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npCONNECT Canada: Getting (and keeping) Donors into the Pipeline

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A Canadian tailored version for the Blackbaud npCONNECT events of my "Getting Donors into the Pipeline" presentation. Focused on how to create a sustainable pipeline of support that should grow over time with the proper strategy and follow up.

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npCONNECT Canada: Getting (and keeping) Donors into the Pipeline

  1. 1. 7 « ' >'{rM C T AA: ?4/V‘r: m« n ~| {.M9}{T4 N 7 4 4 —"l"‘4 r‘ A {J V) _ _“1‘ , ‘M V’ ‘W , ,F~ b| ctcl<baud"4 your passion > our purpose
  2. 2. /K0? Back to the Donor: Tips for creating a pipeline of support Danielle Johnson Vermenton, CFRE Principal Consultant #npCONNECT blockbaud
  3. 3. What are you doing today?
  4. 4. What does your current budget look like? What’s the projected growth for the next 2-3 years? Where are there opportunities and threats to your success? Fundraising Goal —*. -': l'aI', o1<‘: «‘1+Vl>V| E!<’“F ‘1i~. r:‘: -1’ xnv i”
  5. 5. THE STRATEGY & TACTICS MUST BE COMPETITIVE What characterizes newer organizations? nimble Q multichannel G technology savvy 0 events driven
  6. 6. More than half of donors want to get information from their favorite charity’s website and by email Donors aged 50+ preferred visiting the website and receiving email to stay in touch with their favorite charity NTEN & Charity Dynamics Benchmark Study
  7. 7. ONLINE IS YOUR PIPELINE FOR GROWTH #npCONNECT @djvermenton blackbaud
  8. 8. 6 TIPS FOR GETTING ONORS IN THE PIPELINE Optimize your website for conversion Create a customer journey through segmentation Focus on recognition, stewardship & engagement Develop awesome content Ask, thank, then ask again Establish DIY events (3'°' party fundraising)
  9. 9. OPTIMIZE YOUR WEBSITE FOR CONVERSION Responsive design Focused on visitor journey Clear call to actions (CTA) Multiple touch points Content & images tell a story @djvermenton
  10. 10. #npCONNECT 3’-. .,xI; v: 'r_: ihifiar flddvw-e. m1 Walla? : Vu': !r1lfCIair&: ' A: vx: <.'. .“. I re. -1: ‘ . ,IudrL'rv Hr. u1'mc.1.n. ~ Woman 9 . :-an _ ANNUAL CAMPAIGN ° We put the money where our heart is fi9'. “.. '[Hr. G1‘l. D"B» HEALT-Cu‘-FE t‘f. tEil C-tC£hT'~‘§3 S. .°3'. ‘r'v'i. ’$ 0 CHILDREN Abaut Hulls: -u . -11.. . _EfiP, I‘! M03 E vzw CALL-4r»AI 9
  11. 11. POGO : s.*: ar:7".3a"°a: ‘hull: t~4,‘1.u4.'4_1I -trn‘A| - — I= '~‘~*‘ 6;»; ,» my Questions 8. Comments ’ 9 u--'‘‘ , . ~ Peausm onmocw ormnoconun 1: -. ..9r. .m. ... ., . ... . 1:94’ — . -‘ N-I-Ham ' 7 | nr§n1FbhI- . . - ; - - an Vvw : -.-an um , JV . ‘ nnnvuouhg um. ..- v-um; , . uvillulnb. ' _ I v“ . ,.. (' . . i. ,.. .l. ... «r. ... . . ., .,. u- r r 3 t. ' z . . .2 o ‘F ~-e~-sh . ..': ::. m.- ‘ , , __ 3 _ . .~. --1.. . . ‘ u-nu-.1. mm; .m. wt- , r-rum . ... .. Inn sea arc Dr-colts. firtu: -2‘ Oman: 450 um-. ‘:r: m- Avenue 5: - to‘-t Tcvo-no. an M55 K‘; P-XIO-931 Tcllirze: '€Z5%7-POGC r36"~75~'£' 7‘-'4IC‘5‘ L-I35 r: -av of-‘:2 act. -. are gefiersfr ! Jo‘soa121". rng—gr. F-'d: i'CIeM1O 5:: -. Tc lean! r-we saw: 905: am: crilnr-coo came’, M to coat : n me-. ::w A -.2: 3 PC/ so : po- e: :er: m. oeeae cumect }b: z.v Cesnque at -‘IC IE1!! ! no or deuuzue In] : o§v. :a Pseaz gram 6: mu‘ ccrnnct 4-fiarrre-. .cn 53 Pm r--. can 215:0: ta your tf| G'. l —. ‘we rnfanrsan «on arena: rere wit out. :4 «seat: rezpam: YE . W E . e:. I ‘AOJI! I net: race’-2 : -v-ml ~'n: <-vi Fer: an: oncoiag. Group o‘ o-use u qqemcnz ar zcn-ne-n ' = *.ea2 mare . r:«. r ccmrne-'¢: . q. :e: '.. -on: or : m:em; -1 In mace : re| ;w. - #npCONNECT bIC1CI<b(1Ud
  12. 12. CREATE A CUSTOMER JOURNEY THROUGH SEGMENTATION T IT’ ldentifyyouraudience and their personas W Determine what theywant to hear I _, #3 Target communications by segments V 5 " " Tip: the general public is not your audience
  13. 13. ‘C R ‘ T Sul'l‘eyWOlnen'SCentl'e #npCONNECT 1 Q surreywomenscentre . Welcome! Dear System. Thank you for your interest l| ’I Together, let s charge tre . (nerves like you. Surrey Vlb respor: aurcltty to warmer an workir-g together we can ma . 3 safe place to call :1 . freet ansponamn to - -: -rrtergeccy food cloth You can ram stay i. p—to-oate an-3 ooportimit-es to be IVIVO on Facebook ard Twitter ac to so the same‘ Vlk look forward to hearing Or you better as the r-ewes! me To learr more about eroirrq v girls, visit our website Thank you again, for your su Warmest regards, FLO. Box 3351! Clfllil Cfi‘, Sum Survey Women's Centre 02015 A Dorrale Get Involved! Dear System Thank you for sI; nir~q up to be I CO"I'Wll; !‘fly We are exerted that about row you can empower we just a few simple steps you car- - Stay lr'forme<1' Visit our news Visit new i. . Dorate Clothes‘ Clean a warren and girls mate 3 . Volunteer: Share yourt cycle of voolence Volunt We look tomato to t-earrrg from you better as the newest merrrbt Ttrar-It you, again. for your supp Warmest regarcs in in ) ox 33519 cenrai cay. survey. Surrey Women’; cenle O2015 Al rt if Meet David Dear System Every rrrorarri, Dam Gorritei $1 at N5 allovarce to Surrey Vlbmerr s Centre “My mom laugh! me lfatl save a responsibility to do met l can rtmever small to help vnmer are girls in reeo ' I rope that yet. will cor-me: }bIl‘rl'q Dawn by becoming a moi-ilvly eororroosy By grviiv; regularly you Pélp us ptar arena and resoor-o aircliry to VDWEP are gins II‘ crisrs witr your siioport we make sure they me emelgemy Vooo ctollrirg am st-elier after ar asssut twat you gm car: on - . ':‘5 = I corrifon package for a mother and club: fleeing aomesto: violence . 525 = a sate me for a your; girl iothe hospital aflter a sexual assnlt . 55.: = arr roiir of counsellor; ioi a woman realirg rrom the trauma of violerce Best orait, qrvmg reginarry allows you to rein miner and girls rebuild their lrves escr are every marin- with your i-elp the programs that Keep wornert and gins sate can gm are lI"rNe Si-rrmy out Ml7'0I. ‘l you, ourvorti vnukt rot be Dossiblel I-vamesi regains K {(; I'(é_/1@' Sarah Wait ®rrrrrmr-rty Gwiiv; Swrey vvoirier s cemre P. S. To learn more about enring vioieiiee against women am‘) pm, VISH our website 17.0. Bax 335l9 central city, Surrey. 56 V37 SR5 | Te( snesssjasa surrey Women's cent: 0 zuts Al ngrii reserved. Joiri David: ‘Al 15 years old. D6'. 'ld is our youngest monthl-, ‘ donor, ‘ Donate Monthly‘ ooriate [forward It a Ilerro jvuouiwensne j uricunsaiae blcckbaud
  14. 14. FR‘? I, I~"% *3 ‘NI I: iEK *2“: -It to I _ 7“ 77% of donors say it’s important to hear how their gifts . made a difference ' Strongest drivers to give again: personal relevance to the donor and the charity is “fulfilling its mandate” ' People are giving to fewer and fewer charities, mindshare is getting more competitive Growing preference to receive a TY email, up from 26% to 32% More than 1/2 of Canadian donors think they are asked for donations too often AFP & IPSOS REID STUDY 2013
  15. 15. START AT THE BEGINNING WITH A DONOR WELCOME SERIES ~ Personal thank II Createamission A Engage the I GetinVOlVed_ list you from moment with donor with a 3 or 4 opfiohs ‘ leadership. Why lg great stories& jkl survey asking DOn, tmakeit' _are they powerful 1 for info & Cluttered! involved? Images. feedback Message #1 Message #2 Message #3 Message #4 #npCONNECT blockboud
  16. 16. _; u: if S‘“‘‘’ _ :2 ‘ _ / :3 ' ‘I "I I‘: Ag‘: *3‘; .‘ I 5 ~_'-. ; *4" T-’<%-? r§‘; '3 , ‘ Isl‘-53 I . , 3_ )_ T I ' . I. “ .3"~_"-.1 Q S; 1 / .. ‘. I 3,’: , ‘» I. ‘. T i I . __ 3 ‘g 5 Q, .- T ‘ts. " ' r I T “H ‘ g, 2 '<‘ . ‘7*“. 4‘ r I 9*‘-.1.€. .: 3.; . , ‘T , ‘ r I» « . _,_ ~ L 1, I I’ E‘. I‘ 3,. ‘ ! 4‘! £;_. ,_. -;. —-—A "5 __ 3" )3?‘ ‘ . » T ‘ "I‘€ Q ‘ "-3.6 We live in a world where people want to express their ideas, share opinions and participate in the conversation. When they’re engaged — they feel rewarded & satisfied. @djvermenton Tvv — q v. v
  17. 17. he hziba Pledge your Birthday! Start of 3 ran xraamor . Many of us COMIHIA to enpy our birthdays bin we no h e ' h b a longer reed or nan any gifts The same Cannot be said , ' for the children of Hephzibah Talie this oppommily to - make your bmI‘M$: 'y a gift to those less fonizhate Susie‘ arrived at Hephzibah last moI'~'. t' aid was imsure of _ _ : :;, ,,, =°: ,5., ':, ::*; ,z, ;:= .:, *:, ,“: ;_: ;". ;:= -= = -"° “W Thanks for making the Hephzibah Help de| iverSusie's list by pledging your birthday' May your binhcay bring yoi. py throcgr trw; gift of giving De” Shawna ‘ We . cil th1 90! boat rbnnaay mhHenzbahTms be Pledge yo ur birthday for t . $.°§, .;. .°a§$2 arIc we .5. ,9, birthday or p -i in : c,w. r9ue-rby5o1¢a. v1e: r1x1sy*'(as lynx tics wxmnflq 0, mm’; :, _,, “m “,9, new 3,, 9 During you him-nay morrh you win recerve an Email remmoer from us to complete your oieage muaziof-512%: =eo; enoaen'ave)w re-‘ruazy -an rzrna}nsen: iagn-riya. rrmar '? aY1edI'-1'! VZ1b'lINe6'Ai Srrcwvk T'EYA‘.1$h3!’r‘. :Vp‘O1heI: 'l'i-1'a'l. ’:'-Vlg vi-emziaa-is Gnu: -< MIN Arne E"-W D: ll'Ea’iE3laI "Vain -crre ans: other .35 after . Execmrve Direciar , _mm, , “Egan”, ,. m__. ,,, ,, _; §,, ,, V‘ i 144 l_ak5_Strset oar Pair: IL 5.3} Hephzibah i. 'hik: reh. ‘s Associatiort is; PS niamis for mauirq more cmicren happy or your oinmzy! soinnoayroruc-ohzinar rhaphzibamwine "ll. -age mm einnnay : ;;__; ,.i, J5 fifl 5(? 'l? )SHe0E61‘i’E'l5.'l5ed snaeyvir wedge-Arum. ) and "'3II'W3'”'9°9?‘9)'3’“’7‘°3! ”“g¢‘n3‘ “"? '°3.‘t"”3‘1 I I44 Lake Street Oat Part IL . -C'l | Te| 705 549 .7140 HEpI“Zlb£lI‘ Children s -Association is» 2015 -‘‘«ll nghts reserves = Si. .Zi‘. ‘ _ = fies»): stir #npCONNECT blockboud
  18. 18. DEVELOP AWESOME STORIES FOR YOUR AUDIENCE (NOT YOU) Focus on content that is relevant and timely, it should tell a story F1-. .-_ 4.. gm —--z mfg mu Aims: . mi . _ __. ,.g_ . . . ._. Talk about the impact supporters are making through their time, talent & treasure . _ l . __. "m—. - _ ~ as . > Be strategic, have an integrated plan: coordinate the timing, channels & messages
  19. 19. III D You The Ecojustice Approach #npCONNECT blockboud‘
  20. 20. 3.. 1»: /Virnir. 7.34 '. lIlII'. V ‘c, 1 111‘ ‘min: criiiuren 9 ' Help Lily :3 33Té13T'lél': "53S3SrZe ‘hslzg nenrerrey mvcauzm "i"")ZI‘A?5’TI! 'E': l‘A''l1".1'J'? us wrneoex o: .~= :i -it ri was xvrwex as: :i: L»_ase zmsecm mes _ s -mi 'e>: :.er~; ~s -:1.-wgtisaev -are oe$‘7es'es'eaa-x:9:. lz: h' aims’! scarier Mm Luy max uutoaag and rralio aoonanon town , ,. i,. .i. . . .ir . l.. ,,. .;. , i~. .u. i.—, ni. i,. ,.. »,. ,,. ; -I I Q I . ,. ... -. 7». .. ., ,.i. .i. i ‘.4.-l1:, ‘lVo-I . i.. _. . are ling. -. , em in . -r/ .13; : .1:‘ Li». r. mu 4:: -'(1l'r. ‘Ul mm‘ . ,., .i vlie uu. -._~, J H C‘ WP” I Happy Volunteer Week usorasi sin i, .._, .. 5.. ._ .3, .19., Ar= v). .a! :'l713.rl‘: C3l’A-. ’.r. e'oV. N” 5? 3 5"? ??‘ 3'? ’ 3 ’J1‘atbey: J'e: 'a: y1:-r: >cw_>‘ fléGA‘J‘7'3h! "A'VJS1'Ia§}9J':3".3: ‘) . :n1'e1:ii; :~; :Aa'rna'rssnse. evr! T’: .5 sxcass iwiemeicaiv-aeaesi. a mes Du"PV: >e;7l nnmy. upxoinou . -$! Izlex: .'. £.e. A'>gveau'n; ‘i* ’f"F. R!53Y5A3’}A ’; OE?3'V‘ 5J1‘£9'? >é'-D'1iT'I5'. EIe: l>_'ve! g.res 533': 1'0: i3JT‘l' nee T-3n': >:-'3 3': l an: rrarizuen as IE5 e. e' sfige 1 '~x~: .i' :7 aztana '-. -3 xv. en? -3 3 sea . ram .94 9: as? aw: . , ‘ . ~: .1 '3 -= 3;. a Jess 3-»: ‘pa; 3: 5.130)‘. e: >21 ear: 3: 3-. Tu-xx .9; '7 mm; :». r ‘-2; tr 5 A Y-3.1‘. . )4‘ __, _,_. ,, _._ 501ygurT| mtUt! Toalyl A v. .. . -_. I. ' i . .., .,m. ... ..e. ... ... . % - . Cars For Critters F Volunteers » Dvnatcyourcnuia Help for Our Kids Anlmli wu low It for me no in wt 5.3'l'-4'3" )3 . _:s'. ‘>. s. i:x>31w; :1 -re. -‘ s non must 7-» 5 ’e». es or-: .=_r2;e 3: 5‘ '>: -s tee-2 Che res‘ 3; a-»: >.1;a*i: . rte 3. ran nor-ates ‘. l‘Sé': ’es. :s: ‘ale: '. res) noes Ta-enters: -oe um -um m. -ii Arr we: -v-r ‘. :he= ' 7,‘. v ‘eea. :'v : I’e'i 5 r. Donate flurcarlcay : - uaai. c-. -3.: nun. 4_4 , .. x. i. ..- Htll‘r'II Nuvwrc v: -nu Rzrcru Yd av. our-uvzu Movuvr 3«_<-an «ii was rucfltfl ['3 Helping Fana DLl‘3 s ' the SIOHHO ~ Illness #npCONNECT
  21. 21. ASK, THANK, THEN ASK AGAIN Run multi-message appeals Coordinate & integrate across channels Segment messages based on behavior Solicit several times a year Say thank you often and in different ways
  22. 22. RAISE 3-4X MORE WITH A MULTI-MESSAGE CAMPAIGN UH ePostcard Sent Ear| y- Dec raised 25°/0 of total Last Chance I A III Sentjust before holiday raised 1 90/0 Sent on December 30/31st raised of total
  23. 23. Give people the power to fundraise for your mission Have a platform, it needs to be easy for the user s Establish a conversion strategy for event donorslparticipants «t . I Tips for Dolt Yourself Fundraising via npENGAGE l, ,
  24. 24. NATIONAL AMOL NT RAIS S 10,534.30 YOUR CNLNE BAKERY Em. -e cupcake -‘il(Il mend: fl fl D II ii C iitzifmmli Gmdiza for SPClls 8 Humane Societies gelllnalmd Cvallhlfo Rlmllllb 3, Suvoamng National Cupcake : i u. Slé Val -9 _I‘l€ iw: a Better Dlaze for -'0,-trials . — Need Dmnle Find in Purliriymnl Find ll Team #npCONNECT blc1c| <bc1ud
  25. 25. Taglhuwecalfihiiluefllfifitilesiwfluldiiul. #npCONNECT | l'Eil'lI. -"i'. llFVI-'-| ‘IE ‘were are a at of riff-:42-it ways 1: rrsrre _v: m'1'ends and family to we‘: me has at me rwosmai a">: .1‘. E are so gad you : nose to : wrt-: - 5 on. re rnoute fund! Si-i the next cage you | ' i see tris: tree are three ca’. -:-904'»: -s of : ri‘irie l. m:lrs-5 mg .5-min cam-i-iunny furxlresng F‘ : ‘- me : n:- that test fns y3i. i.' errt! , _., ... . I-onor son-iecme y0.J : iv= _' sy rssirvg fmas tn s. ip: x:: ri we -’« D: -Fla En ‘-: iren s Hasme F: i.. in: i.= «t-an icu can raise funds "I none" of :1 C9'€"ll ENC! grarvjcererr. or ire-was Example‘ l ourtr-enc ust best cadre! ’ arr: vbu weft: to 'aise finds ’1 we’ honour! : .: ' 3.’ ‘ Ceemate 5 'n leszme 3 urtrvisy wedding or smory set a persons gas to say met you suaood me -’4lfP; '1S Crr‘>clrer~. s Hospita‘ Example I: 5 you’ . w.= d:l rig and risiead : if as mg fa’ git: you we as-ed Deope to wipe i: l:in5ti: i'is1ol'e -’« beta 2*: :l'e'i s I‘. DED'!5‘ Pounds! on : — . : — ' i C-eenrate me life cit §Cl’l'E‘3"DE 5:»: -:. a tzy DV: :~»:9i'>; | nope and future ‘is C'l'dY? fi Lei in s oersaris We we rE'! ‘i? 'nDE'ed Y"Ii'O. JgD s merr-one fund blockboud
  26. 26. “ASK YOURSELF IF WHAT YOU'RE OOINO TOOAY IS OETTINO YOU OLOSER TO WHERE YOU WANT TO BE TOMORROW”-IJUKUOWAJ @dj eeeeeee on
  27. 27. NEXT STEPS Turn the GPS on, know where you are starting Be realistic about what you can changelimplement Put a plan together with a timeline Don’t rush change or success Celebrate milestones throughout the year Evaluate and add in new tactics
  28. 28. —-‘: '5'nI', u1(fItf lhlhlzilfiil ‘A ll-: x=: k<‘r x-2v H
  29. 29. RESOURCES " ”fi*ES T“i ENGAGE» l ‘ K ,7 T ‘T’ “' 4 ‘ , -.m, ., or l. L. ’, T A W T A #npCONNECT blacl<bc1ud'
  30. 30. Follow me for fundraising news, advice, examples & more @djvermenton Check out past presentations h't'tp: llwww. s|ideshare. netlDanie| |e_JJohnson Join us at BBCON Oct 26-28 in Iitustin, TX http: //bbconference. com —'T. -'5'nr', o1<fitfl+*ImIE! <?T“il ‘)l»: (-‘it-‘is lav vi

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