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Jun82015

3 Ways to Integrate Your Nonprofit’s Marketing and Fundraising

: You can’t deliver your message today the way you did 10 years ago

Avoid becoming irrelevant in the digital age. It’s revolutionized fundraising and nonprofit marketing.

There are so many different ways to communicate today that it can be dizzying!

Ground yourself by remembering that though technology has changed, people have not. We have the same drives… needs… yearnings as prehistoric tribes. We long for connection and meaning. We want to find where we “fit.”

Philanthropy provides that “fit opportunity” in spades (or, more aptly, in hearts). You’ve got the goods; you just need to tinker with your delivery system.

Here’s how to embrace the change.

1. Let’s begin with your gift of content marketing.

: What is content marketing and what can it do for you?

“Content marketing” is buzz-worthy because without it, you’ve got nothing. You’re just a box with nothing inside. Kids like to play with boxes; most folks — when they grow up — are looking for something of value inside the box.

That’s your content. What you’re all about. The gift you offer the world and your donors.

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June 8, 2015 1 CommentStrategy & ManagementBy Claire Axelrad

Jun32015

6 Secrets to Rock Multi-Channel Integrated Nonprofit Fundraising Campaigns

This post includes 6 expert tips and best practices for any business, including a non-profit, wanting to run an integrated marketing campaign that generates more potential donors and raises more dollars.

Wait! What is an integrated marketing campaign?

An integrated marketing campaign is a marketing effort that uses a consistent message across traditional and non-traditional marketing channels. Ultimately all the messages should reinforce each other. Integrated marketing campaigns enable brands (yes, your nonprofit is a brand) to reach new audiences and gain mass exposure for their marketing promotions. Plus, in the information overload world in which we live, folks need to see your message multiple times before their brain will process it (Did you know that, on average, only 16% of Facebook fans will see what you share)?

There used to be a marketing ‘Rule of 7’ stating that a prospect needs to hear the advertiser’s message at least 7 times before they’ll take action to buy that product or service. Guess what? That rule was invented by the movie industry in the 1930’s! It takes a lot more impressions today (I’ve heard as many as 21).

So a multi-channel campaign is the way to go. Whether you reach folks 7 or 21 times, or somewhere in between, your messages should range over different sorts of media. Consider emails and newsletters, social media posts, website and blog, direct mail, advertising and even in person presentations. But it can’t be a big mish-mash. You’ve got to integrate everything to ensure all your media channels are working together. That’s how you’ll ultimately get noticed.

To illustrate how this might work for you, here is an example

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June 3, 2015 5 CommentsOnline FundraisingBy Claire Axelrad

May252015

Partner to Solve Social Problems; Stop Acting in Silos

Ask someone on the street if there are too many nonprofits addressing the same causes. Most likely, you’ll get a resounding “yes.”

When there’s a crisis, folks are confused as to which relief agency they should give their money. When a friend is diagnosed with cancer, they aren’t sure which organization will make the best use of their donation.

This confusion leads to “drop in the bucket” donations. Folks want to at least doing something, but don’t want to risk throwing their hard-earned money into a black hole.

This behavior stifles the entire nonprofit sector. Folks don’t trust their philanthropy will be effectively stewarded, so don’t give as much as they could. Even worse, folks with track records of investing — philanthropic (aka “social”) entrepreneurs — sit on the sidelines waiting. Waiting for the social benefit sector to do something that, up until now, it has not done well. What?

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May 25, 2015 5 CommentsStrategy & ManagementBy Claire Axelrad