103. Unsiloed: How Marketing & Fundraising Go Hand-in-Hand to Engage and Retain Your Donors with Simon Mainwaring

Feb 7, 2023

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When we look at fundraising, we tend to silo marketing, acquisition, cultivation, and stewardship. But Simon Mainwaring, my guest on this episode of What the Fundraising, is explaining why in fact they are all a piece of the puzzle. He is breaking down for us the ways in which each element of the donor journey is a link in the chain that is indicative of the nonprofit’s overall brand. When we get the marketing right, our donors connect and invest for the long haul. As CEO of the strategic consulting firm We First Branding, Simon is all about locking in the messages that articulate purpose and motivate action. Working with nonprofits and for-profits alike, his focus is on heart-centered principles and storytelling that resonate universally.

You’ll come away with actionable ways to define your organization’s narrative, audit the efficacy of its marketing messages, and make change through co-creative processes. If you’re looking for fresh ways to forge a meaningful and ongoing connection with donors in 2023, then you’ll want to join us in taking a look at the importance of perspective and tone. Are your fundraising communications too internally focused or self-serving? Do your contributors know exactly the impact their support is making? “If you tell the story in the right way it can really deeply resonate with people and inspire them to be a part of something larger than themselves,” says Simon. “And the way you do that is by building a brand.” It’s an iterative process and we’re here to get you moving in the right direction.

(02:14) Simon tells about We First Branding and its mission
(03:05) About the “We First” ethos at the intersection of branding and storytelling.
(05:01) Simon defines the concept of branding.
(06:41) Simon’s suggestions for foundations and nonprofits figuring out their brands
(06:41) Why Defining Our Core Stories Is So Important
(12:39) Key Questions to Ask When Defining Your Organization’s Narrative
(19:33) How the most effective copy deploys the reader/viewer perspective.
(27:40) How to do a quick internal audit of your branding best practices
(29:36) Three Things Nonprofits Can Do to Assess Their Branding Effectiveness
(32:39) Strategies for Leaders Trying to Make Change and Build Brand Cohesion
(41:45) About the shift from marketing to movement-making.
(43:39) Where to find out more about Simon and We First Branding

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Many thanks to our sponsor, Feathr for making this episode possible. Our friends at Feather help nonprofits like yours level up their digital campaigns every day through their nonprofit marketing platform. Don’t rely on magic this year. Check out Feathr to streamline your digital marketing campaigns and exceed your goals. Learn more and get started today at Feathr.co.

If you haven’t already, please visit our new What the Fundraising community forum. Check it out and join the conversation at this link.

If you’re looking to raise more from the right funders, then you’ll want to check out my Power Partners Formula, a step-by-step approach to identifying the optimal partners for your organization. This free masterclass offers a great starting point