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One TeamAligning Marketing & Fundraising
By: Heidi Hancock & David Svet
Team Marketing!!
Team Development!!
2© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
Choosing Sides
Of course, this would never happen at your organization
3© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
The Goal of Marketing & Development:
Generate revenue for mission fulfillment.
4
You have one thing to do
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
The main cause of discord between Marketing & Fundraising
Remember the 80/20 rule?
Surprise, it’s now 95/5!
5
Conflicting Priorities
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
Marketing for the 95%: High Quality
High QuantityHigh Production Value
Fundraising for the 5%: High Quality
Low QuantityHigh Production Value 6
95/5
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
7
For Profit Marketing
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
The customer journey:
Know, Like, Trust, Try,Buy, Fulfill, Tell
Also the donor journey:
8
In Nonprofit Marketing
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
9
Donor Stages
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
Point of Entry, Cultivation, Solicitation,
Acknowledgement, Stewardship
10© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
Donor Life Cycle
11
Integrated Model
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12
Point of Entry
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Know & Like You
What are your points of entry?
13
Point of Entry
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Know & Like You
Answer: Who you are?What do you do?Who do you help?
Objective: Raise awareness and generate traffic
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15© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
16© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
17© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
18
Cultivation Activities
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Trust
What are your cultivation activities?
19
Cultivation Activities
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Trust
Answer: Are you any good?Do you have proof?
Is your proof quantifiable?
Objective: Educate
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21
Cultivation Activities
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TryAnswer: Can they take action?
Objective: Generate leads
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23© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
24
Solicit
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Give
How do you ask?
25
Solicit
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Give
Answer: I like this, how can I do more?
Objective: Successful ask
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27
Acknowledgement
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
FulfillHow do you acknowledge your supporters response to your
solicitation?
28
Acknowledgement
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Fulfill
Answer: Did you get my gift?Did it go where it was supposed to?
Are you glad you got my gift?
Objective: To thank and celebrate
29© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
30
Stewardship
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TellWhat are some stewardship activities
in your organization?
31
Stewardship
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Tell
Answer: Is our donor experience remarkable?
Are donors part of your organization?Are your donors knowledgeable?
Objective: To endear and inform
32© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
33
Integrated Model
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
34
Round up
© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
Put it on a calendar
Get fundraising and marketing on the same calendar
Review often
35© 2013 Mosaic Non-Profit Development, LLC. All rights reserved.
Join the Masters CircleIt’s Free and Awesome!
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Where you set the topics and engage with some of the most innovative
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