One Team
Aligning Marketing & Fundraising
By: Heidi Hancock & David Svet
The Marketing Department
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
The Fundraising Department
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
What’s a “Department?”
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Of course, this would never
happen at your organization
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
You have one thing to do
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
The Goal of Marketing &
Development:
Generate revenue for mission
fulfillment.
You have one thing to do
© 2014 Mosaic Non-...
Conflicting Priorities
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Conflicting Priorities
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
The main cause of discord between
Marketing & Fundraising
Remember the 80/20 rule?
Surprise, it’s now 95/5!
Conflicting Pr...
Quantity vs. Quality
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
•Marketing for the 95%: High Quality
•High Quantity
•High Production Value
•Fundraising for the 5%: High Quality
•Low Quan...
For Profit Marketing
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
•The customer journey:
•Know, Like, T...
In Nonprofit Marketing
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
In Nonprofit Marketing
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
In Nonprofit Marketing
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
In Nonprofit Marketing
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
In Nonprofit Marketing
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
In Nonprofit Marketing
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
In Nonprofit Marketing
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Donor Experience Cycle
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Donor Stages
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Donor Stages
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Donor Stages
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Donor Stages
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Donor Stages
Integrated Model
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Point of Entry
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Know & Like You
What are your points of ent...
Point of Entry
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Know & Like You
Answer: Who you are?
What d...
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
Cultivation Activities
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Trust
What are your cultivation act...
Cultivation Activities
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Trust
Answer: Are you any good?
Do ...
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
Cultivation Activities
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Try
Answer: Can they take action?
O...
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
Solicit
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Buy
How do you ask?
Solicit
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Buy
Answer: I like this, how can I do more?
Object...
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
Acknowledgement
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Fulfill
How do you acknowledge your suppor...
Acknowledgement
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Fulfill
Answer: Did you get my gift?
Did i...
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
Stewardship
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Tell
What are some stewardship activities in
y...
Stewardship
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Tell
Answer: Is our donor experience
remarkabl...
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
University of Glasgow Library
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
£250!
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
Integrated Model
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Round up
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Put it on a calendar
Get fundraising and marketin...
What’s a “Department?”
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
The Fundraising Department
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
The Marketing Department
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
© 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Join the Masters Circle
It’s Free and Awesome!
The Masters...
Thank you
mosaicnpd.com
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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.

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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One Team - Aligning Marketing & Fundraising ALADN Conference 2014

  1. 1. One Team Aligning Marketing & Fundraising By: Heidi Hancock & David Svet
  2. 2. The Marketing Department © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  3. 3. The Fundraising Department © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  4. 4. What’s a “Department?” © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  5. 5. Of course, this would never happen at your organization © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  6. 6. You have one thing to do © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  7. 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. 8. Conflicting Priorities © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  9. 9. Conflicting Priorities © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  10. 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. 11. Quantity vs. Quality © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  12. 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. 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. 14. In Nonprofit Marketing © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  15. 15. In Nonprofit Marketing © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  16. 16. In Nonprofit Marketing © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  17. 17. In Nonprofit Marketing © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  18. 18. In Nonprofit Marketing © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  19. 19. In Nonprofit Marketing © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  20. 20. In Nonprofit Marketing © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  21. 21. Donor Experience Cycle © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  22. 22. © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Donor Stages
  23. 23. © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Donor Stages
  24. 24. © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Donor Stages
  25. 25. © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Donor Stages
  26. 26. © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Donor Stages
  27. 27. Integrated Model © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  28. 28. Point of Entry © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Know & Like You What are your points of entry?
  29. 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. 30. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  31. 31. Cultivation Activities © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Trust What are your cultivation activities?
  32. 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. 33. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  34. 34. Cultivation Activities © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Try Answer: Can they take action? Objective: Generate leads
  35. 35. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  36. 36. Solicit © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Buy How do you ask?
  37. 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. 38. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  39. 39. Acknowledgement © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Fulfill How do you acknowledge your supporters response to your solicitation?
  40. 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. 41. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  42. 42. Stewardship © 2014 Mosaic Non-Profit Development, LLC. All rights reserved. Tell What are some stewardship activities in your organization?
  43. 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. 44. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  45. 45. University of Glasgow Library © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  46. 46. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  47. 47. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  48. 48. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  49. 49. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  50. 50. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  51. 51. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  52. 52. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  53. 53. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  54. 54. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  55. 55. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  56. 56. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  57. 57. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  58. 58. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  59. 59. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  60. 60. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  61. 61. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  62. 62. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  63. 63. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  64. 64. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  65. 65. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  66. 66. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  67. 67. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  68. 68. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  69. 69. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved. £250!
  70. 70. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  71. 71. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  72. 72. © 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
  73. 73. Integrated Model © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  74. 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. 75. What’s a “Department?” © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  76. 76. The Fundraising Department © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  77. 77. The Marketing Department © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
  78. 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. 79. Thank you mosaicnpd.com

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