One Team: Aligning Marketing & Fundraising

One TeamAligning Marketing & Fundraising

By: Heidi Hancock & David Svet

Team Marketing!!

Team Development!!

2© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.

Choosing Sides

Of course, this would never happen at your organization


The Goal of Marketing & Development:

Generate revenue for mission fulfillment.

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You have one thing to do

© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.

The main cause of discord between Marketing & Fundraising

Remember the 80/20 rule?

Surprise, it’s now 95/5!

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Conflicting Priorities


Marketing for the 95%: High Quality

High QuantityHigh Production Value

Fundraising for the 5%: High Quality

Low QuantityHigh Production Value 6

95/5


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For Profit Marketing


The customer journey:

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

Also the donor journey:

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In Nonprofit Marketing


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Donor Stages


Point of Entry, Cultivation, Solicitation,

Acknowledgement, Stewardship


Donor Life Cycle

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Integrated Model


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Point of Entry


Know & Like You

What are your points of entry?

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Point of Entry


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


Trust

What are your 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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TryAnswer: Can they take action?

Objective: Generate leads

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Solicit


Give

How do you ask?

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Solicit


Give

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

Objective: Successful ask

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Acknowledgement


FulfillHow do you acknowledge your supporters response to your

solicitation?

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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

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Stewardship


TellWhat are some stewardship activities

in your organization?

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Stewardship


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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Integrated Model


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Round up


Put it on a calendar

Get fundraising and marketing on the same calendar

Review often


Join the Masters CircleIt’s Free and Awesome!

The Masters Circle is a free live monthly

action learning session online.

Where you set the topics and engage with some of the most innovative

fundraisers on the planet.

REGISTER NOW

mnpd.me/16I3YEJ

Thank youmosaicnpd.com

One Team: Aligning Marketing & Fundraising

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Transcript of One Team: Aligning Marketing & Fundraising