breaking down silos - amazon s32017/breaking the … · a flourishing story telling collaboration....

Breaking Down SilosLeveragingfundraisingfundamentalstobuildaflourishingstorytellingcollaboration.

GinaHall,CFREDirectorofPhilanthropyTammyMcKenzie,BrandMarketingDirector

Summary

Discusssomeofthechallenges andopportunities facedbyfundraisersandmarketersingettingbuy-inandsupportfromtheircross-functionalcolleagues.

Leveragetrustedrelationshipmanagementandcultivationtoolstohelpyoubuilddynamicandrewardingcollaborations.

Agenda

Whateveryfundraiser shouldknowaboutmarketing andviceversa

Marketingandcommunicationsiseveryone’sjob

Collaborationineffectivestorytelling

Relationshipmanagementstartsathome

Whateveryfundraiser shouldknowaboutmarketing andviceversa

Research

Segmentation

Goalsandstrategies

SegmentationDemographics,geographyBrandaffinity

ResearchSurveypanels,focusgroupsCustomerinsighttoolsUseranalytics

GoalsRetentionRevenueAcquisition

Marketing Fundraising

SegmentationRatingsystemPrioritize

ResearchFacetoFace(colleagues,peers,donors)OnlinedatabasesOrganizationalhistoricaldata

GoalsRetentionRevenueAcquisition

StrategiesBesuretohaveoneReviseasneeded

StrategiesThefourP’s

Marketingandcommunicationsiseveryone’sjobTeam

Training

Talking(networkengagement)

Testing

Fundraisinginyourorganizationneedsaformalmarketingplan• Marketingisaprincipalbusinessprocess

• Helpscreateanenvironmentofphilanthropy

• Providessupporttotheorganization’sbroaderefforts

• Supportstheorganization’sbrandposition

• Guidescommunication– messagingandchannel

Marketingandcommunicationsiseveryone’sjob

Relationshipmanagementstartsathome

Identify

Cultivate

Offer

Steward

Identify:discoveryourhiddengems

Cultivate:buildastrongcollegialrapport

Offer:addvaluetootherstakeholderrelationships

Steward:showgratitudebyongoingsharingofvalue

Relationshipmanagementstartsathome

Empoweredcorps

Missionadvancementprioritized

Effectivestorytelling

Efficiencythroughalignment

Resourcesincreaselongterm

Outcomes

Collaborationineffectivestorytelling…

opensupmultiplechannels

toshareandAMPLIFYyour

message

Integratedmarketinginstorytelling• Video• Socialmedia(Facebook,Twitter,YouTube,LinkedIn)• Mailings(USPS)• Email• PrintAdvertising(strategic)• Mediarelations• EventsandCommunityrelations

Collaborationineffectivestorytelling

WhatstorytellingcollaborationlookslikeatSeattleGoodwill

3-MonthStoryCycleFeatureasinglestudentstorytodriveboth

acquisitionandretentionstrategies

Square’sStory

StorytellingatSeattleGoodwill

StorytellingatSeattleGoodwill

StorytellingatSeattleGoodwill– QandA