Integrated Marketing for Nonprofits by Dennis McCarthy

04/11/2023 Footer 1

INTEGRATED MARKETINGYESTERDAY AND TODAYSmall and large ideas to be more effective, honest and real with your supporters

Dennis Mccarthy@dmccarthy104

#npexperts

www.bit.ly/npEXPERTS

http://www.bit.ly/npEXPERTS



04/11/2023 Blackbaud Confidential 2

NPEXPERTS: FUNDRAISING IDEAS ANDMARKETING INSIGHTS FOR NONPROFITS

Nonprofit experts share their extensive knowledge and expertise in:

• Online marketing and fundraising• Email communication• Social media• Mobile engagement• and much more!

Download the npEXPERTS eBook and register for free webinars at

www.blackbaud.com/npEXPERTS

http://www.blackbaud.com/npEXPERTS



WHAT’S OLD IS NEW AGAIN…


The Target Analytics National Fundraising Index tells us that the number of supporters has been declining for years…

And this year’s Blackbaud Online Benchmarking Report shows that click through and response rates for email solicitation are down by 18% from the year prior?

AND WHY DO WE CARE…


SO WHY DO WE THINK THIS IS HAPPENING?


SO HERE IS WHAT THE CURE IS…


Use our resources in the best way possible to connect values, goals and beliefs for the constituent, and to create an entirety that they expect. When organizational departments work together, we can create more meaningful interactions that go far beyond touching on a single aspect of the donor experience

An approach to marketing that can only be fully realized when it's fully embraced by your entire organization. Actually, it’s a little like love: it must be wanted, and it takes work, belief and commitment ... and we all need it.

Credits to: Mike Johnston, Katy Dubina and Chris McKinley of @IMABgroup

SO WHAT IS INTEGRATED MARKETING..


• The Donor- Deepen your relationship

with your donors- Engage new donors

• The Organization- Alignment in systems,

structure, culture and strategy

• The Practice- Trends, benchmarks and results

THREE PILLARS OF INTEGRATED MARKETING


AN EXAMPLE OF REAL CHALLENGES


What challenges do you face to achieve an integrated fundraising strategy?

- Resources

- Technology

- Internal Silos

- Investment Justification

- Communication challenges

- Unified Data

CHALLENGES WITH INTEGRATION


Solutions

- Resources > establish priorities, focus incremental improvements

- Technology > prioritize based on complexity of program

- Internal Silos > communication, test it!

- Investment Justification > complete campaign review

- Communication challenges > coordinate messaging calendar

- Unified Data > start with coordinating donor databases

CHALLENGES WITH INTEGRATION


Scenario Outline:- Advocacy organization focused on fundraising

nationally.

- Organization acquires and reactivates through telemarketing (inbound and outbound) with a small contingency through direct mail and online.

- Election years have unique effects on the trends of the organization leading to up to and then after depending on the election outcome

INTEGRATION IN ACTION


- Gross Revenue is trending down over the last few years.- Fiscal year-to-date 2-12 gross revenue is up, accounting for

an increase of $853k compared to FYTD 2011.- The gifts from donors giving at a level of $10,000 or more

have decline by 70% since 2008.- Note that telemarketing represents a large portion of revenue

and is also a large source of acquired donors. Should the organization diversify its acquisition program?

INTEGRATION IN ACTION: GROSS REVENUE


- If current trends are maintained, then gross revenue projected to remain flat.- By 2015, gross revenue will have increased only 4% and the number of

active donors will have increased by 1%.- Since this is an advocacy organization, there is a large spike in acquisition

post election year with a sharp decline following. Lapsed reactivation follows a similar trend.

INTEGRATION IN ACTION: CURRENT TREND FORECAST


- Strategies to Better Reach, Retain, and Upgrade Different Generations

- Strategies to Offer Different and Integrated Ways to Engage and Give

- Moves Management and Integrated Strategies to help overall fundraising

- Measure and evaluate Key Performance Indicators for impact and changes to long term value

INTEGRATION IN ACTION: STRATEGIC INITIATIVES


• Where are you Now? • Where do you Want to be?• What Barriers do you foresee?

WHAT ABOUT YOU?


WHAT CAN I TELL MY BOSS I DID DURING THIS WEBINAR?


• Make giving tangible, emotional and interesting• Multiple giving options into all communications• Use your website as an acquisition tool• Engage your donors beyond giving• Find and leverage your evangelists• Welcome and cultivation strategy • Combine traditional and new marketing channels• Be open to multi-step acquisition

INTEGRATION IN ACTION: TACTICAL CHECKLIST


• A new online supporter • An on line advocate• A person who buys from your catalogue

• Consider monthly giving• Consider leveraging telemarketing for response rate

TEST AND RETEST HOW TO CONVERT


• De-compartmentalize how to acquire new email addresses from your web site and social media.

• Test and validate harvesting email addresses they are different!• And then…think conversion….

TEST AND RE-TEST ACQUISITION


PRACTICAL TIPS


TEST AND RETEST


“I HAVE NOT FAILED. I HAVE JUST FOUND 10,000 WAYS THAT DID NOT WORK”


www.imabgroup.net

• “Exit, Voice and Loyalty by Albert O. Hirschman http://www.amazon.com/Exit-Voice-Loyalty-Responses-Organizations/

• http://www.colloquy.com/

• And as always thank you for your time

AND NOW HOMEWORK..

http://www.imabgroup.net/

http://www.amazon.com/Exit-Voice-Loyalty-Responses-Organizations/

http://www.colloquy.com/

http://www.colloquy.com/


NPEXPERTS > DOWNLOAD THE FREE EBOOK

Connect with supporters, activate donors, and raise money online.

Nonprofit experts share their extensive knowledge and expertise in:

- Online marketing and fundraising- Email communication- Social media- Mobile engagement

Download the npEXPERTS eBook and register for free webinars at

www.blackbaud.com/npEXPERTS



Luminate™ Online helps you understand your online supporters and improve online fundraising performance. You'll have everything you need to acquire more constituents, build online fundraising campaigns and nurture sustainable donor relationships.

http://bit.ly/LuminateOnline





Integrated Marketing for Nonprofits by Dennis McCarthy

Business

Transcript of Integrated Marketing for Nonprofits by Dennis McCarthy