One Team - Aligning Marketing & Fundraising ALADN Conference 2014
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Transcript of One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One TeamAligning Marketing & Fundraising
By: Heidi Hancock & David Svet
The Marketing Department
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The Fundraising Department
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What’s a “Department?”
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Of course, this would never happen at your organization
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You have one thing to do
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The Goal of Marketing & Development:
Generate revenue for mission fulfillment.
You have one thing to do
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Conflicting Priorities
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Conflicting Priorities
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The main cause of discord between Marketing & Fundraising
Remember the 80/20 rule?
Surprise, it’s now 95/5!
Conflicting Priorities
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Quantity vs. Quality
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•Marketing for the 95%: High Quality•High Quantity
•High Production Value
•Fundraising for the 5%: High Quality•Low Quantity
•High Production Value
95/5
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For Profit Marketing
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•The customer journey:
•Know, Like, Trust, Try,•Buy, Fulfill, Tell
•Also the donor journey:
In Nonprofit Marketing
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In Nonprofit Marketing
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In Nonprofit Marketing
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In Nonprofit Marketing
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In Nonprofit Marketing
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In Nonprofit Marketing
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In Nonprofit Marketing
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Donor Experience Cycle
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Donor Stages
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Donor Stages
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Donor Stages
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Donor Stages
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Donor Stages
Integrated Model
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Point of Entry
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Know & Like You
What are your points of entry?
Point of Entry
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Know & Like You
Answer: Who you are?What do you do?
Who do you help?
Objective: Raise awareness and generate traffic
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Cultivation Activities
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Trust
What are your cultivation activities?
Cultivation Activities
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Trust
Answer: Are you any good?Do you have proof?
Is your proof quantifiable?
Objective: Educate
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Cultivation Activities
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TryAnswer: Can they take action?
Objective: Generate leads
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Solicit
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Buy
How do you ask?
Solicit
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Buy
Answer: I like this, how can I do more?
Objective: Successful ask
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Acknowledgement
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FulfillHow do you acknowledge your supporters
response to your solicitation?
Acknowledgement
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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
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Stewardship
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TellWhat are some stewardship activities in
your organization?
Stewardship
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Tell
Answer: Is our donor experience remarkable?
Are donors part of your organization?Are your donors knowledgeable?
Objective: To endear and inform
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University of Glasgow Library
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© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
£250!
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
Integrated Model
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Round up
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Put it on a calendar
Get fundraising and marketing on the same calendar
Review often
What’s a “Department?”
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The Fundraising Department
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The Marketing Department
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© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
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