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Nonprofit 911:Date Your Donors:
Create More Loyal Supporters & Get More Donations
With Allison Schwalm, Caryn Stein and Laura Tubesing
Audio for this event will be available beginning at 1 pm ET via your PC speakers or headphones
If you are unable to listen to your PC audio, please close the Audio Broadcast panel and click the Request button below the participant panel to get dial‐in info.
About Network for GoodUpcoming Trainings: Nonprofit911.org
NetworkForGood.org – for Nonprofits
DonateNow
EmailNow
EventsNow
Fundraising Fundmentals
CommonGround
The Network for Good
888.284.7978 x1
Caryn Stein
Allison Schwalm
Today’s Speakers
Laura Tubesing
Your Organization Needs Donors…
During this webinar:
Develop a welcome seriesLearn to engage with your constituents
using social media and email tacticsCreate an amazing donation experienceFollow up to make sure your donors stay
donors in 2013
Every Great Relationship Starts with…“Hello” not “Will You Marry Me?”
Don’t be too forward What is a Welcome Series?2‐3 simple, emails that introduces constituents
to your organizationMessage 1: Personal greeting
Message 2: Highlight your organization’s programs
Message 3: Upcoming events/engage with your organization
Make Sure You Bring FlowersA welcome series ISN’T the auto‐
response confirming subscriptionThank people for joining your list
(thanks for dating me!) Provide details about your
organization’s programs, information about upcoming events and ways to engage with your organization
Your StoryStories are the most powerful forms
of communication Make sure your organization’s story is
told throughout your communications efforts in ways that will connect with potential donorsAppeal to the emotions of your
constituents and make sure they can relate to your message
Introduce Your Staff(This is Allison, our Marketing
Communications Associate. You will hear from her often!)
Introduce Your Mission(We’re here to help
pets find really great forever homes )
Why Didn’t They Call?
You Must Continue the Conversation!Stay In TouchDon’t Be BoringDon’t Come on Too StrongBe a Good ListenerIt’s Not All About YouBe Yourself
Do Your Emails Make the Grade?
Keep it simpleDon’t Be BoringWhat’s in it for them?PersonalizeListen: Track and
measure your results
Do Your Emails …Have an eye‐catching subject line?Include compelling content?Give supporters something to do?Offer a way to get in touch?Let supporters see themselves as a part
of your story?Do something other than ask for
money?
www.TheNetworkforGood.org
What Best Suits Your Goals & Audience?
Icons by elegantthemes.com and jankoatwarpspeed.com
You don’t need to be everywhere ‐‐you should be where your supporters are and using a platform that furthers your overall strategy.
Consider ways you can tie the right social components together to best achieve your goals and grow your relationship with your supporters.
Post Consistently… But not too muchBe Interesting and Useful Use ImagesSpark conversation and actionEncourage shares, likes and comments
Facebook is becoming the daily destination for your supporters. Don’t be absent from their routine! It’s a great platform for interacting with fans, learning more about your audience and showcasing what you’re all about. The key is providing plenty of opportunity to join the party.
Be in the momentBe Interesting and Useful Offer moreBe part of the conversationListen.
Can you make your case in 140 characters or less? Twitter is all about the stream of information and being current. Your nonprofit can add value, respond in a real‐time environment and be a part of a larger conversation. News updates, event‐based information (such as live tweets) and being “plugged in” work well.
Instagram, Pinterest & YouTube
Branch outShare the loveMeet their needsShow your personalityShare the backstory
Visual content is powerful and is becoming more important for nonprofit social outreach. Photos make an instant connection and invite supporters to share and interact with your message. In a “skim and click” environment, eye‐catching photos help your organization stand out.
Do You Have References?
Create New Memories
Offer a sneak peek of an upcoming newsletter, event or program
Show what goes on behind the scenes
Meet the staff
Report from the scene of your work or event
Share photos of your volunteers in action
Connect to a trend, meme or moment in time
Ask a question
Highlight important and relevant resources
Celebrate your fans
Some ideas …
Make the ask!Ask your donors to be in a committed relationship
Remind prospective donors:
Why you’re great
The work you’ve done (or will do!) together
Commitment
Act like a gentleman (or a lady!)Don’t stop being nice once you’ve asked for a donation!
Optimize your donation form
Make it easy
Keep them safe
Make them feel special
Ask relevant questions (but not too many).
Test!
Children’s Hospice and Palliative Care Coalition
Feeding America San Diego
The Asia Foundation
Some things to consider….Make your donation form look & feel like your websiteProvide donation suggestionsAsk questions about donor’s interests and preferencesBe secure!Make your donation button easy to findTest your donation processUse information to steward your donors
www.TheNetworkforGood.org
Continued Engagement & RetentionProvide value through service & quality content
Incentives & Exclusivity: Provide exclusive opportunities (discounts, giveaways, early access) to donors and provide materials that are only accessible through your content
Attention & Recognition: People want to be a part of something, to connect with your organization and others like them – let them know they are a key piece of the big picture.
Continuity: Can your donors depend on you to deliver consistently? Condition your supporters to know to check your community spaces regularly (but continue to remind them!)
Give them ownership: charge them with a task or role
www.TheNetworkforGood.org
Remember…
Continue to find ways to provide value to your supportersYour donors are a long‐term investment Be patient – good relationships don’t happen overnightNo one‐size‐fits‐all approach, your outreach should reflect your culture and needsDonors evolve over time – listen carefully to their feedback
Key Takeaways from the Panel
• Ask for a donation (but not all the time!)
• Make it easy and secure to donate
• Ask questions
• All great relationships start with “hello”
• Tell stories
• Provide value throughgreat content
• Listen: Get to know your supporters
• Personalize your messages based on what you know
• Interact: A relationship is not a one‐way street
• DON’T BE BORING!
Questions?
Ask us anything!
Nonprofit911.orgGet ready for a summer filled with fabulous
Nonprofit 911s!
