"Use The News" - 2016 Bridge to Integrated Fundraising Conference
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Learn how to better fundraise when the media spotlight shines on the media spotlight shines on your organization's mission. Deck from the talk given by Wendy Husman and Whitney Broadwell at the 2016 Bridge Conference.
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"Use The News" - 2016 Bridge to Integrated Fundraising Conference
- 1. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Use The News: How To Fundraise When The Media Spotlight Shines on Your Organization’s Mission Whitney Broadwell International Medical Corps Wendy Marinaccio Husman Mal Warwick | Donordigital
- 2. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio International Medical Corps Whitney Broadwell Senior Resource Development Officer International Medical Corps Global nonprofit dedicated to saving lives and relieving suffering through health care training and relief and development programs Strive to be first there, no matter where to provide medical care to survivors of disaster, disease and war and conflict – often within 24 hours Train local health workers and rebuild health care infrastructure
- 3. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Mal Warwick | Donordigital Wendy Marinaccio Husman Account Director Donordigital Integrated, multi-channel strategy High-level and granular analysis Full copywriting and design creative service Production and management services
- 4. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Use the news Prepare a fundraising and communications plan in advance Implement that plan as quickly as possible when your mission is in the spotlight Leverage unexpected events into more supporters for your organization
- 5. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Carpe momentum! Be prepared logistically Know your goals Have something in your back pocket Build on successful strategies Be creative
- 6. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Speed is the critical factor
- 7. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Speed is the critical factor You are competing with others for attention, so the perfect is the enemy of the good. In many cases, you are competing with other nonprofits for donations. Make quick decisions Get buy-in ahead of time for a quick approval process Success after one event increases the likelihood of success in the next one, because your supporters, email list, and media outlets will look to you again.
- 8. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Digital fundraising channels are a perfect fit Website Email messages Facebook – organic posts (& promoted posts) Facebook – ads Search marketing – Google Grant, paid ads Mail & phones are great but less nimble
- 9. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Sample Emergency Response Plan
- 10. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Sample Emergency Response Plan
- 11. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Be nimble
- 12. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio How to be nimble Emergency/Media Alert email template Donation form ready to clone Pre-approved media budgets for paid ads Social media strategy Online/social media ads template Don’t forget back-end operations!
- 13. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Donation Form Example
- 14. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
- 15. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
- 16. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Grow Your Email File
- 17. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Tap Into Powerful Partnerships
- 18. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio The Dude Abides
- 19. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
- 20. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
- 21. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
- 22. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
- 23. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
- 24. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Common pitfalls
- 25. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Approval process is too long Too many people Too much second-guessing Creating everything from scratch each time Not tracking your performance Common pitfalls
- 26. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Communications/PR team ready to pitch your organization to media outlets Agreements with celebrities or corporate sponsors regarding their support Offline direct response strategies: Direct mail urgentgram Telemarketing vendor agreements & scripts prepared Take it to the next level
- 27. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Recipe to drop a mailing quickly: Printing done and held at mailshop Monthly data files sent to mailshop Postage payment plan set up Copy written immediately & lasered Choose segmentation We were able to drop this mailing the Monday after the Nepal earthquake hit (approx. 40 hours) Mail “Urgentgram”
- 28. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Ensure you have source coding/tracking systems in place so you are able to track your success More…? Example of metrics spreadsheet? Tracking your efforts NEPAL RESTRICTED FUNDING *Cash Received Online Gift Count Average Gift Amount Main Nepal Donation Page/Email 2722$ 110.67 $ 301,244.76 Facebook Landing Page 8227$ 71.67 $ 589,664.50 Nepal Press Release Landing Page 598$ 120.84 $ 72,264.56 Facebook Ads 111$ 62.61 $ 6,950.00 Google Search Ads 17$ 46.76 $ 795.00 Google Display Ads 17$ 46.29 $ 787.00
- 29. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Case Study: Nepal Earthquake
- 30. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Saturday
- 31. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Sunday
- 32. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Monday
- 33. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Tuesday
- 34. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Tuesday + beyond…
- 35. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Tuesday + beyond…
- 36. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio A Note About Self Care
- 37. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Second gift conversion after a media event
- 38. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Thank donors immediately after they donate Ensure they are tracked by people interested in that event and with the method they joined Follow up to keep donors updated with news of your efforts on the topic they joined on Steward them regarding how their gift helped After a media event: donors
- 39. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Welcome Series
- 40. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Once they have been thanked, continue to ask Incorporate their topic of interest in future appeals Include these donors in mail appeals Don’t forget the sustainer ask Renewing these donors
- 41. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Renew as acquired
- 42. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Monthly ask
- 43. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Welcome series Ensure they are tracked Follow up to keep donors updated with news of your efforts on the topic they joined on Mention the way they joined in appeals After a media event: non-donors
- 44. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
- 45. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Let your supporters know where their money/time went Videos – news stories, in-house, external partners Reports – 1 month, 3 month, 6 month Nepal follow-up
- 46. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Helpful tools
- 47. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Social share Easily create social sharing code for free on our website: www.donordigital.com/socialshare
- 48. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Response significance Ensure your tests have a statistically significant response 90% confidence indicates a 10% chance the result is not significant; best to be at 95%+ Use our calculator: http://malwarwick.com/response-significance- calculator/
- 49. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Take-Aways
- 50. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Take-Aways Don’t let an opportunity pass your organization by Always be prepared Know what you’re authorized to do Track your efforts
- 51. #Bridge16 @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Questions?
- 52. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Don’t forget to visit the Solutions Showcase! Many of the ideas discussed today are on display at the Solutions Showcase! Whitney Broadwell wbroadwell@internationalmedicalcorps.org (202) 828-5155 www.internationalmedicalcorps.org Wendy Marinaccio Husman wendy@donordigital.com (510) 473-0366 www.donordigital.com
Editor's Notes
- Integrated fundraising agency, Mal Warwick Donordigital, in business for over 30 years, since 1979; Donordigital in business 15 years. Offices in DC and Berkeley, CA. Direct mail, online, telephone, mobile, and social marketing fundraising and advocacy. B Corp, certified green & socially responsible. .
- Wendy We had the idea to create this session after the Nepal earthquake last April, where IMC was the first emergency responder on the ground in the country and we raised over $19M in support of those critical efforts to provide medical support. Later on in this session, we’ll show you the case study of how we quickly rolled out our fundraising and marketing efforts in the days after the Nepal Earthquake, when IMC raised $x in that first week after it happened. But importantly, for all organizations, not just disaster response, we believe it’s important to capitalize on times when your mission is in the spotlight. It gives you the ability to get in front of large new audiences who may not have found your organization otherwise. So today, we’ll talk about how to plan for the unexpected in advance so you can take best advantage of those opportunities. We’ll talk about how you can implement that plan as quickly as possible, and we’ll show a bunch of examples from a variety of organizations who have done so. Finally, we’ll talk though how you can leverage those unexpected events into new donors as well as hit a number of other goals: Grow email list Reingaging your current email list and donor list, renewing prior supporters converting nondonors into supporters Increase Facebook likes/other social media likes Tag people for remarketing Raise awareness of your organization
- Whitney
- Whitney
- Whitney - Redundancy amongst staff
- Whitney Email segmentation? IMC includes major donors, sustainers Performance of emergency groups during rest of year How to get a 2nd gift
- Whitney Emergency response plan example
- Wendy Emergency response plan example from another of Donordigital’s disaster response clients This organization actually has 4 emergency response plans based on levels of severity, with this screen shot representing a level 4 disaster, the most severe. It’s much longer than this, I just included the first few hours after a disaster strikes so you could see how detailed it is. Social media is one way to quickly respond Adwords ideas.
- Wendy How can you ensure that you are organized in such a way that you’re capable of implementing your plan?
- Wendy – Ensure that you’ve set yourself up so that responding quickly will be as easy as possible. Any technical, implementation, or budget issues that will slow you down have been determined in advance. With IMC, after some issues we had during the response to the Nepal earthquake, we created an emergency email template that could easily be cloned in their system, currently NetCommunity, and built out quickly to that emails could be launched without needing a representative photo from the field. We created a donation form that would be ready to clone. We also recommend creating a vanity URL, for example /ebola or /emergency. We’ll show examples of these next. We had an ad budget approved at the beginning of the fiscal year so that we would be ready to create FB and Google ads quickly without waiting for VPs to approve a budget and the accounting team to approve the funds. We had a strategy for who and how we would respond on which social channels – and where we would use a spend. Specifically, it’s Facebook promoted posts and ads. To make Google ads easier, we have created a design template to use, and we’ve also seen success with text ads, where a design is not needed. Don’t forget the behind the scenes work in your online tools – call your CMS (Blackbaud for example) and tell them you expect a large volume – have someone to call directly if there are problems with the page; test the page to make sure donations are charging properly; you could do an emergency run-through ahead of time to make sure you are dotting all your I’s and crossing your T’s
- Whitney Donation form to clone; have images sorted well so you can choose from by issue/country etc.
- Whitney Landing pages
- Whitney Templates for emails Just used for cyclone Winston/Fiji
- Whitney EXAMPLE OF IMC TOPICAL EMAIL SIGNUP FORM HERE (WEBSITE AND FACEBOOK PERHAPS)
- 1:55 – on time Whitney EXAMPLES OF EBOLA AND NEPAL PROMOTED BY FACEBOOK
- Share Our Strength received word that their national spokesperson Jeff Bridges was being featured in a super bowl ad for SquareSpace, the website platform. The ad directed to a squarespace website where people could by Jeff Bridges sleep sounds tapes. It’s a long story, but the important part is that when people bought tapes the proceeds went to Share Our Strength, and the website invited people to make a donation was well, with a link to the website. We decided the best way to handle this was to add a homepage lightbox during the super bowl and the following few days featuring Jeff Bridges and inviting donations. We discussed what was best to take advantage of what we anticipated would be a lot of new traffic, and we decided that what was important to us was bringing in monthly donations. In a position to be able to take the long-term view to give up the larger single gifts in favor of bringing on monthly donors, who have a higher lifetime value and higher donor loyalty. Luckily they knew this ask was successful because of another media hit they received a few years prior from the Food Network and from the Dr. Oz show, and they still have monthly donors active today who came in through those media events. Happened in the middle of a donation form optimization test regarding how to give a boost to monthly gifts where we tested a “nudge” to the monthly giving option vs a monthly giving upsell lightbox post-donation. Web: ~6,000 visitors on Sunday 1/31, with almost 90% of the traffic new visitors Email (donation specific): 26 gifts on 1/31 totaling $1645 – 19 were monthly gifts – 12 first time givers
- Wendy Mercy For Animals example – organization working to improve conditions on factory farms and slaughterhouses. They planted an undercover investigator and horrifying video had just come out from one of their investigations, resulting in criminal charges against an employee of that factory farm. Which is great. Except that the news broke in December during our very busy and well planned year end campaign. But we pivoted, changed the email calendar a bit, and added an informational email about the breaking news to the year end email series and also changed a planned email to fundraise off of that specific breaking investigation. We also, by the way, created that breaking investigation email template so that MFA would be able to push out emails more quickly when the results of their undercover investigations come to light.
- Wendy AmeriCares, an international response organization, also responded quickly to Nepal Just couple things to mention: Google Alerts set up on brand terms, general terms related to the mission (earthquake, tsunami, etc in this case) Remarketing tag set up for Google and Facebook so they could keep following around nondonors who had visited americares.org in the wake of the disaster Template set up for ads so that Google display ads, remarketing ads, Facebook ads can quickly be created and posted
- Wendy AFSC is an organization that works on, among many other issues, immigration and human rights. With both of these campaigns, AFSC created flash campaigns to respond to increased needs for support because their on the ground work was increasing. In one case, Muslims from Myanmar and Bangladesh currently living in Indonesia were facing discrimination and being denied citizenship. They were turned away from Thailand and Malaysia, and were seeking refuge in Indonesia. This was happening and starting to get media coverage late May/early June. This campaign was in mid-June. There was the email pictured here, a homepage promo and boosted Facebook posts – that’s it. There was a stated goal of $20K in order to motivate people to give quickly in the 3-day period. Similarly, in summer 2015 the Dominican Republic suddenly decided to deport Haitians, many of whom had lived there for generations. The DR decision to do deportations was made in June with increasing media coverage throughout the summer, AFSC’s series of emails went out in August. There was a $30K goal—raised almost all of this online thanks to the email series, homepage promo and boosted FB posts. AFSC is also using Attentive.ly as a tool for social listening so they can tap into people who are interested in the work the organization is doing; for example, listening for Black Lives Matter and connecting those people with information about AFSC’s work in Ferguson.
- Wendy Look your Google Analytics to discover for yourself what newsworthy issues you’re working on. For AmeriCares, we were interested in seeing if the Zeka virus is something that might resonate. Even though the pages they had about it weren't even listed on their drop down menu it was their third most visited page. (people were finding it on Google and by the site search). We were able to discover something interesting with our client Sempervirens Fund, as we manage their Google Grant. We know that redwood forests are aiding during the drought because of the way they gather coastal fog and disseminated it through their roots. But again, that information was buried on their site. We also knew that the drought in CA is an issue that people are deeply concerned about right now and is getting a lot of news coverage. Once you know information like that, you can drive people to the site to learn more about an issue that is making news. Show people that you are an expert on the issue and working to fix it. We weren’t able to change the copy of Sempervirens Fund’s page, but we did add the right sidebar to the landing page about the drought to encourage people to get more involved. Then we created keywords in the Google Grant advertising the drought & redwoods to drive more people to the site on that topic and introduce them to Sempervirens Fund. We also have remarketing tags across the site for google and Facebook so that we can reach out to this new traffic later with ads.
- Wendy Sempervirens Fund was also able to post a Change.org petition about the CA drought in order to grow their list. Change.org pledge up quickly to gather new names – Americares had an Ebola pledge; IMC has worked with partners over the years including Mother Jones, Care2, eMiles, MyPoints, focusing on a variety of facets of their work based on what was in the news—most recently, the Syrian refugee crisis and the need for healthcare. We’ll talk more about this shortly, but we created specific welcome series to follow up with these groups of new names based on the vendor partner and the subject.
- 2:10 Whitney Now that we’ve shared a number of examples, how can you avoid common issues with replicating these plans for yourself?
- Whitney Add not preppeds for volume
- Whitney Examples: AmeriCares & “how you can help in a disaster” lists IMC Urgentgram example – 4 days – no stock in-house, data on Sat., copy Monday, procurement Monday, setups Tues. Celebrity support example…?
- Wendy Example with another client, AmeriCares, who had a plan in place to be able to get a letter in the mail lightning-fast. - size of mail program - Amount raised
- Whitney Tracking/metrics – not sure how to format this
- Whitney
- Both of us talk about our own experience of Saturday. Whitney: Woke up by boss Explain what different colleagues do Wendy: Woke up to NYT alert, checked work email Email chain already started Team meeting, ensure everyone was working Had trouble getting emails coded in time and Whitney eventually sent out this message w/o fixing the Donate button
- Whitney: Tracking codes Ad budget approved Looking ahead to Monday email If could change anything: cache of organized photos by type of disaster? Region? Wendy: Already had ad approved, got it live Needed to get the remarketing pixel live Waited for photos to come in and then immediately made display & remarketing google ads Posted without tracking codes, just accepted we wouldn’t know the source of the gifts, but didn’t want to wait Developer working Sunday night on the Monday email If could change anything: baby shower
- Whitney: DM Urgentgram Launched message on Monday – signed by emergency person More Facebook ads posted Added tracking codes to everything If could change anything: email signer slowed down approval process
- Wendy Homepage lightbox live – delay in getting licensed images Launched another email – had the standard email template in place
- Whitney Urgentgram launched More Facebook & google ads, continued getting more budget Facebook partnership
- More info re: Facebook
- Whitney Take a breather when you can, have a team plan that allows for people to cycle on and off, have redundancies on the team so that more than one person knows how to do things
- 2:24 Whitney
- Whitney First 30 days is most important
- Whitney
- Wendy Include them in future asks, both online and in the mail. Online donors much more likely to convert to the mail channel, and once donors are giving across channels it’s a good indicator of their loyalty and donor value. As much as possible, include a callout to the topic/issue/media event they joined on in future appeals. Show your donors you know who they are. Much easier to do in email since it’s just a data issue, can also do in the mail if you’re lasering. Have had a little bit of success although admittedly not a ton of success renewing emergency donors on the same disaster they gave on the year before. So, instead, we more typically do what Whitney will show you on the next slide.
- Whitney EXAMPLES OF CALLOUTS TO DIFFERENT EMERGENCY GROUPS IN E-APPEALS
- Wendy People are most interested in converting to monthly donors right after they make their first gift. Can be counterintuitive. Be sure to thank them first, then ask them to join as monthly donors—a welcome series is a good tool for this. Ask – how many have welcome series? How many incorporate a monthly ask? 2 examples here – Americares following up with donors to the Philippines Typhoon Haiyan with a monthly ask. On the right is MFA’s donor welcome series, which promotes the monthly giving ask for the first 2 messages in the series with a very soft ask, just one button at the bottom, ending with this appeal all about joining their monthly giving club. Outside the welcome series, we push our clients to conduct dedicated monthly giving campaigns and to periodically send email appeals specifically promoting the monthly giving ask.
- Wendy Have gained a large number of new email addresses of folks who have not yet decided to give. Begin the process of converting them to donors with a welcome series – we recommend a slightly different series for donors vs. nondonors. But as with donors, mention the issue they joined on throughout the welcome series. We’ll show an example in a moment. Ensure these people are tracked so that you can send customized messaging in the future. Report back with this group so they know you know who they are, in both cultivation and appeal messaging.
- Wendy Sempervirens Fund change.org special welcome series & example of year end appeal with special content for this group Drought messaging
- Whitney For donors you are assuring them that their money did a lot of good Non-donors – remind them who we are and what we do, enforce name recognition while event is still fresh in their minds, encourage them to become donors – ready for the next disaster Picture worth 1,000 – video worth a million! Other multimedia besides videos – links to infographics or decks – keep info on your site and offer a way to give on the page – bite size chunks of info
- Wendy
- Wendy
- Wendy Tests: Subject line, sender, design, time of day, day of launch,
- Whitney
- Whitney
- By 3:15