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.

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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.

flip the funnel, but flip it feasibly

Studio 501c

Thanks to Michael Gilbert's Nonprofit Online News , I learned about the latest publication of prolific marketing writer Seth Godin : his nonprofit edition of Flipping the Funnel (free PDF download) shows how nonprofits can gain new supporters by asking current supporters to use free Web tools such as blogs , Flickr , del.icio.us , and his own Squidoo. (As

flip the funnel, but flip it feasibly

Studio 501c

Thanks to Michael Gilbert's Nonprofit Online News , I learned about the latest publication of prolific marketing writer Seth Godin : his nonprofit edition of Flipping the Funnel (free PDF download) shows how nonprofits can gain new supporters by asking current supporters to use free Web tools such as blogs , Flickr , del.icio.us , and his own Squidoo. (As

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.

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.

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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.

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Why MarketSmart’s logo is a lightbulb.

iMarketSmart

Top of the funnel: AWARENESS. Middle of the funnel: INTEREST. Bottom of the funnel: DESIRE. After more than 2 years, it finally dawned on her. A wonderful fundraiser had been buying from us (MarketSmart) when finally, one day she exclaimed, “Hold on… you guys are doing with me exactly what you’ve been telling me to do with my donors!” ” Guilty as charged. Have you ever sat back and thought about the marketing we develop here at MarketSmart?

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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?

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Newsletter: This Shark Nonprofit’s Partners are Off the Hook ; How You Can Legally Hijack the 2020 Olympics ; The Best Creative Talent is Kept Under Lock & Key

Selfish Giving

For top of the funnel awareness focus on email, search (being found on Google ), your website and social media ( try Twitter ). To drive conversions later in the funnel focus on email, website (e.g. Build an audience. Engage with that audience. Monetize that audience.

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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.

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.

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Day in the Life of a Nonprofit Communicator – Pam Georgiana

Kivi's Nonprofit Communications Blog

This dashboard includes census data, pipeline data, lead sources, marketing efforts and key marketing funnel ratios. Pam Georgiana Welcome to the latest installment in our series on the “Day in the Life” of nonprofit communicators!

Why hardly anyone reads your planned giving newsletter (and what you can do about it).

iMarketSmart

This group will be very small compared with the number of people in the ‘why’ stage (see the graphic above and note that the funnel gets more narrow because less people will be nearly ready to take action at any given time). Confusing?

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.

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Newsletter: Cause Marketing vs Corporate Giving ??; Are Dollars Stores the Next Tobacco Companies? ; Newsjacking the New Aquaman Movie

Selfish Giving

Most content for corporate partnerships is created for the top of the funnel (awareness stage), but what about the bottom of the funnel? Research shows that case studies are the most effective content for helping convert and accelerate leads later in the funnel.

The 8 Components of Engagement Fundraising

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.

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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.

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Newsletter: Why Companies Can't Aid Migrants at the Border ; ALDI Asks Shoppers to ‘Pay Your Quarter Forward’; Tito’s Vodka Gives Employees ‘Joy Budget’ to Support Causes

Selfish Giving

This beer company is hiding a pop-up shop in a national forest somewhere in the US on July 20th, and it’s funneling people to social media to find clues as to its whereabouts.

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.

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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.

Struggling To Make A Better World

The Agitator

So forgive me for being a bit bemused at a headline and article I read in today’s online Chronicle of Philanthropy … Using For-Profits to Funnel Big Sums to Charities Raises Transparency Concerns The article of course relates to the announcement by Facebook founder Mark Zuckerberg and his wife Priscilla Chan to. When I last looked, the nonprofit sector seemed to be struggling mightily, but not terribly successfully, to make a better world.

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.

3 simple steps to break your transactional, spray-and-pray fundraising addiction

iMarketSmart

The first step is getting people into your ‘funnel’ (so to speak). The purpose of low-dollar, transactional fundraising is really to get people into your ‘funnel’ so you can build trust and learn how you should add value to each potential major donor’s life.

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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.

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Our EveryAction Hero: Feeding Wisconsin

EveryAction

As part of getting folks enrolled in our hunger fighter program we have a welcome series that introduces them to us and our work, and funnels them into a number of different actions they can take. Our EveryAction Hero this month is Feeding Wisconsin. With over 750 affiliate agencies across the state of Wisconsin, Feeding Wisconsin is dedicated to eradicating hunger and improving their community.

Is donor retention really where you should focus your time and money?

iMarketSmart

In other words, there’s been a narrowing of the funnel. The market/sector has been ‘flooded’ with people talking about donor retention for many years now. Many of them make money selling software and services that supposedly help fundraisers improve their donor retention. Yet after all their talk, the statistics say that donor retention just keeps going down. The number of donors giving to charity keeps declining while total charitable dollars keep increasing.

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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!

Are fundraising tricks and gimmicks worth doing?

iMarketSmart

Smart fundraisers know that the point of acquisition fundraising is to get people into the funnel so they can take a donor journey that leads to a major gift (including a legacy gift). An old book filled with timeless lessons.

Too much major and legacy gift fundraising is focused on HOW when it should be focused on WHY.

iMarketSmart

That’s why the funnel narrows in the image below. What the heck am I talking about?

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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.

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.

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.

Automated Cultivation vs. “Moves Management”

iMarketSmart

Leveraging technology enables you to widen the funnel to create a feedback loop and engage with more major and legacy gift prospects than you ever could on your own. I’ve never really felt comfortable with the phrase “moves management.”.

11 reasons why donors and organizations love charitable gift annuities

iMarketSmart

Why donors like CGAs.

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.

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.

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.

How to Use Facebook to Promote Planned Giving

iMarketSmart

She understands the marketing funnel – You have to build awareness for planned gifts, generate leads, cultivate leads, close gifts and steward them!

What Would You Say? Thoughts on Global Citizenship

SocialButterfly

We are becoming more connected and more aware of the problems we face and the commonalities we share–how we funnel this awareness into action could make the difference. What would you say to world leaders if given the chance?

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Newsletter: 3 Legs of Cause Marketing Success; City Year Talks Corporate Partnerships; Meet Jane Walker

Selfish Giving

While content marketing will fill the top of the funnel with potential prospects and guide some prospects through the consideration stage, you still need sales people.

The Sponsor/Cause Match in Pink Ribbon Cause Marketing

Cause Related Marketing

The Foundation funnels the money to breast cancer research as advised and matched by the Concern Foundation. Research and experience show that the match between the cause and the sponsor is an important determining factor in the success of the cause marketing campaign.

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).