At the 2014 Bridge to Integrated Marketing and Fundraising Conference, CDS Global CMO Jamey Heinze presented "Using Your Powers for Awesome: Lessons and Case Studies from For-Profit Management" On Twitter: #Bridge14, @JameyHeinze, @CDSGlobalNP SUMMARY: This session revealed the top 10 controversial for-profit marketing techniques that become awesome and ethical when applied to nonprofit marketing. Marketing data collection, retargeting, over-sharing, personalization, these are just a few of many techniques that can go very wrong in for-profit marketing if not executed well. But if these for-profit tactics are used carefully, nonprofits can leverage them for amazing results. Come to this session to hear how any marketer can use their natural talents and skills for awesome when they’re working for a cause. Learning Outcome #1: How companies are leveraging new capabilities to push the marketing envelope. Learning Outcome #2: The differences and similarities in how customer interact with non-profit and for-profit brands. Learning Outcome #3: Ideas that attendees could apply to your own marketing and fundraising efforts. For info about CDS Global's nonprofit solutions, visit: http://cds-global.com/industries/nonprofit/

1. Using Your Powers
for Awesome
Differences in Nonprofit and For-Profit Approaches to “Controversial”
Marketing Techniques, and How Nonprofits Can Use Them to Create
Positive Change
@CDSGlobalNP | @JameyHeinze
#Bridge14

2. CDS Global By the Numbers
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@CDSGlobalNP @JameyHeinze
#Bridge14

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@jameyheinze #Bridge14
Over 1.5 million
nonprofits today*
$335 billion
in contributions in 2013**
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Nonprofit Market Today – Strong & Growing
*National Center for Charitable Statistics
**Giving USA

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@jameyheinze #Bridge14
Awesome?
Sales & Profits Mission & Cause
For-profit Nonprofit

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Controversial Technique #1:
“Inappropriate” Requests…
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Donate?

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Controversial Technique #1:
“Inappropriate” Requests…
• Ask donors to put you in their will!
• 8% of all 2013 donations were bequests
- almost $28 billion*
• Understand when and how to ask
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*Giving USA

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Controversial Technique #2:
Asking for Donations at Awkward Times
Use your thank-you letters as an opportunity
to ask for more
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• Additional donations
• Volunteer
opportunities
• Planned wills/estates
• Further engagement
• Surveys

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Controversial Technique #3:
Asking Again… and Again… and Again
Donors who are set up to give
on a monthly basis give
600%-800%
morethan annual giving donors
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Source: Blackbaud

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Controversial Technique #4:
Appealing to Emotions
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What might be seen as exploitative
in a for-profit, is both effective and
positive for a nonprofit

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Controversial Technique #4:
Appealing to Emotions
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Loewenstein, Slovic & Small, “The
impact of deliberative thought on
donations…” 2005
FEELING THINKING
Most donations
come from here

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Controversial Technique #5:
You Can’t Know Too Much!
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• Targeted marketing can be seen as “creepy”
• But personalization is key
to starting a conversation
with your donors
• Learn and speak to your
constituents’ values

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Controversial Technique #5:
You Can’t Know Too Much!
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Online Offline

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Controversial Technique #5:
You Can’t Know Too Much!
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Raiser’s
Edge
Direct
Mail Data
Television
Online
Data
Donor
Services
(Inbound)
Complete Donor Picture

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@jameyheinze #Bridge14
Controversial Technique #6:
Brag About Yourself!
• Nonprofit content is generally more trusted
• Opportunity for more overt marketing
• Your mission, your core values, your
organization and your
successes are all
great stories!
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15. Techniques For-Profits Use
that Non-Profits SHOULD Use
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“The only difference
between a for-profit and
nonprofit organization is tax status
and low self esteem.”
- Brian Reich
Author of Shift & Reset: Strategies for Addressing
Serious Issues in a Connected Society

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Controversial Technique #7:
Invest in “Brand Loyalty”
Your donors are
like your
customers: they
fund your work:
invest in your
relationship with
them!
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Donor Retention Rate for
Nonprofits?
39%
Fundraising Effectiveness Project

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Controversial Technique #7:
Invest in “Brand Loyalty”
Develop a
donor
stewardship
program.
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For most organizations, it
costs about
6-7x more
to find a new donor than to
nurture an existing one Bloomerang
U.S. companies spend
$50 Billion
a year on loyalty programs.
Forbes

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Controversial Technique #8:
Use Data to Nurture Existing Donors
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Controversial Technique #8:
Use Data to Nurture Existing Donors
• Segment and target
using all data at your
disposal
• Demographic
• Socioeconomic
• Behavioral
• Geographic
• Psychographic
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Controversial Technique #8:
Use Data to Nurture Existing Donors
These key characteristics have been
identified:
• Predominantly women with an average
age of 55 years. Almost 50% of the
women work.
• Have teenage to adult children.
• Primarily speak and prefer the English
language and come from a Northern
European and German descent.
• Are homeowners living in single family
residences with only one family living at
a given address.
• Average length of residence is close to
9.5 years.
• Majority have a high school diploma or
some college degree.
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Household and Life Stages

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Controversial Technique #8:
Use Data to Nurture Existing Donors
These key characteristics have been
identified:
• Top 3 occupations are Clerical White
Collar, Technical Professional and
Administration Managerial. In addition,
there is an above average reach within
subscribers who are Medical
Professionals, Educators and
Homemakers.
• Top 5 interests are Food & Gourmet,
Exercise, Gardening, Travel and Music &
Movies with above average reach within
individuals who are interested in
Religion, Entertainment & Arts and
Books & Magazines.
• Have dieting & weight loss and health &
medical interests.
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Occupational, Interests and Activities

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Controversial Technique #8:
Use Data to Nurture Existing Donors
These key characteristics
have been identified:
• Transact using credit
card mostly.
• Have moderate to high
value home loan amounts.
• Have on an average three
lines of credit.
• Are low to moderate
internet users, but use it for
shopping (e-commerce).
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Banking & Credit, Digital, Social and Internet

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Controversial Technique #9:
Invest in a Scalable, Centralized Infrastructure
• Centralize key processes and operations for
economies of skill and scale
• Scalability: Structure
operations to easily ramp
up in times of rapid
growth
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Controversial Technique #10:
Invest in a Modern Marketing Engine
• Automated Campaigns
• Initial investment, but will boost engagement and save
funds in the long term
• Multi-Touch,
Multichannel
Approach
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“Demand Gen” Engine
List
Building
CRM
Customers
Prospects
Marketing
Automation
Prospects
1 -- Add to Pipeline (SQL)
2 -- Add back to Nurture
3 -- Won, Lost or QO
Regional
Sales
Confirm SALs,
Create SQLs and
Close Opps
Automated
Notification
Attain Score
Threshold
=
Tracking, PURLs, Hypersites, Registration
Content
Mktg

27. thank
you
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@CDSGlobalNP | @JameyHeinze
#Bridge14