Social Technology - The Future of Donor Retention Is Here!

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The move from personal to social technology is having a profound impact both within organizations and on donor relationships. For fundraisers, there is an opportunity to tear down internal walls as well as the walls separating donors from the missions they support. These changes are happening at an accelerating pace, so it’s time to see what’s going on and to start figuring out how you and your organization are going get social!

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  • Businessvs fun!
  • Filter down to Social Media only
  • Careful who you reach and interact with, others know the influencers!
  • 3rd Party summary of all Social Networks, shows traffic to your web site
  • Donor Engagement
  • Social Technology - The Future of Donor Retention Is Here!

    1. 1. Social Technology The Future is Here! Key Strategies to Improve Donor Engagement Jay B. Love CEO & Co-Founder Bloomerang Donor Retention Boot Camp | August 1, 2013
    2. 2. Your Presenter Jay B. Love CEO and Co-Founder of Bloomerang • 29 Years of Technology Leadership • Over 20,000 Database Installations • Former Founder & CEO of eTapestry • Former CEO of Master Software/Fund-Master • AFP Board Member • AFP Ethics Committee Member • Center on Philanthropy at IU Board Member • Innovation Fund at Butler University Board Member • Gleaners Food Bank Board Member • Co-Chair of Indianapolis YMCA Capital Campaign 3
    3. 3. “Active donor commitment is the enduring passion for your nonprofit. Inspiring donors is key for loyalty.” - 101 Fundraising Lifetime Value = Donor Commitment
    4. 4. Social Media The goal of social media is to build a community: • Your followers are your online supporters – foster them like anyone else in your database • Your community is different depending on what network they choose to follow you on • Your Twitter followers expect different things than your Facebook followers, just like your direct mail list expects different things than your email newsletter list.
    5. 5. Social Media Integrate with your fundraising efforts: • Promote events • Follow/interact with supporters • Share success stories (how funds are used)
    6. 6. Promote!
    7. 7. Interact!
    8. 8. Social Media Integrate with your fundraising efforts: • Promote events • Follow/interact with supporters • Share success stories (how funds are used) • Encourage organization employees to be active on social media (brand ambassadors!) • Do something different on each network (Facebook vs Twitter vs Pinterest vs LinkedIn)
    9. 9. Playful vs. Professional Example: LinkedIn vs. Facebook
    10. 10. Social Media Follow the rule of thirds: • 1/3 your content • 1/3 other people’s content • 1/3 interaction/conversation It’s not all about you!
    11. 11. Mix It Up!
    12. 12. Social Media Track/measure your efforts: • Facebook Page Insights (free)
    13. 13. Facebook
    14. 14. Social Media Track/measure your efforts: • Facebook Page Insights (free) • YouTube Analytics (free)
    15. 15. YouTube
    16. 16. Social Media Track/measure your efforts: • Facebook Page Insights (free) • YouTube Analytics (free) • Google Analytics (free)
    17. 17. Google Analytics
    18. 18. Social Media Track/measure your efforts: • Facebook Page Insights (free) • YouTube Analytics (free) • Google Analytics (free) • Followerwonk (Twitter) (free)
    19. 19. Followerwonk (Twitter)
    20. 20. Social Media Track/measure your efforts: • Facebook Page Insights (free) • YouTube Analytics (free) • Google Analytics (free) • Followerwonk (Twitter) (free) • Social Crawlytics (free)
    21. 21. Social Crawlytics
    22. 22. Social Media Track/measure your efforts: • Facebook Page Insights (free) • YouTube Analytics (free) • Google Analytics (free) • Followerwonk (Twitter) (free) • Social Crawlytics (free) Affordable Paid Tools: • Crowdbooster • Viralheat
    23. 23. Social Media Knowledge Stay on Top of the Latest News: • HubSpot Blog/Newsletter http://blog.hubspot.com/ • Moz.com Blog http://moz.com/blog • Social Media Examiner http://www.socialmediaexaminer.com/ • KISSmetrics http://blog.kissmetrics.com/ • Bloomerang Blog https://bloomerang.co/blog/ Try and Experiment Often • Daily if possible • Content is vital • Engage and converse
    24. 24. Automatic Engagement Factors • Recency and pattern of giving • Cash donors vs. sustaining donors • # of years giving + • Upgrade / Downgrade + - • Lapsed - • Event attendance + • Opens email + • Click links in emails + • Unsubscribes from email - • Has stated communication preferences + • Has inbound interactions + • Has soft credits + • Volunteers + • Social Media (coming soon) • …and a whole lot more!
    25. 25. Dr. Adrian Sargeant Bloomerang Chief Scientist Professor of Fundraising at the Center on Philanthropy at Indiana University holding what is presently the world’s only endowed chair in that discipline. Top 10 Most Influential People in Fundraising Renowned expert on Donor Retention and Donor Loyalty Mr. Tom Ahern Bloomerang Donor Communications Head Coach One of the world’s top authorities on donor communications Author of 4 books on Donor Communications Winner of 3 prestigious international IABC Gold Quill awards
    26. 26. Dr. Adrian Sargeant Bloomerang Chief Scientist “A 10% improvement in retention can double the LIFETIME value of your donor database!”
    27. 27. “The total net contribution that a customer/donor generates during his/her lifetime in your database” Defining Lifetime Value »
    28. 28. The Math of Donor Retention The Math of Donor Retention based upon Improved Retention of 10% Original Retention Rate Improved Retention Rate 41% 51% Year Donors Avg. Gift* Total Year Donors Avg. Gift* Total Start 5,000 $200.00 Start 5,000 $200.00 2 2,050 $220.00 $451,000 2 2,550 $220.00 $561,000 3 841 $242.00 $203,401 3 1,301 $242.00 $314,721 4 345 $266.20 $91,734 4 663 $266.20 $176,558 5 141 $292.82 $41,372 5 338 $292.82 $99,049 6 58 $322.10 $18,659 6 173 $322.10 $55,567 7 24 $354.31 $8,415 7 88 $354.31 $31,173 8 10 $389.74 $3,795 8 45 $389.74 $17,488 9 4 $428.72 $1,712 9 23 $428.72 $9,811 10 2 $471.59 $772 10 12 $471.59 $5,504 11 -$ - $ - 11 6 $518.75 $3,088 12 -$ - $ - 12 3 $570.62 $1,732 13 -$ - $ - 13 2 $627.69 $972 14 -$ - $ - 14 1 $690.45 $545
    29. 29. # of Donors in Current 12 Months (from the previous years pool) Divided by # of Donors in Previous 12 Months Calculating Your Retention Rate »
    30. 30. Next Gen Database/CRM Enables Fundraising Best Practices Donor Retention/Donor Communications Extreme Ease of Use Relentless Focus on Results, not Features Leading a “Revolution of Change”
    31. 31. Questions? Presenter: Jay B. Love jay.love@bloomerang.co

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