (e.g., events, donor communications) while managing resources effectively.
- Persuasion and Negotiation
Marketers: Convince consumers to buy products or services through effective persuasion techniques.
Fundraisers: Persuade individuals or organisations to donate or support a cause, often negotiating sponsorships or major gifts.
- Adaptability and Resilience
Marketers: Adjust to changes in market conditions, trends, or consumer preferences.
Fundraisers: Adapt fundraising strategies based on economic conditions, donor feedback, or emerging opportunities.
- Budgeting and Financial Acumen
Marketers: Manage budgets for advertising, promotions, and product development, ensuring cost-effective campaigns.
Fundraisers: Handle fundraising budgets, ensuring that campaigns are cost-effective while maximising revenue.
- Networking
Marketers: Engage with industry peers, influencers, and business partners to increase brand reach.
Fundraisers: Build networks with donors, corporate sponsors, and community leaders to expand fundraising opportunities.
The Well Placed is running another cohort in May 2025 and there is still time to create a fundraising placement and welcome a commercial marketer to your team.
To find out more, contact maya@thewellplaced.org