Collaboration between marketing and fundraising is central to every nonprofit's success. In many organizations, however, the two areas are somewhat disjointed—if not completely disconnected—leading to inefficiencies, unclear messaging, and sub-optimal results. In “The lion and eagle: how fundraisers and marketers benefit from symbiotic relationships,” fundraising expert T.J. McGovern and marketing strategist Anthony Juliano will reveal a better way. T.J. and Anthony will focus on the keys to success to building a symbiotic relationship between marketing and fundraising and the ways in which organizations can better integrate the two. Attendees will leave with a firm understanding this dynamic and ways in which marketing and fundraising can working together more effectively, allowing their organizations to reach their goals.
18. MOST NONPROFITS FOCUS ON LOW-
LEVEL DONORS AND EVENTS.
MOST OF THE MONEY COMES FROM
MAJOR GIFTS &
BEQUESTS
19. DISTRIBUTION OF
THE $373.3
BILLION GIVEN TO
CHARITY IN 2015
79.50%8.50%
15.70%
4.90%
Individuals
Bequests
Foundations
Corporations
70.9% IS FROM LIVING INDIVIDUALS.
AND THE TOP 50 GAVE $7 BILLION.
SOURCE: GIVING USA AND THE CHRONICLE OF PHILANTHROPY
38. WHEN WE ARE BEING TOLD A STORY,
THOUGH, THINGS CHANGE
DRAMATICALLY…NOT ONLY ARE THE
LANGUAGE PROCESSING PARTS IN OUR
BRAIN ACTIVATED, BUT ANY OTHER AREA IN
OUR BRAIN THAT WE WOULD USE WHEN
EXPERIENCING THE EVENTS
OF THE STORY ARE TOO.
A STORY CAN PUT YOUR WHOLE BRAIN
TO WORK…WHENEVER WE HEAR A
STORY, WE WANT TO RELATE IT TO ONE
OF OUR EXISTING EXPERIENCES.
IF WE LISTEN TO A POWERPOINT
PRESENTATION WITH BORING BULLET
POINTS, CERTAIN PARTS IN THE BRAIN
GET ACTIVATED. SCIENTISTS CALL THESE
BROCA’S AREA AND WERNICKE’S AREA.
OVERALL, IT HITS OUR LANGUAGE
PROCESSING PARTS IN THE BRAIN, WHERE
WE DECODE WORDS INTO MEANING. AND
THAT’S IT. NOTHING ELSE HAPPENS.
LEO WIDRICH, “THE SCIENCE OF STORYTELLING: WHAT LISTENING TO A STORY DOES TO OUR BRAINS”
43. EVALUATE HOW YOU’RE
RAISING MONEY.
IS IT WORKING? IF NOT,
WHAT SHOULD CHANGE?
EVALUATE HOW
YOU’RE WORKING WITH YOUR
MARKETING TEAM. WHAT
CAN BE IMPROVED?
EVALUATE HOW WELL YOU
KNOW YOUR TARGET AUDIENCE.
CAN YOU BE MORE PRECISE?
EVALUATE YOUR STORY
AND HOW YOU TELL IT.
IS IT AUTHENTIC? HUMAN?
ARE YOU PASSIONATE?