Demand Generation for Nonprofits

1. unDemand Generation for Non-Profits

2. Traditional Demand Generation is driven by marketing and sales. unFunnel-ed Demand Generation is more agile, and is driven by 1 donor.

3. Start with One

4. Donor Persona –“Privacy Paula” 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

5. What she’s looking for… 1. The facts 2. The Why 3. The How 4. The Difference 5. The Updates

6. Audience Persona –“Social Sally” 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

7. What Paula looks for online… 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!

8. Fundraising Persona –“P-2-Pamela” 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 •

9. Here’s where we send… ALL of Them? The website home page (AKA The Black Hole)

10. STOP!

11. Capture Information

12. The Persona-Driven Website Experience 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)

13. User Qualifying Landing Pages When in doubt, let the user score themselves.

14. Even more Ways to Generate Leads Coming… 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

15. Gather Data and Benchmark Across Segments 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.

16. Convert Leads to Donors

17. Lead Gen + Nurture Content Opportunities Thank you / Welcome Annual Reports & Tax Documentation • • Fundraising Tips Infographics • • Hospital & Research FAQs Video Series • • Social Media Toolkit Google Hangout / Reddit AMA • • Blog Post Series Collateral / Whitepapers/eBooks • • Calls-to-Action • Existing Content •

18. Matching Content to the Donor Lifecycle Early Whitepapers, newsletters, webinar, social media “kits” Focus on 1 Donor First Middle Special invitations, hospital reports, datasheets, hospital visit / tour Later Allocation of funds, comparisons, testimonials, hospital visit / tour

19. Online Conversion Analysis Lead Nurturing Goals Current Efforts Closing loop on every “sales-ready” lead Generating more activity, but same results Majority early stage leads actively nurtured - Growth of 60% Leads into a “black hole” – No closed loop  Lead-to-donor conversion rate is lengthier and increasingly stagnant Improved lead-to-donor conversion rate – Growth of 12% Unable to consistently measure ROI or attribution  200% more conversion opportunities  Sales team not pursuing many leads Better measure of attribution and ROI  Lack of awareness / consensus –  Results without significant budget increase what is a “lead” anyway? Increase known digital touch points and messaging of both customers and prospects Should we ask for purchase –always?

20. Targeted Messaging & Response Rates

21. Lead Nurturing – Strategy Development Goals Goals Content + Segments KPIs Conversions • • • Loyalty Audience • • Donor Converts Friends/Family Support DYI & P2P tools • • Personas Qualified Leads Timeline Prospecting Frequency Timing • •

22. The Process of Lead Management 4) Lead Qualification Onboarding 1) Search 3) Form Submit 2) Landing Page 5) Conversion

23. You’ve been un-Funnel-ed. If you believe, share. 