Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.
Focus- Focus your marketing (especially your expensive marketing like face-to-face meetings) on people who have a lot of money
Generate leads- Generate highly-qualified leads among people who have a lot of money using a survey
Prioritize- Prioritize the leads (hot, warm, cool, cold, and opt-out)
Arrange calls and visits- Reach out to meet with the hot (and some warm) leads
Cultivate- Cultivate the rest of the leads over time with highly personalized, relevant engagement offers that reflect their interests and make them feel good (based on what they said in the survey)
Mix up the soup bowl- Continue engaging politely, consistently, and persistently while always offering your leads opportunities to move forward in the consideration process or opt-out
Build relationships with hi-value supporters at low cost- Leverage technology as an inexpensive way to build the relationship
Feeling like your job is getting harder because donor expectations have changed and competition for the charitable dollar is growing?
Finding that the old orthodoxies and conventions espoused by so-called experts in online echo-chambers and at conferences don’t work anymore?
Want to help more people make impact by facilitating their acts of philanthropy but feel like too many obstacles keep getting in your way?
Then this book is for you.
Engagement Fundraising was developed from the perspective of a donor who discovered firsthand that the impersonal, spray-and-pray approaches of his beloved charity were not only offensive but also wasteful and ineffective. So he took action. And now, you can too.