RMHC Executive Directors Conference - Digital Storytelling 2.0

1. STORYTELLING 2.0: TURNING ONLINE
BROWSERS INTO DONORS

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A bit about me
• Sr. Director of Digital Strategy for TrueSense Marketing.
• Prior to joining TrueSense Marketing, previous 11 years in the Non Profit space.
• Director of Digital Fundraising for The Salvation Army USA
• Director of Peer to Peer / Integrated Marketing Save the Children
• U.S. Air Force Veteran
• Married with 3 young girls

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A bit of a recap from 2015
• We learn from an early age …
• Stories help us make sense of the world and create order.
Everyone Has a Story
• What engages you will likely engage others
• What is it about a particular story that makes it memorable
We’re Hardwired for Stories

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Real Stories = Real Results
Sharing stories and powerful
photos is proven fundraising —
creating an emotional connection
with donors and showing them
their gifts at work.

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DRIVES
Donors’ gifts are an emotional
transaction, not just financial.
Stories are one way
to connect emotion
and giving.

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How we tell stories digitally.
Websites
eMail
Social Media
Digital Advertising

7. Ways to ensure the message is received
Using Digital Media
to Tell Our Story

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Overwhelmed inboxes
Total Business
Emails per day
122 93 14%
Total Consumer
Emails per day
Average Non Profit
Email Open Rate

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Utilize email resend strategies
7% 4% 26%
4% open rate
on email resend
26% lift in
overall email
revenue
7% open rate
for initial email

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Change the subject line and resend
26%
26% lift in
overall email
revenue
0%
0% increase
email unsubscribe
rate

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How long do folks actually read our email?

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Utilizing headlines and links (teaser copy)
105
Clicks to
Website
35
Clicks to
Website

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Using Facebook to reach our ‘friends’

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Facebook posting strategy

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Facebook posting strategy

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Facebook highest performing post
Tampa Bay
Most Active Chapter
on Facebook
Mississippi
Most Shared Chapter
on Facebook
Mississippi
Highest Engagement
on Facebook

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Planning helps to expand your reach
•Email Address continues to be critical
•Target potential donors and volunteers even if
they are not your fans
•Facebook custom audience allows for
targeted sponsored posts

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Twitter attention span…… wait, what?

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Twitter– know the times

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Twitter– know the approach (use images)
330%
Lift in engagement rate
when using images in tweets

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Perfect tweet!
West Georgia
Most Active Chapter
on Twitter
Northern California
Most Shared Chapter
on Twitter
Southern California
Highest Engagement
on Twitter

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Social Media – Editorial Calendar

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Editorial Calendar – Start with Themes

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Website Primer – Email (address) is still king

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Website Primer – You will not be annoying
Visitors Gifts Revenue
With Homepage Banner Only 20,417 0 0
With Homepage Banner and Lightbox 19,523 19 $1,390

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Integrate donation forms to align with messages

27. Firing on all cylinders

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Putting the pieces together

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Putting the pieces together

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Facebook Ad Example
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Ad is shared by housefile constituent
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Story is retold
Exposure within
Leslie’s Facebook
network:
• 19 people liked her
share
• 15 people shared the
RMH ad that Leslie
originally shared
• 5 people donated
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New Donors are added
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1 Facebook share brought in $165 ($550)