Effectively integrating the work of your marketing and fundraising departments to meet common goals will radically improve your fundraising, friendraising, and community benefit efforts. In this workshop you will discover the causes of misalignment and friction between marketing and fundraising efforts then develop the steps you can take right now to build a high functioning team that propels your organization to meet your goals. We explore myths, mysteries, and ah-hah moments that can get your organization on target ASAP. This interactive session will help you to understand roles and responsibilities related to your organization’s goals and objectives, and how to get your team to enthusiastically work together to make it happen.

1. One Team
Aligning Marketing & Fundraising
By: Heidi Hancock & David Svet

2. Choosing Sides
Team Marketing!!
Team Development!!
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3. Of course, this would never
happen at your organization
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4. You have one thing to do
The Goal of Marketing & Development:
Generate revenue for mission
fulfillment.
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5. Conflicting Priorities
The main cause of discord between
Marketing & Fundraising
Remember the 80/20 rule?
Surprise, it’s now 95/5!
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6. 95/5
Marketing for the 95%: High Quality
High Quantity
High Production Value
Fundraising for the 5%: High Quality
Low Quantity
High Production Value
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7. For Profit Marketing
The customer journey:
Know, Like, Trust, Try,
Buy, Fulfill, Tell
Also the donor journey:
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8. In Nonprofit Marketing
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9. Donor Stages
Point of Entry, Cultivation,
Solicitation, Acknowledgement,
Stewardship
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10. Donor Life Cycle
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11. Integrated Model
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12. Point of Entry
Know & Like You
What are your points of entry?
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13. Point of Entry
Know & Like You
Answer: Who you are?
What do you do?
Who do you help?
Objective: Raise awareness and
generate traffic
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18. Cultivation Activities
Trust
What are your cultivation activities?
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19. Cultivation Activities
Trust
Answer: Are you any good?
Do you have proof?
Is your proof quantifiable?
Objective: Educate
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21. Cultivation Activities
Try
Answer: Can they take action?
Objective: Generate leads
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24. Solicit
Give
How do you ask?
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25. Solicit
Give
Answer: I like this, how can I do more?
Objective: Successful ask
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27. Acknowledgement
Fulfill
How do you acknowledge your supporters
response to your solicitation?
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28. Acknowledgement
Fulfill
Answer: Did you get my gift?
Did it go where it was supposed to?
Are you glad you got my gift?
Objective: To thank and celebrate
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30. Stewardship
Tell
What are some stewardship activities in your
organization?
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31. Stewardship
Tell
Answer: Is our donor experience
remarkable?
Are donors part of your organization?
Are your donors knowledgeable?
Objective: To endear and inform
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33. Integrated Model
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34. Round up
Put it on a calendar
Get fundraising and marketing on the
same calendar
Review often
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35. Join the Masters Circle
It’s Free and Awesome!
The Masters Circle is a
free live monthly action
learning session online.
Where you set the topics
and engage with some of
the most innovative
fundraisers on the planet.
REGISTER NOW
mnpd.me/16I3YEJ
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36. Thank you
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