Why you should stop looking for fundraising silver bullets and unicorns.

iMarketSmart

Usually, these technologies and tactics focus on the top of the funnel, generating awareness or (at best) interest. Yet the most effective and lowest-cost technologies and tactics are the ones that get employed at the bottom of the funnel instead.

How the Content Marketing Sales Funnel Works for Corporate Partnerships

Selfish Giving

Source: Ad Astra UK The above graph and the below video from Rand Fishkin of Moz are must see and watch as they clearly explain the content marketing sales funnel, how it works and why it only works when you have content at all three phases: Know, Like, Trust.

Trending Sources

The fundraising pyramid is dead.

iMarketSmart

Instead, they think in terms of funnels. I recommend using the fundraising marketing funnel found below instead. Now it’s a more like a traditional marketing funnel. Many people don’t realize that fundraising is really just a subset of marketing.

Are you ready for the 24/7 donor?

iMarketSmart

Their website goes on to say, “The traditional demand funnel is too slow, too static and too generic to be used as the foundation for marketing, sales and service strategies. Or are you stuck using a traditional, slow-moving demand funnel that is static and generic?

Count legacy gift dollars, not promises

iMarketSmart

Focus instead on the funnel. The private sector focuses on funnels to build pipelines of predictable revenue. Here are some metrics I suggest you consider as you build out your funnel: Of course, you can add more to this funnel.

My Space and PayPal Help Nonprofits "Flip the (Marketing) Funnel"

Marketing for Nonprofits

Seth Godin, marketing guru, calls this "Flipping the (Marketing) Funnel." MySpace and PayPal are 1 week into a contest to encourage more people to become fundraisers for their favorite causes. This specifics of the contest are here.

How to 10X Your Cause Marketing with Content Marketing: 3 Strategic Approaches

Selfish Giving

Function in the partnership funnel: Awareness. Function in the partnership funnel: Consideration. Function in partnership funnel: It is the funnel!

Why Your Cause Marketing Program Needs Case Studies

Selfish Giving

Nonprofits need to proactively support this research process with case studies that pull prospects further down the funnel and toward a partnership. Picture via mariecurie.org.uk.

The 8 Core Components of Engagement Fundraising and Why You Desperately Need Them

iMarketSmart

Once you accept the Pareto Principle , understand why people give and begin to employ a feedback loop, you’ll need to draw people into your marketing funnel. You should only want people in your funnel because they want to be there.

The Ultimate Planned Gift Marketing Strategy (4 simple steps)

iMarketSmart

Most successful marketing is accomplished only after understanding “ the marketing funnel ” including (in first-to-last order): Awareness. Most planned giving marketing strategies are not effective. They miss the mark. They waste money.

How to Attract Corporate Partners with Your Nonprofit Website

Selfish Giving

Of course, nonprofits know this, but their websites often lack the content businesses are looking for to move them through the sales funnel from awareness to consideration to partnership. These are important for the consideration stage of the funnel.

The Problem with Having Too Many Planned Giving Leads

iMarketSmart

Widen the funnel… more leads is better. It’s a good problem to have. But I’ve heard people tell me they’d rather have less, more qualified leads (ready to make a legacy giving decision and take action). I disagree because you never know which leads are qualified or not.

12 astounding ways engagement fundraising can help you right now

iMarketSmart

Employ smart marketing tactics to generate highly qualified leads and get them into the marketing funnel. Here are a dozen ways engagement fundraising helps nonprofits all around the world.

Google Giveth and Google Taketh Away

The Agitator

This isn’t a bad practice generally – walking through each step of your donation funnels and making sure that your donation form matches your ad or that there’s something on your home page that relates to what a person just got in the mail. For those who weren’t reading search engine marketing news over the holidays, instead spending “quality time” with “family” and “friends,” there was an earthquake for nonprofits who use Google Grants.

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Nielsen’s “Social Media Report – 2012?

The Agitator

Says Nielsen: “The days when companies could tightly control brand messaging and progress consumers along a linear purchase funnel have long ended. Market research firm Nielsen has just released what should be one of the more authoritative reviews of consumer use of social media – The-Social-Media-Report-2012. Very comprehensive information that you’ll find helpful as you plan the level of effort your organization should be making with media like mobile and social nets.

The Major Donor Formula: How to Find, Cultivate and Ask Major Donors to Give to Your Non-Profit with Joe Garecht

Wild Woman Fundraising

This webinar covers how to find and engage new major donor prospects, how to cultivate and communicate with major donors, how to move them through the fundraising funnel (moves management), how to make major donor asks and how to build lifelong relationships with them after they say yes.

4 ways marketing is entering the relationship era

Nonprofit Marketing Blog

The old funnel has been flipped, and it’s not about what we say but what consumers say about us to each other. My colleague, the avid reader Kate Olsen sent me a fascinating AdAge article by Doug Levy and Bob Garfield on the future of marketing, and I think it’s worth reflection.

Call for posts on the theme of “good, bad and ugly”

Nonprofit Marketing Blog

If you are wondering what a blog carnival is, there are no funnel cakes, sorry. This month, I’m hosting the Nonprofit Blog Carnival! On March 31, I will feature summaries and links to great posts on “the good, the bad and the ugly.&#

3 myths of email fundraising

Fundraising Coach

It''s as though there must be a great pool of donors just waiting to give and putting up a website will funnel all their money to them. More and more of people coming to me for coaching seem to think that fundraising can be done 100% online.

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Government obsession with newspaper coverage

Public Sector Marketing 2.0

A solid digital presence will ensure that upon searching for relevant keywords, people will notice that your various web properties dominate the first few pages of Google, and thus you will easily be able to funnel in the majority of your target audience. I asked a senior government communications employee for their communications objectives the other day. Their response was &# to be on the cover of The Globe & Mail&# (our national Canadian newspaper).

Why selling planned gifts is different (the case for a multi-step cultivation effort)

iMarketSmart

So we need to widen the funnel a lot. Seth Godin is pretty smart. He really understands marketing. In his recent blog post he discusses why we should sometimes avoid “easy leads” and, rather, seek to qualify our leads more vigorously.

CauseTalk Radio Ep53: TisBest Launches Cause Marketing Platform for Trade Shows

Selfish Giving

This new trade show product uses money that normally goes to trade show tchotchkes and funnels it to charitable organizations that fight hunger, work to end homelessness, conduct medical research, and take environmental action.

New free ebook “npEXPERTS: Online Marketing Insights for Nonprofits”

Fundraising Coach

Seth’s Blog: Flipping the Funnel–new ebook. I’m honored to be one 20 experts included in the ebook: npEXPERTS: Online Marketing Insights for Nonprofits.

Which is more important? Fundraising or The Olympics?

Wild Woman Fundraising

They could have their nonprofit fiscal sponsor throw a fundraising event, inviting all friends and family, and ask people there to give to the nonprofit, and have the nonprofit funnel money to them. This seems about right.

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Writing a strategic social media engagement plan

Public Sector Marketing 2.0

Even in my speaking engagements I often talk about simplifying things down to a goals–>objectives–>strategies–>tactics funnel, which is a great starting point, but rarely enough to justify serious financial and human resource investment within a large bureaucratic organization. I often get asked how I structure my actual written strategic social media engagement plans when working with a public sector or non-profit organization.

The good, the bad and the ugly of the nonprofit world

Nonprofit Marketing Blog

No, that doesn’t mean we all get funnel cakes and cotton candy for breakfast. After that post, I bet you have no appetite for funnel cakes anyway Today, I’m hosting the Nonprofit Blog Carnival!

6 things nonprofits can learn from e-commerce checkout pages (and apply to their Donation Pages)

DonorDigital

Because this happens most often on multi-step forms, it’s well worth examining your conversion funnel to eliminate any instances where you ask the donor to enter the same information more than once (e.g.

Your Supporters Are Your Best Spokespeople

Fundraising 123

Seth Godin calls this flipping the funnel. The best advice I have for people who want to use social media to promote their cause is to make it easy for your supporters to be your advocates. Make them celebrities for your cause. Let your supporters hold your megaphone for you and your message will spread farther. Your fans are celebrities among their families and friends, and they can be great spokespeople for you!

Acquisition: What About Testing DRTV?

The Agitator

So are homepage features to funnel TV prospects. Direct Response Television (DRTV) isn’t for everyone, but for many organizations it’s proven to be a powerful and essential tool in acquiring monthly donors. My friend Russ Reid, pioneered this medium in the U.S.

How Mature Is Your Email Marketing Program?

Kivi's Nonprofit Communications Blog

Finally, marketers are still playing around with testing and funnel optimization (the paths you create for people to subscribe and get more engaged with you), with many organizations still in the trial phase.

Update On The Wall

The Agitator

Question (citing Seth Godin): “What if instead of a funnel, we imagine a two-part market? Last week we announced — You Knew This Day Would Come! — that The Agitator would disappear behind a paywall on July 1.

How to Start a Million-Dollar Social Enterpprise

Cause Related Marketing

For the last 10 years or so it seems like every other business leader I talk has an idea for a business that will funnel profits to a charity, while every charity leader I know wishes s/he had a for-profit venture that spun out loads of cash.

Tips From The E-Commerce World

The Agitator

First, it was great to read about the acquisition myth: “Traditionally, most marketers were focused on top-of-the-funnel activities. I was fishing (not phishing) for some e-marketing tips and came across an article titled, Eight Myths E-Commerce Marketers Must Stop Believing In. Overall, the article is more pertinent to commercial marketers, but it did include a couple of points worth passing along.

4 simple suggestions to improve your planned giving marketing.

iMarketSmart

The marketing funnel in fundraising usually involves acquisition and cultivation strategies. Most people think planned giving marketing is complicated. It isn’t. Here are some really simple suggestions for generating planned gifts. 1- Make your planned giving messages omnipresent. Be sure to employ all the free (or low-cost) marketing channels you have available to you. Just to name a few… The back of every employee’s and volunteer’s business cards.

CRM and Customer Retention

Non Profit Marketing 360

Many CRMs focus on sales funnels, but there is a retention funnel as well and you are in control of how wide open you make that funnel. Data matters. That might sound obvious, but from our experience not everyone fully understands how important data can be to your marketing and retention efforts. Much of advertising falls into the “spray and pray” mentality of traditional media.

50 Resources for Getting the Most Out of Google Analytics

Fundraising 123

Advanced Google Analytics: Conversion Goals (Part Two) - This second post shows you how to set up funnels in Google Analytics. Google Analytics is a very useful free tool for tracking site statistics. For most users, however, it never becomes more than just a pretty interface with intersting graphs. The resources below will help anyone, from the beginner to those who have been using Google Analytics for some time, learn how to get the most out of this great tool.

Raise more money online with a great headline

DonorDigital

Because the homepage drives a substantial amount of traffic to the transaction page we tested, continuity in messaging at each step of the conversion funnel no doubt also played a role in the outcome. If you could change just one thing on your website’s donation page and get a 50% lift in the conversion rate, you’d probably do it in a heartbeat.

Lessons from KONY 2012

A. Fine Blog

This is the top of the funnel, the opportunity to reach lots of people in an emotional way and get them engaged. Had you ever heard of Joseph Kony before last week? Neither had I. But I had heard of viral videos, and the Kony 2012 video produced by Invisible Children is viral on steroids.

Don’t Forget About Email

SocialButterfly

Email alerts and reminders can be a step in a chain of desired behaviors, helping to create what I refer to as, your behavior change funnel. How can email be used as a health intervention? Many are enthusiastic about the possibility of social media being used as a behavior change intervention.

Don’t Forget About Email

SocialButterfly

Email alerts and reminders can be a step in a chain of desired behaviors, helping to create what I refer to as, your behavior change funnel. How can email be used as a health intervention? Many are enthusiastic about the possibility of social media being used as a behavior change intervention.