When should a business start implementing marketing automation?
Given that we are still dealing with the pandemic, obviously, many things have shifted from face-to-face to being online to be some level of virtual. But as business owners, we still want to give the same high-quality service to our clients and customers. And so, automation helps us to do that. When the world opens back up again, those of us who may work with people face-to-face will still want to be able to create a consistent, excellent experience at all phases of the client lifecycle. The best place is to first think about what you want and how you want things to operate in your business. I always tell people, figure out the system first and then focus on automation. What do you want the experience to be at all phases of what we call the customer lifecycle? That’s why I say that I help people attract, convert, and serve their ideal clients – because each of those three stages is important. And there are things we can automate in each one of those phases. But before you do, you need to sit back and think about: · How am I attracting people to my business? · How do I want to attract them? · How am I converting? · Do I want to send out invoices? · Or do I want to automatically have recurring payments come out of the person’s account? · How am I making sure that I’m delivering on the promise that I make? And once you’re clear on the experience you want people to have, then you can go back and say, “Okay, what pieces of this can I automate so that I can be doing something else while people are still being served?” “I talk with people about systems as well. And if you automate a bad system, you’re going to get the same result or even worse. Take the time to plan and make sure the steps all work before you automate the process.” I think so often when people are working with a marketing consultant or strategist; they probably get frustrated by how we all start with: Who’s your ideal client? What’s your client avatar? Because do you know who is your ideal client and if that person wants to get things by text or email? That’s why we want to know that before we can automate, so we can have a good system and have good automation. “Any consultant that you bring on should always ask you three questions. Who do you serve? What do you do to serve them? And, where do you want to go? If they don’t ask you those questions, then they don’t have enough information to give you any direction.” What role does marketing automation play in each stage of the lifecycle of the customer? In the first stage, the attract phase, it’s about making sure people are aware of you. It’s about giving somebody a free sample of your genius in exchange for their contact information – so you can add them to your list. That can be an automated process of saying, “Hey, go to this link, download my free resource, and give me your email address.” And then now you can continue to nurture that relationship – which can be through a series of automated emails. Then in the Convert stage, that’s all about accepting the money and figuring out what your payment process is going to be. Again, are you sending out automated invoices? Or are you setting up recurring billing? And then, before I move on, when is it the right time to ask for the sale? There’s a whole process that we call lead scoring, which means based on the number of times that they’re opening emails and clicking on links and interacting with us, that they’re probably ready to buy after X number of times. That’s the time to make a phone call or send them the emails related to purchase something. The third phase is the serving phase, and that’s about how you deliver on the promise. How do you automatically give them access to the login information for the coaching program? Or send them a link to your calendar so that they can schedule their intake session with you? Or check for client satisfaction? Are they happy with the services? How do you remedy issues automatically if they’re unhappy? If they’re happy? How do you request testimonials or referrals? All of that can be automated so that you, as a business owner, can be focused on the other parts of your business. It’s almost like you’re hiring an additional team member. “When we look at automation, you may think it can be pricey to put automation into place. But if you look at the time that is saved by not hiring a person to send each individual email, to follow up on those bills, to ensure that you remember to ask for that referral – all of those things that takes that take energy and time from a person – we can use systems to make that happen. So, oftentimes, it will be a less expensive option than hiring a person.” What is the best marketing automation platform? That’s sort of a trick question because the answer is: the one you’re going to use – that’s the best one. You should be looking for a combination of the best mix of cost, features, usability, and integrations – how well it works with your other tools. When you find the one that has all of those, then you know you’ve found one that you’re actually going to use. “That’s the same answer I give when people ask me what the best calendar to use is. It’s the one that you’ll actually use.” 3 Action Steps 1.Establish a clear vision of the experience you want your clients to have. 2.Implement marketing automation during all three phases of the customer lifecycle to save yourself time and money. 3.Choose a marketing automation platform that you will use. Connect with Denise Dennis on LinkedIn or at www.Automate25Things.com to receive “25 Things Every Coach Should Automate.” Please comment below. I would love to hear from you.
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Well, today is a BIG day…it’s MY BIRTHDAY!
Yes, I am one of those crazy people that LOVES my birthday. I know you may be reading that and gag as you dread the reminder that you are one year older. But after a year and a half like we have had, with more adaptation in the months ahead required, I am feeling incredibly grateful to celebrate another birthday. And I’ve got to say; I really enjoy my birthday. Today on my morning walk, I pondered why. For me, the reasoning comes down to words. I “enjoy” it. If you break down the word to its roots, you get “in joy” as in “within joy”. To me, this means being within the joyful state or being within delight. “I feel present on my birthday and aware of the good feelings and delight of the day.” So often, when a birthday comes around, people ask you what you want – and you may think it’s a bit tacky to ask or that people should “just know” – but this isn’t always the case. In fact, after a birthday debacle a couple of years ago, I learned that it’s important to ask for what delights you because people want to see you happy (they just don’t always know how to help you get there). My most favorite birthdays revolve around receiving in my love language. (If you haven’t figured out your love language(s) – be sure to click that link!) I happen to have two love languages, and they are: * Acts of Service * Words of Affirmation Birthdays filled with notes to me, cards, letters, and well-wishes warm me from the inside out. And, while I like birthday cake, it’s the act of making the cake for me that lights me up. One of my favorite acts of service is the Momentum Live event. With Monica’s help, I put together a scrapbook that I would like to share with you – and for my birthday, you can help me celebrate by sharing YOUR favorite moments from your own Momentum Live experience. If you have never been, that is okay – check out the slide show and share with me what delights you about what you see. Momentum Live ScrapbookSo yes, please hit that reply button after you’ve checked out the scrapbook and let me know what brought a smile to your face! Please comment below. I would love to hear from you. Let me know if this sounds all too familiar…
· Endless emails and text messages sent back and forth as you attempt to get projects and tasks completed · Spreadsheets upon spreadsheets to try and keep you and your team organized · Tasks falling through the cracks or never getting off the ground at all · Customers and clients who are a little “salty” because you missed a deadline or forgot to get back to them If you’re sheepishly nodding “yes” to some (or all) of these things, then you need some help – and I’m not talking about more emails, another team member, or the creation of the ultimate spreadsheet. You need a project management tool. I can’t imagine life without one – and that’s why I started using Asana with my team. It keeps us all on the same page. Everyone knows their tasks and responsibilities. We can use it to communicate with one another. It’s an essential part of our team. There’s a reason that Asana’s slogan is: “Work works better with Asana” – because it’s TRUE! They have several different pricing structures – although you may be pleasantly surprised that the free version is just what you need! If you’ve got your systems and processes in place and you want to move away from emails and spreadsheets and a hodgepodge of tools that aren’t getting the job done – then be sure to check out Asana! (And no…I’m not a paid spokesperson – just a business owner who loves the features and what it’s done for my team!) Not sure where to start? This tutorial from Vicky Brown – The Leaders Journey, should give you a great jumping-off point. Please comment below. I would love to hear from you. How do you focus on people and keep them focused when things are as tumultuous as they are right now?
I think internal communication is key. I think you need to keep everyone updated around what you’re personally thinking as an executive team and around what’s going to be happening. Unfortunately, I’m seeing too many companies doing last-minute communications around decisions related to COVID. You know what you’re thinking about doing prior to the decision that you actually make. So, as you’re thinking it through, it’s not a bad idea to let your employees know what you’re thinking. Of course, you can let them know that nothing is set in stone – so make that clear as well. But let them know, “This is what I’m thinking, and here’s what’s mulling over in our heads right now.” Human beings really enjoy being prepped for something, and they don’t like it when abrupt things happen. Then the second thing is just to really lean into that practicality. At the end of the day, no matter what role someone has, this situation may affect their day-to-day roles and responsibilities. Find a way to be a little bit more flexible. I know a lot of companies have leaned into that. But I know a lot of companies still have not. The last thing, no matter what your personal perspective is around what’s happening, don’t bring any of your own personal or selfish perspectives to the business. We know the politics have been really weird and making people divided, but those things impact the workflow. I’ve heard companies that are not taking the mass situation as seriously as they could – not closing shop as fast as they probably should based off the rising cases. You really need to contextually unpack each and every employees’ desires. Don’t give fully into what you selfishly think is the right thing. It does not matter. You need to give in to your employees because they’re the ones that are operating your business on a day-to-day basis. I’ll give my co-founder a little bit of a shout-out. Angela R. Howard is the head of people at a company called Dover. She’s in Chicago, and she’s doing an amazing job. She’s being very aggressive around communications, being very aggressive around leaning into empathy and the conceptual needs of the people there. So, even when executives may be divided around when we come back, we need to come back, we want to come back – she has been a nice, stable force. She says, “Look, we really need to pay attention to what our people want, what they’re saying and really what the data is saying around this particular situation.” So, she’s done a really good job. “I think some business owners and founders think, “The more I share, the more concerned my employees are going to be.” Or, they think, “I have to make so many decisions right now. I don’t have time to involve everyone in that.” But maybe this is the time to put those things aside and bring people together. It’s a difficult time to feel cohesive, but the more you can bring your employees into that community, the better off you will be.” When it comes to driving revenue and creating revenue streams, what out-of-the-box ideas do you have? I’ll give you a real example first. In New Jersey there was a pizza place – an old school site with the big ovens – and when everything happened, they got shut completely down. But their oven, for some reason – because of the heat could create certain products. I forget the actual something they created, but it was something that the nurses in the global hospitals could utilize. So, they actually helped out and started creating those things. But the hospitals actually said, “We’ll pay you for these things.” So, it didn’t have to be just a donation. They created a new revenue stream, an actual new business model in the middle of a pizza shop. So, you have to think outside the box. You can’t look at the scenario and be like, “Well, this is what it is, and I’m just going to die here.” So it just doesn’t work. Again, at a macro level, you have to think outside the box, like really unpack and understand. What do you have right now within your business model that you can fill up when it’s dead? And how can you try to drive revenue in other ways? How can you get out of your own way and start to lean into the realities of the situation? Whether that’s going direct to the consumer, or through Amazon, or through other mail providers. Maybe that’s not comfortable for you to learn those things, but this will be something that we’re probably going to have for another year. So be very, very open to looking into all different aspects of revenue streams and business models. Look at competitors out there. And don’t be afraid to burn and break what you normally do; lean into reality. Don’t be so egotistical and comfortable with what you used to do because you won’t survive. “Have you looked at what you’ve got and pivoted in a way that’s helpful for everyone? What have you learned about yourself and your business by doing this?” What are some practical ways we can let go of our self-centered decision-making process and do something better? You can look into the day-to-day realities of your organization. Ask the employees what is best for the organization right now. And here’s what I’m really talking about. Many CEOs, no matter if it’s a small business of 50, 60, or 70 employees or even big organizations – for them, it’s been a while since they’ve been in the day-to-day. And what I mean by that is it’s been a while since they’ve been on the ground floor doing certain things. So, the processes that you put in place six years ago, when you had a little bit more of an empathetic view and a little bit more of a hands-on experience, may not be the same processes that will be the best for today’s time and your people know about these things. So, let’s set up a one-on-one or group call and figure out what is working now and what needs to be tweaked or what needs to get adjusted. Be okay with a new perspective, a new workflow, a new decision – and trust that people know the best things that are moving and grooving correctly. They’re probably doing things a little bit different than what you did six weeks or six years prior. “You may not even have to go back six years. You could just go back 12 months and look at things and say, “Okay, yes, this worked then, but it’s not going to work now, and how can we apply some of that creative thinking here in this situation?” 3 Action Steps
Connect with Anthony Vaughan at LinkedIn. Please comment below. I would love to hear from you. With all of the preparations being made for the upcoming Momentum Live: The CEO Experience, I can’t help but think about the reasons I love this event so much.
And there are SO MANY reasons. But one of them is the supportive nature of this event. You have support from me – of course. You have the support of our co-hosts – Brian Rassi and Sensei Victoria Whitfield. And you have the support of those in attendance. It’s a room filled with “entrepreneurial leaders supporting each other.” And that’s exactly as it should be. Nobody knows what you experience as a business owner more than other business owners. And Momentum Live is the event that brings us all together. These three days provide:
All due to the tremendous people gathered in the room. It’s really a powerful three days. Knowing how impactful this event is for so many, a few years back, The Sappari Group started offering a scholarship to a young entrepreneur (under age 30) to attend this event, and I’m thrilled to say this tradition continues. Applications for this scholarship are STILL being accepted (until August 30th) – and if you’d like to apply, please go here and do so. (Yes, it says applications were due August 15th – but you’ve still got time! After all, I know the person in charge!) Momentum Live: The CEO Experience is October 6-8, 2021 – and I can’t wait to see you there! Please comment below. I would love to hear from you. Did you catch Andrew Kap’s interview on Tuesday for “What Businesses Need to Know Right Now”? It was all about value and gratitude – and it had me reflecting on the summer. (Yes, I know that we have a couple of weeks until Labor Day rolls around and summer comes to its unofficial end – but reflection can be done at any time!)
Of course, I love summer. Fresh vegetables. Relaxed children. Time spent outdoors. An all-around slower pace to things. I’m looking forward to the end of summer. Are you sitting there saying, “WHAT?? Nettie…how can you be looking forward to the end of summer? Summer is FANTASTIC!” It is! I agree 100% and… Towards the end of summer, I start to get a little antsy – and I’m ready to get back to routine and make things happen. And I’m feeling that way now! How about you? Are you ready to put that slow summer pace aside and make some headway on those goals you’ve set for you and your business – or to create new goals to tackle? I grabbed my Momentum 90-Day Planner the other day and started to reconnect with my vision and think about what I need to do to take action. If you’re in need of a planner that allows you to create a vision, look back on past experiences, and move forward with your goals – then the Momentum Planner is for you! Amy Linder-Lesser said, “I love that the Momentum Planner is so different from other planners. There are no dates which for me is great. I can start and stop and resume where I left off. It makes me get specific with my 4 monthly goals and then, using the Rear View Mirror technique, break them down into smaller actionable steps to ensure that I will get something done toward their achievement and also that I will succeed. Before using the Planner, I had a hard time breaking my large goals into actionable steps; now it is so doable!” Are you ready to take some action? Please comment below. I would love to hear from you. What are you finding that businesses need to know right now about what you’ve learned?
There are two pieces. The first thing from the book is to understand that entrepreneurs know that there are certain things that they need to do in their business, but they don’t. And my fastest way to explain this, and this is how I put it in the book, is this happens for the same reason people struggle with lifting weights or going to the gym, or law of attraction methods, or whatever else. We’ve got three minds. We’ve got the conscious mind, the subconscious – and right smack dab in the middle we’ve got the ego. And the ego only has one job, and that’s to keep you alive, which means, for better or worse, your ego loves you. But whatever money problems you’re having, whatever relationship problems, or even whatever health problems, your ego knows you’re live right now. So, it will resist when you try to reach a better station of life. And the answer to that, at least from a law of attraction perspective, is going in and bypassing the ego to the subconscious mind, which is way stronger. You can do this through gratitude methods and literally thinking good thoughts and feeling good feelings – because that will make your ego feel safe. In turn, you will find yourself taking faster action. However, I snuck that in! What I really want people to know in terms of business is the understanding that even when you are doing good for your customers, you’re doing well for them – that there are endless deeper, more dynamic, more multi-level ways to provide value. And when you think about doing that, and you find ways of doing that, you will be rewarded in the best way. Because the more value you give, the more value you receive – so, it becomes this wonderful feedback system. For example, I’m trying not to humble-brag, but I’ve got many five-star rave reviews. That was not accidental in the sense that I didn’t want this just to be a book that I sold. I wanted it to be a book that’s read and used. So, therefore, I was very intentional about making this book from page one to page 208 a user-friendly, easy-to-read journey so that they can get through the content and they can experience a paradigm shift – and they can use it and be happy. And through that, I’ve given them the value, but they’re also way more excited about sharing it with their friends who might be interested in it also. On top of that, for stacking value, when they sign up for my bonuses, they get email after email, after email of just stuff that’s in support of that – designed to make them feel good and have an easier time using the content. And again, because of that, they review the book, tell their friends, buy extra copies, and all these other things. So, they’re winning, and I’m winning, everybody’s winning. “Many business owners are encouraged to write a book that acts as a business card. Often, in these books, page one acknowledges the fact that no one’s ever going to get through the book, and you quickly tell everything you know right up front and get them to buy into whatever you are offering in the book. But, designing a book such that people would want to continue reading and implement what you were saying – and they’d want to interact and engage with you is the way to go. It allows you and them to fully share your expertise with other people.” But just to speak to what you were saying here, you can do both; you can have a business card that draws people in and a book that they enjoy. If that book is going to be your business card, why not take them down the rabbit hole of your value? Why not get them here? They are in a place where they’re perfectly willing to sit down and read pages that hopefully are interesting and engaging enough – and useful enough – that they’ll keep going down. Give them the time to really sink in and learn more about you over the long haul through 100 or 200 pages, rather than having a so-so book, where the first ten pages, you throw everything you can at them without letting them go down that progression of value. Because in the end, I know a lot of people want long-term customers. Why not condition yourself or reinforce that by implementing that value and energy into the book you give them? And yes, I do admit that I’ve had experience as a copywriter that I intentionally infused in this, hopefully, a successful attempt, to make this unlike any other law of attraction book that anyone’s ever read before. A quick little note to speak to the value again. When people write to me, unlike most authors, readers will get a response directly from me that will address their questions about the content I publish. Can entrepreneurs benefit from the Law of Attraction even if they don’t believe in it? I liken it to lifting weights to get muscles. Everyone can relate to lifting weights to get muscles -even though it’s a very simplified term. And I’ll give you two possible explanations as to how this works. Either you lift weights, you go to sleep, and the muscle fairy comes at night and waves a magic wand. Poof, you’ve got muscles! Or when you’re lifting weights, you’re putting so much stress on your body that the muscles literally tear. And then what happens is your body responds by healing and by filling in those gaps with missing muscle – with more muscle fiber. Now most people say, Andrew, it’s the second explanation. And I’d say it doesn’t matter. What matters is you put in X; you get Y. You lift weights; you get muscles. And by that same token, whether or not you believe in the law of attraction, if you just engage in five minutes a day of gratitude, you may be pleasantly surprised. And if I’m wrong about that, you at least took five minutes out of the day where you’re thinking positive, rather than worrying about anything else in that moment. “I have the same belief. For example, when it comes to productivity, there are many different ways to create productivity in your business. And it really doesn’t matter which way you use to do it because the end result will be the same – whether you have a logical process, a spiritual process, or an intuitive process – it all ends up in the same place.” Can you share a gratitude practice that anyone could try? I do this every single day. I pull up my phone, and I leave a recorded message of all the things that I’m grateful for today. And I send it to my friend across the country. And he does the same thing for me. So we’ve installed a social pressure to keep ourselves accountable while simultaneously giving ourselves the opportunity to feel good every single day, expressing that gratitude. And we’ve been doing this for four years. He’s seen me become a best-seller in this time. I’ve seen him make tremendous leaps. It’s powerful. It’s worth it. Try it; you will not regret it. 3 Action Steps 1.Use gratitude to bypass the ego and go to your subconscious, which is infinitely stronger. 2.Recognize that the more value you give, the more value you will receive. 3.Engage in gratitude every day. Connect with Andrew Kap at LinkedIn or Youtube. Please comment below. I would love to hear from you. Raise your hand if you’ve attended Momentum Live.
Raise your hand if you’ve attended numerous Momentum Lives. Raise your hand if you’re thinking you’d like to attend Momentum Live. Yes! Raise those hands! Because whether you’ve been to Momentum Live previously or you’re considering attending your very first Momentum Live this October, you are going to get so much out of this signature event! Momentum Live happens twice per year, and this October 6-8, 2021, CEOs and executives will be gathering together in Havre de Grace, Maryland, for Momentum Live: The CEO Experience. (Don’t you love the new name?) It’s three days that will get you out of your business and working on the things that will move your business forward. You’ll experience: · Meaningful conversations and connections with other attendees · Focused activities that allow you to dive deep into your business · Time to take real action for your business · Guest speakers that are relevant to you as a CEO/Executive · Mastermind sessions – including the Hot Seat Mastermind · Implementation and collaboration with other Momentum Live attendees and guest speakers And let’s not forget about the abundance of laughter and celebrations as you and your fellow attendees make breakthroughs, get clear on your vision, and implement real strategies. I think the most important thing to remember about Momentum Live: The CEO Experience is that “you receive what you need at the current moment in your business.” And how does this happen? Momentum Live: The CEO Experience pulls from your innate abilities and reinforces and expands them with the help of EVERYONE in attendance – and that’s powerful. You may be asking yourself, “If I attended this event before, should I attend again?” And the answer is: MOST DEFINITELY! Each and every time we gather together for Momentum Live the experience is different. The needs of you and your business have most likely change – and the composition of those attending changes each time, too – giving you new experts and ideas to tap into. Now, priority for Momentum Live: The CEO Experience is given to Momentum Insiders. Once those spots are confirmed, applications will be available for a limited number of spots. (Feel free to hit “Reply” to this email if you’d like to get an application!) If you have additional questions about Momentum Live: The CEO Experience, or you want to know more about Momentum Insiders (so that you have a guaranteed seat at the table), let’s talk. You can reply to this email or set up a time to talk over the phone. Please comment below. I would love to hear from you. In Tuesday’s email, you had the pleasure of meeting Sherene Rapoport in the interview she did for “What Businesses Need to Know Right Now.” Sherene shared all about how she uses data-driven campaigns to help the non-profits she works with – and how you can use data to drive your own marketing campaigns.
It’s so important to be looking at the data you have as you grow your business and make crucial decisions. (And BTW – if you didn’t get a chance to read your email on Tuesday, you can catch her 10-minute video interview on my YouTube channel.) Of course, if you work with non-profits, you know that you face unique challenges. With that in mind, Sherene founded and created Team 501c on the Mighty Network. It’s a community designed to provide emotional and professional support to those in the non-profit world. So often, we talk about finding your tribes – and if you are involved in the world of non-profits, this is another great place for you to connect with like-minded people. Additionally, if you have more questions about data-driven campaigns, you can reach out to Sherene on LinkedIn or go to her website. Please comment below. I would love to hear from you. How do I know what data to use for my campaigns?
The basic numbers that you want to look at year after year, fiscal year after fiscal year, are how many clients, members, or donors you’ve retained, and on average, how long you end up retaining that person for your organization – whether they’re a donor, member, or a customer. You’re really looking at their past transactions and how they interacted with the organization. We like to look at lapsed data as well – lapsed donors, ops members, clients – usually, these are what we call the lowest hanging fruit. Looking at your data and benchmarking where you are today, where you were the previous year, and then what kind of growth you want to see this year to achieve your goals will then help you drill down into how much outreach you need to do and how much money you need to spend. “You can be more focused on your efforts when you take a hard look at your data – and this goes for any business or organization.” How do I clean up my database? Cleanup is a big word. There are many different things that you have to do because you do want to start with clean data. If you’re not sure if you have the correct contact information or the right email addresses, or whatever the case might be – there are huge databases out there – national databases – that you can run your in-house list against. “Have you used available data to compare to the data you’re pulling from your lists?” The other advantage is that you also get additional data points. We learn in great detail what your ideal client, member, or donor actually looks like. And that takes you to the next step, which is creating your donor, member, or customer profile. Once you have your profile, then all of your communications target segments – target that profile – and then you can also go out and look for lookalikes to that profile. These are all just simple things you can do today. You don’t have to go out and get a 10,000-piece acquisition list, for instance, to make your numbers. You can do it the smart way. You already have campaigns that are going out, and you can always segment out within those campaigns to streamline costs. There are a lot of really cool things you can do now with data-driven campaigns. I’ve worked with several fundraising organizations, and we did a few simple things when we onboarded them. We implemented what we call an “upgrade dollar strength.” Once we did their analytics, we were able to identify donors that were ready to be upgraded to the next giving level. On their gift mechanism or their response mechanism, there is usually a dollar string on it. We built those dollar strings based on their last gift. But we used a more aggressive formula to upgrade them to the next giving levels. It was just a data programming thing rather than anything else. Within those same campaigns, we were also able to run a lapsed donor campaign saying, “Hey! We miss you. These are all the great things that our donors have allowed us to do this year. We miss you being part of our community.” So when you get that message out, you’re able to onboard or reinstate donors that way. And then, again, looking at your current donor base, why are these people giving? Everybody’s motivated for some reason or another to make that donation. If you can start drilling down as to what are the programs that you’re offering or that your nonprofit is running for the community that you can talk about to a specific donor, this will increase the likelihood of them engaging with you and responding in the future. “Are you thinking about how you could potentially translate this for the work that you’re doing? You should be! Perhaps somebody signed on for a program with you at $1,000/month, and you offer them the next level, which is $1500/month – you’ve already increased your income substantially. And it’s really just the next level up.” Why should I be looking at using data-driven strategies? Typically, we see a minimum of a 2% increase in overall fundraising, retention, upgrading, or reinstatement. That’s what we target as our minimum goal for the year – 2%. I’ve seen up to 6% or 7% in a year – especially if we’re constantly monitoring the analytics, and we know there’s a core group of donors that are at risk for not giving to us this year. We can get on the phone and call them. There are a lot of things you can do in real-time when you’re actually working with your analytics. We’re able to sort of stem those leads, or those drop-offs, that would ordinarily just get dropped off if nobody’s monitoring those closely. So, ordinarily, we see at least a minimum of 2-7% increase. “So, you have a list, but the more you can insert into that list about your customer, member, or potential donor, the better you can serve them.” You want to know where they are in life. For many membership organizations, it’s important to know where my professional member is at this point in his life? Is he starting a family? Is he buying a house? And how am I going to support him through this transition? It allows you to relate to them – to meet them where they are – and to show them how your product, your service, or how their donation impacts what they are finding of interest at that current moment. 3 Action Steps 1. Utilize data to tailor campaigns that target your ideal client or customer. 2. Clean up your database so that your efforts are streamlined and targeted. 3. Set goals for your campaigns to help you track your progress. Connect with Sherene Rapoport at LinkedIn. Please comment below. I would love to hear from you. |
AuthorBeing an entrepreneur and business owner is hard! Once you have your business up and running it's not uncommon to hit a few snags: scalability, staff retention, launching growth projects, getting enough sleep! Archives
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