Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

16NTC: Use The News

3,632 views

Published on

How To Fundraise When The Media Spotlight Shines on Your Organization’s Mission, by Whitney Broadwell of International Medical Corps and Wendy Marinaccio Husman of Mal Warwick | Donordigital

Published in: Government & Nonprofit
  • Be the first to comment

16NTC: Use The News

  1. 1. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Use The News Whitney Broadwell International Medical Corps Wendy Marinaccio Husman Mal Warwick | Donordigital How To Fundraise When The Media Spotlight Shines on Your Organization’s Mission
  2. 2. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Housekeeping Collaborative notes: http://po.st/opportunity-16NTC Get social with us! #16NTCopportunity
  3. 3. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio International Medical Corps Whitney Broadwell Senior Resource Development Officer International Medical Corps  Global nonprofit dedicated to saving lives and relieving suffering through health care training and relief and development programs  Strive to be first there, no matter where to provide medical care to survivors of disaster, disease and war and conflict – often within 24 hours  Train local health workers and rebuild health care infrastructure
  4. 4. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Mal Warwick | Donordigital Wendy Marinaccio Husman Account Director Donordigital  Integrated, multi-channel strategy  High-level and granular analysis  Full copywriting and design creative service  Production and management services
  5. 5. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Use the news  Prepare a fundraising and communications plan in advance  Implement that plan as quickly as possible when your mission is in the spotlight  Leverage unexpected events into more supporters for your organization
  6. 6. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Carpe momentum!  Be prepared logistically  Contact information  Approvals  Templates  Know your goals  Have something in your back pocket  Build on successful strategies  Be creative
  7. 7. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Speed is the critical factor
  8. 8. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Speed is the critical factor  You are competing with others for attention, so the perfect is the enemy of the good.  In many cases, you are competing with other nonprofits for donations.  Make quick decisions  Get buy-in ahead of time for a quick approval process  Success after one event increases the likelihood of success in the next one, because your supporters, email list, and media outlets will look to you again.
  9. 9. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Digital fundraising channels are a perfect fit  Website  Email messages  Facebook – organic posts (& promoted posts)  Facebook – ads  Search marketing – Google Grant, paid ads  Mail & phones are great but less nimble
  10. 10. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Sample Emergency Response Plan
  11. 11. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Sample Emergency Response Plan
  12. 12. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Be nimble
  13. 13. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio How to be nimble  Emergency email template  Donation form ready to clone  Pre-approved media budgets for paid ads  Social media strategy  Online/social media ads template  Don’t forget back-end operations!
  14. 14. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Donation Form Example
  15. 15. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
  16. 16. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
  17. 17. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Grow Your Email File
  18. 18. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Tap Into Powerful Partnerships
  19. 19. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio The Power of Oprah!
  20. 20. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio The Power of Oprah!
  21. 21. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio The Dude Abides
  22. 22. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
  23. 23. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
  24. 24. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
  25. 25. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
  26. 26. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
  27. 27. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Common pitfalls
  28. 28. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio  Approval process is too long  Too many people  Too much second-guessing  Creating everything from scratch each time  Not tracking your performance Common pitfalls
  29. 29. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio  Communications/PR team ready to pitch your organization to media outlets  Agreements with celebrities or corporate sponsors regarding their support  Offline direct response strategies:  Direct mail urgentgram  Telemarketing vendor agreements & scripts prepared Take it to the next level
  30. 30. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio  Recipe to drop a mailing quickly:  Printing done and held at mailshop  Monthly data files sent to mailshop  Postage payment plan set up  Copy written immediately & lasered  Choose segmentation  We were able to drop this mailing the Monday after the Nepal earthquake hit (approx. 40 hours) Mail “Urgentgram”
  31. 31. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio  Ensure you have source coding/tracking systems in place so you are able to track your success  More…? Example of metrics spreadsheet? Tracking your efforts NEPAL RESTRICTED FUNDING *Cash Received Online Gift Count Average Gift Amount Main Nepal Donation Page/Email 2722$ 110.67 $ 301,244.76 Facebook Landing Page 8227$ 71.67 $ 589,664.50 Nepal Press Release Landing Page 598$ 120.84 $ 72,264.56 Facebook Ads 111$ 62.61 $ 6,950.00 Google Search Ads 17$ 46.76 $ 795.00 Google Display Ads 17$ 46.29 $ 787.00
  32. 32. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Case Study: Nepal Earthquake
  33. 33. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Saturday
  34. 34. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Sunday
  35. 35. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Monday
  36. 36. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Tuesday
  37. 37. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Tuesday + beyond…
  38. 38. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Tuesday + beyond…
  39. 39. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio A Note About Self Care
  40. 40. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Second gift conversion after a media event
  41. 41. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio  Thank donors immediately after they donate  Ensure they are tracked by people interested in that event and with the method they joined  Follow up to keep donors updated with news of your efforts on the topic they joined on  Steward them regarding how their gift helped After a media event: donors
  42. 42. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Welcome Series
  43. 43. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio  New donor welcome seriessecond gift conversion  Include the topic they donated to  Monthly giving ask  Incorporate their topic of interest in future email appeals  Include these donors in future mail appeals Renewing these donors
  44. 44. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Renew as acquired
  45. 45. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Monthly ask
  46. 46. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio  Welcome series  Ensure they are tracked  Follow up to keep donors updated with news of your efforts on the topic they joined on  Mention the way they joined in appeals After a media event: non-donors
  47. 47. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio
  48. 48. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio  Let your supporters know where their money/time went  Videos – news stories, in-house, external partners  Reports – 1 month, 3 month, 6 month Nepal follow-up
  49. 49. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Helpful tools
  50. 50. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Social share Easily create social sharing code for free on our website: www.donordigital.com/socialshare
  51. 51. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Response significance  Ensure your tests have a statistically significant response  90% confidence indicates a 10% chance the result is not significant; best to be at 95%+  Use our calculator: http://malwarwick.com/response-significance- calculator/
  52. 52. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Take-Aways
  53. 53. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Take-Aways  Don’t let an opportunity pass your organization by  Always be prepared  Know what you’re authorized to do  Track your efforts
  54. 54. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Questions?  Please take the survey: http://po.st/ncF7Xj
  55. 55. @IMC_Worldwide @jwbroadwe @donordigital @wendymarinaccio Call us anytime! Whitney Broadwell wbroadwell@internationalmedicalcorps.org (202) 828-5155 www.internationalmedicalcorps.org Wendy Marinaccio Husman wendy@donordigital.com (510) 473-0366 www.donordigital.com

×