Improving Donor Engagement Online<br />Richard Dietz, Nonprofit R+D<br />
Consultants have all the answers…<br />Nope, not really<br />Great at coming up with “Best Practices”<br />Only way to kno...
Myth #6 <br />(From the last webinar on Online Fundraising Myths)<br />The Only Real Way to Measure Fundraising Success is...
Myth - Success Equals $ Raised<br />Think of the business world<br />“Sales funnel” = “Donor funnel”<br />Online donor >> ...
What are “Engaged Donors”<br />Engaged Donors are those who are taking ACTIONS<br />Donate<br />Attend events<br />Volunte...
Why do you want “Engaged Donors”?<br />More cost-effective to renew a donor than find a new donors<br />Engaged donors ext...
How to Tell if Your Donors  Are “Engaged”<br />They are taking actions<br />Back to the definition of an engaged donor<br ...
Ideas to Nurture Engagement Online<br />
Mind the Gap<br />The “Engagement Gap”<br />The gap between a first time donor and an “engaged donor”<br />What do you do ...
ASK!<br />1) Ask them to do small favors<br />Tell a friend, forward email, sign petition, comment on blog, volunteer<br /...
Events<br />In person and online events<br />In person - Gala, meetups, etc.<br />Online - webinars, online chats, Tweets,...
Listen / Connect with Influencers<br />Always remember that engagement is a conversation<br />Don’t just listen on your si...
Give Them the Content They Want<br />Community Philanthropy 2.0 survey, donors (30-49) want to hear about:<br />Organizati...
Make It Easy<br />Make it easy to stay in touch<br />Capture emails, blog updates, RSS feeds<br />Make it easy to spread t...
Nurturing Engagement in New Versus Established Donors<br />
Nurturing New Donors<br />Welcome Email(s)<br />1st 30 days is key - Research in retail sector<br />Higher open rates, cli...
Nurturing Established Donors<br />Identify your most passionate donors and give them additional support<br />Need to ident...
Tools to Engage Donors<br />Constituent Relationship Management (CRM)<br />Tell-A-Friend / Send this article<br />Google a...
Conclusion<br />Donor engagement can lead to many good outcomes<br />Only YOU can figure out what works for YOUR organizat...
Question and Answer<br />Register for the next webcast in the series:Peer-to-Peer Fundraising<br />http://bit.ly/apHuSp<br...
Connect with Sage Contest<br />Enter for your chance to win a $5000 unrestricted grant<br />www.connectwithsage.com<br />
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Improving Donor Engagement Online

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  • You're welcome to share the presentations with your Board or anyone else you think would find it valuable. The slides for the first webcast are on Slideshare:

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  • You can download the recordings for the first two webcasts in the series here: http://www.sagenonprofit.com/lp/sagenonprofit/sfowebcast/
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    Also, do you mind if I share these presentations with my Board of Directors?
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  • Hi Mary Beth -- Here's the link to access the webcast recording: http://ow.ly/2blhf
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Improving Donor Engagement Online

  1. 1. Improving Donor Engagement Online<br />Richard Dietz, Nonprofit R+D<br />
  2. 2. Consultants have all the answers…<br />Nope, not really<br />Great at coming up with “Best Practices”<br />Only way to know if it works for YOUR organization is to test<br />Always be looking for what is working<br />
  3. 3. Myth #6 <br />(From the last webinar on Online Fundraising Myths)<br />The Only Real Way to Measure Fundraising Success is the Amount of Money Raised<br />
  4. 4. Myth - Success Equals $ Raised<br />Think of the business world<br />“Sales funnel” = “Donor funnel”<br />Online donor >> Major Donor<br />“Raising Friends” is another measure<br />Engagement >> Peer to Peer fundraising >> Funnel<br />Friend of a friend could be major donor<br />Engagement is yet another measure<br />7 touches before giving - get them involved<br />
  5. 5. What are “Engaged Donors”<br />Engaged Donors are those who are taking ACTIONS<br />Donate<br />Attend events<br />Volunteer<br />Recruit new donors<br />Engaged Donors are those who are a part of your “Community”<br />Interacting and communicating WITH your organization<br />Interacting and communicating with others ABOUT your organization (online and offline)<br />Building a relationship<br />
  6. 6. Why do you want “Engaged Donors”?<br />More cost-effective to renew a donor than find a new donors<br />Engaged donors extend your organization’s reach into the world<br />Engaged donors do more:<br />More frequent donations, larger donations<br />Take more actions<br />Tell more people about your organization<br />Peer to Peer fundraising<br />
  7. 7. How to Tell if Your Donors Are “Engaged”<br />They are taking actions<br />Back to the definition of an engaged donor<br />Social Media<br />Increased mentions<br />Increased fans / followers<br />Increased traffic to website<br />From social media, emails, etc.<br />
  8. 8. Ideas to Nurture Engagement Online<br />
  9. 9. Mind the Gap<br />The “Engagement Gap”<br />The gap between a first time donor and an “engaged donor”<br />What do you do with your first time donors?<br />Need multiple ways / methods to get involved<br />Need a graduated offering of actions<br />Start simple (forward this email)<br />Move on to more involved actions (peer to peer fundraising)<br />
  10. 10. ASK!<br />1) Ask them to do small favors<br />Tell a friend, forward email, sign petition, comment on blog, volunteer<br />Every simple action will deepen the engagement and bond<br />2) Ask them what they want / need / care about<br />Easy way to engage and get them to do a small favor<br />The results will allow you to tailor content to what they care about<br />
  11. 11. Events<br />In person and online events<br />In person - Gala, meetups, etc.<br />Online - webinars, online chats, Tweets, etc.<br />Get to know them on a personal level<br />Deepen the bond and cultivate those major donors<br />Smaller niche events<br />Eg. Women’s Caucus or Austin Chapter<br />Easier for individuals to connect<br />
  12. 12. Listen / Connect with Influencers<br />Always remember that engagement is a conversation<br />Don’t just listen on your site, go where the conversations are already taking place<br />Facebook, Twitter, etc.<br />Largest growth on Facebook is 35+ year olds, with the 55+ crowd growing at 922%<br />Join the conversations in an authentic way<br />Accept and respond to criticism<br />Identify Influencers and engage them separately<br />Provide extra support to help them spread the word<br />
  13. 13. Give Them the Content They Want<br />Community Philanthropy 2.0 survey, donors (30-49) want to hear about:<br />Organizational Impact (80%)<br />Success Stories (74%)<br />More details about the organization (71%)<br />Info on financial accountability (43%)<br />Segment and tailor your content<br />Examples - Obama and Lady Bird Johnson Wildflower Center<br />Make it easy to pass it on<br />Tell-A-Friend / Forward This Page<br />
  14. 14. Make It Easy<br />Make it easy to stay in touch<br />Capture emails, blog updates, RSS feeds<br />Make it easy to spread the word<br />Tell-A-Friend / Email this Page<br />Social Media Icons<br />Make it easy to interact<br />Blog commenting<br />Online forums<br />Facebook and Twitter widgets on website<br />
  15. 15. Nurturing Engagement in New Versus Established Donors<br />
  16. 16. Nurturing New Donors<br />Welcome Email(s)<br />1st 30 days is key - Research in retail sector<br />Higher open rates, click-throughs, and actions<br />Special invitations to events / opportunities<br />“Since you are a new donor…..”<br />Give updates on how their donations are helping<br />Give specific examples / Use emotion<br />Ask them to tell others<br />Tell-A-Friend scripts, social media, etc.<br />
  17. 17. Nurturing Established Donors<br />Identify your most passionate donors and give them additional support<br />Need to identify them (CRM, Sage Fundraising Online, etc.)<br />Help them to spread the word<br />Segment and speak directly to them<br />Online tools make this much easier<br />Separate emails for your top supporters<br />Special Recognition<br />Events for repeat donors only (VIP’s)<br />Recognize at live events and in print<br />Name tags / Badges in community / Article in newsletter<br />
  18. 18. Tools to Engage Donors<br />Constituent Relationship Management (CRM)<br />Tell-A-Friend / Send this article<br />Google alerts<br />Social media icons<br />Sage Fundraising Online<br />
  19. 19. Conclusion<br />Donor engagement can lead to many good outcomes<br />Only YOU can figure out what works for YOUR organization<br />Check out the new online tools like Sage Fundraising Online<br />
  20. 20. Question and Answer<br />Register for the next webcast in the series:Peer-to-Peer Fundraising<br />http://bit.ly/apHuSp<br />Contact Richard Dietz:<br />richard@nonprofitrd.com<br />512-850-6501<br />Contact Sage:<br />www.sagenonprofit.com<br />800-811-0961<br />
  21. 21. Connect with Sage Contest<br />Enter for your chance to win a $5000 unrestricted grant<br />www.connectwithsage.com<br />
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