one team: aligning marketing & fundraising
TRANSCRIPT
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One TeamAligning Marketing & Fundraising
By: Heidi Hancock & David Svet
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Team Marketing!!
Team Development!!
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Choosing Sides
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Of course, this would never happen at your organization
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The Goal of Marketing & Development:
Generate revenue for mission fulfillment.
4
You have one thing to do
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The main cause of discord between Marketing & Fundraising
Remember the 80/20 rule?
Surprise, it’s now 95/5!
5
Conflicting Priorities
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Marketing for the 95%: High Quality
High QuantityHigh Production Value
Fundraising for the 5%: High Quality
Low QuantityHigh Production Value 6
95/5
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For Profit Marketing
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The customer journey:
Know, Like, Trust, Try,Buy, Fulfill, Tell
Also the donor journey:
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In Nonprofit Marketing
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Donor Stages
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Point of Entry, Cultivation, Solicitation,
Acknowledgement, Stewardship
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Donor Life Cycle
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Integrated Model
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Point of Entry
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Know & Like You
What are your points of entry?
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Point of Entry
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Know & Like You
Answer: Who you are?What do you do?Who do you help?
Objective: Raise awareness and generate traffic
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Cultivation Activities
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Trust
What are your cultivation activities?
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Cultivation Activities
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Trust
Answer: Are you any good?Do you have proof?
Is your proof quantifiable?
Objective: Educate
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Cultivation Activities
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TryAnswer: Can they take action?
Objective: Generate leads
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Solicit
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Give
How do you ask?
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Solicit
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Give
Answer: I like this, how can I do more?
Objective: Successful ask
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Acknowledgement
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FulfillHow do you acknowledge your supporters response to your
solicitation?
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Acknowledgement
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Fulfill
Answer: Did you get my gift?Did it go where it was supposed to?
Are you glad you got my gift?
Objective: To thank and celebrate
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Stewardship
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TellWhat are some stewardship activities
in your organization?
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Stewardship
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Tell
Answer: Is our donor experience remarkable?
Are donors part of your organization?Are your donors knowledgeable?
Objective: To endear and inform
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Integrated Model
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Round up
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Put it on a calendar
Get fundraising and marketing on the same calendar
Review often
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