Lifecycle Marketing for Nonprofit organizations to drive donations and volunteer hours

We help small businesses succeed.

Lifecycle MarketingCreating Inspired ContentMatchmaker Unite 2014 ConferenceTracie Rollins@OneBadassLife

We help small businesses succeed.

How many of you have asked

yourself…

We help small businesses succeed.

Why aren’t more

people interested?

We help small businesses succeed.

Why aren’t they donating to our

cause?

We help small businesses succeed.

Why don’t they tell their friends?

We help small businesses succeed.

Old Way of Marketing

• Slick• Spray & Pray• Say it often•Hope it sticks

We help small businesses succeed.

Today’s Marketing

• Segmented audience• Tailored copy• Targeted messages• Stories• Proof•Human voice

We help small businesses succeed.

Relationships

We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

If you target EVERYONEyou target NO ONE

We help small businesses succeed.

Target

We help small businesses succeed.

Great Non-profits are specific about who they target.

Non-profit details have been removed from this presentation.

We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

Be where your supporters are online and offline!

We help small businesses succeed.

Think of events you should be at. Think of small and large businesses that you can partner with.

We help small businesses succeed.

We help small businesses succeed.

You need to provide value,

to get value

We help small businesses succeed.

What can you give them? Where can you provide value?

We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

NOT pitching

You’re EDUCAT-ING

We help small businesses succeed.

What do they care about?

We help small businesses succeed.

How will you

tell them?

We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

Offer?

Offer?

Offer?

Awareness Consideration Recommendation Purchase

We help small businesses succeed.

We help small businesses succeed.

Best Practices for Subject Lines• Relevant topic• Includes a promise of information• Describes the contents of the email• Short and descriptive• Creates urgency• 50 characters or less unless highly targeted

segment• Spelled correctly• Free of !!!! and ALL CAPITAL LETTERS• Doesn’t have words: free, percent off, help or

reminder• Is not identical to a previous email

We help small businesses succeed.

Examples• You helped Laila find a lifelong, loving home• Welcome fall, plus a special offer• Your September eStatement and Fall Seasonal

Beer Lineup• In pickle about pickling? Check out or live

webcast today!• Dinner for the price of coffee - $4• You are not the star of your content marketing• The #1 think you must do to create the life of

your dreams• Your $100 off $200 coupon is waiting for you• Time to say goodbye

We help small businesses succeed.

Effective Copy• Delivers on the promise• Clear• Concise• Compelling• Creative

We help small businesses succeed.

Calls to Action• Considers the stage of the buyers journey• Short and actionable• Visual• Placed strategically• Tested and revised• Includes the action you want readers to take– Share this article on Facebook– Forward this post to your boss– Download the free e-Book– Request a demo– Donate $1– Register for our walk

We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

Not just an exchange of money

We help small businesses succeed.

You’re establishing a relationship

We help small businesses succeed.

Make it easy to donate!

We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

We help small businesses succeed.

Can you make it personal?

We help small businesses succeed.

We help small businesses succeed.

Cross Sell

Upsell

New Products

We help small businesses succeed.

We help small businesses succeed.

Make referrals EASY!

Ask your supporters to share their story.

We help small businesses succeed.

We help small businesses succeed.

Tracie RollinsContent Strategy Manager, Infusionsoft@OneBadassLifeTracie.Rollins@infusionsoft.com

Lifecycle Marketing

We help small businesses succeed.

Thank YouThank You