Marketing for healthcare practices, schools and nonprofit organizations requires unique and innovative approaches. Promoting these organizations and helping them maintain relationships with existing patients, students or donors requires a gentle balance between data-based insights, personalization and a strong focus on protecting their sensitive information.

As a healthcare professional, you most certainly are familiar with the Health Insurance Portability and Accountability Act (HIPAA), as well as regulations you must follow according to the rule. However, HITRUST is not as well-known, so you may be asking yourself, “What is HITRUST certification anyway, and how does it affect me, my practice and our marketing efforts?”

EVP of Sales and Business Development Chris DuBach and EVP of Marketing and Research Strategies Mark Gaskill talked about data, data security, danger zones, research, sales and marketing collaborations, emotional connections and more during a Bullhorns & Bullseyes Podcast with hosts Tom Nixon and Curtis Hays.

Understanding donors’ motivations based on evidence is key to effective fundraising. On the surface, that’s a logical concept, but so many fundraising organizations overlook the importance of analyzing data and instead keep doing what they’ve always done – because it works every now and then.

To maximize your return on investment (ROI), it’s essential that you effectively reach and engage your target audiences. Successful organizations maintain long-lasting relationships with their customer or donor audiences by using various retention marketing principles.

Marketing is the lifeline of any business. It’s the process of creating, communicating and delivering products and services to customers with the aim of satisfying them and achieving business goals. The success of any marketing campaign depends on the marketer's understanding of the audience.

In our previous blogs we have discussed how direct mail marketing can be five to nine times more effective than digital advertising.

The 40/40/20 rule was developed over 60 years ago by direct marketing pioneer Ed Mayer to convey the value each element of a direct mail effort contributes toward driving results. The rule purports that 40% of direct mail success is attributed to the mailing list, 40% from the offer and the remaining 20% from the format, design and copy of the mail piece.

The Greatest Generation communicated by landline telephones. Millennials discovered the power of the internet. Those in Generation Z acquired their first mobile phones before they reached their 13th birthdays.

Direct mail is not dead. In fact, after rushing to digital advertising, many marketers are finding great success by returning to direct mail as a key component of their marketing campaigns.

Recently, Mark Gaskill, our vice president of research and marketing solutions, had the chance to sit down and chat with WJR’s Vanessa Denha Garmo. They discussed marketing strategy for nonprofits: how to make the most of your organization’s unique story, and how you can make your donors long-term partners in your organization’s mission. Below are some highlights from Mark and Vanessa’s conversation.