generate better leads and grow your business

Want to learn how to use your website to generate better leads and grow your small business or non-profit?  Well, when we begin these projects with each client, we ask them to think about what a “lead” means for their company and how they plan to capture them.

A lead for us is an email address, but for some, it’s a phone call, a contact form completion or a follow on social media.  Be clear on what a lead means to you and your marketing team before you move on to the next step!

How to Spot a Good Lead: The Elusive Mountain Pika

A good lead is like the elusive mountain pika.  Rarely seen in the wild, this creature roams quietly through the rocky talus fields, making itself known only when in need of sustenance or to sound the alarm before diving back into its burrow.

When it finds a spot in the sun, the mountain pika may linger, basking in the glory of its warmth.  When spotted by the curious hiker, cameras and phones come flying out in the hopes of capturing this recluse of the wilderness.

Similarly, when we spot a good lead, we clamor for its attention.  We immediately email, call, InMail or the brave few may show up on their doorstep.  We are not providing the lead with any education or nourishment, we just want to sell, sell, sell.

And just like the shy mountain pika when it feels under attack, the lead disappears back into the wilds of the interwebs.

how do you capture a good lead?

Now that you’ve defined what a good lead is for your brand, how do you capture it?  And once you have it, where do you keep it?  This elusive mountain pika needs food and water, so be strategic with your planning of lead capture and lead nourishment.  Let’s set up your lead capture strategy first.  

Ways to capture a lead for your outdoor or lifestyle brand:  

There are a number of ways to capture a lead, but here’s the most common ways we capture an email address for our clients:

• contact form submission
• event activation
• download of gated content
• website footer – newsletter sign-up box
• landing pages

Where to store your leads

Having a good CRM or Customer Relationship Management system in place allows you to not only store leads, but also track additional information.  This might include how the lead came in and when, what their social handles are, and when your last contact was. 

We use Monday.com or Insightly at Top Rope Media, but have also worked with Blackbaud, SalesForce, Memberleap and Hubspot.  If your organization has a membership component, you seek financial contributions and membership dues, then having a CRM in place is crucial. 

Pro tip: Be wary of the ‘all-in-one’ solutions. 

Many companies will promise their CRM can not only help you track leads, but also manage accounting, do email marketing, social media planning, etc.  After 20 years of working in marketing and fundraising, we’ve learned there is no out-of-the-box solution that will do everything well.  Most larger brands and organizations will require some CRM customization.

If you need help selecting a CRM, or using a tool like Zapier to connect your CRM to say your email marketing platform, send up a smoke signal.  We offer consulting services to help get you moving quickly. 

Generate Better Leads by Producing Better website Content

Several of our clients have asked for a new website design, or major a refresh of their current site.  Why?  They want something more visually appealing, easier to navigate, and easier to help them generate better leads. 

Curious as to one of the primary ways we generate better leads at Top Rope Media?  We create better content.  Where does that content live?  On our website.

We should all be long past the days of buying lists and followers.  And yes, we certainly recommend paid advertising for many of our clients to help generate brand awareness and revenue.  However, we find the best leads come from the playing the long game and creating good content. 

Again, where should that content live?  On your website.

What types of content should you create

Now that you’re onboard with writing good content to help you generate more well-qualified leads, what type of content should you create?  Well these days content comes in many forms.  Video still rank as one the most-consumed pieces of content.  Accordingly to Wyzowl, 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video.

If you’re new to video, we’ll tackle how to get started in an upcoming post.  For now, let’s talk about what other types of good content you should be creating to generate better leads:

• Case studies
• Infographics
• Blog posts
• Videos or Vlogs (upload to YouTube or Vimeo, and embed the link on your website!)
• Checklists or resource guides
• Comparisons, rankings or reviews
• How-to or explainer videos
• Articles for trade publications, or local/national news outlets
• Press releases
• Podcasts
• White papers or eBooks

How Good Content Can Improve Your SEO

Now that you’ve learned what types of good content you can produce, don’t let your content stream dry up!  By building a library of evergreen content for your readers or viewers, and having it live on your website, you can easily link to these pieces throughout the year. 

All this good content will also help you create better search engine optimization (SEO).  Not quite sure what SEO is?  Read more about it in our Website Design and SEO blog post.  So instead of paying an agency to manage your SEO, save your money and start by writing good content!

content marketing: What to write about or record on a video

What types of content should you produce and write about?  The first step should be to start a list with the top questions you are asked about your product, service or organization. 

For example, if you create a list of the 24 questions people most frequently ask you about your service or product, then an honest and thoughtful answer to each of those questions could be your first 24 blog posts or videos!

Create authentic content that focuses on your audience’s needs and addresses their pain points.  As an example, one of the most frequently asked questions we receive is a form of “What will this cost?”  So instead of hiding that from potential clients until they receive our proposal, we address it on our Services page.

Tools to Help You Write or record Good Content

Where else can you find what written or video content your audience needs and wants and therefore generate better leads?  Through your website or Google Analytics, look at the pages with the most views (besides your homepage) along with the pages people spend the most time on. 

Need help finding more keyword phrases to include in your content?  By using the tools listed below you can create a good list of keywords or keyword phrases that are often searched for in relation to your product or service: 

• Keywords Everywhere
• SEMRush
• Buzz Sumo
• Google Search Console
• Google Keyword Planner

More Tips for Writing or recording Good Content

Be consistent and stay on brand.  As an example, most people come to our website for two separate content tracks: adventure travel and marketing.  Although we personally have an interest in what the Utah snow forecast looks like for this week, or the latest puffy jacket to hit the market, we do not write about it in our blog.

We generate better leads by staying consistent with the content we produce.  So, stay focused on offering solutions to your audience’s most frequently asked or searched questions.

content creation vs. content distribution

So now you know what types of content you can produce to generate better leads. In addition, you learned what to write about or record in those pieces of content.  What’s the next step?  Distributing that content. 

Since you cannot expect people to stumble upon your great content simply through search alone, help them find it through content distribution.  That great blog you just wrote, or that video you just recorded for YouTube (which is embedded on your website) can be shared in a number of different ways. 

Here’s a few distribution channels we use:

• Email: via an email marketing platform like Mailchimp
• Social media (Twitter, Instagram, Facebook, Pinterest, LinkedIn)
• Paid advertising
• Online forums
• Networking groups  

How do we keep track of the content we’re distributing?  We create a content calendar to stay organized and use publishing tools like Hootsuite to track when, where and what we’re sharing.  Examples of other tools you can use to organize your content: 

• Excel, Google Sheets, Buffer, Post Planner, Hubspot

Need Content Production and Distribution Help?

Need help getting started generating better leads, or want us to create and manage your content production and distribution?  If so, read more about our Services and Pricing to see if we’re a good fit for you.  Have a quick question for us?  Send up a smoke signal or leave us a comment below.

Lastly, if you’re seeking more tips on digital marketing, check out these posts:

• 7 Steps to Crafting Your Perfect Email Strategy
• Website Design and SEO for the Outdoor Industry
• 8 Steps to Kickstart Your Online Advertising with Facebook and Instagram

To learn more about what we do on the regular, follow Top Rope Media’s adventures on Instagram, Facebook or Twitter.

Until next time, happy content writing!

Meredith

Make a Charitable Donation and Get a Tax Write-off

Ever made a charitable donation to support your favorite non-profit organization?  Perhaps you’ve clicked their ‘Donate Now’ button in their email campaign.  Or, ‘Join Now’ on their Facebook or Instagram post.  If so, that’s great!  As I’ve worked in non-profit fundraising for over 20 years, I know first-hand how much every dollar counts this time of year.

Did you also know that if you are a small business owner, charitable donations can help you enhance your brand reputation, foster goodwill within your industry and local community, and align your business with a meaningful cause?  Most importantly, charitable donations to 501c3 organizations are tax-deductible!  In this blog, we will review:

1. Key Dates for Non-Profit Fundraising
2. Tax Write-Offs
3. Give a Gift of Membership or In Honor of a Loved One
4. Top Non-Profit Organizations to Give Back to
5. Next Steps: A Checklist for Small Business Owners
6. Other Ways to Give Back

Before we dive into giving back and saving on your taxes, if you need non-profit fundraising help for your organization, drop us a line, and let’s start at the trailhead together!

DROP us a line

When to Make a Charitable Donation: Key Dates for Non-Profit Fundraising

The biggest season for gift-giving, charitable donations, and fundraising begins just after Thanksgiving and ends on New Year’s Eve.  Giving Tuesday kicks things off, the Tuesday after Thanksgiving, then tax write-offs are top of mind with many people making a year-end gift by midnight on New Year’s Eve.

No wonder your inbox is flooded with emails from your favorite non-profits asking you to make a charitable donation this time of year!  Here are a few more facts about when people make donations and how it affects fundraising efforts:

• 31% of annual giving occurs in December

• 12% of all giving happens in the LAST 3 DAYS of the year

• 28% of non-profits raise between 26-50% of their annual giving from their year-end ask

TAX WRITE-OFFS for Charitable Donations

In addition to making a gift to support your favorite non-profit organization, you may also be able to write off your contribution when you file your taxes.  How?  Make a charitable donation to any 501c3 non-profit and save your receipt.  Submit it when you file your taxes.  More on this below including a checklist!

Give the Gift of membership or a Gift in Honor of a Loved One

Now you know why non-profit organizations ask you to make a year-end charitable donation during the holidays.  In addition, being philanthropic just makes you feel good this time of year.

In addition to making a charitable donation, gifting a membership to a non-profit organization is another way to give back!  You can say thanks to that family member, co-worker, or partner who has gone above and beyond this year.  Furthermore, you can make a gift in someone’s name to support their favorite non-profit.

Need help choosing who to give back to?  Well, by supporting one of the organizations below, you give the gift of freedom and adventure.  Plus, you can make a real difference in someone’s life.

Charitable Donations: Top Non-profit Organizations to Give Back To this Holiday Season

1. National Parks Foundation

With the amount of camping and travel we love to do, the National Parks Foundation is at the top of our list.  Not only does a charitable donation to the National Parks Foundation support our public lands, but you can enjoy these spaces with your family and friends!

What does your funding support?  Programs like the Foundation’s Open OutDoors for Kids Program, which has made it possible for over 1 million kids to visit our National Parks, for FREE!  You can also support our national parks by buying one of the following passes:

• Annual Pass- $80
• Military Pass– FREE!
• Senior Pass– $20/year or a lifetime pass is $80…what a deal!
• 4th Grade Pass– FREE!
• Access Pass– FREE!

Pro Tip:  A National Parks Annual Pass makes a great gift for the adventurer in your family.  Just make sure you drop the proper hints you want to adventure with them!

2. mountain biking and cycling associations

We LOVE cycling in all of its forms- road cycling, gravel riding, mountain biking, and beach cruising!  There are so many organizations that can help you give back to improve bike trails, bike access, and better bike lanes.  Here are just a few of our favs we donate to:

• The San Diego Mountain Biking Association (SDMBA)- Improves trail access and trail maintenance in San Diego County
• The National Interscholastic Cycling Association (NICA)- Helps get more kids on bikes through its programs and leagues
• People for Bikes- Gets more people riding bikes and makes bike riding safer!

We love seeking out thoughtful gifts, but you don’t have to spend a lot of money. Handmade gifts, homecooked meals, or a night of camping are very easy and affordable!

3. Coonhound & Foxhound Companions

We loved the opportunity to work with Coonhound Companions to build them a new website in 2024!  We did this for free as part of our commitment to supporting non-profits that work in areas we are passionate about.  As the owner of three coonhounds in 15 years, we have been overjoyed to share our lives with such a gentle, smart, and adorable hound breed.  We still have Lucy, a black and tan coonhound, and at 13 years old, she nudges us for her walks, she makes us smile, and everyone always wants to say hi to her and pet her long ears!

The team at Coonhound Companions, which is run by volunteers, advocates for coonhounds and foxhounds as family companions.  They provide education and resources, tips on adopting a hound, and in their weekly social posts, they highlight the ‘Adoptable Coonhound of the Week’ by sharing a rescue organization or shelter that has a coonhound up for adoption!  Make a charitable donation to Coonhound & Foxhound Companions and help this tiny organization grow and continue to support this beautiful hound dog breed.

4. Canine Companions for Independence (CCI)

We all love our furry friends.  But for adults and children with disabilities, the cost of owning a well-trained companion dog on top of medical bills can often be overwhelming.

That’s why we love Canine Companions for Independence (CCI)! CCI provides highly-trained assistance dogs to those in need at no charge, enriching the lives of the recipient, and providing a partner that will join them on every adventure.

We know a few folks who have generously helped raise CCI dogs over the years.  Along with those who are recipients of a CCI puppy.  When you make a charitable donation, it is so rewarding to know you’ve truly helped make a difference in someone’s life.

A gift to Canine Companions for Independence provides more than just a furry friend. They can help people get outside!

5. avalanche awareness and education

When the snow begins to fall, we head to the mountains for skiing, snowboarding, and backcountry adventures!  Read more about one of our very first backcountry adventures, and what we learned about avalanches.  If you too love wintertime exploring outside of the ski resort, there’s a few non-profit organizations you can support with a tax-deductible charitable donation:

• The Utah Avalanche Center (UAC) provides education and information about avalanche risks.  Furthermore, they provide essential up-to-date information through their website and an easy-to-use FREE app! As someone who uses the UAC app all winter long for backcountry travel, this is truly a lifesaver.
• The American Avalanche Association (AAA) mission is to keep people safe through education, professional development, outreach, and research.
• The Friends of the Colorado Avalanche Information Center (CAIC) supports avalanche forecasting and education in Colorado.

6. homes of hope – youth with a mission

One October morning in 2019 we journeyed into Baja, but not for our usual surf session or wine tasting.  Instead, we met up with a team of people, and together we gave back by building a house for a Tijuana family that had no home.

Their story was one that the Youth With a Mission (YWAM) – Homes of Hope San Diego/Baja Chapter hears each day.  A young family with two kids, trying to make ends meet.  While my husband and I are not very religious, we believe in the power of giving back.  So we donated funds, and our time, and provided the physical labor to help make a difference, not only for a family but for a community.

So whether you want to make a charitable donation, or go to Baja with your family, friends, co-workers, or another organization, Homes of Hope will provide transportation, all the materials, tools, and expert builders.  Build something incredible this holiday season!

7. WISE- Women in Sports + Events

Women are having more than just a moment.  This movement and growth of women’s sports and more women leaders in off-the-field decision-making roles is creating systemic and sustainable change in the sports industry and the wider culture.

it’s only the beginning. We can do more. As members of of local chapter of WISE- Women in Sports + Events, we help to be the change-makers here in San Diego!  As a nationwide organization, WISE offers networking opportunities, mentorship, and events to help educate and empower women in sports.  By becoming a member, you can help turn the tide!  Learn more about membership here, or find a local event near you.

Outdoor Outreach gets San Diego’s at-risk youth out surfing, snowboarding, rock climbing, hiking, and mountain biking!

8. Outdoor Outreach

Outdoor Outreach is a San Diego-based non-profit whose mission is to connect youth to the transformative power of the outdoors.  Since 1999, Outdoor Outreach has introduced at-risk youth to mountain biking, surfing, rock climbing, snowboarding, hiking, and kayaking.

The best way to support Outdoor Outreach is to make a charitable donation or better yet, volunteer for one of their outdoor adventures!  This was where I introduced to the organization, through volunteering on a mountain bike adventure.  It left such an impression that I kept volunteering, and we have since gone on to help them rebuild their website!

9. PARKS CALIFORNIA 

As we live and travel most often along the coast, Parks California is another great non-profit organization that supports our local California State Parks.  Parks California is dedicated to expanding programs, amenities, and resources so that all people have the opportunity to build lifelong, meaningful connections with nature!

Another way you can support California State Parks is by purchasing an Annual Pass or an Explorer Pass.  And, parents with 4th graders?  You get in FREE to 19 parks within the California Parks System!

10. American Alpine Club (AAC)

For those of us who enjoy feeling the granite between our fingertips, climbing ever so slowly towards the sky, look no further than the American Alpine Club (AAC).  With just a rope and a few pieces of gear linking us to the Earth, rock climbing is one of our favorite activities to do while traveling.

What does the American Alpine Club membership include?

• Educational resources & AAC publications
• Gear discounts
• Grant funding– for explorers, researchers, and your everyday climber who has a big dream!
• Rescue and medical coverage
• Support for AAC’s advocacy and community work

A membership with the American Alpine Club provides more than just a tax break or a cool sticker for your adventure van!

Rock climbing is one of our favorite sports to better explore the mountains, and having an American Alpine Club membership gives us peace of mind.

Charitable Donations: A Checklist for Small Business Owners

What are the next steps to take to make a charitable donation that makes a difference and allows you to save on your taxes?  As a small business owner, we know every dollar counts.  Here’s a checklist to help you make a charitable donation and ensure you get that tax write-off:

Choose Your Favorite Non-Profit and Make Sure They are a Qualified Charity:

Reach out to an organization or identify a non-profit that supports a cause you love.  Don’t have one yet?  Find out what non-profit fundraising efforts are happening in your area!  Then verify the organization is a 501(c)(3) or a tax-exempt organization.  They should have their 501c3 number on their website or on their giving donation form.

Besides 501(c)(3) organizations, the IRS recognizes several other nonprofit designations with specific purposes and tax benefits.  These include:

1. 501(c)(4): Social welfare organizations, such as civic leagues, focused on community well-being or advocacy groups.
2. 501(c)(6): Business leagues or trade associations promoting industry interests.
3. 501(c)(7): Social and recreational clubs (e.g., sports clubs) for members’ benefits.
4. 501(c)(19): Veterans organizations supporting service members.

Contributions to these entities may not always be tax-deductible, so verify eligibility beforehand.

Decide What to Donate:

You can contribute cash (which earns you a larger tax write-off), professional services, or useful items that the organization might need.  Keep in mind, if you make a donation and get something in return, like a ‘free gift with purchase type of offer’, your donation may not be fully tax-deductible.

Get a Receipt:

Obtain receipts or written acknowledgment for all contributions, especially those over $250.  Record contributions and maintain clear records for tax filing.

Understand Deduction Limits:

The deduction caps for charitable donations depend on your business structure and income.  For sole proprietors, partnerships, and LLCs, donations are reported on personal tax returns and typically capped at 60% of adjusted gross income (AGI) for cash donations, with lower limits for non-cash contributions.  Corporations face a cap of 10% of taxable income.  If you reach the maximum allowable deduction, you won’t be able to deduct further contributions that year, though unused deductions can often carry over to the next tax year.

Consult a Tax Professional:

You can ensure compliance and maximize benefits by speaking with a tax professional.  TurboTax and Quickbooks are helpful, but often a professional is going to go a step further to help you maximize your savings.

File Appropriately:

Make sure you file ahead of the April 15th deadline, apply for an extension, or if you file quarterly, include all receipts from that period in your fillings.

Other Ways to Make a Charitable Donation: Volunteer or Give a Social Shoutout

Is your small business not in a position to make a significant year-end gift?  Well, whether it’s $5, $50, or $500, every contribution helps your favorite non-profit.  A latte at your local coffee shop or that hand-crafted beer costs more than a $5 monthly contribution to a local outdoor organization.

Looking for other ways to give?  Consider volunteering, or showing your love on social media.  Even something as simple as using their hashtag or mentioning them in your next Instagram post will help create brand awareness!

Do you have a favorite organization you support that could use help with non-profit fundraising or marketing?  We’d love an introduction!

To learn more about what we do on the regular, follow our adventures on Instagram, Facebook, or X.

Until next time, happy giving and happy adventuring!

– Meredith McConvill, Top Rope Media