FUNDRAISING FUTURESTEPS TO CREATING A NEXT GEN STRATEGY FOR YOUR
ORGANIZATION
A WORD ABOUT SWELL• LAUNCHED IN 2012• PUSH NONPROFITS TO RE-THINK THEIR
EVENTS• PROVIDE A SOFTWARE TOOL THAT UNLOCKS
MORE VALUE FROM THE EVENT• FUNDAMENTAL SHIFT IN HOW YOU SEE AN
EVENT – WE SEE A NETWORK• DRIVEN BY COMMUNICATION AND SOCIAL
PROOF• SUPPORTED CLIENTS ACROSS THE COUNTRY -
THOUSANDS OF USERS
Who Are We Talking About?
People Born after 1970
Gen X
- Distrustful of Institutions- Comfortable with Technology- Understand that
organizations of the future will adapt
- Busy
Millennials
- Distrustful of “the establishment”- Tech Fluent- Communicate anytime, anywhere- 80% texted in the last 24 hours- “Selfie” Generation- Making the world a better place is in
top three priority- Heavily influenced by friends- Fear of Missing Out
Largest Transfer of Wealth in
the US History
FUNDRAISING = COMMUNICATION
COMMUNICATION = EDUCATION
RELATIONSHIP BUILDING = COMMUNICATION
SOCIAL PROOFWhen you start a capital campaign, why do you have a ‘quiet’ campaign
first?
When a celebrity pours a bucket of ice over his head, what does the country do?
When you get an invitation to an event, what is the first thing you look for?
Facebook is No. 1 Gateway to News
HOW DO THEY GET INFORMATION?
PEER TO PEER
Deeper Dive – Search Engine
SELF DIRECTED
(Use 2-4 social media platforms and becoming more fractured)
Millennials engage with causes to help other people, NOT institutions.
Millennials support issues rather than organizations.
Millennials prefer to perform smaller actions before fully committing to a cause.
Millennials are influenced by the decisions and behaviors of their peers.
Millennials treat all their assets (time, money, network, etc.) as having equal value.
Millennials need to experience an organization’s work without having to be on site.
WHAT TYPES OF FUNDRAISING / COMMUNICATION TECHNOLOGY HAVE YOU
ADOPTED AT YOUR ORGANIZATION?
Mass Email
Direct Mail
Press Release
High Production Video
(select recipients who respond)
(only worthwhile if people share it on social media)
(expensive – snap a video on a phone)
(automation - segmentation)
1• Create / Provide
Shareable Content
• Curate Content Per Your Brand Voice
2• Create small
opportunities to engage with your organization
• Share video content of the real-time engagement
3• Collect, Measure
and Utilize data• Segment
audience
4• Intersect with P2P
Options• Gamification• Acknowledge the
‘tribe’• Offline support
Your Voice
Engage
Acquire
Leverage
COMMUNICATIONEmail Communication- Automated Marketing (Mailchimp, Constant Contact, Emma)- Segmentation
Website = Shareable, Searchable Content- Integrate with CRM to automate data collection (is there a popup box
to collect information?)- Build Relationship via blog content (original and curated)- Integrate sharing functions (publicly thank people for sharing)
Video- Instagram, Facebook, YouTube (storytelling)
Put communication into the hands of your “choir”
COMMUNICATIONSocial Media Management- Calendar Management / Planning- Brand Voice is important- Tools: Hootsuite, Attentively
Offline Tools / Plans- Provide Tips and Tools to Board/Committee- Give them the story to tell- Incentive to engage / share
Put communication into the hands of your “choir”
THINK ABOUT ANYTHING THAT REPEATEDLY TAKES TIME AND ASK…. CAN THIS BE
AUTOMATED?
FAVORITE TIME-SAVING APPSAutomated Calendaring: Calendly, AppointmentCore
Online Meetings: Google Hangouts, GoToMeeting
CRM App
Automated Emails – (Gmail, Outlook) Create Rules in your Email Client, Connect New Donor ‘tag’ to a personal email
Design - Canva
Team Management – Basecamp, Slack,
Password management – CommonKey, LastPass
Set a Clear Goal:
- Save Time – Automate a process
- Target Audience - Segmentation- Data Collection – Event Data, Website Traffic- Better Communication – Social Media Management, Story
Telling, Site and Email
- Acknowledgements – Transparency of time and $$
- Increased Revenue – Crowdfunding and Peer to Peer
QUESTIONS TO CONSIDER…
Customer Support – Do they provide you with best practices and ongoing education
Pricing – especially hidden fees
Beware of free or at least understand how it can be free?
Read the Privacy Policy and Terms & Conditions
What data, if any, can you obtain and how?
Additional equipment needed
Innovative
Cutting Edge
Unique
Modern
Multi-Generation
IMPLEMENTATION Q&A
@SWELLFUNDS #REACH2016