MediaSauce AFP Presentation

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

@ the sauce.

Non-proﬁteers, you can do better.

ﬁg. 1: brain at rest

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

4 ET RN E T IN 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.)

Take Away #3 Your audience always comes ﬁrst. Donʼt do “it” for yourself.

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

Hows about a few examples?

Leveraging relationships to pursue a big idea.

Move beyond a coupon to engage an audience.

Earned media drives foot trafﬁc.

Manny.

So far, more than 2 million pairs of shoes have been distributed by Samaritanʼs Feet.

Saving a small town with a simple media strategy.

500,000+ meals in a week.

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

MediaSauce AFP Presentation

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