https://bloomerang.co/resources/webinars/ Assuring fundraising and marketing are strategically aligned, not siloed, has become an essential role of nonprofit leadership in the 21st century. Claire Axelrad, J.D., CFRE will look at hard questions to be asked and answered to be sustainable in a post-digital economy.

1. Marketing and Fundraising:
Together at Last!
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Our guest presenter »
Claire Axelrad, J.D., CFRE
@CharityClarity
• 30+ years experience
• AFP Outstanding Fundraising
Professional of the Year
• CFRE instructor
• 4GOOD webinar presenter
• Regular contributor to Maximize
Social Business and NonProfit PRO
• Creator of Clairification School

5. Marketing and Fundraising
– Together at Last
How to Integrate These
Core Functions to Get the
Actions You Desire
Claire Axelrad, J.D., CFRE
www.clairification.com

6. Who am I?
• 30+ years in-the-trenches development staff leader
• 6+ years nonprofit fundraising/marketing consultant
• AFP Fundraiser of the Year
• Best Nonprofit Blog – Fundraising Success Magazine
• Speaker: ADRP; ALDE; American Bar Association;
Association of Fundraising Professionals; DER,
Foundation Center; Fundraising Summit; Leadership
Summit; NAYDO; U. S. Olympics Committee
• Regular Contributor: Bloomerang, Guidestar; Maximize
Social Business; Network for Good, Nonprofit Pro
Claire Axelrad, J.D., CFRE
Follow me:
www.clairification.com
Claire@clairification.com
Twitter @charityclairity
2

7. #clairificationschool
@charityclairity
3
Preparing tomorrow’s
professional musicians
Offering hundreds of
free concerts

8. 21st Century Leadership Fundamentals:
How to Be Sustainable in a Post-Digital Economy
1. Embrace how marketing and fundraising are vastly
different in 2018 than 2007 or 1997
2. Adapt to changing consumer behaviors
3. Align development and marketing to serve bottom line
organizational objectives
4. Prioritize the customer/donor experience to build
loyalty
5. Invest to raise both awareness and money
“Disruptive technology has
fundamentally changed how
people communicate and
transact business.”
-- Brian Solis
#clairificationschool @charityclairity 3
4
5
3
2
1

9. This is your time. This is our time.
But, these times are different and what comes next is difficult to
grasp. How people communicate. How people learn and share.
How people make decisions.
Everything is different now.
The people who will keep you in business or running tomorrow
are the very people you’re not reaching today.
- Brian Solis, The End of Business as Usual
#clairificationschool @charityclairity 5

10. How Marketing and Fundraising are Vastly
Different in 2018 than 2007 or 1997
#clairificationschool @charityclairity 6
1997 best-selling
phone
2004
1

11. Time to Adapt to Changing Behaviors
“In time, 2007 may be seen
as one of the greatest
technological inflection
points in history. And we
completely missed it. Why?
2008.”
–Thomas Friedman
#clairificationschool @charityclairity 7
Foundational concepts
• “Gen C”: All generations connect online
• People find you more than you find them
• Learn about new tools that enable tactical
consumer engagement
• Share responsibility for marketing and
fundraising
2

12. Key Ways Marketing and Development Align
Traditional Marketing/Development Pipeline or Sales/Fundraising Funnel
#clairificationschool @charityclairity 8
Awareness Interest
Intent
Consideration
Evaluation
Investment Loyalty
Desire
Involvement
Sale
Gift
Marketing… to Sales
Development… to Fundraising
3
Repeat Sale
Stewardship

13. #clairificationschool @charityclairity 9
Desire to Get
Involved
Engagement
Relevant News
Useful Content
Interactive Content Experience
Calls to Action
Donate
Volunteer
No knowledge you exist
Knows you exist;
doesn’t care about you
Interested in hearing more
Compares with competitors
Takes first action
Makes an investment
Comes to a decision
SEO

14. Content Marketing Vortex
#clairificationschool @charityclairity 10
Expose target to content
Encourage content consumption
Create energy through calls to
action that further engage
Drive digital conversations
Deliver gratitude and impact reporting
Make a values match: close
Engage target to learn more
Refine conversation topicsRefine conversation topics
Respond to conversations
Market research identifies
key pain points and
informs content
Listen
Prioritizing the Customer Experience Through a4

15. Marketing & Fundraising
21st Century Leadership Challenges
Why
1. OUTCOMES: Focus on actions that get you to
your goals
What
2. STRATEGIES: Consider best methodologies to
get there
How
3. INFRASTRUCTURE: Invest in infrastructure
(technology; tools; staff; plan; organizational
chart) needed to effectively dive your plan in the
current zeitgeist
7
5
Good intentions don’t
move mountains.
Bulldozers do.

16. “The best plan is only good intentions
unless it degenerates into work.”
-- Peter Drucker
“One prays for miracles, but works for results.”
-- St. Augustine
7

17. Marketing & Fundraising
Together at Last!
Leaders Seek Outcomes to…
► Assure fundraising is seen as a mission-focused function, not just support
► ​Get clarity on marketing and fundraising goals to facilitate philanthropy
Leaders Develop Strategies to…
► Move from "vanity" or "checklist" marketing to "transformative,
experiential marketing”
► Offer supporters value in exchange for value they provide
► Call for actions that will move the mission forward
Leaders Invest in Infrastructure to…
► Integrate marketing and fundraising so staff head in the same direction
Charming
Marketing Enchanting
Fundraising
#clairificationschool @charityclairity 8

18. ► Assure Fundraising is Seen as a
Mission-Focused Function
Fundraising
Content
Marketing
Online
Communications
#clairificationschool @charityclairity 9

19. Is Fundraising Your Nonprofit’s Dirty Step-Sister?
Get out
from behind.
Don’t
hide in
the
corner.
#clairificationschool @charityclairity 10

20. What Matters in Today’s Connected World
These are concerns for both marketers and fundraisers
• Assure the right people find you
• Assure once they do they’ll give a fig
• Define yourself so you stand out
• Define yourself so you’re relevant
• Define yourself with clarity, so you
don’t confuse folks with inconsistent
messaging
• Invite people to join you in your
unfolding story
#clairificationschool @charityclairity 16
You’ve got to make what you do,
and the way you do it,
matter to people.

21. ► Get Clarity on Marketing and Fundraising
Goals to Facilitate Philanthropy
To make a match
that creates
engagement!
Why are You Creating Awareness Through Marketing?
117#clairificationschool @charityclairity
Effective
marketing
gets folks’
attention
Effective
fundraising
keeps it!
There’s only ONE suitor!

22. ► Move from "Vanity" or "Checklist"
Marketing to "Transformative Marketing”
#clairificationschool @charityclairity 18
Checking Tasks Off a List
Total Transformation
The best
fundraising
and marketing
is about the
customer (aka
donor)
experience

23. Marketing Transaction vs.
Philanthropic Transformation
• “Got 1,000 new Twitter followers.”
• “Got 50 people to share our story.”
• “Showed our video once at our
event… and then it sat in our
archives”
• “Got 1,000 new donations, and sent
donors ‘Your are our hero’ thank
you emails.”
• “50 people with whom the story
was shared become new donors.”
• “Put the video on our website,
shared links to it on multiple social
channels, and included a donate link
at the end that generated new
gifts.”
#clairificationschool @charityclairity 19
We did this marketing thing… This fundraising result happened…

24. If Content Marketing is King, Fundraising is Queen
Ruling Together, they Create a Great Experience for Their Subjects
#clairificationschool
@charityclairity 20
Content
WHAT
Fundraising
WHY
Branding
HOW
Media
WHEN &
WHERE
Markets
WHO
Customer Experience Leads to
ENGAGEMENT
& INVESTMENT
Brand Strategy Experience

25. ► What Value do You Offer
in Exchange for Value Given?
Is your content
a perfect fit?
“We need to turn
advertising on its head.
On the Web, the customer
is now the advertiser.
When they search they
are placing an ad.
Traditional marketing is
about getting attention
while web marketing is
about giving it”.
– Gerry McGovern, online
customer experience expert
• We’re the oldest/biggest
• We won an award
• We got a grant
• We rebranded our website
• We refurnished our offices
• We hired new staff
• We got a new board member
• We think you should be
interested in this
17

26. If You Want Gifts You Must Give Them
#clairificationschool @charityclairity 22Wrong Story!
Breaking, timely news
Short, authentic stories
‘How to’
Recommendations
Compelling images
Games
Live video
Be Your Donor’s
Fairy Godmother

27. How Marketing & Fundraising Work Together
Blend Gift Giving with Calls to Action
#clairificationschool @charityclairity 23
1.Here are ugly veggies 2. Vote for the ugliest 3. Rescue a veggie! 4. Feed Alex
• No gift
• No call to action
• Simply educational
• Gift of a game!
• Call to interact by
voting
• Once vote is in, call to
share results
• Gift of opportunity
to save food that
would otherwise go
to waste
• Call to donate to
make a difference
• Call to donate
and be the hero!

28. ► Call for Actions that will
Move Your Mission Forward
Results worth
imagining!
Vague Actions:
• To raise awareness
• To educate
• To engage
• To empower
• To bring hope
Always ask:
• Why are we doing this?
• What do we want to
happen as a result?
• Is this the best way to
get this accomplished?
24#clairificationschool @charityclairity

29. What will mean
it all worked out
in the end?
Establish Bottom-Line Goals
and Measure Your Results
Did you ever see an
ad you loved, but
can’t remember
what product it was
selling?
• What will grab you the type of
attention you need to survive and
thrive?
• What will get people to care?
• What will get people to share?
• What will enlist new recruits to
your army of supporters?
• What will raise money so you can
continue to fight the good fight?
251#clairificationschool @charityclairity

30. Will Your Content
Move Your Agenda Forward?
1. What do you want the reader/listener/viewer
to feel now?
2. What do you want the reader/listener/viewer
to do next?
3. What do you want the reader/listener/viewer
to do ultimately (e.g., within a defined
timeframe)?
4. How will you get readers to that desired
outcome by following up with additional
content?
5. How will you assess this content achieved its
objective?
“Each cohort of customers has
a particular worldview…
each cohort has a price they’re
willing to pay, a story they’re
willing to hear, a period of
time they’re willing to invest…
too often we pick the product
or service first, deciding that
it’s perfect and then rushing to
market, sure that the audience
will sort itself out.”
-- Seth Godin
#clairificationschool @charityclairity 26

31. ► Integrate Marketing & Fundraising
so staff head in the same direction
Figure out how
to make it work –
as a teamBring the whole
team to the
work table!
#clairificationschool @charityclairity 23
Siloed structures
are ineffective

32. Break Down the Barriers
#clairificationschool @charityclairity 28
Meet folks where they are
Offer folks what they want
Empower folks to actively engage
You don’t care
about the donor
experience!
You don’t care
about putting
butts in seats!
We all care about helping people find
what they need, and engaging them
in support of our mission!

33. Nonprofit Communications Trends
• 39% of nonprofits have an integrated team
Jointly decide on communications workload
• 37% of nonprofits, have separate marketing and
fundraising teams
• Staff on integrated teams are four times as likely to say
they feel directly responsible for fundraising goals
• Staff of integrated teams are twice as likely to feel
responsible for community building and engagement goals
• Job satisfaction is significantly higher among staff on
integrated teams
Shared Goals:
• Meet folks where they are
• Offer folks what they want
• Empower folks to actively engage
#clairificationschool @charityclairity 292016 Nonprofit Communications Trends Report
Development Marketing

34. Staff on Integrated Marketing/Fundraising
Teams are More Satisfied
30
Siloes = Less Satisfaction
Integration = More Satisfaction

35. Commit to Investing in Professional Staff
to Move the Mission Forward
Programmatically and Financially
“If you build it they will come”
is simply NOT true.
#clairificationschool @charityclairity 31
If you
(1) build what they want, and
(2) tell them about it in a manner
and place that makes them sit
up and pay attention,
then – and only then – will they
come.

36. Build a (Resource) “Development” –
– aka Fundraising & Marketing – Team
Hire folks to research marketplace:
WHO – target market for what you built
WHY – reason they want it
WHERE – communications mediums they use
WHEN – most likely times to reach them
#clairificationschool @charityclairity 32
Hire folks who know:
HOW to craft donor-centered copy/graphics
WHAT types of actions engage them
ENGAGEMENT strategies that create experiences
ASK strategies that facilitate getting to “Yes”
Interview and Train for These Skills
1

37. Invest in Infrastructure and Technology
to be Competitive in the Post-Digital Age
21st Century Leaders Need Tools to Succeed:
• Fundraising database
• CRM relationship management database
• User-friendly content management system
• Email service provider
• P2P fundraising platform
• Monthly giving platform
• Mobile responsive website
• Video capability
• Social media
#clairificationschool @charityclairity 33
Today it seems like the
options for reaching donors
are virtually unlimited.
It’s a far cry from the days when
we’d mail out a pamphlet and
pledge card, cross our fingers,
and hope for the best.
--Tina Jepson, CauseVox
2

38. More Action Steps
to Bring Marketing & Fundraising into Harmony
#clairificationschool @charityclairity 34
Meet regularly
as a ‘philanthropy
team’ to strategize
content and messaging.
Prioritize building
relationships
in all marketing and
fundraising strategies.
Help, don’t sell.
Invest in a service-
oriented culture
of philanthropy to
underlie every
interaction with
constituents.
Always talk about
‘fundraising’
in light of outcomes
it will accomplish.
Ask for desired actions
to move potential
supporters in ways
that help you achieve
bottom line goals.
3 4 5
6 7

39. #clairificationschool @charityclairity 35
There’s a shift I’m seeing in the field
of fundraising. It’s sort of like the
dawn of a new age. If you don’t
want your nonprofit to be left
behind, you need to embrace this
shift.
Amy Eisenstein, ACFRE
Evolve from trying to maximize
performance of a series of individual
campaigns or special events to a
strategy that considers the
constituent’s performance across a
wide array of campaigns and
interactions, and how each
communication and engagement
influences the behavior of a
constituent over time.
Greg Fox, V.P., Merkle
Marketing is the empathetic act
of telling a story that works,
that’s true for the person
hearing it, that stands up to
scrutiny. But marketing is not
about merely sharing what you,
the marketer, believe. It’s about
what we, the listener, believe.”
Seth Godin, Author,
Entrepreneur

40. Key Ways Development and Marketing Align
to Serve Organizational Objectives
‘Marketplace’ = ‘Philanthropy Universe’
The Benevolent Kingdom
‘Marketing’ = ‘Development’
The Fairy Godmother Makes Magic Happen
‘Sales’ = ‘Fundraising’
The ‘Happily Ever After’ Match is Made!
P
Values Universe
Uncover Shared
Values
Make a
Values
Match
$$
Uncover
‘Leads’ or
‘Prospects’
Align Strategies
to Fill the
Funnel
Close
#clairificationschool @charityclairity 36

41. Q U E S T I O N S ? ? ?
Claire Axelrad, J.D., CFRE
37
www.clairification.com Claire@clairification.comTwitter @charityclairity
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42. - Brian Solis, The End of Business as Usual
#clairificationschool @charityclairity 38
Even though it is the end of business as usual,
it is the beginning of a new age of opportunity.
The consumer revolution is already underway,
and the question is:
How do you better understand the role you play
in this production as a connected or social consumer
as well as business professional?

43. https://bloomerang.co/resources
•Nonprofit Wrap-Up
•Bloomerang TV
•Bloomies
•eBooks
•Daily blog post
•Weekly webinars
•Templates
•Guides

44. Upcoming free webinars »
6/7, 1pm eastern
Be CALM not BUSY: How to Manage
Your Nonprofit’s Communications for Great Results
Kivi Leroux Miller
https://bloomerang.co/resources/webinars