Lifecycle Marketing for Nonprofit organizations to drive donations and volunteer hours
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Creating a marketing strategy that attracts interest, educates benefactors and increase donations in your nonprofit is essential.This presentation reviews the Lifecycle Marketing framework specifically as it relates to nonprofit organizations. It includes the steps involved in each phase and benefits of implementation in your nonprofit. In the face-to-face presentation we dive deep into email structure including killer subject lines, effective copy and great calls to action. If you’re looking to transform your nonprofit and take it to the next level you need to treat it like a business and implement marketing practices that drive results.
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Lifecycle Marketing for Nonprofit organizations to drive donations and volunteer hours
- 1. Lifecycle Marketing Creating Inspired Content Matchmaker Unite 2014 Conference Tracie Rollins @OneBadassLife
- 2. We help small businesses succeed. How many of you have asked yourself…
- 3. We help small businesses succeed. Why aren’t more people interested?
- 4. We help small businesses succeed. Why aren’t they donating to our cause?
- 5. We help small businesses succeed. Why don’t they tell their friends?
- 6. We help small businesses succeed. Old Way of Marketing • Slick • Spray & Pray • Say it often • Hope it sticks
- 7. We help small businesses succeed. Today’s Marketing • Segmented audience • Tailored copy • Targeted messages • Stories • Proof • Human voice
- 8. We help small businesses succeed. Relationships
- 9. We help small businesses succeed.
- 10. We help small businesses succeed.
- 11. We help small businesses succeed.
- 12. We help small businesses succeed.
- 13. We help small businesses succeed. If you target EVERYONE you target NO ONE
- 14. We help small businesses succeed. Target
- 15. We help small businesses succeed. Great Non-profits are specific about who they target. Non-profit details have been removed from this presentation.
- 16. We help small businesses succeed.
- 17. We help small businesses succeed.
- 18. We help small businesses succeed.
- 19. We help small businesses succeed. Be where your supporters are online and offline!
- 20. We help small businesses succeed. Think of events you should be at. Think of small and large businesses that you can partner with.
- 21. We help small businesses succeed.
- 22. We help small businesses succeed. You need to provide value, to get value
- 23. We help small businesses succeed. What can you give them? Where can you provide value?
- 24. We help small businesses succeed.
- 25. We help small businesses succeed.
- 26. We help small businesses succeed.
- 27. We help small businesses succeed. You’re EDUCATING NOT pitching
- 28. We help small businesses succeed. What do they care about?
- 29. We help small businesses succeed. How will you tell them?
- 30. We help small businesses succeed.
- 31. We help small businesses succeed.
- 32. We help small businesses succeed.
- 33. We help small businesses succeed.
- 34. We help small businesses succeed.
- 35. We help small businesses succeed. Offer? Offer? Offer? Awareness Consideration Recommendation Purchase
- 36. We help small businesses succeed.
- 37. We help small businesses succeed. Best Practices for Subject Lines • Relevant topic • Includes a promise of information • Describes the contents of the email • Short and descriptive • Creates urgency • 50 characters or less unless highly targeted segment • Spelled correctly • Free of !!!! and ALL CAPITAL LETTERS • Doesn’t have words: free, percent off, help or reminder • Is not identical to a previous email
- 38. We help small businesses succeed. Examples • You helped Laila find a lifelong, loving home • Welcome fall, plus a special offer • Your September eStatement and Fall Seasonal Beer Lineup • In pickle about pickling? Check out or live webcast today! • Dinner for the price of coffee - $4 • You are not the star of your content marketing • The #1 think you must do to create the life of your dreams • Your $100 off $200 coupon is waiting for you • Time to say goodbye
- 39. We help small businesses succeed. Effective Copy • Delivers on the promise • Clear • Concise • Compelling • Creative
- 40. We help small businesses succeed. Calls to Action • Considers the stage of the buyers journey • Short and actionable • Visual • Placed strategically • Tested and revised • Includes the action you want readers to take – Share this article on Facebook – Forward this post to your boss – Download the free e-Book – Request a demo – Donate $1 – Register for our walk
- 41. We help small businesses succeed.
- 42. We help small businesses succeed.
- 43. We help small businesses succeed.
- 44. We help small businesses succeed. Not just an exchange of money
- 45. We help small businesses succeed. You’re establishing a relationship
- 46. We help small businesses succeed. Make it easy to donate!
- 47. We help small businesses succeed.
- 48. We help small businesses succeed.
- 49. We help small businesses succeed.
- 50. We help small businesses succeed.
- 51. We help small businesses succeed. Can you make it personal?
- 52. We help small businesses succeed.
- 53. We help small businesses succeed. Cross Sell Upsell New Products
- 54. We help small businesses succeed.
- 55. We help small businesses succeed. Make referrals EASY! Ask your supporters to share their story.
- 56. We help small businesses succeed.
- 57. We help small businesses succeed. Lifecycle Marketing Tracie Rollins Content Strategy Manager, Infusionsoft @OneBadassLife Tracie.Rollins@infusionsoft.com
- 58. We help small businesses succeed. ThankT Yhoaunk You
Notas do Editor
- Great non-profit examples of targeting… Petsmart targets animal lovers but primarily dog or cat lovers…and specific to “Your” community. They know their target audience loves visuals so you’ll find them heavily on facebook, twitter, instagram and youtube.
- Christians who want to help children specifically in asia, africa, south america, central america & the carribean.
- Benefits of clarity include: More effective (focused) marketing messages Effectively find benefactors of that type Design programs and offers to meet their needs…and when you meet their needs you’ll see in Increase in satisfaction and referrals, which means less marketing expenses and more time to spend on your mission Now that you know who your TARGET is, how do you Attract their interest? ------
- In other words “how do you get noticed”? Find out where they are most likely to come in contact with and be receptive to your brand messaging. Think about location both online and in person. Are they on a particular social media platform? Do they attend local business events? Are they members of a local community or work in the neighborhood? After you’ve identified where they are, start focusing your efforts there. Perhaps this means that you need to join the local networking group, open up a Twitter account, or spend some money on advertising. Be where your benefactors are and start engaging with them in an authentic, helpful and personable way. Some strategies and tactics that help with getting noticed include: content and social media marketing, advertising, ppc, PR events, direct mail and word of mouth.
- Be where your audience is. Petsmart Charities is in Petsmart and in many of their direct mailers. They use social media sites like Facebook, Twitter and Instagram to attract interest and build brand loyalty.
- Every email must have something for someone to do…the call to action From Content Marketing Institute Choose a goal: Should your CTA generate webinar sign-ups? eBook downloads? Social media shares? Something else? Write your CTA based directly on your most important current marketing goal — and always include a link so that the reader can take the desired action with minimal hassle. Consider the context: Where is the prospect in the sales cycle? It doesn’t make sense for someone coming to your home page for the first time to get a CTA about buying an expensive product. In such a case, a CTA such as “request a demo” or “learn more” might be more appropriate. In addition, CTAs for content on your own blog might assume more familiarity with your brand than CTAs in guest blogs or other content you place on third-party websites; but remember that, thanks to Google, you never know where someone will enter your site for the first time. Make it short and actionable: Cramming multiple CTAs into one piece of content can lower conversion rates, while long, wordy CTAs can confuse readers or simply get ignored. Another reason to keep it short: If you’re putting a CTA in a button, long strings of text won’t have the same visual impact as a short one. Nowadays, most consumers understand that a hyperlink is intended for them to click, so it’s unnecessary to say “Click here to register for our free webinar.” Instead, a simpler call action stating, “Register for our free webinar” is likely to have a stronger impact. Place it strategically: When writing a short snippet of curated content, it’s probably not the best idea to include a CTA there, as it may distract readers when viewing that content. When providing a longer annotation on why the content is relevant, that might be a more appropriate place for your CTA. Below is an example of a CTA incorporated within the curated annotation. Test your CTAs: Conduct A/B testing to find out what CTA messages are working best for your target audience. Does tweaking the wording or placement of your CTA change its impact? If so, you will want to adjust your strategy accordingly for future content creation/curation.
- Let’s review the anatomy of an email
- Tell participants that they have a worksheet in their packet that they can use. Review it with them now.
- Now that you know a little bit about the OFFER stage, it’s time to CLOSE the deal.
- Closing the sale isn’t just an exchange of money or time.
- It’s about excellence in delivering what you promised, great communication and establishing a lasting relationship… How do you ensure “Sales Excellence”? • Easy payment processing or volunteer sign up • Written documentation • And most importantly… WELL TRAINED STAFF
- Look at how easy The foodbank and American Cancer Society make it to donate. Is it easy to donate or purchase from your non-profit?
- Activity – Now it’s time to combine the Educate, Offer and Close stage. Since this is the focus of our workshop… Let’s spend some time thinking about what your segment would want to know in each phase. Use the worksheet to help you out. (Review the worksheet) You must earn your way into the inbox AND Maintain it Clear, compelling, concise and creative Monitor, evaluate, improve Be inspired by others
- Wow is the third phase in Lifecycle Marketing In today’s economy, competition is fierce. This means that you must differentiate your non-profit from those of your competitors. The best way to do this is by delivering a consistent Wow experience to your benefactors each time you interact with them.
- Wow is the third phase in the Lifecycle Marketing model. Getting started with a Wow strategy involves three key stages: Deliver and Wow Offer More Get Referrals