Published on November 2, 2013
unDemand Generation for Non-Profits
Traditional Demand Generation is driven by marketing and sales. unFunnel-ed Demand Generation is more agile, and is driven by 1 donor.
Start with One
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
What she’s looking for… 1. The facts 2. The Why 3. The How 4. The Difference 5. The Updates
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
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!
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
Here’s where we send… ALL of Them? The website home page (AKA The Black Hole)
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)
User Qualifying Landing Pages When in doubt, let the user score themselves.
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
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.
Convert Leads to Donors
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
Matching Content to the Donor Lifecycle Early Whitepapers, newsletters, webinar, social media “kits” Middle Special invitations, hospital reports, datasheets, hospital visit / tour Later Allocation of funds, comparisons, testimonials, hospital visit / tour Focus on 1 Donor First
Online Conversion Analysis Current Efforts Lead Nurturing Goals Generating more activity, but same results Closing loop on every “sales-ready” lead Leads into a “black hole” – No closed loop Majority early stage leads actively nurtured - Growth of 60% Lead-to-donor conversion rate is lengthier and increasingly stagnant Unable to consistently measure ROI or attribution Sales team not pursuing many leads Lack of awareness / consensus – what is a “lead” anyway? Should we ask for purchase – always? Improved lead-to-donor conversion rate – Growth of 12% 200% more conversion opportunities Better measure of attribution and ROI Results without significant budget increase Increase known digital touch points and messaging of both customers and prospects
Targeted Messaging & Response Rates
Lead Nurturing – Strategy Development Goals • • Goals Content + Segments KPIs Audience • • Personas Qualified Leads Timeline • • Prospecting Frequency Timing • Conversions Loyalty • • Donor Converts Friends/Family Support DYI & P2P tools
The Process of Lead Management 4) Lead Qualification Onboarding 1) Search 2) Landing Page 3) Form Submit 5) Conversion
You’ve been un-Funnel-ed. If you believe, share.
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