Email Marketing: Listening to the Experts (Your Audience)


 

Episode Summary

I know you may be thinking: “My interactions are good enough.” Although that is quite possible, would you rather see what improvements you can make to delight your audience?

When building their communities, organizations need to be asking questions about their target audience and vision. They must look at what their social landscape needs and develop the services and programs to provide. By figuring out where the holes are and fill them within their organizational Mission, they can better serve their community.

If you are building a community, you need to serve your community and be there for your community. Your organization is providing for the community and helping. Every community has different needs, but every community can come together around sharing similar visions.

Continually welcoming feedback will make your customers feel important and that you have a genuine interest in their concerns! Remember, your community always comes first. Now, go out there and remind them how much they matter and how much you care about them and the cause.

About Declan Dunn

Since 1995, Declan Dunn’s been a pioneering insider in the fields of online education, corporate performance enhancement and affiliate marketing. This unusual skill set allows him to bring people together in business settings, enhance their relationships, and then empower them to monetize those relationships. By simultaneously honoring both the needs of businesses, and the humans who work within them, Declan’s unique systems consistently return mutual rewards to the process of increasing bottom-line profits.

 

Online Fundraising Strategy Digital Marketing

Marketing Strategies to Maximize Influence and Traffic-Building Opportunities for Resourceful Non-Profits


 

Episode Summary

In this episode of the Grow Your NonProfit podcast, Amanda Goldman-Petri, founder of Market like a Nerd, explains how nonprofits can work smarter, not harder, on their online marketing through creating partnerships and building traffic that they own. There are many ways to do this. A few examples have even been discussed in these podcast episodes: (insert links to “using alternative marketing to stand out”, non-profit fundraising and engagement”, and “the power of the influencer”.)

Regardless of which marketing strategy you use to attract traffic to your site, the ultimate premise here is for you to leverage the influence that you currently have, to gain more influence.  

Amanda gives her recommendations for organizations that are looking to pump up the volume on their online marketing campaign. These recommendations will help you get much more visible and enable you to build a strong online community of supporters who are ready to take action and become ambassadors of your brand. This is one podcast that you don’t wanna miss out on!

About Amanda Goldman-Petri

Amanda Goldman-Petri, founder of MarketLikeANerd.com, is an internationally renowned “Work Smarter, Not Harder” Online Marketing Coach for entrepreneurs who want to maximize their profits while minimizing the amount of time and effort they put into their business. After overcoming poverty, child abuse, rape, teen pregnancy, and near death, Amanda was able to persevere and not only create multiple 6-figure businesses at the ages of 22, 23, and 25, but also expand her business to 19 different countries. In her recent Market Like A Nerd “Anti-Launch”, she also generated over $500,000 in a hustle-free way. Amanda has featured on major media outlets such as Forbes, Fast Company, Small Business Trendsetters, ABC, CBS, NBC, FOX, The Huffington Post, Worth Magazine, International Business Times (and more) for her unique and nerdy approach to marketing. She was also named on Influencive as one of the Top 30 Entrepreneurs Under 30.

 

Grow Your Non Profit Community

Community-Building through Relationship-Building


 

Episode Summary

Building relationships is one of the most important skills that you, as a non-profit, should learn. It is the precursor to being able to build communities, and every seasoned fundraiser will always emphasize the importance of having a supportive non-profit community.

In this episode, we are joined by Rachel Pedersen who shares some wisdom on community building by using different types of technology, relationship-funnels, and impact-driven storytelling.

And this concept is exactly what you’d find in our book, “Brick by Brick” where we let our readers in on a few secrets on how you can create new relationships and strengthen them through storytelling. Our book briefly takes you to a foster care scenario and the challenges that a family encounters when trying to build a relationship with their foster child and how these challenges can be overcome by something so simple as a story.

Rachel has been taking the online marketing industry by storm and is one of the most influential and sought-after social media strategists to work with. She is also the founder of Social Media United, where she has grown an amazing community of students, friends, and teammates.

This social media queen just spoke at Funnel Hacking Live this past week in Orlando and today, she joins us to tell us the importance of building and maintaining strong relationships, as well as focusing on creating real, tangible, impact and how these things effectively propelled her marketing. Rachel also shares many of the major epiphanies she had when it came to community-building.

Non-profit communities rely heavily on relationship-building. So, Rachel gives us the real deal on the ins-and-outs of her relationship-based funnels, and breaks them down to explain what these funnels are and how they can be used by non-profits to build communities.

Then, she gives her recommendations on what non-profits can do to improve the way they build relationships online. We also get into the technicalities of email marketing through lead-nurturing emails and why it’s so important in your fundraising campaign.

If you’re wondering about technologies and marketing strategies that are on the horizon and are especially intriguing or exciting to try, you’ll definitely be glad you listened in on this podcast as we discuss these with Rachel.

Rachel has brought together a very tight-knit community and she speaks from her experience on how non-profits can also create strong communities; the kind that truly comes together to share and show their support for a common cause that they genuinely believe in. Listen in and find out how you too, can grow your communities and create massive engagement.

About Rachel Pedersen

Rachel Pedersen is a Social Media Strategist recognized by Content Marketing Institute as one of the Most Influential Online Marketers. Rachel has been featured on top publications such as Huffington Post, Cosmopolitan, The Daily Mail and more, as well as on top podcasts such as Entrepreneur On Fire. Rachel is the founder of Social Media United, a leading online university for those aspiring to become successful social media managers and strategists.

Online Fundraising Strategy Digital Marketing

Breaking Past Limitations and Crushing Your Goals


 

Episode Summary

One thing that every organization encounters during the course of any campaign is stagnation. You can find success so often that this success becomes a habit in itself. This isn’t a bad thing per se, but the moment that you become complacent in your duties, even if you maintain your success, is the same moment that you stagnate. And stagnation, even if you’re successful, is a sign to your followers that you are no longer putting as much effort as you used to.

In the world of non-profit fundraising, this can mean to your followers that you aren’t as interested in your cause as you were when you were just starting out. Sometimes, it really isn’t your fault that your organization’s success has reached its peak and there isn’t much that you can do to surpass the high bar of standards that you’ve established. – That’s often not the case, at least according to Albert Bandura, who believed that people are people are self organizing, proactive, self-regulating, and self-reflecting.

This is based on Bandura’s Social Cognitive and Self-Efficacy Theories which propose that people do not merely respond to their environmental stimuli. Rather, people are capable of seeking information themselves and as a result, individuals are not merely a product of their circumstance. They are in fact, contributors to their situation.

An individual (or organization, in this case) is more likely to improve the more that this individual (or organization) is aware of his surroundings and himself. Whatever might be holding you back as an individual has a tendency of seeping into how you feel as an organization.

We’ve recently had a podcast episode where Beth Kanter, author of The Happy, Healthy Nonprofit: Strategies for Impact Without Burnout, talks about the importance of maintaining the proper mindset and adapting effective strategies to help you meet your goals while avoiding burnout.

This isn’t an easy venture. Everybody stagnates eventually. It will always be up to you if you decide whether this is where you peak. However, you need to realize that this limitation is just something that you put on yourself. You can go as far as what you put your mind to. That is the beauty of the human mind and the power of mental toughness and dedication.

In this podcast episode, Ellie Burscough takes us on the adventure of her life as she tells us her personal experience in working in a call center, writing scripts, and making calls to donors on behalf of large, well-known charities and nonprofits.

Then, Ellie talks about how she uses the sales knowledge that she acquired throughout her career to help businesses break past their own stumbling blocks and limitations so they can take on larger goals and create a greater impact in their chosen ventures.  

We also talk about the similarities and differences between businesses & nonprofits, fundraising & sales, and how fundraisers can master their mindset to achieve more for others, by taking care of themselves.

Ellie even shares some habits that can improve our ability to be creative and relatable to others. We learn about some of the biggest lessons she’s learned when it comes to mastering her own mindset. Her valuable advice and actionable takeaways will leave you motivated and ready to take on your day, every day.

About Ellie Burscough

Ellie is a business and mindset coach with experience working with the not-for-profit sector. She has worked at call centers writing scripts and making calls to donors on behalf of large, well known charities and nonprofits. She teaches the psychology behind scaling your goals.

 

Online Fundraising Strategy Digital Marketing

It’s More than Mindset that Makes the Difference


 

Episode Summary

It’s not just about mindset that determines the success of your fundraising.

We all have things that we want to do. We all want to make an impact wherever we can and we all want to feel good about the work that we do.

A successful fundraising campaign isn’t just about mindset. It’s about much more than that.

Successful fundraising is about figuring out how to make the pieces of your puzzle work. It’s about synchronicity and timing. It’s about building relationships and giving people the power to influence change.

Figuring out who you are and surrounding yourself with people who understand your mission as much as you do is an integral part of successfully championing a cause.

You need to learn to love what you do, regardless of the difficulty that the tasks may bring. This dogged determination and utmost willingness to make a sacrifice is paramount to the success of your campaign.

But this isn’t all that you need. You may have all the fuel you could ever need, but without knowing how to actually drive a car, you aren’t going anywhere. And all that fuel, all that passion and determination, won’t amount to much without the proper strategies.

Somewhere along the road, you’re going to encounter a few bumps. Some will be bigger than the others but you should perceive all of them in the same manner – as a learning experience. And with each learning experience, you need to be able to create a strategy that coincides with the lesson that you’ve learned.

Our book, “Brick by Brick”, discusses a few ways on how you can polish your strategies so that you are able to produce more results while also minimizing the wastage of resources. You may have all the things you need for a fundraising campaign, but for you to fully realize your goals, you need to analyze your processes and optimize them to prevent the unnecessary expenditure of resources; because one way to slow your progress is by exerting effort that really isn’t necessary, to achieve results that aren’t truly up to your standards.

In this episode, Beth Kanter, author of The Happy, Healthy Nonprofit: Strategies for Impact Without Burnout shares to us the strategies that keep her energized and focused on her mission everyday, as well as a narrative on how she began her nonprofit fundraising journey.

In this podcast episode, we’re going to talk about maintaining perspective and being able to work with a clear mind, and how this can help you avoid getting burnt out.

We discuss some of the characteristics of a healthy organization, board, and community along with some of the best leadership strategies for young adults to help prepare themselves as future leaders.

We’ll also be talking about making connections, measuring your audience’s reactions, and using data (qualitative and quantitative) to help you build your own community. We’re also going to discuss the challenges that you may encounter as you progress with your fundraising campaign and how you can overcome them.

Best of all, Beth gives listeners her #1 suggestion for what you should take action on for your organization if you’re looking to find that special balance.

About Beth Kanter

Beth Kanter is the author of Beth’s Blog: How Nonprofits Can Use Social Media, one of the longest running and most popular blogs for nonprofits. Beth has over 30 years working in the nonprofit sector in technology, training, capacity building, evaluation, fundraising, and marketing. She is an internationally recognized trainer who has developed and implemented effective sector capacity building programs that help organizations integrate social media, network building, and relationship marketing best practices. Beth is an expert in facilitating online and offline peer learning, curriculum development based on traditional adult learning theory, and other instructional approaches. She has trained thousands of nonprofits around the world.

 

Online Fundraising Strategy Digital Marketing

Finding and Following Your Story for Fundraising


 

Episode Summary

You can create an authentic fundraising experience that is as interesting as it is strategic. All you need to do is to know your story and find leverage in what distinguishes you from the rest.

Marketing trends are great to watch because they give you a sense of what’s out there and what people are responding to. However, just because a trend works for one organization doesn’t mean it will work for yours. Each organization has its own purpose, views, and mission. Your organization’s mission will become the backbone of your story.

Staying true to your mission and being creative in the process will help you find your story and share it with passionate people who can intimately relate with your story. Find your tribe and share your story. Package your story into your marketing campaign and see how storytelling can easily help others understand your mission.

All brands and organizations (whether they’re nonprofits or not) have stories that ensure that they both gain new supporters and retain loyal supporters.

Your story and your brand go hand-in-hand. Although design is very important, establishing your brand goes far beyond creating a logo and a style guide.

Branding is the combination of your story, personality, and values. What words, feelings, and visuals come to mind when you think about your organization? What about when others think about your organization?

Branding even goes beyond showing your audience who you are and what you’re like. It’s also a matter of creating real estate in your audience’s minds. Your audience may know you, like you, and trust you – but will they remember you?

Branding is an exploration in trust. A chapter in our book, “Brick By Brick”, delves deeply into the importance of having a great backstory. A prime example wherein this concept is so properly and commonly executed is in the way that superheroes are so successfully marketed. Superheroes and brands have more things in common than what you might think. You can read our book to find out what these commonalities are and how they can greatly affect your fundraising campaign.

In this episode, Drew Neisser, of Renegade, shares some moments of storytelling in action. Listen in as he explains why it’s important to think for yourself and to reflect on how to market effectively with a genuine story.

About Drew Neisser

Drew Neisser, founder and CEO of Renegade, is a recognized authority on cutting-edge marketing techniques having won enumerable awards for creativity and campaign effectiveness. Part strategist, part ideator and part therapist, Drew is well known to numerous CMO’s as their secret weapon.

Recognized among “50 Thought Leaders over 50” in 2014 & 2015 by Brand Quarterly, Drew is a prolific blogger for a long list of online publications including Forbes, FastCompany, SocialMediaToday, MediaPost, TheCMOclub, CMO.com and SmartBrief. A frequent speaker at a wide range of events, Drew’s been a featured expert on ABC’s Nightline and CNBC as well as The New York Times, Adweek and Digiday, among others.

Through a long-time partnership with The CMO Club, Drew has met and interviewed well over 100 CMOs in the last five years for his articles and for his first book, The CMO’s Periodic Table: A Renegade’s Guide to Marketing. Drew is a trusted advisor to many of these CMOs and authors the highly praised CMO of the Week column for Social Media Today and TheCut, his coveted monthly newsletter. He regularly consults on digital and social media trends via the GLG network and currently sits on the boards of the Urban Green Council and Duke NY.

 

Online Fundraising Strategy Digital Marketing

Money-Making Strategies To Create Earned Revenue for Your Non-Profit


 

Episode Summary

A chapter in our book, “Brick by Brick”, explains the importance of having a proper organizational framework. This framework can include marketing, production, management, and everything in between. We follow the story of Aeneas and the survivors of Troy and how they were able to overcome the worst of odds after having lost everything (which, in a way, is the same as “starting with nothing”). In a way, they were like nonprofits. They didn’t exist to attain wealth. They bonded together because they wanted to ensure the survival of their people. (In the same way that many nonprofits work to ensure the survival of anything they believe in.)

A common misconception about nonprofits is that these organizations do not make any money other than the donations that are given by their supporters. This couldn’t be further from the truth. There are many non-profit organizations that have built-in strategies that allow them to generate their own income while fulfilling their organizational mission.

By assessing the needs of your community, you can determine ways in which you can serve them. But the means by which you’re earning revenue must always stay in alignment with the mission of your organization. This is called “Related Income”. (*Speak to your Accountant about what income can be classified as Related.)

Bringing in Related Income also has a lot of positive effects. Organizations can achieve greater impact through using a wide variety of programs and allocating their earner revenue towards providing necessary resources. Alexandra describes several examples in detail about how organizations are not only creating income streams, but are also creating potential opportunities that you, too, can use.

In order for your organization to create sustainable revenue streams, you’ll need to look at some of the different ways you can provide services and resources.

In this episode, Alexandra Black Paulick, from Positive Impact Media and NonprofitsfortheFuture.com, explains how you can get your gears spinning smoothly when it comes to money-making strategies and how to create earned revenue for your organization.

About Alexandra Black Paulick

Alexandra Black-Paulick is a business junkie at heart. After finishing college she went on to service in AmeriCorps as a team leader through Campus Compact in Bozeman, MT. She helped 8 team members grow the capacity of different nonprofits in the region. Moving to San Diego she worked with a nonprofit empowering local businesses. Following her nonprofit work, she transitioned to a career in marketing.

Still feeling the pull of the nonprofit mentality, she stumbled into the world of social entrepreneurs. Inspired by individuals creating meaningful change in the world, she started the Positive Impact Podcast. This was the perfect blend of her nonprofit background, love for business and marketing outlets.

 

Online Fundraising Strategy Digital Marketing

Using Data to Make Better Decisions


 

Episode Summary

One way that you can take your fundraising further is by using data.

The main premise here is that data is invaluable. The proper collection and analysis of data yields very important pieces of information that will undoubtedly help you make the best possible decisions by allowing you to allocate your resources where they are needed most and where they have the greatest impact. And an added bonus of this is that you are able to save your resources for ventures that give you the best results.

A chapter in our book, “Brick by Brick”, delves into the importance of data gathering and the dangers of working with faulty data by using history as a prime example. The book contains some accolades of espionage and deception during World War II and how information (and misinformation) allowed the Allies to mitigate their losses as the free men of the world united to overthrow the tyranny of the Third Reich.

When it comes to data, organization is absolutely necessary. The more data that you can analyze, the deeper you can segment, and the closer you can get to reaching each donor’s specific needs. You are then able to create a very personalized experience for your case where you can speak directly to your donor’s interests.

The power of segmentation is incredible. It keeps your content relevant. It keeps your emails from being marked as spam because they’re so relevant. Your metrics skyrocket because you’re reaching the specific audience for whom the call to action is intended. And it builds loyalty. Your audience is able to self-identify because they can see that the information is truly meant for them. They can relate to the information because it matches their donor profile and because from their perspective, the information is something that is of relevance to them.

When using a donor management system, you’ll be able to collect and centralize your data. This data includes email addresses, seating preferences, interests, split-testing results, and content reactions. This data is invaluable to your organization because you can use it for segmentation.

Within your donor management system, you’ll find that you’re able to collect an immense amount of information regarding your community members and their preferences. This data helps you when it comes to making decisions that create better relationships with your community, optimize the work that you do, and save you time and money.

Tune in as Zach Shefska speaks about how to dig deep into your data in order to improve your fundraising and decisions.

About Zach Shefska

Zach Shefska is part of the team at MarketSmart, which develops scalable, profitable and valuable solutions for nonprofit organizations, like the Human Rights Watch, The Smithsonian Institute, and the University of California Los Angeles.

In addition to providing services directly to nonprofits he oversees the Fundraising Report Card, a division of MarketSmart. The Fundraising Report Card is a free tool that empowers fundraisers to make data-driven fundraising decisions.

 

Online Fundraising Strategy Digital Marketing

Using ChatBots to Delight Your Donors and Engage Your Community


 

Episode Summary

What’s a new way that you can connect with your community in a manner that’s welcoming and delightful?

ChatBots are new to the marketing scene and relatively untouched by non-profits; but, businesses are finding great success with them in order to provide stellar customer service and invite their audience into their brand to find out more.

Chatbots can be used to guide your community to find out about programs and services, sign up for and participate in volunteer opportunities, and donate to your cause. They can help you create a unique experience and build the personal level of attention your audience is looking for.

When we talk about building a chatbot, we’re referring to creating an ongoing dialogue with visitors (something you can control). And by connecting with your ideal users, you’re able to open up so many new possibilities – like a whole new way to build your mailing list, for instance.

Contrary to popular belief, chatbots do not simply send automated messages. They are so much more than that! Chatbots are tailored according to the type of audience they are intended for. These are not simply bots that react to visitors. We have to remember that these bots are built by real people so, they actually have the “human touch” that helps build your relationship with your audience.

Our book, “Brick by Brick” makes a mention of the importance of automating aspects of your process. This not only frees up valuable resources but also minimizes the duplication of processes. I mean, we advocate the use of personalized messages per donor, but to manually craft these messages is both resource-consuming and utterly impractical.

In this podcast episode, we are joined by Ashley Buffa who has several years of experience in working with businesses, public figures, and bloggers reach their target market, connect with them, and convert them into loyal, return customers.

With Ashley, we delve into how to we can use chatbots effectively; whether it’s to keep interest-levels high before your event, to pique interest through broadcasts, to promote featured stories, or even for something as simple as reminding members of important events.

Chatbots are easily one of the most untapped resources that nonprofits could benefit from greatly. Chatbots are progressive. They are already being used on Facebook and many other websites.

They can create casual conversations where community members are more likely to engage. Plus, you can segment and tie it right in with your email marketing. If you’re interested in learning more and finding out how chatbots can help your organization, listen in as Ashley Buffa gives us the lowdown on chatbots and how to use them well.

About Ashley Buffa

Ashley has several years of experience helping multiple businesses, public figures, and bloggers target their ideal market, connect with them, and ultimately… convert them into loyal, repeat customers.

 

Online Fundraising Strategy Digital Marketing

Leadership with Authenticity; Fundraising with Integrity


 

Episode Summary

In this episode, Marc A. Pitman explains the 4 Quadrants of leadership and speaks about how leaders and fundraisers overcome their personal hurdles to become more confident and impactful in their roles. Then, we talk about how to take it a step further and improve relationships with your donors and community members.

Successful leadership stems from your relationship with yourself. As a leader, you need to be credible, confident, and capable of foresight. An honest self-assessment paves the way that helps you fix any flaws.

One of the most important aspects of relationships is to be true to yourself. In the case of fundraising, this is represented by your organization’s mission. This not only builds genuine trust, but this awareness and understanding creates alignment throughout your fundraising system and enables you to understand and interact with your prospects much better.

If your audience clearly understands and identifies with your organization’s mission and vision, interacts with you, and trusts you, you’ll find that it’s much easier to develop ways to strengthen your relationship with your community members and create more interest in your campaigns by building up your donor relationships.

Strong leadership skills develop through self-awareness and honesty. In every problem or situation, the first step toward the solution is “awareness”. An honest assessment of yourself as a leader goes hand-in-hand with successful fundraising.

Successful fundraising grows from your relationship with others. As a leader. You represent your organization when you’re dealing with potential donors. You want to be able to present your cause and ask for help in a persistent but pleasant manner.

Fundraising is not the same as marketing. There is a different approach to both. Do your donors know who you are? Are you speaking about your organization or are you speaking to an actual person in your content? What’s the difference and why does this matter? Listen in and find out just how important the difference is.

About Marc A. Pitman

Marc A. Pitman is the author of “Ask Without Fear!” and founder of FundraisingCoach.com and the executive director of TheNonprofitAcademy.com.

Marc’s expertise and enthusiasm engages audiences around the world and has caught the attention of media organizations as diverse as Al Jazeera, SUCCESS Magazine, and Fox News. Marc’s experience also includes pastoring a Vineyard church, managing a gubernatorial campaign, and teaching internet marketing and fundraising at colleges and universities. 

He is the husband to his best friend and the father of three amazing kids. And if you drive by him on the road, he’ll be singing 80’s tunes loud enough to embarrass his family!