Download - One Team - Aligning Marketing & Fundraising ALADN Conference 2014

One TeamAligning Marketing & Fundraising

By: Heidi Hancock & David Svet

The Marketing Department

© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.

The Fundraising Department


What’s a “Department?”


Of course, this would never happen at your organization


You have one thing to do


The Goal of Marketing & Development:

Generate revenue for mission fulfillment.

You have one thing to do


Conflicting Priorities


The main cause of discord between Marketing & Fundraising

Remember the 80/20 rule?

Surprise, it’s now 95/5!

Conflicting Priorities


Quantity vs. Quality


•Marketing for the 95%: High Quality•High Quantity

•High Production Value

•Fundraising for the 5%: High Quality•Low Quantity

•High Production Value

95/5


For Profit Marketing


•The customer journey:

•Know, Like, Trust, Try,•Buy, Fulfill, Tell

•Also the donor journey:

In Nonprofit Marketing


Donor Experience Cycle



Donor Stages

Integrated Model


Point of Entry


Know & Like You

What are your points of entry?

Point of Entry


Know & Like You

Answer: Who you are?What do you do?

Who do you help?

Objective: Raise awareness and generate traffic

Cultivation Activities


Trust

What are your cultivation activities?



Trust

Answer: Are you any good?Do you have proof?

Is your proof quantifiable?

Objective: Educate



TryAnswer: Can they take action?

Objective: Generate leads

Solicit


Buy

How do you ask?

Solicit


Buy

Answer: I like this, how can I do more?

Objective: Successful ask

Acknowledgement


FulfillHow do you acknowledge your supporters

response to your solicitation?

Acknowledgement


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

Stewardship


TellWhat are some stewardship activities in

your organization?

Stewardship


Tell

Answer: Is our donor experience remarkable?

Are donors part of your organization?Are your donors knowledgeable?

Objective: To endear and inform

University of Glasgow Library



£250!

Integrated Model


Round up


Put it on a calendar

Get fundraising and marketing on the same calendar

Review often

What’s a “Department?”


The Fundraising Department


The Marketing Department



Join the Masters CircleIt’s Free and Awesome!

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online learning session.

You set the topics and engage with some of the

most innovative fundraisers on the planet.

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