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bigducknyc.com
10 ways to make
your donor the hero
of your year-end
campaign
#donorlove
10 steps to making your donor the hero with your year-end campaign
#donorlove
Big Duck can help you
•  Brandraising establishes the feelings and
ideas people associate with you through a
strategic identity and compelling materials.
•  Campaigns inspire people to take action,
helping your organization raise money, recruit
participants, or change how people think.
•  Consulting helps your staff build the skills
they need to make your communications a
success.
Housekeeping
•  Got a question? Chat it in
to “Big Duck” and Michaela
will answer
•  Yes—you can access a
recording of webinar at
www.bigducknyc.com/
archive
•  Wanna learn more about
us? hello@bigducknyc.com
Vice President, Big Duck
@Farra
@BigDuck
#donorlove
Farra Trompeter
#donorlove
What we’ll cover today
•  Making donors heroes and why it matters!
•  What this looks like in action
•  10 ways to make your donor the hero
•  Resources
#donorlove
Making your donor
the hero
Insert	
  pic	
  of	
  marvel	
  
	
  
We’re not the first ones to
recognize the appeal of a
good hero.
From Winning the Story Wars by Jonah Sachs/ Free Range Studios
But how you tell your hero’s
story could be the difference
between phenom…
And flop (sorry, Ben baby)…
But fear not, there’s an
awesome goal that
makes your quest
worth it.
POLL: What % of dollars from donors
did you receive in December?
•  10%
•  25%
•  40%
•  75%
•  Not sure
#donorlove
h"p://www1.networkforgood.org/digitalgivingindex	
  
h"p://www1.networkforgood.org/digitalgivingindex	
  
The big bad that
stands in your way
http://upload.wikimedia.org/
Unless you
defeat low
donor-retention
rates, you may
not earn as
many year-end
gifts.
Just how big is this problem?
•  27% give one year, not the next
•  Cost to acquire a donor = 5-6x cost
to retain a donor
h"p://www.nonprofitmarke:ngblog.com/site/the_secret_sauce_of_donor_reten:on_gra:tude_great_communica:on	
  
#donorlove
Treating your donor like a hero
can save year-end season
•  Your best prospects (donors!) will feel
celebrated, important, and more likely to
give again
•  Donors will see the dramatic appeal and
importance of your mission
•  Donors can understand their role and feel
part of the team
#donorlove
So how can you build
the kind of year-end
hero story that breaks
records and inspires
a sequel?
Case Study
#donorlove
Year-end ‘14, Fountain House…
•  Had a community devoted to core
mission: helping New Yorkers w/
mental illness recover & thrive
•  Had won Hilton Humanitarian Award
•  Was ready to embrace their broader
impact on global mental health crisis
•  Was not sure donors would be
receptive to global efforts
#donorlove
#donorlove
#donorlove
#donorlove
#donorlove
Campaign calendar
•  Direct mail – 1 package in early Dec
•  Email – 6 messages late Nov-early Jan
–  1	
  Thanksgiving	
  email,	
  campaign	
  intro	
  	
  
–  1	
  email	
  with	
  share	
  graphics	
  ac8on:	
  Spread	
  the	
  word	
  
–  3	
  appeals	
  with	
  match	
  offer	
  (incl	
  GivingTuesday)	
  
–  1	
  campaign	
  report-­‐back	
  &	
  thank	
  you	
  
•  Social media – Twice-weekly Facebook and
Twitter posts throughout campaign
#donorlove
#donorlove
#donorlove
#donorlove
2014 results
•  Total raised was é 45%
•  Online returns were é 28%
•  Mail returns were é 69%
•  Enthusiastic feedback from
donors and supporters
#donorlove
Which continued a larger trend…
#donorlove
Ways to make your
donor the hero of
your year-end
campaign
1. Get to know your hero’s
origin story
•  Who are they?
•  Why do they support your work?
•  What is their super power?
#donorlove
1. Get to know your hero’s
origin story
•  Who are they? They know and love
someone living w/ mental illness
•  Why do they support your work?
They’ve seen/heard that Fountain House
saves lives and builds recovery
•  What is their super power? Saving lives,
being the first to champion what could be
the solution to global mental health crisis
#donorlove
Understand your donors
before your quest starts…
•  Talk to them
– Interview donors by phone
– Ask quick questions at events
– Send out a survey
•  Invite them to give feedback
•  Listen!
#donorlove
10 steps to making your donor the hero with your year-end campaign
Create donor personas
•  Name
•  Age, Gender, Ethnicity, Location
•  Education, Occupation, Family
•  Connection to organization
•  Charitable interests
•  What s/he wants
•  What your organization wants
•  How your communications help them
#donorlove
2. Use the right theme to draw
your hero into your quest
#donorlove
	
  
	
  	
  
h"p://cdn.thedailybeast.com/	
  
Your theme should…
•  Feel like it’s a matter or life or death (or
at least have a bit of drama!)
•  Be urgent and timely. It needs to be
addressed, right now.
•  Relate clearly to your core mission.
•  Present a role for your donor—the hero!
#donorlove
Ways to identify your theme
•  Hitch a ride on
news “waves”
•  Make your own news
•  Relate your mission
to the holidays
•  Pose a challenge
#donorlove
3. Map your hero’s journey
#donorlove
h"ps://managemen:sajourney.com/	
  
Elements of your story
•  Problem—There’s a global mental
health crisis and it’s hitting NY
•  Solution—With your support,
Fountain House’s approach can save
lives here, globally
•  Timeline—Thanksgiving to 12/31
•  Action—Give, spread the word
•  Goal—Raise $200,000
#donorlove
4. Select the right channels
to engage your hero
•  Where are they?
•  Where are you?
•  What will you gain
from additional
channels?
#donorlove
5. Maximize the superpowers
of each channel
•  Mail — Fundraising, expanded stories
•  Email — Deadline-driven fundraising, short,
informal updates
•  Established social media — Storytelling,
conversation, drive traffic to web
•  New social media — Excitement, storytelling,
drive traffic to web
•  Web — Online giving, other online actions,
destination for email & social media
#donorlove
6. Make the most of opportunities
•  Tie the campaign into things you’re
already doing? (events, newsletters,
email signatures, etc.)
•  Ask partners to post or send a message
about your hero’s quest
•  Ask public figures to lend their voice to
your campaign
•  Create conversation about your mission
#donorlove
7. Give your hero the right
“suit”—a consistent look
#donorloveh"ps://33.media.tumblr.com/	
  
Make campaign-customized…
•  Homepage slide or button
•  URL in direct mail appeal
•  Newsletter promo
•  Social media artwork
•  Follow-up requests to spread the
word via social media
#donorlove
8. Build dramatic tension, craft
your calendar around deadlines
•  Timeline is roughly 6 weeks
•  1-2 direct mail appeals
•  5-6 emails
•  1-2 Facebook and Twitter posts/week
with varied content
•  Increase frequency around deadline
#donorlove
9. Set it up for a sequel w/ a
report-back in all channels
#donorlove
Celebrate donors’ impact
Celebrate donors’ impact
Celebrate donors’ impact
Celebrate donors’ impact
10. Plan to capture & analyze
the results of your quest
#donorlove
Identify the tools to capture
these metrics:
•  Open/clickthroughs/response rate
•  # of donors from different sources
•  Total dollars raised
•  Average gift
•  Donation page conversion rate
#donorlove
h"p://mrbenchmarks.com/	
  
Compare against self, others
Bonus ideas
•  Send hand-written notes
•  Ask board members, staff, or volunteers
to make some phone calls
•  Empower donors to be fundraisers
•  Explore advertising on social media
•  Invite a small group of donors to give
feedback to your campaign
#donorlove
Questions?
Have no fear…
h"p://castabigger.net/	
  
… Big Duck can help
•  Plan, create, and evaluate your year-
end fundraising campaign.
•  Evaluate your donor communications
and develop a plan/calendar for
deeper engagement.
•  Consult and train your team.
hello@bigducknyc.com
#donorlove
Resources
Posts
•  Blog: www.bigducknyc.com/blog
– “Three things you can do now for year-end
fundraising”
– “Five approaches to keep your donors
engaged”
– “Four ways to show your donors some love”
– “Engaging your supporters with online
actions”
#donorlove
Books
•  Winning the Story Wars by Jonah Sachs
•  Building Donor Loyalty by Adrian Sargeant and
Elaine Jay
•  Keep Your Donors: The Guide to Better
Communications & Stronger Relationships by
Tom Ahern and Simone P. Joyaux
•  Seeing Through a Donor's Eyes: How to Make
a Persuasive Case for Everything… by Tom
Ahern
#donorlove
Research
•  M+R Benchmarks: http://mrbenchmarks.com/
•  Blackbaud: Show the Love [eBook]
http://bit.ly/npexperts-2014-npengage-launch
•  NTEN: Nonprofit Donor Engagement
Benchmark Study
http://www.nonprofitdonorengagement.com/
CD_Nten_BenchmarkReport_Final.pdf
•  Urban Institute: Donor Retention Matters
http://www.urban.org/UploadedPDF/412731-
Donor-Retention-Matters.pdf
#donorlove
bigducknyc.com/workshops
Upcoming workshops
June 17: Brandraising webinar (w/ Network
for Good)
July 16: The Good, the Bad, and the
Glorious: What you should know to work
wisely with nonprofits
July 8: Brandraising workshop
www.bigducknyc.com/workshops
#donorlove
bigducknyc.com/archives
facebook.com/bigduck
twitter.com/@bigduck
RSS
bigducknyc.com
Thank You!

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10 steps to making your donor the hero with your year-end campaign

  • 1. bigducknyc.com 10 ways to make your donor the hero of your year-end campaign #donorlove
  • 3. #donorlove Big Duck can help you •  Brandraising establishes the feelings and ideas people associate with you through a strategic identity and compelling materials. •  Campaigns inspire people to take action, helping your organization raise money, recruit participants, or change how people think. •  Consulting helps your staff build the skills they need to make your communications a success.
  • 4. Housekeeping •  Got a question? Chat it in to “Big Duck” and Michaela will answer •  Yes—you can access a recording of webinar at www.bigducknyc.com/ archive •  Wanna learn more about us? hello@bigducknyc.com
  • 5. Vice President, Big Duck @Farra @BigDuck #donorlove Farra Trompeter #donorlove
  • 6. What we’ll cover today •  Making donors heroes and why it matters! •  What this looks like in action •  10 ways to make your donor the hero •  Resources #donorlove
  • 8. Insert  pic  of  marvel     We’re not the first ones to recognize the appeal of a good hero.
  • 9. From Winning the Story Wars by Jonah Sachs/ Free Range Studios
  • 10. But how you tell your hero’s story could be the difference between phenom…
  • 11. And flop (sorry, Ben baby)…
  • 12. But fear not, there’s an awesome goal that makes your quest worth it.
  • 13. POLL: What % of dollars from donors did you receive in December? •  10% •  25% •  40% •  75% •  Not sure #donorlove
  • 16. The big bad that stands in your way
  • 18. Just how big is this problem? •  27% give one year, not the next •  Cost to acquire a donor = 5-6x cost to retain a donor h"p://www.nonprofitmarke:ngblog.com/site/the_secret_sauce_of_donor_reten:on_gra:tude_great_communica:on   #donorlove
  • 19. Treating your donor like a hero can save year-end season •  Your best prospects (donors!) will feel celebrated, important, and more likely to give again •  Donors will see the dramatic appeal and importance of your mission •  Donors can understand their role and feel part of the team #donorlove
  • 20. So how can you build the kind of year-end hero story that breaks records and inspires a sequel?
  • 23. Year-end ‘14, Fountain House… •  Had a community devoted to core mission: helping New Yorkers w/ mental illness recover & thrive •  Had won Hilton Humanitarian Award •  Was ready to embrace their broader impact on global mental health crisis •  Was not sure donors would be receptive to global efforts #donorlove
  • 28. Campaign calendar •  Direct mail – 1 package in early Dec •  Email – 6 messages late Nov-early Jan –  1  Thanksgiving  email,  campaign  intro     –  1  email  with  share  graphics  ac8on:  Spread  the  word   –  3  appeals  with  match  offer  (incl  GivingTuesday)   –  1  campaign  report-­‐back  &  thank  you   •  Social media – Twice-weekly Facebook and Twitter posts throughout campaign #donorlove
  • 32. 2014 results •  Total raised was é 45% •  Online returns were é 28% •  Mail returns were é 69% •  Enthusiastic feedback from donors and supporters #donorlove
  • 33. Which continued a larger trend… #donorlove
  • 34. Ways to make your donor the hero of your year-end campaign
  • 35. 1. Get to know your hero’s origin story •  Who are they? •  Why do they support your work? •  What is their super power? #donorlove
  • 36. 1. Get to know your hero’s origin story •  Who are they? They know and love someone living w/ mental illness •  Why do they support your work? They’ve seen/heard that Fountain House saves lives and builds recovery •  What is their super power? Saving lives, being the first to champion what could be the solution to global mental health crisis #donorlove
  • 37. Understand your donors before your quest starts… •  Talk to them – Interview donors by phone – Ask quick questions at events – Send out a survey •  Invite them to give feedback •  Listen! #donorlove
  • 39. Create donor personas •  Name •  Age, Gender, Ethnicity, Location •  Education, Occupation, Family •  Connection to organization •  Charitable interests •  What s/he wants •  What your organization wants •  How your communications help them #donorlove
  • 40. 2. Use the right theme to draw your hero into your quest #donorlove       h"p://cdn.thedailybeast.com/  
  • 41. Your theme should… •  Feel like it’s a matter or life or death (or at least have a bit of drama!) •  Be urgent and timely. It needs to be addressed, right now. •  Relate clearly to your core mission. •  Present a role for your donor—the hero! #donorlove
  • 42. Ways to identify your theme •  Hitch a ride on news “waves” •  Make your own news •  Relate your mission to the holidays •  Pose a challenge #donorlove
  • 43. 3. Map your hero’s journey #donorlove h"ps://managemen:sajourney.com/  
  • 44. Elements of your story •  Problem—There’s a global mental health crisis and it’s hitting NY •  Solution—With your support, Fountain House’s approach can save lives here, globally •  Timeline—Thanksgiving to 12/31 •  Action—Give, spread the word •  Goal—Raise $200,000 #donorlove
  • 45. 4. Select the right channels to engage your hero •  Where are they? •  Where are you? •  What will you gain from additional channels? #donorlove
  • 46. 5. Maximize the superpowers of each channel •  Mail — Fundraising, expanded stories •  Email — Deadline-driven fundraising, short, informal updates •  Established social media — Storytelling, conversation, drive traffic to web •  New social media — Excitement, storytelling, drive traffic to web •  Web — Online giving, other online actions, destination for email & social media #donorlove
  • 47. 6. Make the most of opportunities •  Tie the campaign into things you’re already doing? (events, newsletters, email signatures, etc.) •  Ask partners to post or send a message about your hero’s quest •  Ask public figures to lend their voice to your campaign •  Create conversation about your mission #donorlove
  • 48. 7. Give your hero the right “suit”—a consistent look #donorloveh"ps://33.media.tumblr.com/  
  • 49. Make campaign-customized… •  Homepage slide or button •  URL in direct mail appeal •  Newsletter promo •  Social media artwork •  Follow-up requests to spread the word via social media #donorlove
  • 50. 8. Build dramatic tension, craft your calendar around deadlines •  Timeline is roughly 6 weeks •  1-2 direct mail appeals •  5-6 emails •  1-2 Facebook and Twitter posts/week with varied content •  Increase frequency around deadline #donorlove
  • 51. 9. Set it up for a sequel w/ a report-back in all channels #donorlove
  • 56. 10. Plan to capture & analyze the results of your quest #donorlove
  • 57. Identify the tools to capture these metrics: •  Open/clickthroughs/response rate •  # of donors from different sources •  Total dollars raised •  Average gift •  Donation page conversion rate #donorlove
  • 59. Bonus ideas •  Send hand-written notes •  Ask board members, staff, or volunteers to make some phone calls •  Empower donors to be fundraisers •  Explore advertising on social media •  Invite a small group of donors to give feedback to your campaign #donorlove
  • 62. … Big Duck can help •  Plan, create, and evaluate your year- end fundraising campaign. •  Evaluate your donor communications and develop a plan/calendar for deeper engagement. •  Consult and train your team. hello@bigducknyc.com #donorlove
  • 64. Posts •  Blog: www.bigducknyc.com/blog – “Three things you can do now for year-end fundraising” – “Five approaches to keep your donors engaged” – “Four ways to show your donors some love” – “Engaging your supporters with online actions” #donorlove
  • 65. Books •  Winning the Story Wars by Jonah Sachs •  Building Donor Loyalty by Adrian Sargeant and Elaine Jay •  Keep Your Donors: The Guide to Better Communications & Stronger Relationships by Tom Ahern and Simone P. Joyaux •  Seeing Through a Donor's Eyes: How to Make a Persuasive Case for Everything… by Tom Ahern #donorlove
  • 66. Research •  M+R Benchmarks: http://mrbenchmarks.com/ •  Blackbaud: Show the Love [eBook] http://bit.ly/npexperts-2014-npengage-launch •  NTEN: Nonprofit Donor Engagement Benchmark Study http://www.nonprofitdonorengagement.com/ CD_Nten_BenchmarkReport_Final.pdf •  Urban Institute: Donor Retention Matters http://www.urban.org/UploadedPDF/412731- Donor-Retention-Matters.pdf #donorlove
  • 68. Upcoming workshops June 17: Brandraising webinar (w/ Network for Good) July 16: The Good, the Bad, and the Glorious: What you should know to work wisely with nonprofits July 8: Brandraising workshop www.bigducknyc.com/workshops #donorlove