Category Archives for Inbound Marketing

Donors Stewardship: From Acquisition to Engagement

We are approaching an important time of year for fundraising, as many year-end appeals for donations are sent out in the upcoming weeks. These requests for donations are crucial to raising money, but how successful can they be if fundraisers have had no interaction with their donors throughout the year?

Oftentimes, the only contact that many fundraisers have with their donors is asking for money, which can cause donors to lose interest.

A way to fix this situation is through donor stewardship. Stewardship means preserving the donors you have to turn them into committed, frequent donors. It requires cultivating a relationship with donors and showing that you care about them through saying thank you, having consistent communication, and showing loyalty. We discussed this topic in an earlier blog post titled Four Quick Tips for Increasing Donor Retention Rates, which gives other information on donor cultivation.

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Integrated Marketing Communications

According to Wikipedia, “integrated marketing communications is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers.”

Specifically, Integrated Marketing Communications is defined as a process using two or more different communication channels simultaneously to reach and interact with consumers. Communication channels include, but are not limited to the following:

Direct Personal Communications, such as direct mail, email, and sms text messaging. This messaging can leverage important unique data about that person.

Social media, such as Facebook, LinkedIn and Twitter.

Blog Posts

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Personalization in Marketing Strategies

In marketing, personalization in variable fields refers to using specific information about a customer or donor to tailor the marketing message to each specific recipient.

Personalization is also a key marketing tactic for implementing closed loop communication strategies via multiple channels simultaneously such as: direct mail, email, sms text messages and personalized micro sites. What this process yields are highly qualified leads with a sophisticated tracking mechanism that allows for execution of nurturing tactics.

A simple illustration of personalization for soliciting funds from college alumni could be: “Jane, thank you for your last donation of $100.00. We used your donation to increase the revenue in our scholarship fund.”

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Simple Social Media Tips

“65.2% of marketing executives use social media to increase customer retention.”

This statistic from Factbrowser adds to the growing evidence that social media is an extremely useful tool for marketing. However, there seems to be an endlessly increasing list of social media platforms—Facebook, Twitter, Instagram, LinkedIn, Google+, (just to name a few)—that it is easy to get overwhelmed by them, especially when using them for non-personal use.

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Four Quick Tips for Increasing Donor Retention Rates

According to the 2014 Giving USA report, 72% of charitable giving in the United States comes from small individual donors, yet a study published in March of 2013 by Target Analytics shows that the overall retention rate for small first year individual donors stands at a mere 27.3%.

Roger Craver of Donor Trends reports that the number of nonprofit organizations between 2000 and 2010 has increased by 47% to a total of 1,056,000 organizations. Now, there are more organizations competing for revenue, and in the middle of this chase all of the organizations are losing more and more donors. Not a bright picture.

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Fundraising Fundamentals for Colleges and Universities

Kim Gross, who is the Director of Sales and Marketing at Pacesetter Enterprises in Allentown Pennsylvania has recently released a new version of Fundraising Fundamentals. This webinar is designed to assist Colleges and Universities in their fundraising efforts.

Kim addresses the following 10 areas of fundraising:

1. Challenges surrounding generational attitudes of young donors

2. Where successful schools focus

3. What unsuccessful schools are not focusing on

4. Keys to success

5. Roadblocks

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Contents Mapping

Content, or information made available by a website or other electronic medium, is essential to your marketing strategy.

At its most basic level, it is the message your company sends to your audience.

There are many different topics, formats and channels in which to provide content.

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Creating Buyer Personas

Buyer Personas are fictional, generalized representations of your ideal customers or prospects. They help you understand your customers better and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.

Buyer Personas are a crucial component of a successful marketing strategy, especially for the sales and marketing departments of your company. After all, the marketing team needs to know to whom they are marketing and the sales team needs to know to whom they are selling.

We have created a brief eGuide which will assist you in creating buyer personas.

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