Media Exposure For Fundraisers

What's the secret to securing funding from foundations? This question, in various forms, has been asked of me a lot since I my post about the fundraising component of Mongabay's strategic plan (https://bit.ly/3NVeRd2) a few days ago. To be clear, I don't claim to be an expert in this field. However, I can certainly share insights from my decade-long experience of elevating Mongabay's foundation support from zero to about $5M last year. The right messaging When I initially began seeking funding from foundations, I received no response about 90% of the time. When I did receive a response, it was almost invariably, "no thanks". Despite my belief that my initial outreach was targeted (e.g. foundations that supported areas aligning with Mongabay’s work like journalism and conservation), I soon recognized a need to revise my targeting and messaging. Program officers at philanthropic foundations are usually in the business of giving away money effectively. That last word is important: You might be surprised how many times I’ve been told that it’s hard to give away money effectively. In that initial outreach, I put too much emphasis on what Mongabay is doing rather than how its work could help program officers better accomplish their foundation’s objectives. So I tailored my message to explain the value proposition of Mongabay’s independent journalism. This was a nuanced argument because to many, journalism can feel like a peripheral intervention when compared with establishing a protected area, for example. Know your strengths My job was to explain how objective journalism – distinct from PR and communications – could act as a catalyst in several ways, including informing key decision makers, increasing awareness, and functioning as a due diligence tool. Understand your audience Adapting my message and ensuring it reached the right person required research to understand a foundation’s strategy and objectives, as well as the individuals responsible for granting funds to organizations. Program officers are typically inundated with requests – keeping your message short and clear may help it break through. Build relationships In the fundraising world, it's often said that "People give to people, not causes." This might be less true with institutional foundations, but relationship-building is still critical. Seek intros My success rates with cold outreach have been low – the most common response to my foundation inquiries remains a lack of response. Don't hesitate to ask current donors for appropriate introductions to other funders. Measure impact One reason, I believe, for Mongabay's high renewal rate from foundations is our commitment to gathering evidence of the impact of our work. Providing an example of impact can be a great way to follow up with a donor. _ While everything I’ve shared here is very basic, I confess I've overlooked these points myself at times. Foundations aren't easy, but they can provide a strong base of support.

Meta Ads Analytics: Measuring What Matters Navigating the Meta Ads Analytics Dashboard Get acquainted with the Meta Ads Analytics dashboard. Focus on key areas such as the overview tab, offering a snapshot of your campaign performance, and the detailed breakdowns providing insights into specific metrics. Tailor your analytics view to align with your campaign goals. Whether you're tracking conversions, engagement, or reach, make sure to monitor the metrics most relevant to your objectives. Key Metrics to Monitor These encompass likes, comments, shares, and video views. High engagement rates typically indicate that your content resonates well with your audience. Click-Through Rate (CTR), Cost Per Click (CPC), and Conversion Rate are crucial for understanding how effectively your ads drive action. Return on Ad Spend (ROAS), a vital metric for measuring profitability, informs you about the return generated for every dollar spent. Audience Insights Examine the age, gender, location, and other demographic data of the individuals interacting with your ads. This information aids in tailoring future campaigns to better target your audience. Understanding how different segments interact with your ads, such as the time of day or device used, can optimize ad delivery for maximum impact. A/B Testing Results Utilize Meta Ads Analytics to scrutinize the results of A/B tests. These insights guide you on which creative elements, ad placements, and audience segments work best. Based on A/B testing data, make informed adjustments to continuously enhance your campaigns' performance. Conversion Tracking Ensure you've set up conversion tracking to measure the actions users take after clicking on your ads. Understanding the path that leads to conversions provides insights into the customer journey and identifies the most effective ad elements in driving sales. Leveraging the Data for Campaign Adjustments Apply the insights gained from Meta Ads Analytics to make strategic decisions. This may involve shifting budget allocations, adjusting target audiences, or tweaking ad creatives. Regularly check your analytics to stay on top of campaign performance. Ongoing monitoring allows for timely adjustments to optimize your campaigns. Reporting and Strategy Development Develop comprehensive reports based on analytics data to share with your team or clients. Use the trends and patterns identified in your analytics to inform your broader advertising strategy. This can include budget planning, seasonal adjustments, and long-term targeting strategies. #facebookads #MetaAds #Analytics #DigitalAdvertising #digitalmarketing #CampaignOptimization #DataAnalysis #AudienceInsights #ABTesting #ConversionTracking #StrategicDecisions #ROI #SocialMediaMarketing #MarketingStrategy #AdvertisingPerformance

September to December is a *hot* period for nonprofit fundraising. Many foundations and donors are back to their desks after the summer and looking to make their closing funding rounds before the end of the year. If I were an advisor in your nonprofit organization, this is what I would suggest prioritizing in your fundraising plan from this month through the end of the year: 🫂 Curate Relationships Curating relationships with existing donors or key stakeholders is one of the most overlooked practices in fundraising. Only chasing new donors or funding opportunities goes at the expense of trust-nourishing and enthusiasm of those donors and stakeholders who are already "warmed up" about your work and mission. Don't make this mistake, and create space to strengthen the bonds with those who are already there. Think about personalized engagement and regular touchpoints to make them feel part of your mission and deepen their commitment to your cause. ⭐ Impact Storytelling Creating visibility around all the things your organization and your team have achieved throughout the year is a powerful avenue to leverage your commitment and attract the attention of donors and stakeholders ready to fund. Don’t be generic or conservative when it comes to showing the outputs, activities, results, community feedback, and transformations your work generated. Donors want to feel like they can make a tangible contribution to the end goal of your impact mission. Showing this to them in a compelling, story-based approach will help them understand what and why they are funding. 💰 Do Your Budget Know your number and make your financial plan clear. Prepare a budget that outlines your organization’s funding needs for the next 2 to 5 years. Identify the core areas that require sustained resources and ensure your strategy is aligned with long-term objectives. Create a strong narrative around why these areas need funding, how they will serve your impact goals, and why mobilizing resources into these areas will be foundational in securing sustainability and scalability to your work. 💥 Optimize Your Strategy You must have learned a lot in the past 9 months and got a lot of feedback, observations and lessons learned around your work. This is the perfect time to integrate the learnings into your overarching organizational strategic plan and fundraising strategy and adjust it according to the things you have now gained more clarity on, such as your new targets and goals. -------- Hey! I am Margherita, senior nonprofit consultant and advisor. I am open to working with nonprofit organizations in social justice and accelerating their development goals through fundraising, financial planning, organizational development, and operations. My fee model is equity-informed and open to accommodating all budgets. Contact me to learn more!

Turning results into action! The Importance of Post-Campaign Reports Working on a campaign report post-completion is essential to get a clear picture of how the campaign performed. Did it meet the expectations or hit the desired numbers? This is where we evaluate the successes, uncover learnings, and identify areas for improvement. A well-structured report helps us grow, optimize future strategies, and ensure we're delivering the best possible results every time. There are several reasons as to why we need a post campaign report- 1. Performance Evaluation- It measures the success of the campaign against key metrics like reach, engagement, conversions, and ROI. 2. Client Insights- It helps clients understand how well the campaign met their objectives and expectations, showcasing value delivered. 3. Learning and Optimization- By analyzing what worked and what didn’t, you can optimize future campaigns and strategies for better outcomes. 4. Transparency and Accountability- A detailed report builds trust with stakeholders by showing transparent results and justifying the investment. 5. Data-Driven Decisions- It provides concrete data for making informed decisions in upcoming marketing strategies or campaigns #CampaignPerformance #MarketingStrategy #LearningAndGrowth

Nonprofits relying on the same old “Donate Now” button are getting left behind. Why? Because donor behavior has changed. People don’t just give anymore. They engage, compete, stream, and share. And the smartest fundraisers are meeting them where they are. What’s In? Live-Stream Fundraising Donors spend three times more time watching live videos than pre-recorded ones. Twitch, YouTube, TikTok, if you’re not streaming, you’re invisible. Peer-to-Peer Campaigns Sixty-four percent of donors say they’re more likely to give if a friend asks. Smart organizations empower their supporters to fundraise for them, on social, email, and beyond. Gamification and Challenges Fundraisers using leaderboards, milestones, or team challenges see fifty percent higher participation. People love a little competition, so why not turn giving into a game? What’s Out? Boring Email Appeals – If your donor emails feel like homework, they won’t get read. Include interaction within the email. Static Fundraising Pages – If your donation page looks the same as it did in 2019, you’re losing donors at checkout. One-and-Done Fundraising – If your donors only hear from you when you need money, don’t be surprised when they disappear. The Takeaway Digital fundraising is all about creating experiences. Engage first. Make giving fun. Watch retention and donations skyrocket. Who’s doing this right in 2025? Drop your thoughts below. With purpose and impact, Mario

Most marketers get this wrong: they think they should have one target audience. They shouldn’t. Take Peloton. Who is their audience? "People who want to work out at home"? Too broad. "Fitness enthusiasts"? Not specific enough. Peloton doesn’t have one target audience. Because the best marketers think in 5 levels of audience, depending on the need. Here’s how each one works for Peloton: 1. 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐭𝐚𝐫𝐠𝐞𝐭 → 𝐓𝐡𝐞 𝐞𝐧𝐭𝐢𝐫𝐞 𝐦𝐚𝐫𝐤𝐞𝐭 𝐲𝐨𝐮 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐜𝐚𝐩𝐭𝐮𝐫𝐞. This informs the direction of your long-term strategy, shaping product development, expansion plans, and brand positioning. For Peloton, for example, this is the entire at-home fitness market, which informs decisions such as expanding beyond bikes into treadmills, rowing machines, and even strength training. 2. 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐭𝐚𝐫𝐠𝐞𝐭 → 𝐓𝐡𝐞 𝐬𝐩𝐞𝐜𝐢𝐟𝐢𝐜 𝐠𝐫𝐨𝐮𝐩 𝐲𝐨𝐮𝐫 𝐩𝐫𝐨𝐝𝐮𝐜𝐭 𝐢𝐬 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫. This defines your value proposition and the choices you make to deliver it. It influences features, pricing, and the overall experience. For Peloton, these are high-income professionals who value convenience and community, which leads to value prop components that include live and in-store classes, premium hardware, and a strong brand image. 3. 𝐌𝐞𝐬𝐬𝐚𝐠𝐢𝐧𝐠 𝐭𝐚𝐫𝐠𝐞𝐭 → 𝐓𝐡𝐞 𝐢𝐧𝐝𝐢𝐯𝐢𝐝𝐮𝐚𝐥 𝐩𝐚𝐢𝐧 𝐩𝐨𝐢𝐧𝐭𝐬 𝐚𝐧𝐝 𝐮𝐬𝐞 𝐜𝐚𝐬𝐞𝐬 𝐰𝐢𝐭𝐡𝐢𝐧 𝐲𝐨𝐮𝐫 𝐝𝐞𝐬𝐢𝐠𝐧 𝐭𝐚𝐫𝐠𝐞𝐭. This determines how you talk about your product. It tailors messaging to different customer needs and objections. For Peloton, this means crafting different messages for busy executives (workout efficiency), new parents (flexibility), and ex-gym-goers (competitive training), all within that high-income professional market. 4. 𝐌𝐞𝐝𝐢𝐚 𝐭𝐚𝐫𝐠𝐞𝐭 → 𝐓𝐡𝐞 𝐡𝐢𝐠𝐡-𝐯𝐚𝐥𝐮𝐞, 𝐡𝐢𝐠𝐡-𝐢𝐧𝐭𝐞𝐧𝐭 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐲𝐨𝐮 𝐟𝐨𝐜𝐮𝐬 𝐲𝐨𝐮𝐫 𝐚𝐝 𝐝𝐨𝐥𝐥𝐚𝐫𝐬 𝐨𝐧. This dictates where you invest in attention. It prioritizes channels, placements, and creative strategies. For Peloton, this is people actively searching for "best home exercise bike", rather than just general fitness enthusiasts. 5. 𝐉𝐨𝐮𝐫𝐧𝐞𝐲 𝐭𝐚𝐫𝐠𝐞𝐭𝐬 → 𝐓𝐡𝐞 𝐬𝐞𝐠𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐨𝐟 𝐲𝐨𝐮𝐫 𝐦𝐞𝐝𝐢𝐚 𝐭𝐚𝐫𝐠𝐞𝐭 𝐛𝐚𝐬𝐞𝐝 𝐨𝐧 𝐛𝐮𝐲𝐢𝐧𝐠 𝐢𝐧𝐭𝐞𝐧𝐭. This decides when and how you engage. It helps match content to the right moment: brand-building for early-stage buyers, conversion-focused ads for those ready to purchase. For Peloton, this means running educational content for people researching and direct-response ads for those closer to buying. Most companies fail because they collapse these layers into one. The best brands don’t speak to just one audience. They layer these targets to control the narrative and own the market. If your marketing isn’t working, the problem might not be a message problem but a targeting problem.

I used to believe that more donor touchpoints were always better. I was wrong. My old stewardship plan was a checklist of activities: - Send monthly email newsletter - Make quarterly check-in calls - Mail two impact reports annually - Add personal notes to receipts We were busy, but were we actually building relationships? The data showed we weren't. We were just creating noise. Our engagement rates were average and our donor retention was stagnant. We replaced our high-volume, low-impact approach with a focus on meaningful, personalized engagement. Instead of mass communications, we now prioritize things like: - A personal video message when a donor makes a second gift. - A call to share an update specifically tied to the program they supported. - A handwritten note referencing a conversation from a past event. The result was fewer, but better, conversations. Our donors became more engaged, and I fell our team could focus more on what truly matters: building genuine connections. What's one low-impact touchpoint you could replace with a more personal interaction this week?

The connection between donors and the mission is crucial for fundraising campaigns. Imagine your donor, with a morning coffee in hand, sitting at the kitchen table, not just reading about your cause but becoming an active part of it. Here's how to transform your donors from passive contributors to active participants: 𝐒𝐮𝐫𝐯𝐞𝐲𝐬 & 𝐐𝐮𝐞𝐬𝐭𝐢𝐨𝐧𝐧𝐚𝐢𝐫𝐞𝐬: Include a survey in your mailings to gather their opinions and preferences. This simple step shows donors that their input is valuable, making them feel heard and respected. 𝐏𝐞𝐭𝐢𝐭𝐢𝐨𝐧𝐬: Encourage them to sign a petition related to your cause. It’s more than just adding their name; it’s taking a stand. This shared action binds them more closely to your mission. 𝐍𝐨𝐭𝐞𝐬 & 𝐂𝐚𝐫𝐝𝐬: Give them the opportunity to send a personal message to someone benefiting from their support. This direct interaction creates meaningful connections, making the impact of their donation deeply personal. These strategies are more than just fundraising techniques; they are powerful engagement tools that transform the act of giving into a participatory experience. When donors are actively involved, they not only contribute more, but also become long-term advocates for your cause.

Is your multi-touch attribution data lying to you? Your MT reporting is probably making everything look good. Here's why: Most companies attribute pipeline/revenue to ALL touchpoints from ALL contacts under an account. Then look at the total # and $ value of opportunities influenced. The result? • High-volume channels look amazing (even when they're not) = volume bias • Every marketing activity appears to influence deals =  if everything is working, is anything 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 working? There's a better way to analyze MT data (see image): Look at win rates relative to channel/campaign touchpoints. This strips out volume bias and shows you what's moving deals forward vs generating noise. Example: Paid Search: • Influenced ~1400 deals BUT the average win rate of those deals is 20% C-suite dinner: • Influenced 300 deals BUT the average win rate is 40% If you just looked at total influence, you'd think that the dinners are underperforming paid search. But when you look at influence conversion, it tells you the opposite. Linkedin influencers will tell you MT sucks. But it's more nuanced than that. It's actually the way most companies set up their reports misleads them. We need to be smarter about how we leverage the data. ______________ p.s. also worth saying no attribution model, report, or dashboard will be perfect. Each version has pros/cons and tells a different story. The goal is to leverage multiple methods to help triangulate what is working to help make better decisions going forward.

🔹 Struggling to Find New CSR Donors? Here’s the Strategy That Works 🔹 In my recent poll, the #1 fundraising challenge that stood out was: Finding New Donors. And I get it. The usual advice—"research prospects, send cold emails, apply for grants"—isn’t enough. The real problem isn’t finding donors, it’s attracting them. Here’s how I’ve helped organizations consistently acquire new funders: 1️⃣ Donors Fund What They See—Are You Visible Enough? Most NGOs expect funders to find them, but in reality, funders are actively looking for high-impact organizations. The question is: Are you in their line of sight? 🔹 Be active on LinkedIn—Thought leadership builds credibility. 🔹 Attend sector-specific events—Grantmakers and CSR heads don’t sit in isolation. 🔹 Leverage media & PR—A published impact story can attract unexpected funders. 💡 New donors don’t come from new emails; they come from new visibility. 2️⃣ Your Outreach Isn’t the Problem—Your Positioning Is Most fundraisers send out asks. Instead, think like a strategic partner: ✔ Speak funders’ language—Link your work to their ESG, CSR, or SDG goals. ✔ Show long-term impact, not just needs—Funders fund solutions, not problems. ✔ Use warm introductions—Cold outreach has a lower success rate than referrals. 💡 Stop “seeking donors.” Start attracting them with a compelling impact proposition. 3️⃣ Expand Your Donor Pipeline Strategically The best organizations don’t rely on one donor type. They diversify: 🔹 Corporate Partnerships – Target ESG-driven companies, not just CSR teams. 🔹 High-Net-Worth Individuals – Engage philanthropists via networking events. 🔹 Institutional Funders – Focus on multi-year grants instead of one-time funding. 🔹 Community Giving – Crowdfunding and individual giving add resilience. 💡 If you only rely on grants, you’ll always struggle to find new donors. 4️⃣ Funders Talk—Make Sure They Talk About You A warm referral from an existing donor is 10x more effective than a cold approach. How? ✅ Keep existing funders engaged—They will introduce you to their networks. ✅ Ask for introductions—Many funders know other funders. ✅ Share impact updates regularly—Make it easy for funders to showcase your work. 💡 Fundraising isn’t just about acquiring donors; it’s about making them your ambassadors. Final Thought: The Best Fundraisers Don’t “Find” Donors—They Position Themselves to Be Found. If you’re struggling with new donor acquisition, it’s time to shift from chasing funding to attracting funders. #FundraisingStrategy #NGOFunding #NewDonors #CorporatePartnerships #NonprofitGrowth #SocialImpact #DonorEngagement