This document provides tips for non-profits to create a pipeline of donor support through diversified fundraising strategies. It recommends segmenting donors and targeting communications based on their interests. Non-profits should focus on recognition, stewardship and engaging donors through impactful storytelling. The tips suggest optimizing websites for conversion, asking donors for gifts multiple times a year with a thank you in between, and establishing do-it-yourself fundraising events where donors can participate. Implementing these tactics through an integrated multi-channel plan can help non-profits raise more funds over time from their donor base.

1. npCONNECT Vancouver
June 11, 2015

2. #npCONNECT
Back to the Donor:
Tips for creating a pipeline of support
Danielle Johnson Vermenton, CFRE
Principal Consultant

3. What are you doing today?

4. #npCONNECT
Major
Gifts
Events
Fundraising Goal
Grants
Planned
Giving
Direct
Mail
Board
Gifts
Online
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?
THE PLAN SHOULD BE DIVERSIFIED

5. 85,000
What characterizes newer organizations?
nimble  multichannel  technology savvy  events driven
THE STRATEGY & TACTICS
MUST BE COMPETITIVE

6. THEY WANT TO HEAR FROM YOU ONLINE
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
NO LONGER A TREND, IT’S REALITY

7. #npCONNECT
ONLINE IS YOUR PIPELINE FOR GROWTH
Online
Middle &
Major
Gifts
Direct Mail
Planned
Giving
Corporate
Giving
Special
Events
Grants &
Foundation
Sustained
Giving
@djvermenton

8. 6 TIPS FOR GETTING
DONORS IN THE PIPELINE
Create a customer journey through segmentation
Focus on recognition, stewardship & engagement
Develop awesome content
Optimize your website for conversion
Ask, thank, then ask again
Establish DIY events (3rd party fundraising)

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

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12. CREATE A CUSTOMER JOURNEY
THROUGH SEGMENTATION
Determine what they want to hear
Target communications by segments
Tip: the general public is not your audience
Identify your audience and their personas

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14. FOCUS ON RECOGNITION & STEWARDSHIP
More than ½ of Canadian
donors think they are asked
for donations too often
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%
Strongest drivers to give
again: personal relevance to
the donor and the charity is
“fulfilling its mandate”
77% of donors say it’s important
to hear how their gifts
made a difference
AFP & IPSOS REID STUDY 2013

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START AT THE BEGINNING
WITH A DONOR WELCOME SERIES
Personal thank
you from
leadership. Why
are they
involved?
Message #1
Create a mission
moment with
great stories &
powerful
images.
Message #2
Engage the
donor with a
survey asking
for info &
feedback
Message #3
Get involved: list
3 or 4 options.
Don’t make it
cluttered!
Message #4

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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

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18. DEVELOP AWESOME STORIES
FOR YOUR AUDIENCE (NOT YOU)
Be strategic, have an integrated plan:
coordinate the timing, channels & messages
Talk about the impact supporters are making
through their time, talent & treasure
Focus on content that is relevant and
timely, it should tell a story

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If the appeal or newsletter sounds like a
commercial, go back to the drawing
board & write for your audience

21. ASK, THANK, THEN ASK AGAIN
Coordinate & integrate across channels
Segment messages based on behavior
Solicit several times a year
Run multi-message appeals
Say thank you often and in different ways

22. #npCONNECT
RAISE 3-4X MORE WITH
A MULTI-MESSAGE CAMPAIGN
Sent just before holiday
raised 19%
Sent Early- Dec raised
25% of total
Sent on December 30/31st raised
56% of total
Kick-off ePostcard Last Chance

23. ESTABLISH A DO-IT-YOURSELF EVENT
Tips for Do It Yourself Fundraising via npENGAGE
http://npengage.com/nonprofit-fundraising/yourself-fundraising/
Have a platform,
it needs to be easy for the user
Establish a conversion strategy for
event donors/participants
Give people the power to
fundraise for your mission

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25. #npCONNECT

26. @djvermenton

27. NEXT STEPS
Be realistic about what you can change/implement
Put a plan together with a timeline
Don’t rush change or success
Turn the GPS on, know where you are starting
Celebrate milestones throughout the year
Evaluate and add in new tactics

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Q
A

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RESOURCES

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KEEP THE CONVERSATION GOING
Follow me for fundraising news, advice, examples & more
@djvermenton
Check out past presentations
http://www.slideshare.net/Danielle_JJohnson
Join us at BBCON
Oct 26-28 in Austin, TX
http://bbconference.com