Marketing for Nonprofits
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Nonprofits need to be smarter than ever today with their marketing and acquisition efforts. Budgets are tight and you need to put together effective, results driven campaigns.
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Marketing for Nonprofits
- 1. D e l i v e r i n g M e a s u r a b l e R e s u l t s Cross Media Fundraising for Nonprofits Rich Stender Wes Powell Niel Stender SVO, Inc. TMR Direct SVO, Inc. rich@svoprinting.com wpowell@tmrdirect.com niel@svoprinting.com Enter Questions/Comments in the chat box
- 2. D e l i v e r i n g M e a s u r a b l e R e s u l t s Agenda 1. How fundraising has changed 2. What are the fundraising channels? 3. How should each of them be used? 4. How do the channels work together? 5. Case study demonstrating the channels working together Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 3. D e l i v e r i n g M e a s u r a b l e R e s u l t s Fundraising is Changing has changed Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 4. D e l i v e r i n g M e a s u r a b l e R e s u l t s Traditional Marketing = Outbound Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 5. D e l i v e r i n g M e a s u r a b l e R e s u l t s Outbound Marketing is Broken Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 6. D e l i v e r i n g M e a s u r a b l e R e s u l t s So … what are these new channels? Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 7. D e l i v e r i n g M e a s u r a b l e R e s u l t s What are the fundraising channels/tools that go into a cross-media or multi-channel effort? •Direct Mail •Handouts/Printed Material •Email •pURLS/Landing Pages •Social Media (Facebook, Twitter, LinkedIn, YouTube) •QR Codes •Blogs Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 8. D e l i v e r i n g M e a s u r a b l e R e s u l t s How Should The Channels be Used? Direct Mail •Excellent for acquisition •Good for reactivation •Not as cost effective for retention strategies Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 9. D e l i v e r i n g M e a s u r a b l e R e s u l t s How Should The Channels be Used? Handouts/Printed Material •Special Events •Drive readers to: •Social Media •Landing Pages •Mobile Site via QR code Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 10. D e l i v e r i n g M e a s u r a b l e R e s u l t s How Should The Channels be Used? Email •Ineffective for acquiring new donors •Great for staying in touch with donors – providing information on how money is being spent •Event Announcements •Special Appeals Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 11. D e l i v e r i n g M e a s u r a b l e R e s u l t s How Should The Channels be Used? pURLs/Landing Pages •Increase conversion rates •No navigation •Personalized •Have a compelling offer Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 12. D e l i v e r i n g M e a s u r a b l e R e s u l t s How Should The Channels be Used? Social Media •Expand reach •Spread your really great content •Communicate with donors/fans •Links back to landing pages Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 13. D e l i v e r i n g M e a s u r a b l e R e s u l t s How Should The Channels be Used? QR Codes Mobile Site/Optimized Website •Easy to respond •Capture people in the moment (they don’t have to go to a computer) •Drive from offline mediums to online Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 14. D e l i v e r i n g M e a s u r a b l e R e s u l t s How Should The Channels be Used? Blogging •Pull in visitors through search •Expand your reach through subscribers •Communicate with donors/fans •Target keywords you want to be found for •Increase the power of your website •Position yourself as an expert •Tell powerful stories Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 15. D e l i v e r i n g M e a s u r a b l e R e s u l t s Sample Integrated Marketing Campaign Facebook Collateral DM #1 Letter Senders Blogging DM #2 Card Email Twitter DM #3 Letter Optimization DM #4 Card CTA Button Mobile Site pURL Receivers Website 1-800 Home Page Email & Landing Response Nurture Pages Card 1-800 719.636.1303 | www.TMRdirect.com
- 16. D e l i v e r i n g M e a s u r a b l e R e s u l t s SVO Case Study – Morris Habitat for Humanity www. MichaelGallegly. MorrisHabitat25th.com Personalized URL Your last gift of $50.00… Leverage the data Customized imagery Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 17. D e l i v e r i n g M e a s u r a b l e R e s u l t s Personalized urls and microsites www.MichaelGallegly.MorrisHabitat25th.com Engage respondent with relevant content in direct mail, including a personalized URL and QR code Capture online response Continue “personal” conversation online Generate highly qualified leads Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 18. D e l i v e r i n g M e a s u r a b l e R e s u l t s Automated follow up to respondents Automatically triggered follow-up email to each respondent Variable email content determined by survey responses Continued personalized communication solidifies the relationship Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 19. D e l i v e r i n g M e a s u r a b l e R e s u l t s Automated lead distribution Fred, React immediately to donors John Sample just responded to your campaign. Distributed via email or cell phone Contact information: 123 Main Street Anytown, NJ (555) 547-1234 Survey Results: May I call you to discuss? Yes Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 20. D e l i v e r i n g M e a s u r a b l e R e s u l t s Additional Channels • Social media • Email • Special events Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 21. D e l i v e r i n g M e a s u r a b l e R e s u l t s Reporting and analytics All visits and online activities are tracked Reports to help “fine tune” your fundraising Automated data delivery Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 22. D e l i v e r i n g M e a s u r a b l e R e s u l t s Results 84% increase in overall donations 70% increase in average donation amount 8% increase in number of donors Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 23. D e l i v e r i n g M e a s u r a b l e R e s u l t s 1 Hour Strategy Call – We’ll analyze your current fundraising efforts and strategy to identify areas for improvement Rich Stender Wes Powell Niel Stender SVO, Inc. TMR Direct SVO, Inc. rich@svoprinting.com wpowell@tmrdirect.com niel@svoprinting.co m 973-983-8380 Ex. 11 719-636-1303 Ex. 131 973-983-8380 Ex. 13 Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com
- 24. D e l i v e r i n g M e a s u r a b l e R e s u l t s Questions? Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com