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Nurture Marketing: Let's get personal!


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Who comes in first? The nonprofit with the best relationships with their donors! Are you engaging your audiences on a personal level or do you feel like it's a one way conversation? Achieving personalized communication can build lasting relationships and improve donor support. In this session, you will learn tactics to improve online relations with supporters and engage them in ways that are more meaningful to them and your mission.

Published in: Government & Nonprofit
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Nurture Marketing: Let's get personal!

  1. 1. 1 Nurture Marketing: Let’s Get Personal 2016 BVU Non-Profit Summit
  2. 2. 2 What is nurture marketing?
  3. 3. 3 86% of CMOs and senior marketing executives surveyed believe they will own the end-to-end customer experience by 2020. Source: Marketo
  4. 4. 4 Nurture is the end to end customer experience across all facets of the relationship.
  5. 5. 5 1. Build deep, enduring relationships with our customers at an individual, personalized level 2. Create engaging experiences tied together across channels and time at scale 3. Drive conversions and get insight into spend and effectiveness Nurture Compass Marketo
  6. 6. 6 “Don't count the people that you reach, reach the people who count.” - David Ogilvy
  7. 7. 7Personas Small Donation Sarah  Clicked a Link on Facebook  Made one-time donation of $50 Recurring Rob  Attended an Event  Made a recurring monthly donation of $200/month for one year. Advocate Allen  Attended an event  Has donated large sums regularly over the past 5 years.
  8. 8. 8 Small Donation Sarah Personalization Calls-to-Action  Allow for incremental donation increases  Event Invitations  Allow for Recurring Donations Goals  Keep Engaged  Create a Recurring Donation  Increase Donation Amounts Messaging Tactics  Create awareness about the value of her donation  Create awareness about your non-profit
  9. 9. 9 Recurring Donation Rob Personalization Calls-to-Action  Allow for recurring donation renewal and increases  Large Donor Event Invitations  Other Donation Opportunities Goals  Keep Engaged  Continue Recurring Donation  Increase Donation Amounts  Create Advocacy Messaging Tactics  Keep him informed about upcoming events  Create awareness about the value of her donation  Provide avenues to advocacy
  10. 10. 10 Advocate Allen Personalization Calls-to-Action  Allow for sharing among friends and colleagues  Event Invitations  Sponsorship Opportunities  Lifetime Donor Opportunities Goals  Maintain Relationship  Keep involved in upcoming events  Make it easy to spread the word Messaging Tactics  Keep him informed about upcoming events  Provide foundations updates and important donor information  Create opportunities for donor recognition
  11. 11. 11 Building Lifelong Relationships Moving Clients Up The Maturity Curve
  12. 12. 12 Marketing leaders must have a single view of the customer that allows them to engage in two-way, personalized conversations across technologies, locations, and physical objects at mass scale. It will be impossible to build and manage A customer experience without one. Source: Marketo
  13. 13. 13 Nurture Marketing Software for Nonprofits • Nonprofit CRM and Online Fundraising Suite • Great for nonprofits seeking a standard software covering multiple areas • Full suite of tools including donor management, development, email marketing and more • Leader in the marketing automation space • Full-featured marketing hub integrating all channels • Great for larger nonprofits that can dedicate training and resourced to a complete nurture and marketing automation solution • Integrates with - small monthly fee + 10 free subscriptions of enterprise edition