unDemand Generationfor Non-Profits

Traditional Demand Generation is driven by marketing and sales.

unFunnel-ed Demand Generation is more agile, and is

driven by 1 donor.

Start with One

• Female, age 65 – post graduate, married w/ 2 grown children • Annual HH Income = $125,000

“The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but also online shopping. I’m really not interested in running my social life online and I am worried about data privacy and security. I

am older and have been using the internet for a long time.”

INTERNET USAGE & COMMUNICATION:• Over 50% smartphone owners; < 20% tablet• Communication Preferences: Email, website, social media (Facebook)• Purchase Behavior: Travel, flights, computer hardware, software, books

EFFECTIVE TACTICS:Email blasts/newsletters/response, Facebook, organic SEO, Pinterest, website features

Most likely to convert: 9:00 to 9:30am

Donor Persona – “Privacy Paula”

1. The facts

2. The Why

3. The How

4. The Difference

5. The Updates

What she’s looking for…

• College-educated Female, age 45 - Married with 2 older children, 1 in Household• Suburban, Annual HH Income: Over $100k

“I use the internet to gain knowledge, information and to educate myself about the world. I’m not a big user of social networks but I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the latest thing.”

INTERNET USAGE & COMMUNICATION:• Over 50% smartphone owners; < 20% tablet• Communication Preferences: Email, website, social media, SMS/mobile, online communities• Purchase Behavior: Travel, gifts, software, books, telecommunications, banking, insurance

EFFECTIVE TACTICS:• Email newsletters/response, SEO/SEM, social media, website features, blogging, web video• Social Tactics: Facebook, Pinterest, YouTube, Google+, Twitter

Audience Persona – “Social Sally”

1. The updates

2. News and Education

3. Local Events

4. Other Shareable Content• Social Media• Online Video• Visual Content (infographics, memes, etc.)• Emails• Blog Posts on Research / Org / Health / Events / etc. • Microblogging

…shares via email, social, and blog Donor Persona!

What Paula looks for online…

Party Host – High Involvement

• College-educated Female, age 37 to 54

• Married, Children nearly grown or out of the HH

• Full-time and/or work-at-home (Franchising), $80-$100k annual income

• HR, Banking & Finance, Compliance, Healthcare, Business Admin

• Possible side income via Affiliate Networks, community leadership, etc.

Interests:

• Conservative Politics, Christianity, Event Planning, Travel, Contests | Sweeps, local groups, apps

Tactics to Drive Response:

• SEO/SEM, Facebook, YouTube, Email, PR, Squidoo, Online Shopping, Games, Exclusive Events

Fundraising Persona – “P-2-Pamela”

Here’s where we send… ALL of Them?

The website home page

(AKA The Black Hole)

STOP!

Capture Information

1. Custom web pages for each persona

2. Targeted landing pages for each

3. Optimize for Search

4. Simplicity in Accessibility

5. Make Content Easy to Find, and…

6. Easier to Share (social + email)

The Persona-Driven Website Experience

When in doubt, let the user score themselves.

User Qualifying Landing Pages

1. Social Media- Email Sign-Up Form on Pages

- Social-specific email?

2. Paid Search Email Capture

3. Display Email Capture

4. SEO – non brand keywords

5. Blog / News / Content Hub

Even more Ways to Generate Leads Coming…

Donor Lifecycle

Interest• Donation vs. Event vs. P2P vs. eCommerce…

Actions• Page views, product visits, lead score…

Recency

Frequency

Sign-Up Page Exits

Geography – use social media + web analytics• Promote local monthly events, history, etc.

Gather Data and Benchmark Across Segments

Convert Leads to Donors

Lead Gen + Nurture Content Opportunities

• Thank you / Welcome

• Fundraising Tips

• Hospital & Research FAQs

• Social Media Toolkit

• Blog Post Series

• Calls-to-Action

• Existing Content

• Annual Reports & Tax Documentation

• Infographics

• Video Series

• Google Hangout / Reddit AMA

• Collateral / Whitepapers/eBooks

Early

Whitepapers, newsletters, webinar, social media “kits”

Middle

Special invitations, hospital reports, datasheets, hospital visit / tour

Later Allocation of funds, comparisons, testimonials, hospital visit / tour

Matching Content to the Donor Lifecycle

Focus on 1 Donor First

Online Conversion Analysis

Current Efforts Lead Nurturing Goals

Generating more activity, but same results

Leads into a “black hole” – No closed loop

Lead-to-donor conversion rate is lengthier and increasingly stagnant

Unable to consistently measure ROI or attribution

Sales team not pursuing many leads

Lack of awareness / consensus –

what is a “lead” anyway?

Should we ask for purchase – always?

Closing loop on every “sales-ready” lead

Majority early stage leads actively nurtured - Growth of 60%

Improved lead-to-donor conversion rate – Growth of 12%

200% more conversion opportunities

Better measure of attribution and ROI

Results without significant budget increase

Increase known digital touch points and messaging of both customers and prospects

Targeted Messaging & Response Rates

Goals• Content + Segments• KPIs

Audience• Personas• Qualified Leads

Timeline• Prospecting Frequency• Timing

Goals• Conversions

Loyalty• Donor Converts Friends/Family• Support DYI & P2P tools

Lead Nurturing – Strategy Development

The Process of Lead Management

4) Lead Qualification

5) Conversion

3) Form Submit

Onboarding

2) Landing Page

1) Search

You’ve been un-Funnel-edIf you believe, share.