9/30/2013 #bbcon 1
Getting the Second Date:
Romancing the Donor
PRESENTED BY DANIELLE JOHNSON VERMENTON &
MONICA LOPEZ
9/30/2013 #bbcon 2
INTRODUCTIONS
Danielle Johnson-Vermenton
Senior Interactive Consultant
Go! Essentials on Luminate
Monic...
9/30/2013 #bbcon 3
• State of Donors
• Retention is the new acquisition
• A True Love Story
• Moving Forward
SO WHAT ARE W...
9/30/2013 #bbcon 4
“WE NEED TO STOP MEASURING OUR
SUCCESS BY WHETHER OR NOT WE MEET
THE NEEDS OF OUR ANNUAL BUDGETS.”
9/30/2013 #bbcon 5
46% of study donors stop giving
for reasons that are connected to
“a failure to communicate.”
9/30/2013 #bbcon 6
Almost SIX out of every ten donors from the
previous year DID NOT renew by year’s end
Based on the 2013...
9/30/2013 #bbcon 7
The future is bright and it
only takes 10 to get there
9/30/2013 #bbcon 8
17 months of double digit growth
in online giving from 2500 orgs
It just makes sense to invest in onlin...
9/30/2013 #bbcon 9
• They get your email (52%)
• It’s their top choice for info
• Sharing is caring – email & web
• 50+ yo...
9/30/2013 #bbcon 10
EMAIL IS KING!
Timely  Dynamic  Personalized  Actionable
9/30/2013 #bbcon 11
Keep
Convert
Find
Check out Flip The Funnel by Joe Jaffee
9/30/2013 #bbcon 12
Have an online gratitude strategy
With every point of contact it is about building.
9/30/2013 #bbcon 13
 Move beyond the eNews
 Amplify with social media
 Utilize your website
 Create moments
 Trail bl...
9/30/2013 #bbcon 14
9/30/2013 #bbcon 15
GET AUTOMATED
9/30/2013 #bbcon 16
• Post a shout out
• Share photos and tag the donor
• Tweet campaign updates,
program updates, client ...
9/30/2013 #bbcon 17
Shout it from the mountain top!
• Interactive ‘thank you’ page
• Use videos
• Moving photos
• Frequent...
9/30/2013 #bbcon 18
9/30/2013 #bbcon 19
Elicit a response!
• Make your mission tangible
• Be donor centered
• Create a moment
• See things thr...
9/30/2013 #bbcon 20
USING THE WEB: NATURE CONSERVANCY
9/30/2013 #bbcon 21
USING SOCIAL MEDIA:
AMNESTY INTERNATIONAL
5 Creative Ways to Say TY to your Facebook fans
http://socia...
9/30/2013 #bbcon 22
USING VIDEO
AMERICAN RED CROSS
9/30/2013 #bbcon 23
BEST IN CLASS!
9/30/2013 #bbcon 24
9/30/2013 #bbcon 25
THE PLANETARY SOCIETY EXPANDING A
COMMUNITY WITH GRATITUDE
9/30/2013 #bbcon 26
THE CHALLENGE:
TO GO FROM HERE…
• Led and co-founded by
legendary astronomer Carl
Sagan, who died in 1...
9/30/2013 #bbcon 27
TO HERE
Enter Bill Nye the
Science Guy our
new CEO!
9/30/2013 #bbcon 28
• Redesign, Rebrand, New Tools – 5 mos
- Focus on community -- "You" vs. "About Us"
- Freshen tone – f...
9/30/2013 #bbcon 29
COMMUNITY:
WE KNOW YOU
9/30/2013 #bbcon 30
COMMUNITY:
WE HEAR YOU
9/30/2013 #bbcon 31
COMMUNITY:
WE APPRECIATE YOU
9/30/2013 #bbcon 32
INFINITE VISIONS:
MEMBERS SHARE THEIR VISIONS
http://www.planetary.org/connect/infinite-visions/
9/30/2013 #bbcon 33
THE PLANETARY SOCIETY
SAYS THANK YOU
http://www.planetary.org/multimedia/video/planetary-society-says-...
9/30/2013 #bbcon 34
Focusing on member engagement and creating good vibes we deployed
a multi-channel campaign using email...
9/30/2013 #bbcon 35
12 mos. Prior 12 mos. Since % Change
Revenue $524,442 $745,871 42%
Renewals 3781 4386 14%
New Members ...
9/30/2013 #bbcon 36
QUESTIONS?
Email Monica at monica@planetary.org
Learn more at http://www.planetary.org
9/30/2013 #bbcon 37
Questions? Send me an email: Danielle Johnson-Vermenton
danielle.johnson@blackbaud.com
NTEN & CharityD...
9/30/2013 #bbcon 38
FINAL THOUGHTS: IT’S ALL ABOUT THEM
1. Change the culture
2. Have a plan
3. Acknowledge
4. Communicate...
Upcoming SlideShare
Loading in …5
×

Romancing the Donor: Getting the Second Date BBCON 2013

496 views
423 views

Published on

A presentation from BBCON 2013 on utilizing email, web and social media to steward donors. Includes a great case study from the Planetary Society.

Published in: Business, Technology
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
496
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Romancing the Donor: Getting the Second Date BBCON 2013

  1. 1. 9/30/2013 #bbcon 1 Getting the Second Date: Romancing the Donor PRESENTED BY DANIELLE JOHNSON VERMENTON & MONICA LOPEZ
  2. 2. 9/30/2013 #bbcon 2 INTRODUCTIONS Danielle Johnson-Vermenton Senior Interactive Consultant Go! Essentials on Luminate Monica Lopez Director of Marketing & Communications The Planetary Society
  3. 3. 9/30/2013 #bbcon 3 • State of Donors • Retention is the new acquisition • A True Love Story • Moving Forward SO WHAT ARE WE TALKING ABOUT?
  4. 4. 9/30/2013 #bbcon 4 “WE NEED TO STOP MEASURING OUR SUCCESS BY WHETHER OR NOT WE MEET THE NEEDS OF OUR ANNUAL BUDGETS.”
  5. 5. 9/30/2013 #bbcon 5 46% of study donors stop giving for reasons that are connected to “a failure to communicate.”
  6. 6. 9/30/2013 #bbcon 6 Almost SIX out of every ten donors from the previous year DID NOT renew by year’s end Based on the 2013 FEP Study Source: http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=20015
  7. 7. 9/30/2013 #bbcon 7 The future is bright and it only takes 10 to get there
  8. 8. 9/30/2013 #bbcon 8 17 months of double digit growth in online giving from 2500 orgs It just makes sense to invest in online donor stewardship
  9. 9. 9/30/2013 #bbcon 9 • They get your email (52%) • It’s their top choice for info • Sharing is caring – email & web • 50+ yo prefer website & email NTEN Donor Engagement Study
  10. 10. 9/30/2013 #bbcon 10 EMAIL IS KING! Timely  Dynamic  Personalized  Actionable
  11. 11. 9/30/2013 #bbcon 11 Keep Convert Find Check out Flip The Funnel by Joe Jaffee
  12. 12. 9/30/2013 #bbcon 12 Have an online gratitude strategy With every point of contact it is about building.
  13. 13. 9/30/2013 #bbcon 13  Move beyond the eNews  Amplify with social media  Utilize your website  Create moments  Trail blazers
  14. 14. 9/30/2013 #bbcon 14
  15. 15. 9/30/2013 #bbcon 15 GET AUTOMATED
  16. 16. 9/30/2013 #bbcon 16 • Post a shout out • Share photos and tag the donor • Tweet campaign updates, program updates, client quotes • Ask clients/recipients to post their stories • Ask donors to post on twitter or Facebook and tag your organization • Use your FB cover • Celebrate your donors on your blog • Create videos
  17. 17. 9/30/2013 #bbcon 17 Shout it from the mountain top! • Interactive ‘thank you’ page • Use videos • Moving photos • Frequent updates • Donor Wall
  18. 18. 9/30/2013 #bbcon 18
  19. 19. 9/30/2013 #bbcon 19 Elicit a response! • Make your mission tangible • Be donor centered • Create a moment • See things through their eyes Writing Tips • Don’t use jargon • Be conversational • Make it timely • Talk with them, not at them Resource - Relevant Messaging Idea List: http://www.charityhowto.com/blog/blogs/Relevant%20Messaging%20Idea%20List.pdf
  20. 20. 9/30/2013 #bbcon 20 USING THE WEB: NATURE CONSERVANCY
  21. 21. 9/30/2013 #bbcon 21 USING SOCIAL MEDIA: AMNESTY INTERNATIONAL 5 Creative Ways to Say TY to your Facebook fans http://social.razoo.com/2012/09/five-creative-ways-to-thank-your- facebook-fans/ Get creative with Timeline Cover photos http://www.hongkiat.com/blog/creative-facebook-timeline-covers/ Make it come to life with video & music (for free!) http://animoto.com/ 42 Creative Pinterest Ideas for Nonprofits http://www.frogloop.com/care2blog/2012/1/13/steal-these-42-creative- pinterest-ideas-for-nonprofits.html
  22. 22. 9/30/2013 #bbcon 22 USING VIDEO AMERICAN RED CROSS
  23. 23. 9/30/2013 #bbcon 23 BEST IN CLASS!
  24. 24. 9/30/2013 #bbcon 24
  25. 25. 9/30/2013 #bbcon 25 THE PLANETARY SOCIETY EXPANDING A COMMUNITY WITH GRATITUDE
  26. 26. 9/30/2013 #bbcon 26 THE CHALLENGE: TO GO FROM HERE… • Led and co-founded by legendary astronomer Carl Sagan, who died in 1997, The Planetary Society was viewed by many as an exclusively academic society. • Dr. Louis Friedman, also a co-founder, was Executive Director for 30 years. • Many of our members had been here since the beginning and are largely responsible for driving revenue. 2010: Welcome our New CEO
  27. 27. 9/30/2013 #bbcon 27 TO HERE Enter Bill Nye the Science Guy our new CEO!
  28. 28. 9/30/2013 #bbcon 28 • Redesign, Rebrand, New Tools – 5 mos - Focus on community -- "You" vs. "About Us" - Freshen tone – friendly and welcoming - Give value to everyone who connects with us via "any" channel - Integrate Social Media - Employ visual storytelling by showcasing stunning imagery throughout - Lead with people and personality - Enhance blog content - Create multiple opportunities for engagement and action WHAT DID WE DO DIFFERENT? ENGAGEMENT, ACTION, COMMUNITY "I have always been most impressed by The Planetary Society because their vision is as grand and true as their sincerity and heart. Carl would be very proud indeed...” –M.T.
  29. 29. 9/30/2013 #bbcon 29 COMMUNITY: WE KNOW YOU
  30. 30. 9/30/2013 #bbcon 30 COMMUNITY: WE HEAR YOU
  31. 31. 9/30/2013 #bbcon 31 COMMUNITY: WE APPRECIATE YOU
  32. 32. 9/30/2013 #bbcon 32 INFINITE VISIONS: MEMBERS SHARE THEIR VISIONS http://www.planetary.org/connect/infinite-visions/
  33. 33. 9/30/2013 #bbcon 33 THE PLANETARY SOCIETY SAYS THANK YOU http://www.planetary.org/multimedia/video/planetary-society-says-thanks.html
  34. 34. 9/30/2013 #bbcon 34 Focusing on member engagement and creating good vibes we deployed a multi-channel campaign using email, direct mail, and video. - December online revenue: $127,000 • This represents one of our largest months ever. - 479 online donations totaling $45,000 for year-end campaign. - This revenue is generated from a total of 35 different online forms being used to track campaigns, donations, acquisition, and renewals. - Campaign consisted of 8 different emails beginning in November. - Over 125 heartfelt comments from Members expressing their love of the organization and our mission. - 500+ Members shared their Visions + 2 Board members INFINITE VISIONS: A YEAR END CAMPAIGN "Really proud to be a member, thanks for all your hard work. There is much to be done." – H.D.L.
  35. 35. 9/30/2013 #bbcon 35 12 mos. Prior 12 mos. Since % Change Revenue $524,442 $745,871 42% Renewals 3781 4386 14% New Members 753 2236 192% Web Traffic Unique 1,316,604 1,752,788 33% Total Visits 2,179,498 2,748,221 26% Page Views 3,775,093 5,396,166 42% % New Visitor 59.08% 63.56% 8% Avg. Visit Duration 0:01:25 0:01:52 32% Pages 1.73 1.96 13% Additionally: - 20% of Direct Mail joins came from Online Acquired names - Utilizing a series of email split-tests raised response rate to online renewal emails from 7% to 11% Note: If we take out Planetfest Tickets -- Revenue is still up 30% YEAR OVER YEAR DATA "Thanks for all you do. The world needs to understand how important space exploration is to us all. It is our future. 
Thanks to your efforts, I have renewed hope for our future." - M.P.
  36. 36. 9/30/2013 #bbcon 36 QUESTIONS? Email Monica at monica@planetary.org Learn more at http://www.planetary.org
  37. 37. 9/30/2013 #bbcon 37 Questions? Send me an email: Danielle Johnson-Vermenton danielle.johnson@blackbaud.com NTEN & CharityDynamics Nonprofit Donor Engagement Benchmark Report http://www.nonprofitdonorengagement.com/ The Next Generation of American Giving https://www.blackbaud.com/files/resources/downloads/08.13.CORP.NextGenGiving.Tipsheet.pdf http://www.convio.com/files/next-gen-whitepaper.pdf Penelope Burke’s blog http://www.burksblog.com/ NonProfit Marketing Guide http://www.nonprofitmarketingguide.com/resources/aboutus/meet-kivi-leroux-miller/ Inbound Zombie https://www.facebook.com/InboundZombie The Millennial Impact Report http://www.themillennialimpact.com/ Donor Retention: What do we know and what can we do about it? http://www.afpnet.org/files/ContentDocuments/Donor_Retention_What_Do_We_Know.pdf RESOURCES
  38. 38. 9/30/2013 #bbcon 38 FINAL THOUGHTS: IT’S ALL ABOUT THEM 1. Change the culture 2. Have a plan 3. Acknowledge 4. Communicate - Show impact - Share results - Connect often - Create a moments 5. Provide multiple touch points 6. Set a goal & monitor 7. Get feedback 8. Be patient – long term investment

×