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One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
One Team - Aligning Marketing & Fundraising ALADN Conference 2014
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One Team - Aligning Marketing & Fundraising ALADN Conference 2014

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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. …

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 session, presented at the Academic Library Advancement and Development Network Conference, attendees discovered the causes of misalignment and friction between marketing and fundraising efforts.

They then developed the steps to take to build a high functioning team that will propel their organizations to meet their goals. We explored myths, mysteries, and ah-hah moments to 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.

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  • 1. One Team Aligning Marketing & Fundraising By: Heidi Hancock & David Svet
  • 2. The Marketing Department © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 3. The Fundraising Department © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 4. What’s a “Department?” © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 5. Of course, this would never happen at your organization © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 6. You have one thing to do © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 7. The Goal of Marketing & Development: Generate revenue for mission fulfillment. You have one thing to do © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 8. Conflicting Priorities © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 9. Conflicting Priorities © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 10. The main cause of discord between Marketing & Fundraising Remember the 80/20 rule? Surprise, it’s now 95/5! Conflicting Priorities © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 11. Quantity vs. Quality © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 12. •Marketing for the 95%: High Quality •High Quantity •High Production Value •Fundraising for the 5%: High Quality •Low Quantity •High Production Value 95/5 © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 13. For Profit Marketing © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. •The customer journey: •Know, Like, Trust, Try, •Buy, Fulfill, Tell •Also the donor journey:
  • 14. In Nonprofit Marketing © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 15. In Nonprofit Marketing © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 16. In Nonprofit Marketing © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 17. In Nonprofit Marketing © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 18. In Nonprofit Marketing © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 19. In Nonprofit Marketing © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 20. In Nonprofit Marketing © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 21. Donor Experience Cycle © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 22. © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Donor Stages
  • 23. © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Donor Stages
  • 24. © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Donor Stages
  • 25. © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Donor Stages
  • 26. © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Donor Stages
  • 27. Integrated Model © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 28. Point of Entry © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Know & Like You What are your points of entry?
  • 29. Point of Entry © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Know & Like You Answer: Who you are? What do you do? Who do you help? Objective: Raise awareness and generate traffic
  • 30. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 31. Cultivation Activities © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Trust What are your cultivation activities?
  • 32. Cultivation Activities © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Trust Answer: Are you any good? Do you have proof? Is your proof quantifiable? Objective: Educate
  • 33. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 34. Cultivation Activities © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Try Answer: Can they take action? Objective: Generate leads
  • 35. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 36. Solicit © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Buy How do you ask?
  • 37. Solicit © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Buy Answer: I like this, how can I do more? Objective: Successful ask
  • 38. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 39. Acknowledgement © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Fulfill How do you acknowledge your supporters response to your solicitation?
  • 40. Acknowledgement © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. 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
  • 41. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 42. Stewardship © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Tell What are some stewardship activities in your organization?
  • 43. Stewardship © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Tell Answer: Is our donor experience remarkable? Are donors part of your organization? Are your donors knowledgeable? Objective: To endear and inform
  • 44. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 45. University of Glasgow Library © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 46. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 47. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 48. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 49. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 50. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 51. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 52. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 53. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 54. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 55. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 56. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 57. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 58. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 59. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 60. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 61. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 62. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 63. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 64. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 65. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 66. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 67. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 68. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 69. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. £250!
  • 70. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 71. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 72. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 73. Integrated Model © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 74. Round up © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Put it on a calendar Get fundraising and marketing on the same calendar Review often
  • 75. What’s a “Department?” © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 76. The Fundraising Department © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 77. The Marketing Department © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  • 78. © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Join the Masters Circle It’s Free and Awesome! The Masters Circle is a live monthly interactive online learning session. You set the topics and engage with some of the most innovative fundraisers on the planet. REGISTER NOW http://mnpd.me/16Xqedf
  • 79. Thank you mosaicnpd.com

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