The presentation is from The Florida AFP Planet Philantropy conference 6/27/17. The presentation is based on a primary research project that asked the leaders of nonprofits how well their development and communications teams were able to work together strategically to attract, nurture adn convert prospects to donors. The presentation then shares a process for working together and a case study of a small global nonprofit that used the process to transform the way they grew their donor base.

1. v
Planet Philanthropy
06/27/17

2. v
CONNECTIVE IMPACT
Accelerating donor support by uniting
development and communications
#AFP17PP
@MagnifyGood
@SamStern_

3. EXPERIENCE

4. Different Orbits
Donor Development is from Mars
Communication is from Venus
Duplication of Efforts
Database
Content
.
OUR OBSERVATIONS

5. v
If we align the efforts of donor
development and communications, we can
be more effective in attracting, nurturing,
converting and retaining donors.

6. PRIMARY RESEARCH

7. vINTERNET GROWTH
Social media, search and email
have changed the way donors find
information about organizations.
STRATEGIC PLANNING
The ability of development and
communication departments to work
together to strategically plan and
raise funds.
MOVES MANAGEMENT
The commitment to and ability of
the organizations to move
occasional donors and prospects
to “core” donors
HOW DEVELOPMENT AND COMMUNICATIONS WORK
TOGETHER IN TODAY’S PHILANTHROPIC WORLD

8. v
1. Organizations overestimate the level of awareness about who they are and
what they do.
2. The duplication of efforts between development and communications occurred
in 100 percent of the organizations we interviewed.
3. Communications teams are being engaged late in the process.
4. Communications efforts are focused inward, rather than on how the
organization solves the donor’s dilemma.
5. Communications is focused on sending out information about programs, events
and issues with little or no connection to how that content aids in gaining more
donors.
6. The awareness of new techniques and technologies is limited, resulting in a
reliance on outdated, ineffective conversion programs.
KEY FINDINGS
Research Conclusions: Our premise was accurate

9. SECONDARY RESEARCH

10. v
Funding
Donor Cultivation
Competition
Goal Alignment
Duplication
Digital Tools

11. TOP PRIORITY OF NONPROFIT LEADERS
Attracting and Retaining Funders
Funding
Donor Cultivation
Competition
Goal Alignment
Duplication
Digital Tools
396 Nonprofit Executive Directors
Rank 25 challenges for their organization
10 of the top 12 challenges were specifically related to attracting and retaining funders.

12. v
Funding
Donor Cultivation
Competition
Goal Alignment
Duplication
Digital Tools
● 1,500,000 registered nonprofits in the US
● Applications for new nonprofits doubled from 2013 to
92,653 in 2015
● 110,656 new registrations last year
● An average of 303 per day
THE LANDSCAPE

13. v
Funding
Donor Cultivation
Competition
Goal Alignment
Duplication
Digital Tools
2016 Nonprofit Trends Report
1,575 nonprofits
>50% Communications pros felt acquiring and retaining new donors was the most important goal to the success of their position

14. v
Funding
Donor Cultivation
Competition
Goal Alignment
Duplication
Digital Tools
DATABASE
Communications Donor Development
Separate and Distinct

15. v
Funding
Donor Cultivation
Competition
Goal Alignment
Duplication
Digital Tools
Communications Donor Development
CONTENT
Separate and Distinct

16. v
Funding
Donor Cultivation
Competition
Goal Alignment
Duplication
Digital Tools
Digital Approach
Social Channels

17. v
Funding
Donor Cultivation
Competition
Goal Alignment
Duplication
Digital Tools
Staffs can’t keep up with the
changes, and often have little
experience with new
technologies

18. v

19. v
KEY QUESTION
How can communications help integrate new and emerging
marketing technologies and methods into the donor
development process?

20. Collective Impact occurs when organizations from different
sectors agree to solve a specific social problem using a
common agenda, aligning their efforts and using common
measures of success.
CONNECTIVE IMPACT
Connective Impact occurs when organizations align donor
development and communications efforts to increase the
prospect base, increase the conversion of prospects to donors,
and increase giving through the use of new techniques and
technologies.

21. We can increase the impact of both communication and
donor development to raise the number and quality of
prospects, to improve the conversion of prospects to
donors, and increase giving:
● by connecting development and communications
strategically and tactically
● by connecting new communications techniques and
methods into an organization’s operations and skill
sets
● by connecting communications efforts with donor
wants and needs
CONNECTIVE IMPACT MANIFESTO

22. v
FOUR ELEMENTS
Donor Personas Content
Integrated Database Technology

23. v
Prospect
Automated Workflow
+4 +4 +7 +10
Tags
Lead Scoring
Donor Intelligence Cycle
Webinar

24. CASE STUDY

25. v
ORGANIZATIONAL EVALUATION
Brand Audit
Positioning
Voice
Identity
Visual Appeal
Emotional Quotient
Content Audit
Blogs
Whitepapers
Newsletters
Website
Webinars
Technology Audit
Website
Email Tools
Social Tools
Analytics
Automation
Communications Audit
Compelling Messaging
PR
Social IQ
Campaigns
Digital Elements
Purpose, People,
Process Audit
Organizational Goals
Ideal Donor/Target Audience
Donor Acquisition Strategy
Donor Conversion Process
Internal Capacity
Database Audit
Vendor
Use Case
Fields
Qualified prospects

26. v
PERSONA

27. v
CONTENT DEVELOPMENT

28. v
EMAIL CAMPAIGN

29. v
LANDING PAGE

30. v
4 Days Later
Invitation to
download Case
Studies
+ 4 Days
Invitation to take
Funder Response to
Refugee Crisis Survey
+ 4 Days
Invitation to read
more blog content,
sign up for the
Playbook
+ 7 Days
Invitation to register
for webinar
NURTURED WORKFLOW

31. v
CALL TO ACTION (CTA)

32. v
WEBINAR INTEGRATION

33. v
CONTENT INTEGRATION

34. RESULTS

35. FIRST 6 MONTHS
● 50% growth in the database
● 67% increase in contacts interested in the refugee crisis
● 40% increase in contacts interested in State of Disaster Philanthropy
● 18% increase in contacts interested in Disaster Playbook
● 166 content downloads
● Increase in the engagement of high net worth personas
● Refinement of messaging and constituent profiles

36. “You work has helped to transform our core
marketing approach to be more targeted, strategic,
and efficient.”
Bob Ottenhoff, President and CEO, CDP

37. “It’s changed the culture of our organization”
Kathy Gutowski, Communication Manager, CDP

38. v
RESOURCE CENTER
http://www.magnifygood.com/inspirations/
Blog: http://www.magnifygood.com/blog/
http://www.magnifygood.com/mg-survey
/

39. “A wise man’s question contains half the answer”
-Solomon Ibn Gabirol