use content to advance donor relationships · marketing •identify the ... •avoid shiny object...

Use Content to Advance

Donor Relationships

Curt Swindoll, EVP, Strategy

Ben Stroup, SVP, Fundraising Communications

Wednesday, April 22, 2015

Welcome!

Tweeting

?

@pursuant

#pursuantwebinar

Your Speakers

Curt Swindoll

Executive Vice President,

Principal

@CurtSwindoll

Curt.Swindoll@pursuant.com

Ben Stroup

SVP Fundraising

Communications

@Ben_Stroup

Ben.Stroup@pursuant.com

Goals and Objectives

• Provide a working knowledge of content

marketing

• Identify the elements of an effective

content marketing system

• Uncover practical tips on content

marketing and fundraising

A Working Knowledge of

Content Marketing

We Find Things Differently

1.17 Billion

Number of Unique Google Searches…

Every Month

Content is Everywhere

Every Minute…

• Instagram users share 3,600 new photos

• Email users send 204,166,667 new messages

• YouTube users upload 48 hours of new video

• Consumers spend $272,070 on web shopping

• 571 new websites are created

• Apple receives 47,000 app downloads

Donor Habits Are Changing

13 Percent

Growth of

Internet Fundraising

in 2014

Core Elements of an Effective

Content Marketing System

The Content Matrix

“Who”

• The Jury Box

• Native Consumptions habits

• Anchor your efforts here

The Content Matrix

“What”

• Limit the number of messages

• View as bridges rather than arrows

• Keep it simple, emotional, and human

The Content Matrix

“How”

• Build your channels around native

consumption habits

• Find a system that is unique,

repeatable, and measurable

• Avoid shiny object syndrome

How to Become a Content Superhero

It all begins

with only

200 words

a day!

How to Become a Content Superhero

• Begin with a problem, question, or obstacle of the

person you want to reach.

• Develop a detailed outline.

• Write 200 words a day and publish as a blog post.

• Deliver your blog posts weekly via an automated, RSS-

driven email campaign.

How to Become a Content Superhero

• Do this 20 days every month. (That’s

4,000 words a month!) Note: When you

come to a five week month, give yourself

the fifth week off.

• Every two months, gather your content

into short, lead generation eBooks to help

you drive traffic to your site and build your

email subscription base.

How to Become a Content Superhero

• Every 10 months, take your 40,000 or more

words and turn it into a 175–200 page trade-

sized book to use for speaking engagements,

direct mail, video scripts, etc.

• Do this every year, and you'll outpace

everyone else, every time!

The Net Result (in One Year!)

240 Blog

Posts• 200 words

• Awareness/b

rand

6 eBooks• 6000-8000

words

• Name

acquisition

2 Leadership

Books• 20,000

words

• Print / digital

1 Trade Book• 40,000

words

• Premiums

Own it!

Practical Tips on How to Use

Content to Advance Donor

Relationships

Where do I start?

Build a System

Make an Impression

Turn Impressions Into Names

Turn Names Into Subscribers

Outline & Automate Communications

More than one-third

of nonprofits did not

send a single email to

new email subscribers

within the first 30

days of signing up.

Turn Subscribers Into Philanthropic Partners

Use Actionable Data to Refine Approach

What does it all look like?

Questions?

Curt Swindoll

curt.swindoll@pursuant.com

@curtswindoll

Ben Stroup

ben.stroup@pursuant.com

@ben_stroup

Thank You for Joining Us!

Curt Swindoll

Executive Vice President, Principal

@CurtSwindoll

Curt.Swindoll@pursuant.com

Ben Stroup

SVP Fundraising Communications

@Ben_Stroup

Ben.Stroup@pursuant.com

Let us know how we can help!

Michael King

VP Client SolutionsMichael.King@pursuant.com

214-866-7764