Messaging in 2010: New Ways to Talk with Donors about Your Good Cause


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A keynote presentation on how nonprofit communications, fundraising, and messaging is changing, given the influence of both the Internet and generational shifts in the U.S. It includes a three-point approach to creating content for integrated campaigns. First presented in this format to AFP's Western Michigan Chapter.

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  • Not just words, but the package the message goes in.
  • Roughly equal to their percentages within the general population, give or take a few percentage points. Younger, more likely, but older generations are catching up.
  • January 28, 2009 report mostly email use
  • Facebook is the second most popular site on the Web, second only to Google. YouTube is fifth. (Compete, March 2010) The fastest growing demographic on Facebook is people over 55 (922% growth from Jan. 09 - Jan 2010).   Four out of five U.S. adults using the Internet participate socially (creating content or commenting on content created by others, participating in social networking sites).  
  • Online revenue grew 46% in 2009 compared to 2008. 46% of online revenue was processed in the last three months of the year. (Blackbaud)   An estimated $4 billion was raised online in 2009, up 33% from 2008, while the number of online donors increased to 110 million, up 24% from 2008. (Convio)   Online donations for the first five days after the 2010 Haiti earthquake totaled 19% more than during the same time frame after the December 2004 Asian tsunami and 109% higher than the equivalent following Hurricane Katrina in 2005 (ng to Blackbaud, 8 out 10 American households that are online bank online.
  • Too much email Fear fraudulent emails Email will be sold Identity theft Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008.
  • Speed Efficiency Instant Gratification Efficiency, reduces admin costs for nonprofit Give while you are thinking about it Respond quickly to emergencies or crisis
  • Lessons from the Obama by Colin Delany of E-politics: The Obama organization integrated online communications into its overall structure and processes. New media team director Joe Rospars was not buried in the technology or communications department, as were his counterparts in most other presidential campaigns. Instead, he reported directly to campaign manager David Plouffe, and he and others on his staff worked alongside liaisons from other campaign areas such as field organizing and fundraising,r Neighborhood Networks Training © 2008, Kivi Leroux Miller
  • . You can connect your blog, Facebook, Twitter, etc. to update each other. Think about whether and how that makes sense given the type of content you share, how often, and with whom.
  • Most of this research comes from retail, but Iprospects 2007 study 67% of online users are driven to perform an online search as a result of offline marketing messages, and 39% of those ultimately made a purchase. In one recent eMarketer study 47% of respondents said that magazines influenced them to start a search online for merchandise, which was more than those who credited email or blogs combined. Signage: Don’t underestimate the power of both big signs (bill boards) and little signs with repetitive messages (bumper stickers) Media: What people see on TV or hear on the radio drives website visits. Neighborhood Networks Training © 2008, Kivi Leroux Miller
  • Lots of evidence that people who got both email and postal mail performed better. Also clear evidence that when someone added a channel to their giving portfolio (i.e. offline donor gives online or vice versa), their value and longevity increased. Neighborhood Networks Training © 2008, Kivi Leroux Miller
  • It’s not like people who read the newspaper don’t read news online, or watch TV news. We are complicated human beings. Neighborhood Networks Training © 2008, Kivi Leroux Miller
  • About 80% of first-time donors say that getting a prompt, meaningful thank you and follow-up results, will ensure a second gift. Yet donor attrition between the first and second gift is 65% (“Donor Centered Fundraising, 2003). Donor attrition between first and second gift: 65% Those saying their first gift was not as generous as it could have been: 75% Those saying getting a prompt, meaningful thank you, and follow-up results, will ensure second gift: 80% Reporting back results is more important than individual recognition
  • Think about how you want people to travel from channel to channel, and what they will see at each stop along the way. For example, if your e-news links to your website, what’s on that landing page? Does that landing page urge visitors to discuss the topic on Facebook or Twitter? If someone starts on Facebook, how are you encouraging them to sign-up for your e-newsletter? Again, it goes back to understanding how to get the most out of each channel.
  • You’ll learn a great deal from the conversation in social media that you can use to inspire and inform you e-news and web content.  For example, a conversation on Twitter can transform into a new update you send out via your e-newsletter. Blog comments can direct updates to other parts of your website.
  • Qualities of a Good Thank You Note Timely Personalized to Donor How the gift will be used What to expect next – engagement Personalized by Sender
  • You made my day. I have a great story to share with you. Look what you’ve made possible. I am so thankful for people like you. You’ve given hope to . . .
  • 76% of donors say getting a thank you letter from someone who benefited from the charity’s work was very meaningful. (Burk)
  • Messaging in 2010: New Ways to Talk with Donors about Your Good Cause

    1. daquellamanera Messaging in 2010 New Ways to Talk with Your Donors About Your Good Cause kivilm
    2. <ul><li>Kivi Leroux Miller </li></ul>
    3. Fundraising is really about communicating.
    4. Communicating well with donors has always been challenging.
    5. But the Internet has changed everything . . . and FAST
    6. Everyone Uses the Internet
    7. Older Generations Are Catching Up Fast Americans Online by Age
    8. Flickr: Kris Hoet Social media = Sharing online
    10. Online giving is close to the tipping point.
    11. Donors do have some common concerns.
    12. But many donors love online giving.
    13. Is your hair on fire?
    14. Big generational shifts are taking place too.
    16. Matures are responsible for 28% of giving. Boomers are responsible for 40% of giving. Gen X & Y are responsible for 32% of giving.
    19. Direct mail isn’t dead . . . But it’s not enough. kkoukopoulos
    20. It’s time to break down any walls you’ve built.
    21. Integrated marketing and fundraising works.
    22. Offline marketing drives online search. Flickr: WordRidden
    23. Online doesn’t steal from offline. Flickr: ndrwfgg
    24. Is your head exploding?
    25. People are not one-dimensional. Flickr: Kissimmee – The Heart of Florida
    26. A receipt isn’t enough to sustain the angels inside of us. mtungate
    27. bala_ A person’s path to you may cross several times.
    28. markhillary 1 Be Genuine. 2 Be Generous. 3 Be Grateful.
    29. 1 Be Genuine.
    30. Show us the personal side of your work.
    31. piccadillywilson Facts are fine, but emotions drive giving.
    32. Take us back stage.
    33. Great stories about real people are sticky.
    34. DAVE SAYS: If you give, you begin to live. 2 Be Generous.
    35. Listen to what your supporters are saying. Flickr: Brittany G
    36. Think of communicating as gift giving.
    37. Flickr: color line Give supporters incentives to help in multiple ways.
    39. Empower us with how-tos.
    40. 3 Be Grateful.
    41. Give thank-yous highest priority.
    42. Blow kisses to your supporters.
    43. Share your success with them.
    44. You’ll still be overwhelmed . . . but you’ll be much happier.
    45. And your supporters will be thrilled.
    46. <ul><li>“ I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel .” ~ Maya Angelou </li></ul>Photo by Dwight Carter
    47. Let’s keep in touch! Blog: E-News: Twitter: kivilm /nonprofitmarketingguide LinkedIn: Kivi Leroux Miller Slideshare: kivilm Email: [email_address] Office: (336) 499-5816