Tim Kachuriak of NextAfter Talks Online Optimization, the Digital Frontier, and Generosity, Ep #25

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Episode 25

With Benjamin Johnson & Tim Kachuriak

The O.G. digital fundraiser, Tim Kachuriak, joins Ben for a multi-faceted conversation on all things digital marketing. The two discuss how Tim built his company NextAfter from the ground up, the fallout from Apple’s security update, and what’s next for marketers exploring the digital frontier. This is a can’t miss episode filled with sage wisdom and insight from a pioneer of fundraising!


You will want to hear this episode if you are interested in...

  • The NextAfter journey [1:06]

  • What does having a “digital first” agency mean? [8:39]

  • Managing relationships between clients and other agencies [10:29]

  • How Tim is still exploring the digital frontier 20 years later [13:06]

  • The role behavioral science plays in digital marketing [16:32]

  • How legacy giving impacts digital marketing [18:31]

  • The iOS security update fallout for marketers [20:55]

  • The cost and logistics of donor acquisition [23:58]

  • Unleashing the most generous generation in the history of the world [29:48]


Create a culture of optimization

A big part of effective fundraising is learning how to optimize the process at every opportunity. Just because a strategy has worked for the last ten years does not mean it will work for the next ten years. Tim reminds the listener that they should make decisions based on data and not on "how things have always been done." It’s easy to fall into patterns because they are safe and predictable. But if the numbers indicate that a new digital strategy is the most effective route, organizations should not be afraid to take the leap.

Let your audience be your guide

“The internet is the greatest behavioral laboratory in existence.” Tim’s statement should fill fellow marketer's and fundraiser’s hearts with great hope and encouragement. The internet provides organizations the ability to test multiple digital marketing strategies at once to find what works best for their audience before fully committing to that strategy. Ben summarizes the point best when he says, “I am not the organization’s ideal donor.” Meaning that personal bias often gets in the way when creating marketing content because the ineffective tendency is to market to yourself instead of your reader. This is why treating the internet like a test laboratory is essential to the digital marketing process.

Building trust is the key to great client relationships

Working with a new client presents its own unique set of challenges. They may be aware of big picture problems, but not the more intricate issues creating them. It’s not uncommon for incoming marketing agencies to be hit with a laundry list of solutions before they are able to figure out what the real problems are. Tim’s best practice is to “stack wins early to show clients that your strategies actually work.” By doing this, he says agencies will “loosen up the culture” and make way for bigger changes down the road. Having consistent results early will build trust and allow for hesitant clients to confidently make the necessary changes.


Resources & People Mentioned

Connect with Tim Kachuriak

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Rosie Everett