Fundraising & Your Nonprofit Board
Fundraising is one of the primary responsibilities of your nonprofit Board. How is that going for your agency? Hopefully, fantastic! But if you are like most nonprofits, no matter where you are in organization size or life cycle, more than likely, as a nonprofit Executive Director or Development Officer, you feel challenged when it comes to getting your Board "on board" with fundraising.
Some Board members embrace fundraising and are natural askers. They feel comfortable sharing their work as a Board member, communicating the organization's mission, and the agency's progress with their network. And, they are comfortable asking friends and associates to financially support the cause. But, for many, this is not the case.
Often, Board members joined the Board because they are passionate about the mission. They want to help, share their expertise, and make a difference. What they are not comfortable with is asking for money, and sometimes they cringe at even talking about themselves and their work for the organization.
Six Very Simple Tips to Empower Your Board As Fundraisers
Morgan Taylor is the CEO & Founder of MTaylor Marketing, a branding and nonprofit fundraising firm. Morgan's passion is using her 30+ years of marketing experience to provide fresh, inspired, results driven branding, inbound marketing, and design services to power your growth. MTM brings an entrepreneurial spirit and the desire to create value and success through positive impact.
We are a visual society. We respond to graphics, movement, quick information and sound bytes. Movement, sound and graphics capture your customer's attention more effectively than any static image.
And the good news is that video creation is more cost effective to create and to use than ever before.
While videos are effective, you still need to be sure that your messaging is in alignment with your brand, and that you follow some basic, good marketing principles.
The Power of Video Marketing
- Video is growing rapidly and projections state that by 2019 80% of all web traffic will be video.
- Marketing emails that contain a video boost click through rates by 200-300%.
- Landing pages with videos have 80% more conversions.
- 90% of customers state that video was influential in their purchase decision.
- YouTube reports that mobile video consumption grows 100% every year.
- Customers that watch a video online are 64% more likely to purchase.
- 87% of online marketers are using video in their digital marketing strategy.
- 1/3 of an individual's online time is spent watching videos (told you so!).
- Almost 35% of online ad spending by marketers is for video ads.
- 59% of company decision makers would rather watch a video than read the content.
"A single minute of video content is the equivalent of 1.8 million words." -- James McQuivey, digital marketing expert.
Benefits of Video Marketing
Studies show video content is remembered longer. This makes it a powerful tool for presenting your brand and communicating your message. Hubspot states that 80% of customers remember a video they watched in the last month. How many will recall a static ad?
Video content draws in your customer. It captures their attention, and holds it longer. But it also is effective at driving potential customers to your website. Hubspot reports that 39% of decision makers contact a marketer after viewing their branded video.
Six Tips & Tools for Making Your Videos
- Keep your video relevant and on point with your brand image, voice and tone.
- Keep it short and succinct - get your point across clearly and quickly.
- Include a Call to Action. Make sure you let your customer know what you want their next step to be.
- Watch our short video where we share tips and some great free tools to create videos for your business.
Contact us for help creating effective videos as part of your branding and marketing strategy.
Morgan Taylor is the CEO & Founder of MTaylor Marketing, a branding and nonprofit fundraising firm. Morgan's passion is using her 30+ years of marketing experience to create successful marketing and branding solutions for enterprises of all sizes. She specializes in working with for profit and nonprofit enterprises with an entrepreneurial spirit and the desire to positively impact their customers.
What is a Buyer Persona & Do I Need to Create One for My Business?
It is important for every business to take the time to create Buyer Personas. We provide simple steps to create Buyer Personas, and at this end of this article we provide a free template to help you build your first Buyer Personas.
What Is a Buyer Persona?
This description should be as detailed as possible to describe your ideal target prospects. These descriptions guide your future marketing messages, marketing channels.
Does This Apply to My Business?
Creating Buyer Personas is a foundational tool used in every part of your marketing: branding, inbound marketing plan, blogs, social media, communications plans.
- Who are you talking to?
- Where do they live, work, and play?
- What are their demographics?
And, you can easily determine if you are you using the optimal communications channels to reach your ideal customer?
This process saves frustration, wasted effort, and possibly wasted money, when you take the time to create your Buyer Personas.
Additionally, sharing your enterprise’s Buyer Personas across your organization ensures alignment on priorities, targets, and even product and service development.
Ultimately, using Buyer Personas improves your ability to focus your organizational efforts in attracting and serving your optimal customers.
What Is Included in a Buyer Persona?
This information should be based on market research and your own inherent knowledge of your current and past best customers.
Include in this description demographics, behaviors, motivations, challenges, and goals of this fictional persona. Describe where this optimal buyer works, lives, what publications they probably read, where they socialize, who they report to, who reports to them, how they like to interact and communicate with vendors and their friends.
Select a photograph to represent this fictional optimal customer. And, give them a name. For example, you might have Mary the Marketer as one of your personas.
How many personas should you create? As many as you need. You may have different personas for different services or products, or even for the same service category.
An example of a Negative Persona is someone that meets most of your parameters for being a good fit, but lacks the budget, timing, staff, etc. or other specific limiting factors that prevents them from becoming a customer.
Lifecycle Stage of Your Prospect and How It Relates to Your Buyer Personas
The Buyer’s Journey Lifecycle Stages are: Awareness | Consideration | Decision.
The type of messaging you utilize differs for each stage. Knowing these two factors, the Buyer Persona and their Lifecycle Stage, lets you create very specific, effective, targeted content to your Buyer Persona.
This process matches your messages and Calls to Action to the Buyer Persona and Lifecycle Stage of your prospect.
Download our Buyer Persona Template as a guide in creating your personas. Have fun and let us know how it goes. MTaylor Marketing helps businesses of all sizes build branding and inbound marketing programs.
Morgan Taylor is the CEO & Founder of MTaylor Marketing, a branding and nonprofit fundraising firm. Morgan's passion is using her 30+ years of marketing experience to create successful marketing and branding solutions for enterprises of all sizes. She specializes in working with for profit and nonprofit enterprises with an entrepreneurial spirit.