https://bloomerang.co/resources/webinars/ Beth Brodovsky will show you what savvy nonprofit marketers do to build engagement and turn it into action.

1. How Savvy Marketing
Translates to More Donations
Beth Brodovsky
President, Iris Creative

2. nonprofittoolkit.net
@nonprofittoolkit
drivingparticipation.com
bit.ly/DPpodcast
iriscreative.com
@bethbrodovsky
Beth Brodovsky

3. If you keep making withdrawals
without making any deposits,
you’ll eventually hit zero.
Anne Samilov

4. COMMON MARKETING CYCLE
EVENT EVENT
SELLING
SELLING

5. COMMON MARKETING CYCLE
EVENT EVENT
SELLING
SELLING
SILENCE SILENCE

6. The problem with marketing
is content not frequency —
It’s too much conversion and
not enough conversation.

7. CONVERSION
MARKETING
• Direct Sales
• Action Focused
• Transactional
• Outcome Driven

8. CONVERSION
MARKETING
RELATIONSHIP
MARKETING
• Awareness
• Value
• Engagement
• Responsive
VS
• Direct Sales
• Action Focused
• Transactional
• Outcome Driven

9. CONVERSION
MARKETING
RELATIONSHIP
MARKETINGB
A
L
A
N
C
E
PUSH PULL

10. HEALTHY MARKETING CYCLE
EVENT EVENT
SELLING
SELLING
INTEREST
INSPIRATION
EDUCATION
GRATITUDE
FUN
IMPACT
SURPRISE
AMAZE
DELIGHT
SHARING SHARING

11. Your goal is to
move your
audience from
information
recipient
to engaged
action-taker.

12. What it Takes
EMOTION
Data and numbers
must support the story
— not BE the story

13. EMOTION CLARITY
Tell them
specifically
what to do with
no distractions
What it Takes

14. EMOTION CLARITY REPETITION
What it Takes

15. What Channels?
Print/Mail Email Web
Social Phone

16. TARGET
YOUR
AUDIENCE

17. The problem isn’t that you’re not
segmenting.The problem is that
BECAUSE you’re not segmenting
you genericize your message.

22. Clean Up Your List
SOURCES:
https://www.mobilecause.com/direct-mail-fundraising-infographic/
http://www.convinceandconvert.com/convince-convert/15-email-statistics-that-are-shaping-the-future/

24. 20%
• Cut the list
• Segmented givers
• Outcome story
• Integrated design
• Multi-channel
repetition
• Clear ask

25. Planning
Direct Mail
Email
Website
Social
Media
Make a Plan

29. Keys to Success: Tactics
• Team, Time and Budget
• Where can you have the most impact on
your primary audience?
• What can you do well with the resources
you have?

30. Keys to Success: Tech
• Do you have what you need to deliver
your plan?
• Is your site mobile?
• Can you capture emails?
• Do you have the logins you need?

31. Keys to Success: Planning
• Work backwards from when you want
pieces “in hand”
• Consider who needs to review and how
accessible they are
• Think about what needs to be done before
the next thing can happen

32. Beth S. Brodovsky
President
Iris Creative Group, Inc
267.468.7949
beth@iriscreative.com
Questions?