SUCCESSFUL NONPROFIT FUNDRAISING AND MARKETING CAMPAIGNS DEPEND ON THREE MAJOR COMPONENTS:
OFFERS, CONVERTERS AND DRIVERS
Successful OFFERS are tangible, demonstrate the impact of your work, and communicate a sense of urgency.
These are the actions or items that the donor is paying for. They should be “photographable,” meaning if you can’t take an emotionally engaging picture of it, you don’t have a strong offer.
We help you find out what’s really important to the people you serve, to your staff, and to your supporters. We believe in taking our clients through a discovery process that will put a focus on what is truly important (pardon the pun).
CONVERTERS are the elements that convert prospects' interest into the things the organization needs to thrive: revenue, new donors, or social shares.
Some prime examples of converters are your website's giving page, a gift catalog’s response device, your online catalog’s checkout funnel, or a retail person-to-person engagement with a prospective donor.
DRIVERS are the elements that exist out in the marketplace. It could be driving interest and attention back to your website, a direct mail campaign or event booth.
Examples of DRIVERS are website banners, paid search, search engine optimization, PR efforts, social campaigns, radio spots and direct mail.
AT FOCUSED, WE BELIEVE IN ROLLING THESE ELEMENTS OUT IN THE FOLLOWING ORDER:
- Optimize your OFFERS. It is possible that your organization's offers are as urgent, tangible, and effective as they can get. But, they are so critical to your success that they should be tested and optimized, to the extent that we are able at this late stage.
- Once the OFFERS are fine-tuned, we zero in on CONVERTERS and optimize them through various testing strategies.
- Finally, we ramp up the DRIVERS. Based on our learning from the OFFER and CONVERTER optimization steps, we develop campaigns built on creative and media strategies that attract high-value donors with the lowest possible cost per donation.