Redstone Marketing

17/04/2023

⁣⁣Unfortunately, not all lead magnets are created equal ⁣🤯⠀
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So many lead magnets lack the strategy they require to really engage your audience and move them along their giving journey.⠀
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Today: ⁣⁣Step 2 Create an irresistible lead magnet⠀
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Once you understand your target audience and know what they are interested in, you can create a lead magnet they will find useful, valuable and a "must have". ⠀
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Think about collating blogs, or taking information you have shared in Webinars - often you already have great information at hand - it is just a matter of collating it and presenting it in a way prospective supporters will be interested in. ⠀
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To create a valuable lead magnet, you must offer up a solution to a particular problem your potential support has.⠀
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If you are an organisation supporting youth mental health you could create a lead magent that offers up tips on "How to talk to teenagers" to help and support your target audience (parents of tennagers). They will appreciate the tips and wisdom and just feeling as though they are not alone.⠀
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Now you have a lead magnet that is important and adds value to the lives of your target audience. your email list will grow!⠀
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An added bonus is it will have a shelf-lift of at least 18 months, which means you dont have to keep creating new ones.⠀
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As always, if you want to chat through ideas for your lead magnet, simply get in touch. We are full of good (simple and inexpensive) ideas!
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14/04/2023

⁣⁣The next few posts will cover the steps to launch a lead magnet campaign (Lead Acquisition). As we mentioned earlier, evergreen digital acquisition campaigns are important because they attract leads for you to convert into donors, they are cost effective and they can be measured and tweaked over time.⠀
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So let’s start.⠀
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Step 1. Identify your target audience⠀
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The first step in getting the right leads is to identify your target audience. This step is important to the overall success of your campaign. Without identifying your target audience it won’t matter how good your lead magnet is – it will be ignored or attract the wrong sort of leads (that will waste your time down the track).⠀
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A target audience is a group of people characterised by behaviour and specific demographics, such as female, between the ages of 45 and 55 who donate to animal shelters and environmental organisations. ⠀
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Target audiences are defined and known by most organisations because they are influence a marketing strategy. Target audiences drive product development, help decide where to put budget and key messages are created with their needs in mind.⠀
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7 Ways to identify your target audience:⠀
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1. Analyse your current active donor base and conduct donor surveys⠀
2. Conduct market research and identify industry trends⠀
3. Analyse your competitor's customers, products and offerings⠀
4. Create donor personas⠀
5. Define who your target audience isn't⠀
6. Continuously review and revise your target audience⠀
7. Use google analytics to help identify trends and patterns in how your website visitors engage with your website⠀
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If you need help identifying your target audience just click on the link in our bio or check out our website for other fundraising resources 😊
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13/04/2023

⁣In a nutshell, lead magnets are an effective way to gain a potential donor’s contact information. They are used in marketing to turn website visitors into leads. And once you have a lead, you can use your Donor Journey to nurture them into becoming a donor.⠀
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Lead magnets are any free asset or special deal offered to potential donors in exchange for their contact details. It can be a webinar, white paper, ebook, template, or another resource. To gain access to the lead magnet, a visitor must provide their name, email address, and/or company info.⠀
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Not all lead magnets are worth your details. Throwing together information for this purpose is a waste of your time and won’t help build trust with new donors.⠀
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A good lead magnet must provide value to the visitor. Being useful is key. This is a first impression and you want to make it a good one. Look at the resources you have already created (blogs, templates, webinars etc.) and look at ways to repurpose them into a free asset. ⠀
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Quality lead magnets have a long-shelf life so you don’t need to be frequently recreating them – you can just keep testing and tweaking how you market them online to your ideal audience.⠀
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To create a lead magnet:⠀
1. Work out who your ideal audience is and what they want⠀
2. Create and design your lead magnet to suit this audience’s needs⠀
3. Build your landing page to easily capture website visitor details⠀
4. Have a donor conversion tactic ready (more on this in posts to come)⠀
5. Set a schedule to measure performance and tweak your marketing accordingly⠀
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If you would like to check out our lead magnets, just go to the link in our bio and if you want help creating a purpose built lead magnet for your org, just click on the link 😊
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12/04/2023

⁣We got tired.⠀
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We admit it and we're okay to say that we did. ⠀
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We moved offices, we experienced changes in our client portfolio (some good, some not so good), we had personal stuff going on and also heaps of really good stuff too. ⠀
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Greece anyone? The image is where my family and I escaped to in July 2022 - and I think about it EVERYDAY.⠀
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Anyway, we are back ready for a new approach and to share some great new tactics in fundraising that we have been looking into.⠀
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And we will probably start sharing experiences we have in the feminised NFP sector and research on what it means for women. We hope you join in and share your experiences and ideas on it too.⠀
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We hope you're here for it and we hope there are some new ideas and thought bubbles you can take from our posts to grow your fundraising.⠀
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So follow if you haven't already and let's get on with it :)⠀
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12/04/2023

13/06/2022

Your social media strategy doesn’t have to be scary 😱
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Here at Redstone Marketing we believe the more simple a strategy is, the easier it is to abide by and the more intentional we become when we are posting.
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We know you are likely time-poor, overwhelmed and social media is usually the last thing you tick off your list (or sometimes you spend all day on it to avoid the other things on your list...😂)
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So we’ve broken down a strategy that will help elevate your social media marketing efforts by working smarter, rather than harder 💥
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Link in bio to this blog.
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Happy Fundraising 🧡
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09/06/2022

The time, money, love and tears that go into planning and sending out Appeals is quite frankly, exhausting.
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Yes, it is also a challenging, fun and extremely rewarding process.
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Once an appeal is lodged and has gone live you can sit back and enjoy the generous support of your donors. However, all campaigns come to an end and then there is the final step in the process: Appeal/Campaign Analysis.
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Every nonprofit will approach the end of a campaign differently, with some going into detail and others taking a much broader view. However whilst campaigns can be quite simple and straightforward, perhaps with maybe just one or two channels, others may be more complex and multifaceted.
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The main advantages of campaign analysis include:
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1. Understand what elements of the campaign worked well/ not so well
2. Learn how the target audience responded to the campaign
3. Review the ultimate effectiveness of the campaign versus objectives
4. Discuss the campaign with key stakeholders
5. Provide valuable learnings for future campaigns
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If you would like to chat through key metrics for robust Appeal/Campaign analysis then send us a DM - we can even work out an analysis spreadsheet for you.
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Happy Post-Appeal Fundraising 🧡
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08/06/2022

To survive and thrive in a competitive marketplace, nonprofits must develop a fundraising plan that includes numerous funding sources.
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Many charities run into trouble because they only have one or two funding sources.
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And because their Board may not really understand fundraising 🤐
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If you are limited in the number of funding sources you rely on, then when things outside of your control (GFC, Pandemic, Sharemarket crash etc.) go wrong, your nonprofit will be in trouble 😲
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To reduce risk, charities need funding to come from as many sources as possible.
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Sources such as; Boards, Trust and Foundations, Grants, Government, Individuals, Corporate, Sponsorships, Crowdfunding, Peer-to-Peer, Events, Merchandise...
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We have been fundraising for over 20 years and have survived many of these crushing external factors.
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We survived because we have never put all our fundraising eggs in one basket.
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We know from decades of firsthand experience what it takes to design a fundraising strategy that incorporates as many funding sources as possible leveraging the resources you have available.
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Even a small step towards diversifying your income stream will mean that your charity is at less risk and raising more.
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If you want to discuss how to become more sustainable in your fundraising, then DM us for a chat.
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Happy Fundraising 🧡
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07/06/2022

We have spent a lot of time discussing the key components of Donor Journey over the years and not much airtime on the Key Segments.
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Donor Journey starts with knowing the key donor segments on your database.
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I don't just mean labelling groups - I'm talking about the important definitions you give them.
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So discover which segments you have (Data mining)
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List them out
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Define what it means to be in that particular segment.
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And Be clear.
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Now get everyone involved in Fundraising to "sign off" on these segments and their definitions.
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Without this step - your team will be continually shifting responsibility for segments and ultimately missing out on a strong foundation for Donor Journey.
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Our Free Donor Journey Guide is back until end of June. Grab a copy - link in bio 💃
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Happy Fundraising 🧡
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06/06/2022

How do you design a campaign pack that stands out, attracts the eye but doesn’t give the impression that your organisation has money to burn on expensive marketing? 🤯
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There’s a fine line between clever design and an overdone appeal pack.
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In our latest blog we share some key design tips and our best design secrets 🤫
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You can use our blog as a checklist across your own fundraising appeals to ensure you are getting the balance right. Link in Bio.
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Happy Fundraising 🧡
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30/05/2022

So the heart-shaped conversation candies called Sweethearts started out in 1901 and then they took off for Valentines day with printed messages such as "Be Mine", "Kiss Me", "Call Me", and "Miss You."
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These candies became a fun way to communicate a message 🧡
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As far as I know, charities haven't used candies to communicate key messages but we do have a lot of channels at our disposal to get the right message out to our donors at the right time.
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Multichannel fundraising is the hot topic on every fundraiser’s lips. But what exactly is multichannel fundraising? And how do you implement it into your campaign strategies?
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Multichannel fundraising allows you to ask for donations and spread your message to a variety of supporters through several different communications channels.
It’s effective because each medium works together, as one 🥇
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But while many organisations have taken up the mantle of multichannel fundraising, it’s a lot harder to get right than you may think.
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To help make fundraising better - and easier for you - we have put together a Multichannel Fundraising Guide. You can get your copy through the link in our bio.
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Happy Fundraising ☀️
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04/03/2022

And it's here...🙌
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Our latest Fundraising resource - The 6 emails you should be sending - RIGHT NOW!
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The 6th email is at the end of the resource. If you don't plan and implement the 5 above then your 6th email isn't going to get the results you're hoping for.
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Link in bio to this and other resources.
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Happy Fundraising 🧡
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