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One Team
Aligning Marketing & Fundraising
By: Heidi Hancock & David Svet
Choosing Sides

Team Marketing!!
Team Development!!

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

2
Of course, this would never
happen at your organization

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

...
You have one thing to do
The Goal of Marketing & Development:
Generate revenue for mission
fulfillment.

© 2013 Mosaic Non...
Conflicting Priorities
The main cause of discord between
Marketing & Fundraising
Remember the 80/20 rule?

Surprise, it’s ...
95/5
Marketing for the 95%: High Quality
High Quantity
High Production Value
Fundraising for the 5%: High Quality
Low Quan...
For Profit Marketing
The customer journey:
Know, Like, Trust, Try,
Buy, Fulfill, Tell
Also the donor journey:
© 2013 Mosai...
In Nonprofit Marketing

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

8
Donor Stages

Point of Entry, Cultivation,
Solicitation, Acknowledgement,
Stewardship

© 2013 Mosaic Non-Profit Developmen...
Donor Life Cycle

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

10
Integrated Model

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

11
Point of Entry
Know & Like You
What are your points of entry?

© 2013 Mosaic Non-Profit Development, LLC. All rights reser...
Point of Entry
Know & Like You
Answer: Who you are?
What do you do?
Who do you help?
Objective: Raise awareness and
genera...
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.

14
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.

15
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.

16
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.

17
Cultivation Activities
Trust
What are your cultivation activities?

© 2013 Mosaic Non-Profit Development, LLC. All rights ...
Cultivation Activities
Trust
Answer: Are you any good?
Do you have proof?
Is your proof quantifiable?
Objective: Educate

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

20
Cultivation Activities
Try
Answer: Can they take action?
Objective: Generate leads

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

22
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.

23
Solicit
Give
How do you ask?

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

24
Solicit
Give
Answer: I like this, how can I do more?
Objective: Successful ask

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

26
Acknowledgement
Fulfill
How do you acknowledge your supporters
response to your solicitation?

© 2013 Mosaic Non-Profit De...
Acknowledgement
Fulfill
Answer: Did you get my gift?
Did it go where it was supposed to?
Are you glad you got my gift?
Obj...
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.

29
Stewardship
Tell
What are some stewardship activities in your
organization?

© 2013 Mosaic Non-Profit Development, LLC. Al...
Stewardship
Tell
Answer: Is our donor experience
remarkable?
Are donors part of your organization?
Are your donors knowled...
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.

32
Integrated Model

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

33
Round up
Put it on a calendar
Get fundraising and marketing on the
same calendar
Review often
© 2013 Mosaic Non-Profit Dev...
Join the Masters Circle
It’s Free and Awesome!
The Masters Circle is a
free live monthly action
learning session online.
W...
Thank you
mosaicnpd.com
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One Team: Aligning Marketing & Fundraising

354

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Effectively integrating the work of your marketing and fundraising departments to meet common goals will radically improve your fundraising, friendraising, and community benefit efforts.

In this workshop you will discover the causes of misalignment and friction between marketing and fundraising efforts then develop the steps you can take right now to build a high functioning team that propels your organization to meet your goals. We explore myths, mysteries, and ah-hah moments that can get your organization on target ASAP. This interactive session will help you to understand roles and responsibilities related to your organization’s goals and objectives, and how to get your team to enthusiastically work together to make it happen.

Published in: Business, News & Politics
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Transcript of "One Team: Aligning Marketing & Fundraising"

  1. 1. One Team Aligning Marketing & Fundraising By: Heidi Hancock & David Svet
  2. 2. Choosing Sides Team Marketing!! Team Development!! © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 2
  3. 3. Of course, this would never happen at your organization © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 3
  4. 4. You have one thing to do The Goal of Marketing & Development: Generate revenue for mission fulfillment. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 4
  5. 5. Conflicting Priorities The main cause of discord between Marketing & Fundraising Remember the 80/20 rule? Surprise, it’s now 95/5! © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 5
  6. 6. 95/5 Marketing for the 95%: High Quality High Quantity High Production Value Fundraising for the 5%: High Quality Low Quantity High Production Value © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 6
  7. 7. For Profit Marketing The customer journey: Know, Like, Trust, Try, Buy, Fulfill, Tell Also the donor journey: © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 7
  8. 8. In Nonprofit Marketing © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 8
  9. 9. Donor Stages Point of Entry, Cultivation, Solicitation, Acknowledgement, Stewardship © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 9
  10. 10. Donor Life Cycle © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 10
  11. 11. Integrated Model © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 11
  12. 12. Point of Entry Know & Like You What are your points of entry? © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 12
  13. 13. Point of Entry Know & Like You Answer: Who you are? What do you do? Who do you help? Objective: Raise awareness and generate traffic © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 13
  14. 14. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 14
  15. 15. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 15
  16. 16. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 16
  17. 17. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 17
  18. 18. Cultivation Activities Trust What are your cultivation activities? © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 18
  19. 19. Cultivation Activities Trust Answer: Are you any good? Do you have proof? Is your proof quantifiable? Objective: Educate © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 19
  20. 20. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 20
  21. 21. Cultivation Activities Try Answer: Can they take action? Objective: Generate leads © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 21
  22. 22. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 22
  23. 23. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 23
  24. 24. Solicit Give How do you ask? © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 24
  25. 25. Solicit Give Answer: I like this, how can I do more? Objective: Successful ask © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 25
  26. 26. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 26
  27. 27. Acknowledgement Fulfill How do you acknowledge your supporters response to your solicitation? © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 27
  28. 28. 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 © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 28
  29. 29. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 29
  30. 30. Stewardship Tell What are some stewardship activities in your organization? © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 30
  31. 31. Stewardship Tell Answer: Is our donor experience remarkable? Are donors part of your organization? Are your donors knowledgeable? Objective: To endear and inform © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 31
  32. 32. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 32
  33. 33. Integrated Model © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 33
  34. 34. Round up Put it on a calendar Get fundraising and marketing on the same calendar Review often © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 34
  35. 35. Join the Masters Circle It’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 © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. 35
  36. 36. Thank you mosaicnpd.com
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