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TRANSCRIPT
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
Ben Stroup
SVP Fundraising
Communications
@Ben_Stroup
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
@curtswindoll
Ben Stroup
@ben_stroup
Thank You for Joining Us!
Curt Swindoll
Executive Vice President, Principal
@CurtSwindoll
Ben Stroup
SVP Fundraising Communications
@Ben_Stroup
