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CONNECTING WITH YOUR DONORS:
                               How to Balance New & Traditional Media



                               Mitch Maxson
                               Scott Henderson


                               www.mediasauce.com
  46th AFP International
Conference on Fundraising

    March 29 – April 1, 2009
    New Orleans, Louisiana
Introductions
 Scott Henderson
   • Major Gift Fundraiser
   • Capital Campaign Consultant
   • Foundation Executive Director
   • Cheese Club Founder
 Mitch Maxson
   • Senior Creative Director
   • Digital Strategist
   • Author
   • 1985 Perry-Worth Elementary Trike Race Champion


               46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
plate.
                                                          tem
                                                     is
                                               h
                                        roke t
                                      eb
                                    w
                          I think
                        


 You can reach new donors and retain
  current ones.
Threecan forge meaningful relationships with
 You Lessons
  bigger audiences.
 You can raise 46th AFP INTERNATIONAL CONFERENCE ON FUNDRAISING — www.afpnet.org
                more money and make a
MediaSauce AFP Presentation
@ the sauce.
MediaSauce AFP Presentation
MediaSauce AFP Presentation
Non-profiteers, you can do


better.
fig. 1: brain at rest
MediaSauce AFP Presentation
MediaSauce AFP Presentation
Best practices.
 • Be real         • Be transparent

 • Be realistic    • Be creative

 • Be passionate   • Be connected
Take Away #1
Welcome to the
Interconnected Age.
Media =
Community.
Buy it. Earn it. Build it.
$3 per copy
6th copy youʼve sent
overnighted 8 weeks ago
For 400+ years, printed materials were the cutting edge of
marketing technology, and virtually the only way to reach a
                    “mass” audience.
You may have
heard that new
technologies
came along.
8
Years it took newer marketing tools to reach an audience of
                        50 million
3
Years it took newer marketing tools to reach an audience of
                        50 million
4                                      ET
                                    RN
                                  E
                               T
                             IN




Years it took newer marketing tools to reach an audience of
                        50 million
3
Years it took newer marketing tools to reach an audience of
                        50 million
2
Years it took newer marketing tools to reach an audience of
                        50 million
We believe
in all this
technology
stuff.
We believe
technology
alone isnʼt
what matters.
Technology is
only as good
as the people
it connects.
Take Away #2
Great ideas and
powerful stories are the
answer.
Despite the technology leap,
traditional media still remain
a primary vehicle for driving
engagement and education.



Why?
We are in
unprecedented
times...
Where time moves
more quickly than
it ever has before
Where speed
takes on a
whole new
meaning.
Where
personalization
takes on a
whole new
meaning.
Where
instant
takes on a
whole new
meaning.
Where budgets are fall
                      ing
                         ...
Everyone is
overwhelmed
with brands, messages,
and options.
(You will see more than 4,000 ads today.)
MediaSauce AFP Presentation
MediaSauce AFP Presentation
MediaSauce AFP Presentation
MediaSauce AFP Presentation
Take Away #3
Your audience always
comes first. Donʼt do
“it” for yourself.
Best practices.
 • Be real         • Be transparent

 • Be realistic    • Be creative

 • Be passionate   • Be connected
Be real.
 • Authenticity = Trust

 • Find like-minded partners

 • Opportunism rarely goes unpunished
Be realistic.
 • You canʼt make anything “go viral”

 • Some people just donʼt care about you

 • Some people do

 • Those people will help you find others like them
Be passionate.
 • If you wonʼt bleed for it, who will?

 • Long-term commitments

 • Anticipate criticism and skepticism
Be transparent.
 • What are you getting out of this?

 • Treat every donor like an investor

 • What are your plans for the future?

 • No secrets, no surprises
Be creative.
 • You donʼt have to follow the template

 • Think BIG

 • Stand apart from the noise

 • Where youʼve been ≠ where youʼre going
Be connected.
 • Itʼs all about people

 • Leverage relationships in new ways

 • Seek out ideas and leadership

 • Social media allows breakthrough ideas to spread
Best practices.
 • Be real         • Be transparent

 • Be realistic    • Be creative

 • Be passionate   • Be connected
Hows about a few

examples?
Leveraging relationships to pursue a big idea.
MediaSauce AFP Presentation
Move beyond a coupon to engage an audience.
MediaSauce AFP Presentation
MediaSauce AFP Presentation
MediaSauce AFP Presentation
MediaSauce AFP Presentation
MediaSauce AFP Presentation
MediaSauce AFP Presentation
Earned media drives foot traffic.
Manny.
MediaSauce AFP Presentation
So far, more than 2 million pairs of shoes have been
          distributed by Samaritanʼs Feet.
MediaSauce AFP Presentation
MediaSauce AFP Presentation
Saving a small town with a simple media strategy.
MediaSauce AFP Presentation
500,000+ meals in a week.
MediaSauce AFP Presentation
MediaSauce AFP Presentation
MediaSauce AFP Presentation
MediaSauce AFP Presentation
MediaSauce AFP Presentation
Best practices.
 • Be real         • Be transparent

 • Be realistic    • Be creative

 • Be passionate   • Be connected
thanks you




Keep learning @ www.mediasauce.com

Scott Henderson:
scott.henderson@mediasauce.com
Twitter @scottyhendo

Mitch Maxson:
mitch.maxson@mediasauce.com
Twitter @mitchmaxson
Technology adoption rates
statistics found via

The New York Times
“You Are What You Spend” Cox, Alm. February 10, 2008.
CONNECTING WITH YOUR DONORS:
                               How to Balance New & Traditional Media



                               Mitch Maxson
                               Scott Henderson


                               www.mediasauce.com
  46th AFP International
Conference on Fundraising

    March 29 – April 1, 2009
    New Orleans, Louisiana

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MediaSauce AFP Presentation