This document summarizes strategies for effective nonprofit marketing and fundraising. It outlines three key recommendations: 1) regularly share stories that show the impact of donations on beneficiaries' lives, 2) invest in digital marketing tools and communication strategies to increase engagement and donations, and 3) design fundraising events to educate attendees about the mission and allow hands-on participation in the solution, not just raise money. The document also shares examples of donor frustrations with current nonprofit approaches and emphasizes the importance of ongoing relationship-building through impactful storytelling.

1. BusinessRecord|businessrecord.com|Twitter:@businessrecord
18
June21,2013
sales
marketing
jeffrey gitomer
• Nationally syndicated columnist
• Email: salesman@gitomer.com
• Phone: (704) 333-1112
© 2013 Jeffrey H. Gitomer
drew McLellan
• Top Dog at McLellan Marketing Group
• Blog: www.drewsmarketingminute.com
• Email: Drew@MclellanMarketing.com
© 2013 Drew McLellan
I am on it. I am into it. It’s attracting customers.
It’s making sales. It’s free!
What is it?
It’s almost social media. It’s BUSINESS so-
cial media.
It’s your ticket to customer and prospect
awareness – who you are, how you think, how
you serve, what you believe, what your value
messages are and what others think of you.
And did I mention? It’s free.
But the mere fact you participate isn’t any
assurance it’ll pay off. In fact, the opposite is the
norm. Most companies, most business people
and most salespeople have no idea of how to
actually ATTRACT customers, potential custom-
ers, new followers and connections. Even fewer
companies and salespeople understand that
business social media must be combined with, in
conjunction with and in harmony with all other
Internet and face-to-face marketing outreaches.
The key word to understanding and imple-
menting business social media actions that lead
to attraction and connection success is VALUE.
Value in the messages you tweet, post and
share. Value to your customers and prospects so
they pass your message on to THEIR connections.
SCENARIO: I tweet to my 65,000+ followers.
They resonate with it, and those who believe it’s
worthyorapplicabletotheirfollowersRETWEET
it, or FAVOR it for their followers to see.
SCENARIO: I upload a new video each
week on YouTube. It’s posted on my e-zine, on
my blog, in my tweets and on my Facebook
page. Somewhere between 1,000 and 5,000
people will view it and subscribe to my You-
Tube uploads.
Those are real-world examples that repre-
sent a small part of my attraction process. They
give you a solid idea it’s not about what I write,
post or do; it’s about the RESPONSE to what I
write, post or do.
Here are the business, Internet AND busi-
ness social media value-based messaging and
marketing elements I use to transfer my mes-
sages and posts that attract and connect. Study
them. Implement yours.
• LinkedIn Jeffrey Gitomer – The No. 1 busi-
ness resource. I post my thought of the day or
link of the day.
• Twitter @gitomer – I tweet three or four
times a day. I usually send out one link a day.
• Facebook business /jeffreygitomer – Like
me, then read a bunch of the posts, then be in-
spired to comment or post.
• YouTube channel BuyGitomer – People
watch a few of my 300-plus videos.
• SalesBlog.com daily posts – Daily value-
based posts sent to subscribers and available
by search. All emails get you back to the blog.
• Weekly e-zine SalesCaffeine.com – Ten
years of weekly information.
Many who found me on these platforms:
• Bought “The Little Red Book of Selling” or
one of my other 11 books.
• Attended one of my public seminars.
• Paid to hear one of my webinars. This came
about as a result of our electronic marketing.
• Spent some time on gitomer.com reading
my free resources.
• Googled Jeffrey Gitomer to find out more
about me.
• Googled “sales training” and found me on
the first page. That’s a real lead.
It’s not one thing that creates attraction. It’s
a strategic combination of a social, online and
face-to-face outreach that attracts interested
buyers. It’s a confluence of value-based things
that are available to customers and prospects.
I just shared 12 of mine so you could see
the diversity of my offerings and the multiple
opportunities that prospects have to find you,
be attracted to you, connect with you and buy
from you.
ULTIMATE RESPONSE: Someone calls and
asks if I’m available to address their sales team
at their annual meeting. When they do, we ask
how they found out about me, and the custom-
er replies, “He’s everywhere!” n
A social media value strategy
Marketing a better world
QR Code: This
week’s QR code
will take you to
a great article on
how charities can
rock their digital
marketing.
In last week’s column, I outlined some of the
ways that nonprofits need to rethink their ex-
pectations, fundraising efforts and marketing.
I usually receive an email or two from readers,
but this topic opened the floodgates.
Most of the emails were from community-
minded people who were frustrated with how
charities communicated with them. I thought it
might be insightful if I shared a few of them be-
fore giving you the 1-2-3 of nonprofit marketing.
“I totally agree with you on the redundan-
cy of the charity events. I could play in a golf
tournament or go to an auction every week.
And what’s up with the charities that seem like
event factories? I don’t have the money or the
time to attend an event every month.”
“One more point that could be made: After I
have made a donation to an organization, there
is nothing that irks me more than to receive an-
other half-dozen letters from the same organiza-
tion still asking for a donation. It’s as if my dona-
tion is being wasted on postage to keep bugging
those of us that have already contributed.”
“Why is it that I am flooded with donation
requests from charities during the holidays
even though those same charities didn’t bother
to communicate with me all year long? Do they
really think I’m sitting around with an extra
stack of money in December, wishing I knew of
a charity that needed some extra cash?”
There were some others, but that gives you
a sense of how area donors are feeling about
nonprofits. Here’s the good news: No one wants
to stop supporting our community’s charities.
But they do want to feel good about doing that.
Here’s my 1-2-3 of nonprofit marketing.
1. Be a regular storyteller. Tell me about the
little girl who got her first bike, the dog that was
saved or the lake that’s safe to swim in again.
Show me how your efforts are changing the
world and how my money is having an impact.
If you can, connect my dollars to a specific out-
come: $25 buys dinner for a week for a family of
four or $50 vaccinates a puppy or kitten.
Remember, all relationships are about the
long haul, so don’t expect me to respond to your
once-a-year efforts. Connect with me often and
make me care through your stories. Oh, and your
stories shouldn’t be about you. They should be
about your results and how that affects me.
2. Spending money isn’t a bad thing. In
today’s competitive market, nonprofits need a
professionally produced Web presence, a CRM/
database system that allows you to segment,
track and manage your audiences and other
communication tools. But, every single non-
profit that I’ve been a part of suffers from the
“we can’t spend a dime; we’ll just make due” syn-
drome. That’s shortsighted.
I get that you need to be judicious with your
donors’ dollars. So spend wisely. But spend.
Otherwise, your efforts will fall short every
time. The right tools will help you increase your
engagement and donations and will quickly
pay for themselves.
3. Your event isn’t just an event. Every fun-
draising event you hold (and there shouldn’t be
too many) should tell me a lot about your work
and be unique to your organization. Your signa-
ture event is the perfect place to connect me to
your mission, not just raise money.
Better than just telling me, give me a hands-
on experience. It could be as simple as writing a
note of encouragement to a disadvantaged girl
to ripping up sheets and towels to make animal
bedding. Let me be a part of your solution.
You sell the perfect product: hope, sec-
ond chances and a better world. Tell us more
about that. n