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The Crux Fundraising

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • The Crux Fundraising's ideal customer is a Founder or Development Director in a non-profit organization, likely with a faith-based inclination, who values family and philanthropy. Their organization operates on a budget between $100,000 and $1,500,000.

Audience Type

  • B2B
  • Non-profit organizations

Industries (if B2B)

  • Non-Profit
  • Faith-based organizations

Needs – Primary Buying Considerations

  • Need for professional fundraising support
  • Desire for personalized service

Demographics

  • Age Range: 35+
  • Geography: United States
  • Profession: Founder, Development Director
  • Business Size: $100,000 - $1,500,000 budget

Psychographics

  • Lifestyle: Highly involved in non-profit management
  • What they value: Family, Philanthropy, Faith-based principles
  • Pain Points: Managing fundraising effectively whilst focusing on mission-critical tasks
  • Buying Behavior: Value-drive, seek evidence of effectiveness
  • Decision-Making Roles:
  • Primary Decision Maker: Founder, Development Director

2. My Message to My Target Audience

Refined Elevator Pitch

  • The Crux Fundraising equips non-profits with dependable fundraising systems, allowing them to dedicate their passion towards impactful endeavors, instead of being bogged down by financial struggles.

Understanding Their Pain Points

  • Chronic uncertainty about funding sources
  • Non-stop scramble to meet financial needs
  • Distracted from mission-critical tasks due to fundraising woes

Transformation

  • Stable, reliable fundraising systems for financial security
  • Freedom to focus on mission-oriented tasks
  • Increased capability to create lasting philanthropic impacts

Unique Selling Proposition (USP)

  • Comprehensive, personalized fundraising & marketing services
  • Tangible results within 90 days
  • Personal touch with a commitment to fly out for initiative launches

Brand Values & One-Liners

  • 'Fueling your passion, funding your mission'
  • 'Less fluff. More fruit. Dependable Fundraising.'
  • 'Personalized fundraising. Dedicated impact.'

Tone

  • The Crux Fundraising exudes a professional, dedicated, and reassuring tone that instills confidence in their clients, fostering feelings of financial security and mission-centric focus.

Hero Text Idea

  • Flag Text: Fueling US Nonprofits
  • Main Headline: We Handle Your Fundraising
  • Sub Headline: Leverage dependable fundraising systems and free your team to stay mission-focused, creating more impact.
  • CTA: Schedule Your Discovery Call Today

3. The Media I Will Use to Reach my Target Market

Website

  • Improve website positioning with testimonials about fundraising success.
  • Use Squarespace's built-in analytics to track conversion events.
  • Ensure mobile-responsiveness given the likelihood of browsing on different devices.

Social Media

  • Prioritize LinkedIn given the B2B nature and target demographic of 35+.
  • Post frequency: 3x per week: Fundraising tips, client success stories, industry insights.

Paid Advertising

  • LinkedIn Ads targeting individuals in non-profit roles.
  • Google Ads targeting fundraising & non-profit solution keywords.

Content Recommendations

  • Case studies on successful fundraising campaigns.
  • Blog posts about fundraising strategies.

Podcasts

  • Appear on industry podcasts such as Nonprofit Hub Show, Fundraising Buffet.

Directories

  • Get listed on Nonprofit Directory, National Council Of Nonprofits.

Publications

  • Submit articles to Nonprofit Quarterly, The Chronicle of Philanthropy.

Partnerships & Outreach

  • Partner with faith-based organizations, other non-profit service providers.

SEO and Content

  • Optimise content around keywords like 'fundraising solutions', 'nonprofit fundraising agency'.

Offline and Local Media

  • Attend nonprofit industry events, sponsor local charity events.

Online Events

  • Host webinars about fundraising best practices.

Online Networking

  • Engage in LinkedIn Groups focused on non-profit management, philanthropy.

Cold Outreach

  • Reach out via LinkedIn to Founders & Development Directors of non-profits.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Fundraising Strategy Call
  • Nonprofit Fundraising Guide
  • Fundraising ROI Calculator

Tripwire Offer

  • Fundraising Audit at a reduced rate
  • Downloadable Toolkit for Effective Fundraising

Welcome Sequence

  • A warm welcome email introducing The Crux Fundraising
  • Follow-up email with further resources and tips
  • Personalized email from CEO offering a discounted Fundraising Audit

Segmentation

  • Tag leads based on Organization size and Type (faith-based, other)
  • Segment leads based on level of engagement with email content

Chatbot and Automation

  • Implement a chatbot on the website for quick queries
  • Use automation for email follow-ups and engagement tracking

2. My Lead Nurturing System

Marketing CRM

  • Recommend: ActiveCampaign for its cost-effectiveness and automation capabilities
  • Automate lead tagging, segmentation, sequencing, and scoring

Sales CRM

  • Recommend: HubSpot Free CRM for its integration capabilities and affordability
  • Implement a pipeline tracking process for lead to customer conversion

Automated Follow-Ups

  • Utilize ActiveCampaign to automate email follow-ups based on lead behaviors
  • Triggers: Email opens, webinar attendance, consultation bookings

Newsletter

  • Monthly newsletter featuring fundraising success stories and industry insights
  • Segment newsletters according to the type and size of nonprofit organization

Retargeted Ads

  • LinkedIn ad retargeting aimed at website visitors
  • Google Ads for search relevance by targeting fundraising related searches

Social Media and Content

  • Regular LinkedIn posts (3x per week) about fundraising tips, successful campaigns, and industry insights
  • Regular updates on case studies and upcoming webinars on the company blog

Webinars and Events

  • Monthly webinars on fundraising best practices and industry trends
  • Attend and sponsor nonprofit industry and local charity events

Other Nurture Channels

  • SMS follow-ups post-consultation booking
  • Chatbot on website for instant customer inquiries

3. Sales Conversion Strategy

Sales Process

  • Develop an in-depth sales SOP outlining each step from discovery call to final agreement
  • Investigate friction points in the current process: complexity of proposals, time between discovery call and proposal, website's sales funnel effectiveness
  • Automate follow-ups after discovery call using CRM software

Sales Assets

  • Craft effective sales scripts addressing key pain points and showcasing our USP: personalized, comprehensive fundraising services
  • Design visually appealing, concise proposals that clearly outline proposed services and potential results
  • Create a compelling pitch deck highlighting tangible fundraising results

Testimonials and Case Studies

  • Implement a system for collecting testimonials following successful fundraising initiatives
  • Develop in-depth case studies illustrating the transformation process and positive impact of our fundraising services
  • Showcase testimonials and case studies on the website and within proposals to instill trust

Conversion Rate Insights

  • Implement tracking to establish current conversion rate
  • Set goals for incremental improvements in conversion rate quarter-to-quarter
  • Continuously identify and address any factors hindering conversion rates

Urgency and Offers

  • Promote seasonal or special occasion fundraising initiatives to encourage timely commitment
  • Offer fast-response incentives, for example, prioritizing projects for clients who sign up within a certain time frame

Guarantees and Risk Reversal

  • Assure potential clients of our commitment to results with a performance-based contract
  • Highlight our risk-free proposition by offering the ability to find donor funding to cover the cost of our services

Shock and Awe

  • Personalize first interaction with prospects by sending a small branded gift (notepad, pen) after the initial call
  • Show commitment through the promise of flying out to client locations for initiative launches
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome video message expressing gratitude for choosing Crux Fundraising
  • Onboarding kit includes a tailor-made fundraising plan, showcasing the next immediate steps in the fundraising journey

Communication Cadence

  • Weekly progress update calls or emails, depending on client preference
  • Bi-weekly reports on fundraising dynamics, opportunities & challenges

Client Education

  • Access to a resource library with guides, FAQs, and videos explaining fundraising strategies
  • Regular webinars on trending fundraising practices

Personalized Touches

  • Surprise milestone gifts (e.g. when fundraising target is initially reached)
  • Handwritten thank you notes for significant milestones or on client’s anniversary with Crux

Visuals and Documentation

  • Monthly reports featuring visually compelling graphs and charts of fundraising progress
  • Case studies showcasing fundraising success stories

Feedback and Proactive Support

  • Regular check-ins to gather feedback and address any issues
  • A proactive support system to handle potential challenges

Guarantee or Promise

  • 'Results in 90 days' money-back guarantee if fundraising targets are not met

Operational Excellence

  • Strict adherence to punctuality for meetings and updates
  • High standard of professionalism in communication and appearance

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Encourage annual contracts with a small discount for bulk payment
  • Implement automated renewal reminders

Upsells & Cross-Sells

  • Upsell advanced reporting and analysis services
  • Cross-sell partner services related to nonprofit management

Bundling & Packaging

  • Create comprehensive fundraising packages that include planning, execution, and reporting

Loyalty & Retention Programs

  • Develop a referral program that offers discount on clients' next month's contract for each successful referral

Custom Services and Personalization

  • Provide a higher-tier of services with more personal interaction and detailed consulting

Pricing Strategy

  • Incentives for long-term commitment, such as a 5% discount on 12-month contracts
  • Experiment with value-based pricing; charge more for organizations with bigger budgets

Customer Data and Insights

  • Use a CRM system to track customer engagement and identify upselling opportunities
  • Conduct regular customer satisfaction surveys to identify areas for improvement and prevent churn

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer discount on next month's service to referrers for each successful referral.
  • Provide exclusive free fundraising analysis to referees.

Shareable Assets

  • Pre-made social media posts emphasizing the impact of referral.
  • Digital referral cards that can be easily emailed.
  • 'Success Story' videos showcasing client growth due to fundraising.

Timing and Triggers

  • Ask for referrals after a successful fundraising campaign.
  • Automate email prompts for referrals after milestone achievements.

Client Success Stories

  • Collect testimonials from successful campaigns, share on website and social media.
  • Encourage clients to share their success stories, amplifying referral potential.

Referral Contests

  • Run quarterly 'Impact Amplifier' contests with recognitions for most referrals.

Partner or Affiliate Programs

  • Offer affiliate partnerships to industry-relevant influencers, with exclusive benefits for their audience.

Thank-You Experience

  • Send personalized thank-you notes to top referrers.
  • Provide public recognition for top-performing referrers, celebrating their impact amplification.

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