Effectively integrating the work of your marketing and fundraising departments to meet common goals will radically improve your fundraising, friendraising, and community benefit efforts. In this session, presented at the Academic Library Advancement and Development Network Conference, attendees discovered the causes of misalignment and friction between marketing and fundraising efforts. They then developed the steps to take to build a high functioning team that will propel their organizations to meet their goals. We explored myths, mysteries, and ah-hah moments to get your organization on target ASAP. This interactive session will help you to understand roles and responsibilities related to your organization's goals and objectives, and how to get your team to enthusiastically work together to make it happen.

1. One Team
Aligning Marketing & Fundraising
By: Heidi Hancock & David Svet

2. The Marketing Department
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3. The Fundraising Department
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4. What’s a “Department?”
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5. Of course, this would never
happen at your organization
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6. You have one thing to do
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7. The Goal of Marketing &
Development:
Generate revenue for mission
fulfillment.
You have one thing to do
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8. Conflicting Priorities
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9. Conflicting Priorities
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10. The main cause of discord between
Marketing & Fundraising
Remember the 80/20 rule?
Surprise, it’s now 95/5!
Conflicting Priorities
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11. Quantity vs. Quality
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12. •Marketing for the 95%: High Quality
•High Quantity
•High Production Value
•Fundraising for the 5%: High Quality
•Low Quantity
•High Production Value
95/5
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13. For Profit Marketing
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•The customer journey:
•Know, Like, Trust, Try,
•Buy, Fulfill, Tell
•Also the donor journey:

14. In Nonprofit Marketing
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15. In Nonprofit Marketing
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16. In Nonprofit Marketing
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17. In Nonprofit Marketing
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18. In Nonprofit Marketing
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19. In Nonprofit Marketing
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20. In Nonprofit Marketing
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21. Donor Experience Cycle
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22. © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
Donor Stages

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Donor Stages

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Donor Stages

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Donor Stages

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Donor Stages

27. Integrated Model
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28. Point of Entry
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Know & Like You
What are your points of entry?

29. Point of Entry
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Know & Like You
Answer: Who you are?
What do you do?
Who do you help?
Objective: Raise awareness and
generate traffic

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31. Cultivation Activities
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Trust
What are your cultivation activities?

32. Cultivation Activities
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Trust
Answer: Are you any good?
Do you have proof?
Is your proof quantifiable?
Objective: Educate

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34. Cultivation Activities
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Try
Answer: Can they take action?
Objective: Generate leads

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36. Solicit
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Buy
How do you ask?

37. Solicit
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Buy
Answer: I like this, how can I do more?
Objective: Successful ask

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39. Acknowledgement
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Fulfill
How do you acknowledge your supporters
response to your solicitation?

40. Acknowledgement
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Fulfill
Answer: Did you get my gift?
Did it go where it was supposed to?
Are you glad you got my gift?
Objective: To thank and celebrate

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42. Stewardship
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Tell
What are some stewardship activities in
your organization?

43. Stewardship
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Tell
Answer: Is our donor experience
remarkable?
Are donors part of your organization?
Are your donors knowledgeable?
Objective: To endear and inform

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45. University of Glasgow Library
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£250!

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73. Integrated Model
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74. Round up
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Put it on a calendar
Get fundraising and marketing on the
same calendar
Review often

75. What’s a “Department?”
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76. The Fundraising Department
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77. The Marketing Department
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78. © 2014 Mosaic Non-Profit Development, LLC. All rights reserved.
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79. Thank you
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