Post on 04-Aug-2015
Introduction to Lifecycle Marketing for Nonprofits
Karen CaseyBusiness Development and Alliance Manager
Karen Casey joined Right On Interactive in 2012 with over 10 years of sales experience. Prior to, she worked for the largest sales training firm in Indiana and started her career at a national automotive marketing software firm.
Kirsten KippenMarketing Manager, Idealist Consulting
Kirsten Kippen joined Idealist Consulting in 2013 with over 8 years of nonprofit and marketing experience.
Prior to, she worked for a translation and training firm in Oregon and started her career at an international
nonprofit.
@savvysaleswoman @kirsten_eleda@roi_marketing
@idealistcons
The Challenge
A Note: Lifecycle Marketing
vs. Engagement
Agenda
A-ha Moments and Questions
1
2
3
4
5
The Path to Lifecycle Marketing
Data Capture
Email Marketing
Constituent Lifecycle Marketing
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Who
Three Steps of Data Capture
How
What
Start• Donors• Prospects
Grow• Leads
Start• First/last name• Company• Email address
Grow• Title• Address
Start• Standard format• Incent/RTW• Website
Grow• Gather more over time• Trade shows• Append data
Who
Three Steps of Email Marketing
How
What
Start• One audience seg-
ment
Start• Monthly newsletter• CTA to website• CTA to social
Grow• Prospects• Donors
Grow• Subscription Center
Start• Measure opens/clicks• Understand what’s work-
ing
Grow• A/B test
7 Email Subject Line Tips1. Short and simple – Your Membership is due for Renewal
2. Most important words at the beginning – Save $200
3. Topic should be clear – Contribute to Nepal Relief Efforts Today
4. Offer value – Discounted annual membership for Oregonians
5. Personalize – Lori, you are invited to our VIP Gala Event
6. Create urgency with time – Extended until tomorrow
7. A/B test – Complimentary webinar vs. Free webinar
Why It’s Not Enough
• What do opens and clicks really tell you?
• Who is engaging?
• Multiple touch points
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60-75% of one-time donors do not give again the following year
It is 10x more expensive to gain a new donor than to keep an existing one
You can have 70% retention year-over-year with recurring donations
Your Constituents Are Your #1 Donation Source
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So Why Lifecycle Marketing?
Many marketers still base their plans on a purchase or purchasing funnel developed by E. St. Elmo Lewis in 1898.
Constituent engagement has changed drastically. The Internet, online reviews and social media have impacted on how we choose what nonprofits we want to engage with.
Outdated ApproachTraditional Marketing Funnel
Today’s Engagement Process
Constituent Lifecycle Marketing
Lifecycle mapAnalytics, dashboards and reporting
Profile and engagement scoringWeb and social analytics
Automated campaigns toolAudience segment builder
Email tool
Events Email Web Calls Social
KimRegistered to win at eventProfile: 70Engagement: 12
AlexMade first donationProfile: 80Engagement: 88
The Journey
ATTRACT CONVERT ONBOARD EXPAND APPRECIATE
Customer Lifecycle Marketing
G
oals
L
ifecycle
Awareness/Consideratio
nRealize Value Initial
Purchase
See Results Advocate
Engagement Drives Relationships Drive Donations
Attract Convert Onboard Expand Appreciate
Of Company Experience Differential
Understand Products
Position for Upsell
Recommend and Survey
Best Practices: Attract Stage
• Don’t sell• Establish thought leadership• Drive opt-ins through register to win
programs• Website should be hub• Engage: events, direct mail, social, inside
team
Awareness Consideratio
n
Convert Onboard Expand Appreciate
At-tract
Best Practices: Convert Stage
• Ensure value prop against competition• Evolve from search marketing to discovery• Be found where your prospects search• Engage: email campaigns, digital marketing,
webinars, outside sales team
Realize Value
Attract Convert Onboard Expand Appreciate
Convert
Best Practices: Onboard Stage
• KISS• Consistency• Retention starts now• Ensure success• Engage: impact statements, upcoming
events, member community, etc.
Initial Donation
Attract Convert Onboard Expand Appreciate
On-board
Best Practices: Expand Stage • Brand experience• Maximize relationship• Cross sell/upsell donations• Relevancy by engagement• Lead lists to your team• Engage: new programs, exclusive interviews
See Results
Attract Convert Onboard Expand Appreciate
Expand
Best Practices: Appreciate Stage
• Support brand advocates• Highlight success stories• Award loyalty• Delight and surprise• Referrals and recommendations• Engage: referral rewards program, loyalty
program, surveys, focus groups
Advocate
Attract Convert Onboard Expand Appreciate
Appreci-ate
Ten Campaign Elements 1. Objective2. Audience and Source 3. Key Messages4. Value Proposition Supported5. Channels
6. Content Assets7. CTA8. Measurement Results9. Schedule10.Costs
Attract Convert Onboard Expand Appreciate
Karen’s A-ha Moments1
2
3 Relevancy is a powerful thing
The traditional marketing funnel is dead
Start somewhere
Kirsten’s A-ha Moments
1
2
3Results are bigger than opens and clicks
Lifecycle marketing is great for nonprofits too
It’s a lot easier to upsell and retain than it is to get new donors
Where Are You In The Journey?1
2
3
Complimentary discovery session
Email assessment
Personalized action plan
Questions?Kirsten KippenKirsten.kippen@idealistconsulting.com @kirsten_eleda
Karen Caseykcasey@rightoninteractive.com@savvysaleswoman
Thank You!
About Right On InteractiveRight On Interactive (“ROI”) is a customer
lifecycle marketing software company that helps organizations win, keep and grow business. We do this through our lifecycle marketing solution that builds engagement throughout the lifecycle
of every prospect and customer.
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About Idealist ConsultingIdealist Consulting is dedicated to providing nonprofits,
businesses, and government with advanced technical solutions that help them run more effectively. We are a Preferred Salesforce implementation partner and have been a
top-rated consulting firm on the AppExchange for five years running.
Reach out directly: lila.pigott@idealistconsulting.com or 800.889.8675
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