sales & marketing for non profits

4 People You Don’t Want to Neglect at Your Next Fundraising Campaign

Sales & Marketing

Robyn Hatfield

What I Hope You Will Get Out of This!

• Sales & Marketing Training – It’s rarely a ‘holy smokes’ moment

• It’s usually a few good nuggets that you can implement today that will make a huge difference long term

• And it’s also usually a good reminder of stuff you already know

• Why Sales & Marketing is AWESOME!

• Sales Process

• Segmentation

• The 4 Types of contacts

Agenda

I have to admit…

Why Is Sales & Marketing Awesome?

• Identify problems and provide real solutions• Create value for the client• Establish long term relationships• Create true WIN – WIN scenarios

Sales Makes the Business World Go ‘Round!

When You Think of Sales…

Do you think of this guy?

I hear people all the time saying:

•I hate sales.

•I could never be a salesperson.

•I’m just not that pushy.

•Sales is just not for me.

I Challenge You That You are Defining Sales the Wrong Way!

Sales is about solving problems, providing solutions, and truly providing VALUE to your

clients and customers.

And isn’t that what EVERYONE wants to do?!

Everyone sells every day!

Sales Process

Prospecting

Data Gathering –

Identify Problem

Provide Solution

Complete Sale

Follow Up

You just have to be good at a few of these AND THEN BE CONSISTENTLY

PERSISTENT!

•Email marketing•Social Media

•Phone follow up•Visits

You have to be PersistentYou have to choose what YOU like to do and what YOU

can and will do every day!

• Networking• Telephone calls• In Person Visits• Email Follow Ups• Social Media• Direct Mail• Other Marketing

Sales is easy. Just get in front of enough people that have the ability to say yes.

Sales Is Easy

And Have FUN!

• You work too hard for it not to be fun!

• People are drawn to you when you are having fun!

The dreaded words my recruiters hates to hear…

• ‘Shake my hand’…• Ransom note• Stick figures• Bobble head

Everyone can be good at sales!

•How do you define a good salesperson?

•Is it necessarily the ‘slickest’ presentation?

•Or is it someone that took the time to find out what you needed, delivered it, and followed up again and again.

•Everyone can do that!

Segmentation

• It’s important to segment your clients and prospects.

• You can segment by different needs and different communication style

• By segmenting you provide the type of information and communication style that is best for your prospect or donor.

SEGMENTATION

I sell to all types of companies:

1) Companies less than 5 people vs. companies with more than 50k

2) Companies that need 1-2 people vs. companies that need more than 1800 new candidates

3) Light Industrial Companies vs. Clerical vs. Professional4) Pay rates of $9 per hour vs. pay rates of $80k per year

And each difference means you have to approach them a little differently. So I SEGMENT my prospects and clients to better serve them!

SALES IS SALES!(and fundraising is sales )

And Non Profit is NO DIFFERENT!

Your different donors need and want different things from you!

And you need to segment different types of donors.

For Your 4 Segments

You need to:

1) Find out what’s important to them2) Be consistent and persistent3) Be friendly4) Be appreciative

4 Types of Prospects for Non-Profits

Believers in the Cause

This is someone that feels strongly about your cause.

Maybe they have been touched personally or someone close to them has.

11

Believers in You!

This is someone that connects to you.

The cause means something to them, but they are really backers of you!

22

Corporate Sponsors

These are the big companies that donate a certain amount or percentage every year to different non profits.

33

Benefit from Events

This person or company may believe in the cause and believe in you. But they are the people that benefit directly from a specific event you hold.

44

Believers in the Cause

HOW DO YOU GET THE DONATION?• These people want to know they are making a

difference for this particular cause.• When you approach them, approach them with

specifics on what their contribution will mean (and the more you know them the more you can tailor this).

Believers in the Cause

WHAT DO YOU DO AFTER?• After the event or campaign, you need to give them

details about what will happen next.• Keep them in the loop on new projects and events.• Show them how they can volunteer time and money

and how to really get involved in the cause• Thank them!

Believers in You!

HOW DO YOU GET THE DONATION?• Directors and fundraising people at Non-Profits

never believe that it’s actually THEIR impact.• When you approach them, approach them with how

they will be helping you accomplish the specific goal.

Believers in You!

WHAT DO YOU DO AFTER?• After the event or campaign, you need to personally

thank them for their help.• This communication should be more personal (as it

pertains to you and the organization).• If you need volunteers, you should phrase it as ‘this

would help me so much if you could do…’

Corporations

HOW DO YOU GET THE DONATION?• You need to follow their specific rules for the

donation.• You need to make sure to complete all application

and paperwork and send it in on time.• It’s best if you can get some insight as to what they

are looking for.

Corporations

WHAT DO YOU DO AFTER?• Publicly acknowledge and thank the company• Include donation amount (if company approves)

and announce what you will be able to do with it• Personally thank your contact at the company

Benefits from Event

HOW DO YOU GET THE DONATION?• You still need to talk about the cause.• You need to determine your demographics and

volume for the event.• You need to sell them on how they will profit• You need to help them be profitable (coach –

lessons learned).

Benefits from Event

WHAT DO YOU DO AFTER?• Make sure your demographics and volume were

correct.• Find out how they did.• Give suggestions on how to improve• Let them know what they contributed to.• Thank them.

How to Make the Most of your Vendor Table

• Most vendors do not make the majority of the sales at the event. The fortune is in the follow up!

• [Insert name of expert] will be giving a FREE webinar on how to make the most of your vendor table.

• Having a personal drawing at your table allows you to create interest AND gather names, email addresses and phone numbers.

• Follow up needs to occur within 24 hours (business hours) of the event.

• If you can provide something of value to every person (i.e. a white paper or information that is beneficial to all that signed up).

• You can use the event as a focus group.

YOU WIN!

If you bring VALUE to your prospects / donors…

YOU WIN, THE ORGANIZATION WINS, THE PROSPECT WINS!

And you create future prospects!

To Summarize:

• Identify your prospects

• Choose the sales techniques that you enjoy and be consistent

• Add Value

• Follow up through the entire process

• Have fun!

• Acknowledge and thank

THANK YOU!