THE LION AND THE EAGLE: HOW FUNDRAISERS AND MARKETERS BENEFIT FROM SYMBIOTIC RELATIONSHIPS
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Collaboration between marketing and fundraising is central to every nonprofit's success. In many organizations, however, the two areas are somewhat disjointed—if not completely disconnected—leading to inefficiencies, unclear messaging, and sub-optimal results. In “The lion and eagle: how fundraisers and marketers benefit from symbiotic relationships,” fundraising expert T.J. McGovern and marketing strategist Anthony Juliano will reveal a better way. T.J. and Anthony will focus on the keys to success to building a symbiotic relationship between marketing and fundraising and the ways in which organizations can better integrate the two. Attendees will leave with a firm understanding this dynamic and ways in which marketing and fundraising can working together more effectively, allowing their organizations to reach their goals.
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THE LION AND THE EAGLE: HOW FUNDRAISERS AND MARKETERS BENEFIT FROM SYMBIOTIC RELATIONSHIPS
- 1. THE LION & THE EAGLE: HOW FUNDRAISERS & MARKETERS BENEFIT FROM SYMBIOTIC RELATIONSHIPS T.J. MCGOVERN ANTHONY JULIANO
- 5. THE OPPORTUNITY TO TELL OUR STORIES HAS GROWN EXPONENTIALLY DURING MY LIFETIME. GIVING HASN’T.
- 6. 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 1971 1976 1981 1986 1991 1996 2001 2006 2011 2012 2013 2014 2015 GIVING AS A % OF GDP SOURCE: THE GIVINGINSTITUTE
- 7. WHAT DOES IT COST TO RAISE ?
- 11. TOO MANY ORGANIZATIONS SPEND TOO MUCH TIME AND MONEY ON TACTICS THAT YIELD INSUFFICIENT RETURNS—OR EVEN WORSE— NEGATIVE RETURNS
- 12. RAISED, FROM 2011-15, FOR EVERY $94.80 WAS LOST
- 13. 100 DONORS GAINED, WERE LOST FROM 2011-15, FOR EVERY 102.6
- 14. SO, MORE DONORS ARE BEING LOST THAN GAINED, BUT GIVING IS STEADY OVERALL. WHAT GIVES?
- 16. AS A RESULT, YOU HAVE SERIOUS COMPETITION
- 17. 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 2001 2006 2011 2015 NUMBER OF U.S. PUBLIC CHARITIES/501(C)(3) SOURCE: NATIONAL PHILANTHROPIC TRUST
- 18. MOST NONPROFITS FOCUS ON LOW- LEVEL DONORS AND EVENTS. MOST OF THE MONEY COMES FROM MAJOR GIFTS & BEQUESTS
- 19. DISTRIBUTION OF THE $373.3 BILLION GIVEN TO CHARITY IN 2015 79.50%8.50% 15.70% 4.90% Individuals Bequests Foundations Corporations 70.9% IS FROM LIVING INDIVIDUALS. AND THE TOP 50 GAVE $7 BILLION. SOURCE: GIVING USA AND THE CHRONICLE OF PHILANTHROPY
- 20. 79.50%8.50% 15.70% 4.90% Individuals Bequests Foundations Corporations ARE YOU MAKING THE MOST OF THIS OPPORTUNITY? SOURCE: GIVING USA AND THE CHRONICLE OF PHILANTHROPY
- 21. HOW ARE YOU CAPTURING ATTENTION?
- 22. HERE’S THE REST OF THE ANALOGY
- 26. TRY TO BE ALL THINGS TO ALL PEOPLE
- 28. FOCUS ON YOUR MISSION STATEMENT INSTEAD OF YOUR MISSION
- 30. (P.S.: STATISTICS KIND OF SUCK, TOO.)
- 31. HERE’S WHAT YOU SHOULD DO INSTEAD
- 32. TARGET PRECISELY
- 33. DRAW A PICTURE OF YOUR BEST DONOR PROSPECT. WHO IS HE/SHE?
- 34. ARE YOU DOING EVERYTHING YOU CAN TO FOCUS ON HIM/HER?
- 35. TELL STORIES
- 37. “SPEAKER–LISTENER NEURAL COUPLING UNDERLIES SUCCESSFUL COMMUNICATION” URI HASSON, PRINCETON UNIVERSITY
- 38. WHEN WE ARE BEING TOLD A STORY, THOUGH, THINGS CHANGE DRAMATICALLY…NOT ONLY ARE THE LANGUAGE PROCESSING PARTS IN OUR BRAIN ACTIVATED, BUT ANY OTHER AREA IN OUR BRAIN THAT WE WOULD USE WHEN EXPERIENCING THE EVENTS OF THE STORY ARE TOO. A STORY CAN PUT YOUR WHOLE BRAIN TO WORK…WHENEVER WE HEAR A STORY, WE WANT TO RELATE IT TO ONE OF OUR EXISTING EXPERIENCES. IF WE LISTEN TO A POWERPOINT PRESENTATION WITH BORING BULLET POINTS, CERTAIN PARTS IN THE BRAIN GET ACTIVATED. SCIENTISTS CALL THESE BROCA’S AREA AND WERNICKE’S AREA. OVERALL, IT HITS OUR LANGUAGE PROCESSING PARTS IN THE BRAIN, WHERE WE DECODE WORDS INTO MEANING. AND THAT’S IT. NOTHING ELSE HAPPENS. LEO WIDRICH, “THE SCIENCE OF STORYTELLING: WHAT LISTENING TO A STORY DOES TO OUR BRAINS”
- 39. WHAT YOUR STORY MUST CONVEY
- 42. SO, WHAT SHOULD YOU DO NEXT?
- 43. EVALUATE HOW YOU’RE RAISING MONEY. IS IT WORKING? IF NOT, WHAT SHOULD CHANGE? EVALUATE HOW YOU’RE WORKING WITH YOUR MARKETING TEAM. WHAT CAN BE IMPROVED? EVALUATE HOW WELL YOU KNOW YOUR TARGET AUDIENCE. CAN YOU BE MORE PRECISE? EVALUATE YOUR STORY AND HOW YOU TELL IT. IS IT AUTHENTIC? HUMAN? ARE YOU PASSIONATE?