Multichannel Strategies for Nonprofits: How To Use Online Tools to Raise Money, Awareness and Support for Your Organization


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These are the slides I did for a webinar with NPO Connect. Social and Web 2.0 technologies have changed not just how we market and promote our programs and services, but also how we manage and lead our organizations, and how we build communities and create movements. Understanding the multichannel landscape is more important than ever before, as the pace of change is growing exponentially. Email communications, social media, and mobile are important, but how will they help your nonprofit and the issues you work on every day? Most importantly, how the heck do you integrate and utilize these tools successfully without losing your mind? This webinar will help you answer these questions, and will guide you through the planning and implementation of online multichannel strategies that will spark advocacy, raise money and promote deeper community engagement in order to achieve social change in real time.

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Multichannel Strategies for Nonprofits: How To Use Online Tools to Raise Money, Awareness and Support for Your Organization

  1. 1. Multichannel Strategies forNonprofits: How To Use OnlineTools to Raise Money, Awarenessand Support for Your OrganizationNPO ConnectJune 18, 2013Tweet: @JuliaCSocial @NPO_Connect#JCSocial
  2. 2. Why “Multichannel”?Web and mobile have changedeverything.You must use a variety of tools toreach your donors where they are,not where you want them to be.Tweet: @JuliaCSocial @npo_connect#JCSocial
  3. 3. How Nonprofits RankCommunications Channels in 2013Tweet: @JuliaCSocial @npo_connect#JCSocial
  4. 4. What Is “Multichannel”?This can mean blogs, emails, directmail, social media, text campaigns,events.“Multichannel” means an integratedteam and not one staff member orintern that operates in a silo.Tweet: @JuliaCSocial @npo_connect#JCSocial
  5. 5. Tweet: @JuliaCSocial @npo_connect#JCSocial
  6. 6. Tweet: @JuliaCSocial @npo_connect#JCSocial
  7. 7. Multichannel CampaignsA campaign is not aone-off email ormail appeal.It is a series ofmessages that tell acohesive story.Ref:
  8. 8. Why Multichannel CampaignsCampaigns present your work as arelatable story.Campaigns tell your audience what’smost important now.Multiple messages = repetitionwhich makes your story easier toremember.Ref:
  9. 9. Before You Begin – Get OrganizedHow are you storing your data?Raiser’s Edge, Salesforce, Excel?Who is responsible? Need a team,committee – not just one person!Collect stories, photos and videos,graphics – compelling, visual.Ref:
  10. 10. Before You Begin – Walk the WalkKnow your community!Know who you are targeting.What resonates with them?What is important to them?Do not build a beautiful marketingcampaign that isn’t for them.From:
  11. 11. What Do Successful MultichannelCampaigns Include?1) A clear goal.• Amount of money to raise• Number of signatures to get on apetition• Number of event attendeesTweet: @JuliaCSocial @npo_connect#JCSocial
  12. 12. Multichannel Campaign Goals:• Are based on realisticexpectations.• Consider what’s worked in thepast.• Take into account availableresources (staff time, vendorfees, printing, etc.).Tweet: @JuliaCSocial @npo_connect#JCSocial
  13. 13. What Do Successful MultichannelCampaigns Include?2) A specific problem that yourcampaign exists to solve.• Crucial bill that needs to pass• Area of research that needs morefunding• Repairs to a shelter or building• Why now?• “Attention economy”Tweet: @JuliaCSocial @npo_connect#JCSocial
  14. 14. What Do Successful MultichannelCampaigns Include?Tweet: @JuliaCSocial @npo_connect#JCSocial
  15. 15. What Do Successful MultichannelCampaigns Include?Tweet: @JuliaCSocial @npo_connect#JCSocial
  16. 16. What Do Successful MultichannelCampaigns Include?3) A specific solution that you candeliver.• The solution is not donating to theHumane Society.• It is increasing protections forchimpanzees under theEndangered Species Act.Tweet: @JuliaCSocial @npo_connect#JCSocial
  17. 17. What Do Successful MultichannelCampaigns Include?Problem: Homelessness has risen25% in our city over the last year,resulting in a rising demand for ourfree meals and job training services.We want donors to understand thatevery night there are lines of hungrypeople outside our door waiting for ahot meal.Tweet: @JuliaCSocial @npo_connect#JCSocial
  18. 18. What Do Successful MultichannelCampaigns Include?Solution: For every $50 donated, 25homeless people will get a nutritiousdinner for one week at our soupkitchen, beginning next week.Message/Story: Tell the personal storyof a soup kitchen client who hasbenefited from eating regularly at oursoup kitchen and participating in ourjob training program.Tweet: @JuliaCSocial @npo_connect#JCSocial
  19. 19. What Do Successful MultichannelCampaigns Include?4) A compelling “Hook”.• Share a compelling story!• Discuss the immediate need.• How will donations benefit thoseserved?• What is the tangible impact?• Urgent deadlines and matching giftshave higher open rates and largeraverage gift amounts.Tweet: @JuliaCSocial @npo_connect#JCSocial
  20. 20. What Do Successful MultichannelCampaigns Include?5) A CTA (Call To Action).• What are you asking people to do?• Donate• Sign a petition• Tell their friends/spread the word• Show why these actions (sharing onFacebook, donating) will help you gettowards the solution to the problemTweet: @JuliaCSocial @npo_connect#JCSocial
  21. 21. What Do Successful MultichannelCampaigns Include?6) Urgency/Deadline.• “Help us raise $10,000 to helpstudents in Beverly, MA!"OR• "Help us raise $10,000 to helpstudents get needed supplies andclothing before school starts onSeptember 1!"Tweet: @JuliaCSocial @npo_connect#JCSocial
  22. 22. Communication ChannelsEmail appealsInfographics (Pinterest)Welcome email for new donorsWelcome email for new email signupsWebsite donation landing pages(thank you message)Tweet: @JuliaCSocial @npo_connect#JCSocial
  23. 23. Communication ChannelsDirect mailAnnual ReportsNewslettersFlyersPhone-a-thonsTweet: @JuliaCSocial @npo_connect#JCSocial
  24. 24. Communication ChannelsSocial mediaText-to-give messagingOnline or print advertising topromote the campaignThank-you messages and campaignupdatesTweet: @JuliaCSocial @npo_connect#JCSocial
  25. 25. Communication ChannelsFun content that doesn’t ask donorsfor money!Helpful tip sheetsE-books/white papersPhoto galleriesVideosStickers, swag, free stuffTweet: @JuliaCSocial @npo_connect#JCSocial
  26. 26. Each Channel Is Used DifferentlyWebsite is where you have the mostcontrol around your brand. (HUB)Email is where you get most of youronline donations.Facebook is where you get new donorsand volunteers for your nonprofit.Direct mail is still very importantthough!Tweet: @JuliaCSocial @npo_connect#JCSocial
  27. 27. Tweet: @JuliaCSocial @npo_connect#JCSocial
  28. 28. 7 Must Haves for An EffectiveNonprofit Website1. Easy to use Content ManagementSystem (CMS) that you can edityourself.2. Writing for the web and mobileworld.3. Well-designed, eye-catchinggraphics and photos.Tweet: @JuliaCSocial @npo_connect#JCSocial
  29. 29. 7 Must Haves for An EffectiveNonprofit Website4. Simple, consistent navigation.5. “Subscribe to our updates”button.6. Social media icons.7. Donate Now button visible oneach page. (Red converts betterthan gray.)Tweet: @JuliaCSocial @npo_connect#JCSocial
  30. 30. 6 Must Haves for EffectiveDonate Now Pages1. Has organization’s branding.2. Opt-in option for e-newsletter.3. Option to give monthly orquarterly.4. Option to give in someone else‘sname or to make a gift donation.5. Designed for expediency.6. Social share buttons.Tweet: @JuliaCSocial @npo_connect#JCSocial
  31. 31. The Importance of Email• Email is not dead. It has the highestROI of all marketing tools used bynonprofits. (American MarketingAssociation)• Not really a “newsletter” anymore–more of an “e-bulletin”.• Services: Constant Contact,iContact, MailChimp (WordPress)• NOT OUTLOOK! No attachments!• 20% open rate is average.Tweet: @JuliaCSocial @npo_connect#JCSocial
  32. 32. Best Practices for Nonprofit Emails• SIMPLE and easy to navigate• 500 words or less – if you havemore to say, start a blog.• Donate Now Button• Social media icons• Make it personal and human• SUBJECT LINE is vital!!!Tweet: @JuliaCSocial @npo_connect#JCSocial
  33. 33. Tweet: @JuliaCSocial @npo_connect#JCSocial
  34. 34. Best Practices for Nonprofit Emails• Industry best practice: Send 1 to 3e-bulletins/news per month and upto 6 fundraising appeals/year• Never send on a Monday morningor a Friday.• Don’t send them like clockwork –mix it up.• Testing is always good to do!Tweet: @JuliaCSocial @npo_connect#JCSocial
  35. 35. Social Media and Nonprofits• Social media is not the best channelfor fundraising.• It works for socializing, educatingand bringing new people into thefold.• It is primarily used for building trustand relationships and establishingcredibility and authority.Tweet: @JuliaCSocial @npo_connect#JCSocial
  36. 36. Social Media and Nonprofits• Extension of donor relations –research, stewardship,cultivation, connection.• Public awareness• Transparency and accountability• “Why would anyone care”?(We know why! But can weconvey it?)Tweet: @JuliaCSocial @npo_connect#JCSocial
  37. 37. Facebook Ladder of EngagementFrom: Tweet: @JuliaCSocial @npo_connect#JCSocial
  38. 38. Case Study –National Wildlife FederationOil rig exploded in the Gulf.They used their website, socialmedia and their blog to postresources and facts on the oil spilland it’s direct impact on wildlife.Used all channels plus text-to-give toraise money for wildlife rescues.From:
  39. 39. Case Study –National Wildlife FederationUsed video and Flickr to visuallydocument the impact that the oilspill was having on wildlife.**Empowered NWF staff to getcontent (photos, stories).**Their audience was looking to themfor this information and updates.From:
  40. 40. Case Study – Iraq & AfghanistanVeterans of AmericaBuild community online throughmultiple channels.Push Instagram photos to Facebook,tie it all together.Streamlined website.They make it clear how you can jointhem and help.From:
  41. 41. Now it’s time for…FGE (Frequently Given Excuses)!Tweet: @JuliaCSocial @npo_connect#JCSocial
  42. 42. “My nonprofit is too small.”There are many small nonprofits,even ones with only one staffmember, who communicate verywell with donors.Do not get hung up on the TOOLS orthe shiny new object syndrome,focus on a “less is more” strategy.Tweet: @JuliaCSocial @npo_connect#JCSocial
  43. 43. “My nonprofit can’t use clientstories or photos.”You need to get creative.We are living in a visual world. Youcan hide your head in the sandand deny it, or you can getcreative and tell your successstories in interesting ways.Tweet: @JuliaCSocial @npo_connect#JCSocial
  44. 44. “My nonprofit doesn’t have a sexycause, like animals or oceans.”There is an important reason that yourcause exists – right?Small and niche causes can sometimeshave an advantage because theirsupporters are dedicated and vocal.Use these supporters as a focusgroup to find out what resonateswith them.Tweet: @JuliaCSocial @npo_connect#JCSocial
  45. 45. In ConclusionFear is counterproductive.Interacting with supporters is nevera waste of time, no matter thechannel.It’s not about you – it’s about thosethat you serve and the impactthat you are having.Tweet: @JuliaCSocial @npo_connect#JCSocial
  46. 46. Important Nonprofit ResourcesBeth Kanter – www.bethkanter.orgHeather Mansfield –www.nonprofitorgsblog.orgDebra Askanase –www.communityorganizer20.comJohn Haydon –www.johnhaydon.comTweet: @JuliaCSocial @npo_connect#JCSocial
  47. 47. Read this book!Tweet: @JuliaCSocial @npo_connect#JCSocial
  48. 48. And these two!Tweet: @JuliaCSocial @npo_connect#JCSocial
  49. 49. Contact Mejulia@jcsocialmarketing.com978-578-1328@JuliaCSocialhttp://www.jcsocialmarketing.com @JuliaCSocial @npo_connect#JCSocial