Breaking Down Silos - Amazon S32017/Breaking the … · a flourishing story telling collaboration....
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Breaking Down Silos Leveraging fundraising fundamentals to build a flourishing story telling collaboration. Gina Hall, CFRE Director of Philanthropy Tammy McKenzie, Brand Marketing Director
Transcript of Breaking Down Silos - Amazon S32017/Breaking the … · a flourishing story telling collaboration....
Breaking Down SilosLeveragingfundraisingfundamentalstobuildaflourishingstorytellingcollaboration.
GinaHall,CFREDirectorofPhilanthropyTammyMcKenzie,BrandMarketingDirector
Summary
Discusssomeofthechallenges andopportunities facedbyfundraisersandmarketersingettingbuy-inandsupportfromtheircross-functionalcolleagues.
Leveragetrustedrelationshipmanagementandcultivationtoolstohelpyoubuilddynamicandrewardingcollaborations.
Agenda
Whateveryfundraiser shouldknowaboutmarketing andviceversa
Marketingandcommunicationsiseveryone’sjob
Collaborationineffectivestorytelling
Relationshipmanagementstartsathome
Whateveryfundraiser shouldknowaboutmarketing andviceversa
Research
Segmentation
Goalsandstrategies
SegmentationDemographics,geographyBrandaffinity
ResearchSurveypanels,focusgroupsCustomerinsighttoolsUseranalytics
GoalsRetentionRevenueAcquisition
Marketing Fundraising
SegmentationRatingsystemPrioritize
ResearchFacetoFace(colleagues,peers,donors)OnlinedatabasesOrganizationalhistoricaldata
GoalsRetentionRevenueAcquisition
StrategiesBesuretohaveoneReviseasneeded
StrategiesThefourP’s
Marketingandcommunicationsiseveryone’sjobTeam
Training
Talking(networkengagement)
Testing
Fundraisinginyourorganizationneedsaformalmarketingplan• Marketingisaprincipalbusinessprocess
• Helpscreateanenvironmentofphilanthropy
• Providessupporttotheorganization’sbroaderefforts
• Supportstheorganization’sbrandposition
• Guidescommunication– messagingandchannel
Marketingandcommunicationsiseveryone’sjob
Relationshipmanagementstartsathome
Identify
Cultivate
Offer
Steward
Identify:discoveryourhiddengems
Cultivate:buildastrongcollegialrapport
Offer:addvaluetootherstakeholderrelationships
Steward:showgratitudebyongoingsharingofvalue
Relationshipmanagementstartsathome
Empoweredcorps
Missionadvancementprioritized
Effectivestorytelling
Efficiencythroughalignment
Resourcesincreaselongterm
Outcomes
Collaborationineffectivestorytelling…
opensupmultiplechannels
toshareandAMPLIFYyour
message
Integratedmarketinginstorytelling• Video• Socialmedia(Facebook,Twitter,YouTube,LinkedIn)• Mailings(USPS)• Email• PrintAdvertising(strategic)• Mediarelations• EventsandCommunityrelations
Collaborationineffectivestorytelling
WhatstorytellingcollaborationlookslikeatSeattleGoodwill
3-MonthStoryCycleFeatureasinglestudentstorytodriveboth
acquisitionandretentionstrategies
Square’sStory
StorytellingatSeattleGoodwill
StorytellingatSeattleGoodwill
StorytellingatSeattleGoodwill– QandA
