npEXPERTS from around the nonprofit sector have joined forces to bring you battle proven fundraising ideas and marketing tips. For the next few weeks you'll have the opportunity to listen to each of the nonprofit experts live. Join us for as many live webinars as you have time to attend. We promise that you will not be disappointed!

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INTEGRATED MARKETING
YESTERDAY AND TODAY
Small and large ideas to be more effective, honest
and real with your supporters
Dennis Mccarthy
@dmccarthy104
#npexperts
www.bit.ly/npEXPERTS

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NPEXPERTS: FUNDRAISING IDEAS AND
MARKETING INSIGHTS FOR NONPROFITS
Nonprofit experts share their extensive
knowledge and expertise in:
• Online marketing and fundraising
• Email communication
• Social media
• Mobile engagement
• and much more!
Download the npEXPERTS eBook and
register for free webinars at
www.blackbaud.com/npEXPERTS

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WHAT’S OLD IS NEW AGAIN…

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The Target Analytics National Fundraising Index tells us that the number
of supporters has been declining for years…
And this year’s Blackbaud Online Benchmarking Report shows that click
through and response rates for email solicitation are down by 18% from
the year prior?
AND WHY DO WE CARE…

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SO WHY DO WE THINK THIS IS HAPPENING?

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SO HERE IS WHAT THE CURE IS…

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Use our resources in the best way possible to connect values,
goals and beliefs for the constituent, and to create an entirety
that they expect. When organizational departments work
together, we can create more meaningful interactions that go far
beyond touching on a single aspect of the donor experience
An approach to marketing that can only be fully realized when it's
fully embraced by your entire organization. Actually, it’s a little
like love: it must be wanted, and it takes work, belief and
commitment ... and we all need it.
Credits to: Mike Johnston, Katy Dubina and Chris McKinley of
@IMABgroup
SO WHAT IS INTEGRATED MARKETING..

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• The Donor
- Deepen your relationship
with your donors
- Engage new donors
• The Organization
- Alignment in systems,
structure, culture and strategy
• The Practice
- Trends, benchmarks and results
THREE PILLARS OF INTEGRATED MARKETING

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AN EXAMPLE OF REAL CHALLENGES

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What challenges do you face to achieve an integrated fundraising
strategy?
- Resources
- Technology
- Internal Silos
- Investment Justification
- Communication challenges
- Unified Data
CHALLENGES WITH INTEGRATION

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Solutions
- Resources > establish priorities, focus incremental improvements
- Technology > prioritize based on complexity of program
- Internal Silos > communication, test it!
- Investment Justification > complete campaign review
- Communication challenges > coordinate messaging calendar
- Unified Data > start with coordinating donor databases
CHALLENGES WITH INTEGRATION

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Scenario Outline:
- Advocacy organization focused on fundraising
nationally.
- Organization acquires and reactivates through
telemarketing (inbound and outbound) with a small
contingency through direct mail and online.
- Election years have unique effects on the trends of the
organization leading to up to and then after depending
on the election outcome
INTEGRATION IN ACTION

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- Gross Revenue is trending down over the last few years.
- Fiscal year-to-date 2-12 gross revenue is up, accounting for
an increase of $853k compared to FYTD 2011.
- The gifts from donors giving at a level of $10,000 or more
have decline by 70% since 2008.
- Note that telemarketing represents a large portion of revenue
and is also a large source of acquired donors. Should the
organization diversify its acquisition program?
INTEGRATION IN ACTION: GROSS REVENUE

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- If current trends are maintained, then gross revenue projected to remain
flat.
- By 2015, gross revenue will have increased only 4% and the number of
active donors will have increased by 1%.
- Since this is an advocacy organization, there is a large spike in acquisition
post election year with a sharp decline following. Lapsed reactivation follows
a similar trend.
INTEGRATION IN ACTION: CURRENT TREND FORECAST

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- Strategies to Better Reach, Retain, and Upgrade Different Generations
- Strategies to Offer Different and Integrated Ways to Engage and Give
- Moves Management and Integrated Strategies to help overall fundraising
- Measure and evaluate Key Performance Indicators for impact and changes
to long term value
INTEGRATION IN ACTION: STRATEGIC INITIATIVES

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• Where are you Now?
• Where do you Want to be?
• What Barriers do you foresee?
WHAT ABOUT YOU?

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WHAT CAN I TELL MY BOSS I DID DURING THIS WEBINAR?

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• Make giving tangible, emotional and interesting
• Multiple giving options into all communications
• Use your website as an acquisition tool
• Engage your donors beyond giving
• Find and leverage your evangelists
• Welcome and cultivation strategy
• Combine traditional and new marketing
channels
• Be open to multi-step acquisition
INTEGRATION IN ACTION: TACTICAL CHECKLIST

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• A new online supporter
• An on line advocate
• A person who buys from your catalogue
• Consider monthly giving
• Consider leveraging telemarketing for response rate
TEST AND RETEST HOW TO CONVERT

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• De-compartmentalize how to acquire new email addresses from your
web site and social media.
• Test and validate harvesting email addresses they are different!
• And then…think conversion….
TEST AND RE-TEST ACQUISITION

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PRACTICAL TIPS

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TEST AND RETEST

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“I HAVE NOT FAILED. I HAVE JUST FOUND 10,000 WAYS THAT
DID NOT WORK”

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www.imabgroup.net
• “Exit, Voice and Loyalty by Albert O. Hirschman
http://www.amazon.com/Exit-Voice-Loyalty-Responses-Organizations/
• http://www.colloquy.com/
• And as always thank you for your time
AND NOW HOMEWORK..

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NPEXPERTS > DOWNLOAD THE FREE EBOOK
Connect with supporters, activate donors,
and raise money online.
Nonprofit experts share their extensive
knowledge and expertise in:
- Online marketing and fundraising
- Email communication
- Social media
- Mobile engagement
Download the npEXPERTS eBook and
register for free webinars at
www.blackbaud.com/npEXPERTS

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Luminate™ Online helps you understand your online supporters and improve
online fundraising performance. You'll have everything you need to acquire more
constituents, build online fundraising campaigns and nurture sustainable donor
relationships.
http://bit.ly/LuminateOnline