Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Lifecycle Marketing 
Creating Inspired Content 
Matchmaker Unite 2014 Conference 
Tracie Rollins 
@OneBadassLife
We help small businesses succeed. 
How many of you 
have asked 
yourself…
We help small businesses succeed. 
Why aren’t more 
people interested?
We help small businesses succeed. 
Why aren’t they 
donating to our 
cause?
We help small businesses succeed. 
Why don’t they tell 
their friends?
We help small businesses succeed. 
Old Way of Marketing 
• Slick 
• Spray & Pray 
• Say it often 
• Hope it sticks
We help small businesses succeed. 
Today’s Marketing 
• Segmented audience 
• Tailored copy 
• Targeted messages 
• Storie...
We help small businesses succeed. 
Relationships
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed. 
If you target EVERYONE 
you target NO ONE
We help small businesses succeed. 
Target
We help small businesses succeed. 
Great Non-profits are specific about 
who they target. 
Non-profit details have been 
r...
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed. 
Be where your supporters are online and offline!
We help small businesses succeed. 
Think of events you should be at. Think of small and large businesses that you can part...
We help small businesses succeed.
We help small businesses succeed. 
You need to 
provide value, 
to get value
We help small businesses succeed. 
What can you give them? Where can you provide value?
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed. 
You’re EDUCATING 
NOT pitching
We help small businesses succeed. 
What do they 
care about?
We help small businesses succeed. 
How will you 
tell them?
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed. 
Offer? 
Offer? 
Offer? 
Awareness Consideration Recommendation Purchase
We help small businesses succeed.
We help small businesses succeed. 
Best Practices for Subject Lines 
• Relevant topic 
• Includes a promise of information...
We help small businesses succeed. 
Examples 
• You helped Laila find a lifelong, loving home 
• Welcome fall, plus a speci...
We help small businesses succeed. 
Effective Copy 
• Delivers on the promise 
• Clear 
• Concise 
• Compelling 
• Creative
We help small businesses succeed. 
Calls to Action 
• Considers the stage of the buyers journey 
• Short and actionable 
•...
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed. 
Not just an exchange of money
We help small businesses succeed. 
You’re establishing a relationship
We help small businesses succeed. 
Make it easy to donate!
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed.
We help small businesses succeed. 
Can you make it personal?
We help small businesses succeed.
We help small businesses succeed. 
Cross Sell 
Upsell 
New Products
We help small businesses succeed.
We help small businesses succeed. 
Make referrals EASY! 
Ask your supporters to share their story.
We help small businesses succeed.
We help small businesses succeed. 
Lifecycle Marketing 
Tracie Rollins 
Content Strategy Manager, Infusionsoft 
@OneBadass...
We help small businesses succeed. 
ThankT Yhoaunk You
Upcoming SlideShare
Loading in …5
×

Lifecycle Marketing for Nonprofit organizations to drive donations and volunteer hours

2,226 views

Published on

Creating a marketing strategy that attracts interest, educates benefactors and increase donations in your nonprofit is essential.This presentation reviews the Lifecycle Marketing framework specifically as it relates to nonprofit organizations. It includes the steps involved in each phase and benefits of implementation in your nonprofit. In the face-to-face presentation we dive deep into email structure including killer subject lines, effective copy and great calls to action. If you’re looking to transform your nonprofit and take it to the next level you need to treat it like a business and implement marketing practices that drive results.

Published in: Marketing
  • Be the first to comment

Lifecycle Marketing for Nonprofit organizations to drive donations and volunteer hours

  1. 1. Lifecycle Marketing Creating Inspired Content Matchmaker Unite 2014 Conference Tracie Rollins @OneBadassLife
  2. 2. We help small businesses succeed. How many of you have asked yourself…
  3. 3. We help small businesses succeed. Why aren’t more people interested?
  4. 4. We help small businesses succeed. Why aren’t they donating to our cause?
  5. 5. We help small businesses succeed. Why don’t they tell their friends?
  6. 6. We help small businesses succeed. Old Way of Marketing • Slick • Spray & Pray • Say it often • Hope it sticks
  7. 7. We help small businesses succeed. Today’s Marketing • Segmented audience • Tailored copy • Targeted messages • Stories • Proof • Human voice
  8. 8. We help small businesses succeed. Relationships
  9. 9. We help small businesses succeed.
  10. 10. We help small businesses succeed.
  11. 11. We help small businesses succeed.
  12. 12. We help small businesses succeed.
  13. 13. We help small businesses succeed. If you target EVERYONE you target NO ONE
  14. 14. We help small businesses succeed. Target
  15. 15. We help small businesses succeed. Great Non-profits are specific about who they target. Non-profit details have been removed from this presentation.
  16. 16. We help small businesses succeed.
  17. 17. We help small businesses succeed.
  18. 18. We help small businesses succeed.
  19. 19. We help small businesses succeed. Be where your supporters are online and offline!
  20. 20. We help small businesses succeed. Think of events you should be at. Think of small and large businesses that you can partner with.
  21. 21. We help small businesses succeed.
  22. 22. We help small businesses succeed. You need to provide value, to get value
  23. 23. We help small businesses succeed. What can you give them? Where can you provide value?
  24. 24. We help small businesses succeed.
  25. 25. We help small businesses succeed.
  26. 26. We help small businesses succeed.
  27. 27. We help small businesses succeed. You’re EDUCATING NOT pitching
  28. 28. We help small businesses succeed. What do they care about?
  29. 29. We help small businesses succeed. How will you tell them?
  30. 30. We help small businesses succeed.
  31. 31. We help small businesses succeed.
  32. 32. We help small businesses succeed.
  33. 33. We help small businesses succeed.
  34. 34. We help small businesses succeed.
  35. 35. We help small businesses succeed. Offer? Offer? Offer? Awareness Consideration Recommendation Purchase
  36. 36. We help small businesses succeed.
  37. 37. We help small businesses succeed. Best Practices for Subject Lines • Relevant topic • Includes a promise of information • Describes the contents of the email • Short and descriptive • Creates urgency • 50 characters or less unless highly targeted segment • Spelled correctly • Free of !!!! and ALL CAPITAL LETTERS • Doesn’t have words: free, percent off, help or reminder • Is not identical to a previous email
  38. 38. We help small businesses succeed. Examples • You helped Laila find a lifelong, loving home • Welcome fall, plus a special offer • Your September eStatement and Fall Seasonal Beer Lineup • In pickle about pickling? Check out or live webcast today! • Dinner for the price of coffee - $4 • You are not the star of your content marketing • The #1 think you must do to create the life of your dreams • Your $100 off $200 coupon is waiting for you • Time to say goodbye
  39. 39. We help small businesses succeed. Effective Copy • Delivers on the promise • Clear • Concise • Compelling • Creative
  40. 40. We help small businesses succeed. Calls to Action • Considers the stage of the buyers journey • Short and actionable • Visual • Placed strategically • Tested and revised • Includes the action you want readers to take – Share this article on Facebook – Forward this post to your boss – Download the free e-Book – Request a demo – Donate $1 – Register for our walk
  41. 41. We help small businesses succeed.
  42. 42. We help small businesses succeed.
  43. 43. We help small businesses succeed.
  44. 44. We help small businesses succeed. Not just an exchange of money
  45. 45. We help small businesses succeed. You’re establishing a relationship
  46. 46. We help small businesses succeed. Make it easy to donate!
  47. 47. We help small businesses succeed.
  48. 48. We help small businesses succeed.
  49. 49. We help small businesses succeed.
  50. 50. We help small businesses succeed.
  51. 51. We help small businesses succeed. Can you make it personal?
  52. 52. We help small businesses succeed.
  53. 53. We help small businesses succeed. Cross Sell Upsell New Products
  54. 54. We help small businesses succeed.
  55. 55. We help small businesses succeed. Make referrals EASY! Ask your supporters to share their story.
  56. 56. We help small businesses succeed.
  57. 57. We help small businesses succeed. Lifecycle Marketing Tracie Rollins Content Strategy Manager, Infusionsoft @OneBadassLife Tracie.Rollins@infusionsoft.com
  58. 58. We help small businesses succeed. ThankT Yhoaunk You

×