http://bit.ly/undemand-generation-guide-2014 IN THE PRESENTATION YOU WILL LEARN: - Why the funnel process is dead - How to be more donor-centric - Where to land prospects - How to convert prospects to donors and then advocates BECOME A MORE AGILE MARKETER AND NURTURE YOUR PROSPECT DONORS. Fill out the form to download unDemand Generation for Non-profits. http://bit.ly/undemand-generation-guide-2014

1. unDemand Generation
for Non-Profits

2. Traditional Demand Generation is driven by marketing and sales.
unFunnel-ed Demand Generation is more agile, and is
driven by 1 donor.

3. Start with One

4. Donor Persona – “Privacy Paula”
•
•
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

5. What she’s looking for…
1. The facts
2. The Why
3. The How
4. The Difference
5. The Updates

6. Audience Persona – “Social Sally”
•
•
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

7. What Paula looks for online…
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!

8. Fundraising Persona – “P-2-Pamela”
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

9. Here’s where we send… ALL of Them?
The website
home page
(AKA The Black Hole)

10. STOP!

11. Capture Information

12. The Persona-Driven Website Experience
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)

13. User Qualifying Landing Pages
When in doubt, let the user score themselves.

14. Even more Ways to Generate Leads Coming…
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

15. Gather Data and Benchmark Across Segments
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.

16. Convert Leads to Donors

17. Lead Gen + Nurture Content Opportunities
•
Thank you / Welcome
•
Annual Reports & Tax Documentation
•
Fundraising Tips
•
Infographics
•
Hospital & Research FAQs
•
Video Series
•
Social Media Toolkit
•
Google Hangout / Reddit AMA
•
Blog Post Series
•
Collateral / Whitepapers/eBooks
•
Calls-to-Action
•
Existing Content

18. Matching Content to the Donor Lifecycle
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
Focus on 1 Donor First

19. Online Conversion Analysis
Current Efforts
Lead Nurturing Goals
 Generating more activity, but same results
 Closing loop on every “sales-ready” lead
 Leads into a “black hole” – No closed loop
 Majority early stage leads actively nurtured - Growth
of 60%
 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?
 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

20. Targeted Messaging & Response Rates

21. Lead Nurturing – Strategy Development
Goals
•
•
Goals
Content + Segments
KPIs
Audience
•
•
Personas
Qualified Leads
Timeline
•
•
Prospecting Frequency
Timing
•
Conversions
Loyalty
•
•
Donor Converts Friends/Family
Support DYI & P2P tools

22. The Process of Lead Management
4) Lead Qualification
Onboarding
1) Search
2) Landing Page
3) Form Submit
5) Conversion

23. You’ve been un-Funnel-ed.
If you believe, share.
