#32: THE No-Cost Marketing Funnel That Gets People To Give Sooner….Not Later

digital marketing donor attraction email marketing marketing strategy marketing tools social media May 04, 2019

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It’s no secret why digital marketing is so popular for nonprofits trying to build awareness and create connections. It’s faster, cheaper and easier than many aspects of traditional marketing and it shortens the time frame between someone becoming aware of your cause, learning more about it and ultimately supporting it.

But digital marketing is not just about having a website, an e-communication program and a Facebook page. It’s about creating that flow of touchpoints that uses all the digital tools at your disposal to foster a relationship. What makes it awe-inspiring is that you can build this funnel so that it’s automated. Once you set them up, your programs can nurture these new relationships over multiple platforms. And I’ve got a story to show you, step-by-step, how it’s done.

In this episode:

  • 1:50: Before we dive into my digital marketing story, we take a slight detour to discuss the recently released 2019 M+R Benchmarks Study, including the “shocking” number that really isn’t all that shocking. (A link to the overview and full M+R report is below)
  • 7:08: What exactly is “digital marketing” in the nonprofit space? It’s still about making the right offer at the right time in the right place, but it understands that the place is cyberspace.
  • 9:32: Differences between digital and traditional marketing - and what gives digital the edge.
  • 12:36: My story about “Sarah” and how a flow of automated touchpoints grew her relationship with a nonprofit from initial interest to support of their programs and participation in one of their events.

Taking the time to create automated touchpoints will help your cause reach a broader audience, connect you with people who could use your services, and ultimately build the relationships that will allow you to grow and fulfill your mission.


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