How to turn your supporters into inspired advocates with email nurturing

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If it were up to you (and it is), what would you prefer, timid sustainability or healthy growth? Your nonprofit may be able to sustain itself through a steady diet of one time donations but serious impact is fueled by recurrent, larger contributions. If you want to maximize the value of every constituent relationship you make, then you need a donor nurturing strategy.

In this webinar, Taylor Corrado, Nonprofit Marketer of HubSpot, will talk you through the best practices. Transform your new (and old) supporters into your most engaged and inspired advocates with a contextual email nurturing strategy.

Key Takeaways:

What is email nurturing and its benefits
The importance of the "Giving Cycle" and contextual content
How to best integrate nurturing with your other fundraising tactics
How to measure and report the impact of your email nurturing
What you can do today to start nurturing your supporters

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  • Content Level – Lists: Ordered
  • #4 – cover the top 5 metics to measure#5 – whats the goal of your campaign / challenges / plan / timeline
  • Email nurturing is the
  • you have your website, blog, social media presence – where everyone is interacting with your organization. The majority of nonprofit websites are transactional. They are the destination for making a donation, registering for an event, or signing up to volunteer. They are useful for those that have already made the decision to support your organization. But what about those that just want to learn or do research? You website has to be both a destination for transactions AND INFORMATION.75% of your traffic is from individuals who are just looking to learn. They are not ready to make a commitment just yet. And it should be your organization’s goal to convert as much of that traffic as you can into prospective supporters so you can nurture them with information to turn them into engaged constituents.
  • Now the 75% of visitors that we are talking about are who you want to provide information to, to be able to turn them into one of these 3 main personas (or groups of individuals that will support your organization)Personas are similar to demographics, but they incorporate real life behavior into a profile of your target audience. Its really effective if you name your personas and have your entire organization refer to “Fundraiser Fred” by his given name. Personas allow you to provide the right informaton to the right people because you know their wants and needs and what they are looking for in relation to your organization. We have a great persona template for nonprofits that we can send in the follow up email that you can use to plug in your information.
  • Its good to keep in mind that these groups may overlap And you may have other groups like major donors, corporate sponsors or even members.
  • But for today’s presentation, we are going to be speaking about these three personas.
  • So your website and your email nurturing are your tools to connect with each and all of these personas and turn them into engaged constituents. You can also use email nurturing to convert between personas. Depending on your organization, you may be converting various personas in different orders. It really depends on the goals your organization has for engaging individuals .
  • To nuture these individuals, whether they are new visitors or existing donors, fundraisers or volunteers, you want to use educational content about your organization, your mission, pass achieves etc and CONTEXT so that you are sending the right messaging to the right people at the right time. Email blasts are not personal, they are almost never contextual and they are not effective when you are dealing with multiple personas.
  • So whether your series of emails is just 3…
  • Or 5
  • Or really intricate and involved multiple email series….
  • You want to make sure all your emails are always educational and contextual.If you remember these two things when creating your emails, your nurturing campaigns will be successful.
  • #2 – the cost of acquiring new donors, fundraisers and registrants is very high. But ignoring 50% of the individuals who are not ready to donate or fundraise on their first engagement with your organization is a lose to your mission. Nurturing those individuals with just a few contextual emails will drastically reduce the cost of acquisition and improve your ROI of your fundraising and marketing#3 – sharing your achievements, stories, future goals builds relationship with you audience and will instill trust that the individual knows enough about your organization to support it. Not providing everyone this information is hurting your over mission and should be a priority for your marketing and fundraising initiatives#4 – It keeps your organization in the forefront of those interacting with your organization – even its once a month – and it also helps with retention of those individuals that are already committed. Providing a steady flow of information and updates to those that support your mission will help keep them engaged for much longer.
  • The principal concept of the giving cycle is sending the educational and contextual content we’ve spoken about at the right time. We use this analogy often, but you wouldn't’t ask someone to marry you on the first date – so why would you ask someone to donate on their first interaction with your organization?Understanding the giving cycle, or the steps your prospective supporters take when moving from a visitors to a donor to an advocate and what information would be most useful at each step, is important when developing the content you are going to be sending in your email nurturing campaigns I’m going to walk through two examples – first – an individual who has just subscribed to your email newsletter.
  • So this subscriber is in the awareness stage in the giving cycle. They are looking for information about your organization, the mission, why you are raising money and who or what are you impacting. They want to see previous achievements, and social proof that your organization is trustworthy.Your email nuturing campaign needs to move them through the cycle to the evaluation stage….
  • And then to the support stage….
  • The end goal of this workflow is to convert this subscriber into either a fundraiser, donor, or event registrant – depending on the information your provide. So your email nurturing campaign can be either one series over a long period of time or three shorter series in short periods of time, focusing on each stage of the giving cycle. This example is going to be of the longer version.Speak to the emails types…
  • my second example is of someone that is already in the support stage – but you are looking to nurture them into a fundraiser for the event
  • This goes back to what we talked about in the beginning about nurturing individuals between personas to make them more engaged individuals
  • This goes back to what we talked about in the beginning about nurturing individuals between personas to make them more engaged individuals
  • If someone registers for an event The end goal of this series is to turn this registrant into a fundraiser for the event and make them a successful fundraiser
  • Example what email nuturing is before going to the methodology slide
  • If someone registers for an event
  • Example what email nuturing is before going to the methodology slide
  • #2 – any combination of these – donor/fundraiser fundraiser/registrant#3 – what unsubscribe rates mean – you are getting more engaged individuals, or have an old list – its not a bad thing if people are unsubscribing, it just means you are getting the people who are un interested off your lists and reaching only those that truly want your information. It will actually help your open to click rates to have only those most engaged - quality vs. quantity
  • Example what email nuturing is before going to the methodology slide
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  • This is covered in chapter 9 of our soon to be released book.
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  • How to turn your supporters into inspired advocates with email nurturing

    1. 1. How to Turn Your Supporters into Inspired Advocates with Email Nurturing. July 25th, 2013 #fgwebinar
    2. 2. #fgwebinar
    3. 3. TAYLOR CORRADO Nonprofit Marketing Manager @TaylorLCorrado #fgwebinar
    4. 4. Slides will be sent after today’s session HOW THIS WEBINAR WORKS: 1 2 3 4 If you have questions, please put them in the question pane on your gotomeeting control panel Any questions after the webinar can go to tcorrado@hubspot.com Tweet at us @FirstGiving and @TaylorLCorrado and use the hashtag #fgwebinar
    5. 5. 1 Email nurturing and the benefits 2 The “Giving Cycle” and contextual content 3 Best practices to integrate with overall strategy 4 Measuring the impact of your nurturing 5 What you can do today to get started AGENDA #fgwebinar
    6. 6. What is email nurturing?1 #fgwebinar
    7. 7. #fgwebinar
    8. 8. Visitors Donors Fundraisers Event Participants #fgwebinar
    9. 9. Visitors Donors Fundraisers Event Participants Member s Sponsor s Major Donors #fgwebinar
    10. 10. Visitors Donors Fundraisers Event Participants #fgwebinar
    11. 11. Visitors Donors Fundraisers Event Participants #fgwebinar
    12. 12. Educational content+ context #fgwebinar
    13. 13. Educational content+ context #fgwebinar
    14. 14. Educational content+ context #fgwebinar
    15. 15. Educational content+ context #fgwebinar
    16. 16. Educational content+ context #fgwebinar
    17. 17. Benefits of Email Nurturing 4-10x the response rate than standard blasts Builds a relationship and trust Keeps your organization top-of-mind and helps with retention Improves your ROI #fgwebinar
    18. 18. The Giving Cycle2 #fgwebinar
    19. 19. AWARENES S Videos, photograp hy, infographics, fa ct sheets, annual reports, education al ebooks SUPPORT Ways to give, volunteer, be come a member, fundraise , future event invites, project updates EVALUATIO N Constituent testimonials/storie s, campaign/event results, social proof and impact, PR wins, awards #fgwebinar
    20. 20. New e-newsletter subscriber #fgwebinar
    21. 21. SUPPORT Ways to give, volunteer, be come a member, fundraise , future event invites, project updates EVALUATIO N Constituent testimonials/storie s, campaign/event results, social proof and impact, PR wins, awards AWARENES S Videos, photograp hy, infographics, fa ct sheets, annual reports, education al ebooks #fgwebinar
    22. 22. AWARENES S Videos, photograp hy, infographics, fa ct sheets, annual reports, education al ebooks SUPPORT Ways to give, volunteer, be come a member, fundraise , future event invites, project updates EVALUATIO N Constituent testimonials/storie s, campaign/event results, social proof and impact, PR wins, awards #fgwebinar
    23. 23. #fgwebinar SUPPORT Ways to give, volunteer, be come a member, fundraise , future event invites, project updates EVALUATIO N Constituent testimonials/storie s, campaign/event results, social proof and impact, PR wins, awards AWARENES S Videos, photograp hy, infographics, fa ct sheets, annual reports, education al ebooks
    24. 24. Who you are and what you do-Your mission and goals Why they should support you -Highlights from your annual report or a donor/fundrais er story How they can get involved - Upcoming events or volunteer opportunities What they can do to support your org- Ways to fundraise and/or give How to stay connected - Ways to follow the org online (social & your blog) Awareness Evaluation Support New e-newsletter subscriber example #fgwebinar
    25. 25. New event registrant #fgwebinar
    26. 26. Visitors Donors Fundraisers Event Participants #fgwebinar
    27. 27. Fundraisers Event Participants #fgwebinar
    28. 28. #fgwebinar AWARENES S Videos, photograp hy, infographics, fa ct sheets, annual reports, education al ebooks EVALUATIO N Constituent testimonials/storie s, campaign/event results, social proof and impact, PR wins, awards SUPPORT Ways to give, volunteer, be come a member, fundraise , future event invites, project updates
    29. 29. Basic event Information and how to fundraise for the event Best practices to be an effective event fundraiser Reminder to email friends and family to ask for support/donations Post event update New event registrant example #fgwebinar
    30. 30. Best practices to integrate with your overall strategy.3 #fgwebinar
    31. 31. #fgwebinar
    32. 32. Integrate social icons in all your emails1 2 3 4 Offer a variety of content Test your email content / order of emails Keep your content up to date #fgwebinar
    33. 33. Measuring the impact: what metrics to follow.4 #fgwebinar
    34. 34. Open to Click rate1 2 3 Lead to donor/fundraiser/registrant rate Unsubscribe rate #fgwebinar
    35. 35. What you can do today.5 #fgwebinar
    36. 36. Organize your content.1 2 3 4 Create a detailed, step-by-step plan. Set a realistic timeline. Identify your challenges. 5 Identify and set your goals. #fgwebinar
    37. 37. http://offers.hubspot.com/optim izing-lead-nurturing #fgwebinar
    38. 38. http://tinyurl.com/kbeugba #fgwebinar
    39. 39. TAYLOR CORRADO Nonprofit Marketing Manager HubSpot @TaylorLCorrado tcorrado@hubspot.com www.hubspot.com #fgwebinar
    40. 40. Be a part of the FirstGiving Community Facebook: facebook.com/firstgiving Twitter: @firstgiving Online Fundraising blog: http://blog.firstgiving.com #fgwebinar
    41. 41. Interested in learning more about FirstGiving? Contact our Online Fundraising Consultants: Email: sales@firstgiving.com Telephone: 617-542-0010 x 4 #fgwebinar

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