This document summarizes a presentation given by Feathr about applying a "Good Marketing Framework" for nonprofits. The framework involves 4 steps: 1) Identifying communities and connections within them, 2) Cultivating awareness and engagement through content and channels, 3) Activating measurement and testing, and 4) Learning from results to improve future efforts. Applying this framework can help nonprofits grow fundraising and their communities through more effective marketing compared to relying on "unreliable magic".

1. From Unreliable Magic to
Good Marketing: Insights
Learned from Interviewing
404 Nonprofit Leaders
September 26, 2023
Customer Success Team
Monthly Virtual Event

2. 2 © TechSoup Global. All Rights Reserved.
• Use the Chat function to type in your comments.
• To ask questions use the Q&A function.
• This event is being recorded and will be shared via email after this session.
Housekeeping

3. • Peer-to-Peer community
• Exclusive Events
• Expert technical support
• Get to know other nonprofits in your area
• Access to the entire TechSoup Courses catalog
• Access to additional discounts and more
• Membership for 10 users in your organization
Join Quad Today

4. 4 © TechSoup Global. All Rights Reserved.
Today’s Agenda
1. Introductions
2. Magic or Marketing?
3. Lessons from 404 Nonprofit Leaders
4. The Good Marketing Framework
5. What Now? How do I apply this?
6. Q&A session

5. Meet the Customer Success Team
Ja'Rod Morris
Director, Customer Success
Kevin Mulhall
Sr. Technical Customer
Success Manager
Chemierra McNeil
Customer Success Manager
Tony Phipps
Technical Customer
Success Manager
Ashley Hendershott
Customer Success
Lead, MMD
Jonathan Mules
Customer Success
Operations Associate
Vanessa Jimenez
Program Manager, Digital
Customer Success
We are excited to help you achieve your goals faster!

6. ➔ Husband, #boydad
➔ Curious, builder,
conversationalist
➔ Outdoors, podcasts,
adventures
➔ Passion for social
impact & nonprofits
➔ Marketing at Feathr

7. If you could wave a magic
wand, what would you make
happen for your nonprofit?
**Share your comment with “Everyone” in Zoom chat
S P A R K Q U E S T I O N

11. Feathr helps your nonprofit run and
report on integrated marketing
campaigns that grow your
community and unlock more impact.
A U T O M A T I O N | E M A I L | A N A L Y T I C S

12. Feathr is trusted by over 1,500 nonprofits
feathr.co

13. Most nonprofits rely
on magic ✨ not marketing.
I N S I G H T

15. We’re operating on fumes
T R E N D

17. Nonprofits are facing 4 primary
challenges they seek to grow impact …
CHANGE
is now constant and it’s
difficult to keep up
CONFUSION
in reporting and what
efforts really work
COMPETITION
for attention is fierce
driving up costs
COMPETING
priorities; understaffed
and under-resourced

18. Typical marketing
➔ Nothing
➔ Everything
➔ Ad Hoc
Good marketing
➔ Community-first
➔ Responsive
➔ Omnichannel
➔ Measurable
U N R E L I A B L E M A G I C

19. From Unreliable Magic to Good
Marketing: A Framework to Grow
Fundraising & Your Community

21. Identify
Connections
Communities
Conversions
The Good Marketing Framework
Known & Unknown
➔ CRM / Email Lists
➔ Website visitors
➔ Prospect lists
➔ Social / communities
➔ Event attendees
➔ Members
➔ Volunteers
➔ Beneficiaries
➔ Patrons
Membership, Donations,
Tickets, Signups, Etc.
Context & Intent
Email, Social, Mail,
Retargeting, Search, Etc.
Activate
Learn Cultivate
Understand
Good
Mission, Advocacy,
Community, Connection

22. ➔ Word of Mouth
➔ Keyword Search
➔ Geofencing
➔ Lookalike Audiences
➔ Events
➔ Retargeting
➔ CRM / Email Mapping
➔ Organic / Paid Social
➔ Direct Mail / Offline
➔ SMS Messages
➔ Retargeting
➔ Intent-Based
➔ Smart Email
➔ Personal Outreach
Awareness Engagement Conversion
Engagement funnel

23. Identify
➔ Who?
➔ Context?
➔ Intent?
1

24. Awareness
Engagement
Cultivation
Image by rawpixel.com on Freepik

25. What you know about your
community drives campaigns
R E M I N D E R

26. Ag
en
da
Example Segments / IDs
➔ Active supporters
➔ Members
➔ Website visitors (known + unknown)
➔ Event attendees
➔ Target beneficiaries (based on prior
engagement or target locations)
➔ Volunteers
➔ Patrons / visitors
➔ Lapsed supporters / participants

27. Relevancy over reach
R E M I N D E R

28. Identify
Connections
Communities
Conversions
The Good Marketing Framework
Known & Unknown
➔ CRM / Email Lists
➔ Website visitors
➔ Prospect lists
➔ Social / communities
➔ Event attendees
➔ Members
➔ Volunteers
➔ Beneficiaries
➔ Patrons
Membership, Donations,
Tickets, Signups, Etc.
Context & Intent
Email, Social, Mail,
Retargeting, Search, Etc.
Activate
Learn Cultivate
Understand
Good
Mission, Advocacy,
Community, Connection

29. Cultivate
➔ Content
➔ Channels
2

30. ➔ Word of Mouth
➔ Keyword Search
➔ Geofencing
➔ Lookalike Audiences
➔ Events
➔ Retargeting
➔ CRM / Email Mapping
➔ Organic / Paid Social
➔ Direct Mail / Offline
➔ SMS Messages
➔ Retargeting
➔ Intent-Based
➔ Smart Email
➔ Personal Outreach
Awareness Engagement Conversion
Marketing funnel

31. Reach people at every stage of
engagement, and simplify reporting
with all channels in one place
Email
Display Ads
Social Ads
Website Engagement
Marketing Automation
Landing Pages
Omnichannel Campaigns

32. Donation Lookalike
Build an audience from scratch that matches characteristics of
your existing donors: income demographics, purchase history,
industry affiliation, location, and more.
Awareness Affinity Targeting

33. Events Smart Send
Send emails triggered by someone’s interaction with
your website or ads — and see how many register for
your event.
Engagement Smart Send Email

34. Donation Retargeting
Serve targeted ads to people who visit specific
pages on your website.
Engagement Retargeting

35. Community-first, not
channel-based reporting
R E M I N D E R

36. Awareness
Engagement
Cultivation
Image by rawpixel.com on Freepik

37. Identify
Connections
Communities
Conversions
The Good Marketing Framework
Known & Unknown
➔ CRM / Email Lists
➔ Website visitors
➔ Prospect lists
➔ Social / communities
➔ Event attendees
➔ Members
➔ Volunteers
➔ Beneficiaries
➔ Patrons
Membership, Donations,
Tickets, Signups, Etc.
Context & Intent
Email, Social, Mail,
Retargeting, Search, Etc.
Activate
Learn Cultivate
Understand
Good
Mission, Advocacy,
Community, Connection

38. Activate
➔ Measurement
➔ Testing Framework
3

39. “It depends …”

40. Trying
***
Testing new things (lack
controls) to learn and
benchmark results for
future pilots or
experiments.
Experiments
***
Variable testing that includes
a hold out or control group to
determine if a specific test
performs better.
Pilot
***
Organized tests of new things
with clear hypothesis on
expected results within a
predetermined time frame.
Three (3) Types of Tests
E X A M P L E

41. Assume you’re wrong. Your
goal is to find out how wrong
as quickly as possible
R E M I N D E R

42. Identify
Connections
Communities
Conversions
The Good Marketing Framework
Known & Unknown
➔ CRM / Email Lists
➔ Website visitors
➔ Prospect lists
➔ Social / communities
➔ Event attendees
➔ Members
➔ Volunteers
➔ Beneficiaries
➔ Patrons
Membership, Donations,
Tickets, Signups, Etc.
Context & Intent
Email, Social, Mail,
Retargeting, Search, Etc.
Activate
Learn Cultivate
Understand
Good
Mission, Advocacy,
Community, Connection

43. Learn
➔ New context & intent
➔ Learning log
4

44. PROGRAMS
reach, results, revenue
What’s working? Why?
What’s not? Why?
Impact vs. time-to-value
PROCESS
collaboration, cadence
Where are bottlenecks?
Manage work async?
Accountability rhythms
Tooling / SOPs needed?
Growth is a result of …
PEOPLE
fit, focus, future
Abilities? Best work?
Align OKRs, remove
distractions
Develop growth plans

45. Weekly
***
Monday Metrics
Priority Huddles
Weekly Wrap
Quarterly
***
PPP Review
Audience Feedback
POT Refactor
Monthly
***
Retrospectives
Priority Check-in
Responsive Rhythms
E X A M P L E

46. Identify
Connections
Communities
Conversions
The Nonprofit Marketing Framework
Known & Unknown
➔ CRM / Email Lists
➔ Website visitors
➔ Prospect lists
➔ Social / communities
➔ Event attendees
➔ Members
➔ Volunteers
➔ Beneficiaries
➔ Patrons
Membership, Donations,
Tickets, Signups, Etc.
Context & Intent
Email, Social, Mail,
Retargeting, Search, Etc.
Activate
Learn Cultivate
Understand
Good
Mission, Advocacy,
Community, Connection

47. Discussion: Applying the Good
Marketing Framework
D
I S
C
U
S
S
I O
N

48. Identify
Connections
Communities
Conversions
The Nonprofit Marketing Framework
Known & Unknown
➔ CRM / Email Lists
➔ Website visitors
➔ Prospect lists
➔ Social / communities
➔ Event attendees
➔ Members
➔ Volunteers
➔ Beneficiaries
➔ Patrons
Membership, Donations,
Tickets, Signups, Etc.
Context & Intent
Email, Social, Mail,
Retargeting, Search, Etc.
Activate
Learn Cultivate
Understand
Good
Mission, Advocacy,
Community, Connection

49. Feathr helps your nonprofit run and
report on integrated marketing
campaigns that grow your
community and unlock more impact.
A U T O M A T I O N | E M A I L | A N A L Y T I C S

50. Segmentation
Data
Identify
your people

51. Omnichannel Campaigns
Reach your people,
where they are
Whether that's their email inbox,
scrolling social, or wandering the web
Email
Display Ads
Social Ads
Website Engagement
Marketing Automation
Landing Pages

52. Reporting & Analytics
Live Reporting
See your results,
showcase your
success

53. See what Feathr can do for you.
Digital advertising
Reach your ideal audiences
anywhere online with social
and display ads.
Email marketing
Segment, organize, and activate
your email list with email
marketing automation.
Analytics and reporting
Get clear, powerful insights into
your marketing efforts with
simple metrics and reports.
Grow membership
Boost engagement
Attract donors
Expand audiences
Increase attendance
Improve communications
feathr.co
E X P L O R E F E A T H R ‘ S F E A T U R E S

54. Any questions?

55. Take chances, make mistakes,
get messy!
R E M I N D E R

56. Feathr helps your nonprofit run and
report on integrated marketing
campaigns that grow your
community and unlock more impact.
A U T O M A T I O N | E M A I L | A N A L Y T I C S