demand generation for nonprofits
TRANSCRIPT
unDemand Generation for Non-Profits
Traditional Demand Generation is driven by marketing and sales.
unFunnel-ed Demand Generation is more agile, and is
driven by 1 donor.
Start with One
• Female, age 65 – post graduate, married w/ 2 grown children
• Annual HH Income = $125,000
“The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but
also online shopping. I’m really not interested in running my social life online and I am worried about data privacy and security. I
am older and have been using the internet for a long time.”
INTERNET USAGE & COMMUNICATION:
• Over 50% smartphone owners; < 20% tablet
• Communication Preferences: Email, website, social media (Facebook)
• Purchase Behavior: Travel, flights, computer hardware, software, books
EFFECTIVE TACTICS:
Email blasts/newsletters/response, Facebook, organic SEO, Pinterest, website features
Most likely to convert: 9:00 to 9:30am
Donor Persona – “Privacy Paula”
1. The facts
2. The Why
3. The How
4. The Difference
5. The Updates
What she’s looking for…
• College-educated Female, age 45 - Married with 2 older children, 1 in Household
• Suburban, Annual HH Income: Over $100k
“I use the internet to gain knowledge, information and to educate myself about the world. I’m not a big user of social networks but
I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the latest thing.”
INTERNET USAGE & COMMUNICATION: • Over 50% smartphone owners; < 20% tablet
• Communication Preferences: Email, website, social media, SMS/mobile, online communities
• Purchase Behavior: Travel, gifts, software, books, telecommunications, banking, insurance
EFFECTIVE TACTICS: • Email newsletters/response, SEO/SEM, social media, website features, blogging, web video
• Social Tactics: Facebook, Pinterest, YouTube, Google+, Twitter
Audience Persona – “Social Sally”
1. The updates
2. News and Education
3. Local Events
4. Other Shareable Content
• Social Media
• Online Video
• Visual Content (infographics, memes, etc.)
• Emails
• Blog Posts on Research / Org / Health / Events / etc.
• Microblogging
…shares via email, social, and blog Donor Persona!
What Paula looks for online…
Party Host – High Involvement
• College-educated Female, age 37 to 54
• Married, Children nearly grown or out of the HH
• Full-time and/or work-at-home (Franchising), $80-$100k annual income
• HR, Banking & Finance, Compliance, Healthcare, Business Admin
• Possible side income via Affiliate Networks, community leadership, etc.
Interests:
• Conservative Politics, Christianity, Event Planning, Travel, Contests | Sweeps, local groups, apps
Tactics to Drive Response:
• SEO/SEM, Facebook, YouTube, Email, PR, Squidoo, Online Shopping, Games, Exclusive Events
Fundraising Persona – “P-2-Pamela”
Here’s where we send… ALL of Them?
The website
home page
(AKA The Black Hole)
STOP!
Capture Information
1. Custom web pages for each persona
2. Targeted landing pages for each
3. Optimize for Search
4. Simplicity in Accessibility
5. Make Content Easy to Find, and…
6. Easier to Share (social + email)
The Persona-Driven Website Experience
When in doubt, let the user score themselves.
User Qualifying Landing Pages
1. Social Media
- Email Sign-Up Form on Pages
- Social-specific email?
2. Paid Search Email Capture
3. Display Email Capture
4. SEO – non brand keywords
5. Blog / News / Content Hub
Even more Ways to Generate Leads Coming…
Donor Lifecycle
Interest
• Donation vs. Event vs. P2P vs. eCommerce…
Actions
• Page views, product visits, lead score…
Recency
Frequency
Sign-Up Page Exits
Geography – use social media + web analytics
• Promote local monthly events, history, etc.
Gather Data and Benchmark Across Segments
Convert Leads to Donors
Lead Gen + Nurture Content Opportunities
• Thank you / Welcome
• Fundraising Tips
• Hospital & Research FAQs
• Social Media Toolkit
• Blog Post Series
• Calls-to-Action
• Existing Content
• Annual Reports & Tax Documentation
• Infographics
• Video Series
• Google Hangout / Reddit AMA
• Collateral / Whitepapers/eBooks
Early
Whitepapers, newsletters, webinar, social media
“kits”
Middle
Special invitations, hospital reports, datasheets,
hospital visit / tour
Later
Allocation of funds, comparisons, testimonials,
hospital visit / tour
Matching Content to the Donor Lifecycle
Focus on 1 Donor First
Online Conversion Analysis
Current Efforts Lead Nurturing Goals
Generating more activity, but same results
Leads into a “black hole” – No closed loop
Lead-to-donor conversion rate is lengthier and increasingly stagnant
Unable to consistently measure ROI or attribution
Sales team not pursuing many leads
Lack of awareness / consensus – what is a “lead” anyway?
Should we ask for purchase – always?
Closing loop on every “sales-ready” lead
Majority early stage leads actively nurtured - Growth of 60%
Improved lead-to-donor conversion rate – Growth of 12%
200% more conversion opportunities
Better measure of attribution and ROI
Results without significant budget increase
Increase known digital touch points and messaging of both customers and prospects
Targeted Messaging & Response Rates
Goals
• Content + Segments
• KPIs
Audience
• Personas
• Qualified Leads
Timeline
• Prospecting Frequency
• Timing
Goals
• Conversions
Loyalty
• Donor Converts Friends/Family
• Support DYI & P2P tools
Lead Nurturing – Strategy Development
The Process of Lead Management
4) Lead Qualification
5) Conversion
3) Form Submit
Onboarding
2) Landing Page
1) Search
You’ve been un-Funnel-ed. If you believe, share.