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1 AFP Webinar Monday, March 7 1:00 p.m. eastern On Beyond Social Inbound Marketing for Fundraisers With Shaun G. Lynch, CFRE President, Adventum Philanthropic Marketing

2 Before we begin 6 tools for Integrated Philanthropic Communications

3 Integrated Philanthropic Communications 6 Tools; 1 objective: Relationship Building Advertising & Publicity Personal Contact Direct Communication Public Relations Promotional Incentives Inbound Marketing

4 Integrated Philanthropic Communications 1. Advertising & Publicity Any form of paid presentation or promotion to a general audience Newsletters Advertising in the media Printed brochures and leaflets

5 Integrated Philanthropic Communications 2. Personal Contact Personal and interactive real-time presentations by organization representatives to constituents Individual meetings Group meetings Celebrations Benefit events

6 Integrated Philanthropic Communications 3. Direct Communication The distribution of personalized messages to targeted individuals Direct mail Telemarketing

7 Integrated Philanthropic Communications 4. Public Relations Promoting the image of the organization through events and media relations Press Releases Press Conferences Public Events

8 Integrated Philanthropic Communications 5. Promotional Incentives Actions or activities to encourage attendance, donations or other desired results Public acknowledgments Gifts Privileged access to services

9 Integrated Philanthropic Communications 6. Inbound Marketing

10 THE ISSUE Why do we need to adopt a new set of tools?

11 The Issue Our organizations are in need of funding

12 The Issue But our current donors say they already give as much as they can!

13 Meanwhile The Issue the majority of potential donors in our communities are not yet giving to us!

14 The Issue But these people on the outside are not close enough to us to be ready to donate

15 This means The Issue before asking for money, we need to establish relationships with them!

16 The Issue Which brings us to...

17 INBOUND MARKETING

18 Relationship building in three steps Generate traffic Cultivate Interest Build Relationships To bring potential donors to us

19 INTRODUCTION TO INBOUND MARKETING

20 The Inbound Marketing Customer Journey

21 Generate Traffic Be found by people in your community

22 Essential for successful inbound marketing It allows you to publish content interact with readers who can then leave comments Set up a Blog

23 which can subsequently be shared by your readers in their own networks Set up a Blog

24 The blog serves as your source for original content to share on social media Set up a Blog

25 Facebook, LinkedIn, Twitter, Google+, Pinterest, YouTube or SlideShare allow you to promote your site and your content while building a community of interest around your cause and your organization Set up a Blog

26 Set up a Blog The content is the key to your success According to one estimate, no more than 16% of the content you publish needs to be original The rest can be shared from other sources

27 Cultivate Interest Indispensable pillars for good conversion

28 Landing Pages The objective of your blog and your social media presence is to send viewers to a landing page on your website

29 Landing pages have all the information necessary to prompt the viewer to take action Landing Pages

30 Landing Pages The key element of a landing page is the subscription form The potential donor gives permission to be contacted directly at his or her address

31 Encouraging visitors to self-identify and to give their approval to contact them directly is the principal objective of the whole inbound marketing process! Landing Pages

32 Incentives to Action Encourage viewers to subscribe to your blog by offering quality premium content (registration to a newsletter, wallpaper images, printable calendars and bookmarks...) in return

33 Incentives to Action One of my own offers is a onepager with brief descriptions of the 6 tools of Integrated Philanthropic Communications

34 Publisher Loyola Press offers, for free, every week, a new computer screen wallpaper with a beautiful photo, a monthly calendar and a biblical quote

35 Build Relationships Make constituents feel that your success is also theirs

36 Lead Nurturing Cultivating the Contact Once prospects self-identify, they must be accompanied in the discovery of what your organization has to offer

37 Lead Nurturing Cultivating the Contact As in all fundraising, your objective is to show the prospects what your organization has to offer them

38 Lead Nurturing Cultivating the Contact By providing interesting, compelling and informative content on an ongoing basis, you help the prospects learn more about your cause and your organization

39 This will build their confidence throughout the relationship building process Lead Nurturing Cultivating the Contact

40 Keep Building Your List In addition to setting up an online subscription form to your newsletters on your website, use all opportunities available to ask people to sign up to receive your content

41 Keep Building Your List In addition to setting up an online subscription form to your newsletters on your website, use all opportunities available to ask people to sign up to receive your content

42 Keep Building Your List Anytime people come to your location (or you go to theirs), invite them to sign up to receive your organization s blog

43 Keep Building Your List Eventually, you can create several types of newsletters you send to various contact lists

44 Raising Money So how do we turn all this activity into donations?

45 Raising Money Inbound marketing is primarily designed for prospect identification and cultivation

46 Raising Money Solicitation is best carried out using other Integrated Philanthropic Communications tools: Personal contact

47 Raising Money Solicitation is best carried out using other Integrated Philanthropic Communications tools: Personal contact Direct communication

48 Raising Money You might, however, be able to draw small initial donations with online events or mobile giving campaigns

49 Raising Money You might, however, be able to draw small initial donations with online events or mobile giving campaigns but it is essential to keep the donation process as simple as possible!

50 Useful Resources Where to get inbound marketing information & services

51 Useful Resources WordPress.com Inexpensive (free at the basic level) blog website creator

52 Useful Resources Mailchimp.com Inexpensive list management service (free for 2,000 records or less!)

53 Useful Resources Pixabay.com Huge collection of photos, vectors and art illustrations released free of copyrights for noncommercial use

54 Useful Resources Canva.com Web-based graphic design tool for easily creating visual content for a wide variety of uses

55 Useful Resources Hubspot.com Powerful (but expensive) web-based constituent relationship management (CRM) site that offers excellent free blogs and other content for inbound marketing

56 Useful Resources Socialmediaexaminer.com Billing itself as The world s largest social media marketing resource, Social Media Examiner produces articles, podcasts and conferences with a wealth of helpful information

57 On Beyond Social Inbound Marketing for Fundraisers Shaun G. Lynch, CFRE President, Adventum Philanthropic Marketing