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From Unreliable Magic to Good Marketing Insights Learned from Interviewing 404 Nonprofit Leaders

TechSoup
TechSoup

In this webinar, Noah Barnett, VP of Marketing for Feathr, shared how to use the Good Marketing Framework to run campaigns that both resonate with your community and drive mission-critical results.

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From Unreliable Magic to
Good Marketing: Insights
Learned from Interviewing
404 Nonprofit Leaders
September 26, 2023
Customer Success Team
Monthly Virtual Event
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
• 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 © 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
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!
➔ Husband, #boydad
➔ Curious, builder,
conversationalist
➔ Outdoors, podcasts,
adventures
➔ Passion for social
impact & nonprofits
➔ Marketing at Feathr

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From Unreliable Magic to Good Marketing Insights Learned from Interviewing 404 Nonprofit Leaders

  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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