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Delivering Integrated and Organic
Donor-Centric Communications
Presented By:
Joseph Ferraro, CFRE, President
PULSE Marketi...
The Donor-Centric Model

How does
their gift
help?

Your
Ask
Your
Donor

SOURCE: John Haydon, Your Donor is Not a Tomato
P...
The Donor-Centric Model

1.
Informed by
Donor
Preferences

2.
Shaped by
Donor Point
of View

3.
Encourages
Dialogue

4.
Em...
Developing the Donor-Centric Communications Strategy

1 Get to Know Your

2 Speak Their

Constituents

3 Make Your Story

...
1. Research: Get to Know Your Constituents

Donors as Individuals
 Demographics

Donor Preferences

 Interests
 Behavio...
How Do You Collect This Information?

■6
Fundraiser as Matchmaker

Your
Organization’s
Strategic
Goals

Donor’s
Interests and
passion

Win-Win for
Everyone

■7
2. Message: Speaking Their Language

Perspectives

■8
The Donor Journey
Newcomer

Event
Attendee

Interest

First-Time
Donor

Learn

Repeat
Donor

Evaluate

LYBNT

Justify

Vol...
3. Engage: Foster a Donor Community

■10
4. Empower: Turning Donors into Evangelists & Fundraisers

■11
Tips for Implementation: Structure
 A donor-centered model:
– It is a mindset – it is a philosophy of engagement
– Part o...
Tips for Implementation: Technology
 Consider teaming with MG/PG departments to provide ALL direct
response support for t...
Tips for Implementation: Technology (cont’d)
 Specific Online Tips:
 Drive Traffic from all other channels
 Make conten...
Tips for Implementation: Messaging
 Multiple tracks of touch-points and communications strategies must be
implemented to ...
Tips for Implementation: Messaging
 Make the most of donor newsletters. Don’t send an institutional piece
that is already...
Tips for Implementation: Messaging
 Why do you ask? What’s your mindset? How do I advance relationship?
– It is not just ...
Questions & Discussion

■18
Joseph Ferraro, CFRE
President
PULSE Marketing, Development &
Communications
15 Briar Hill Drive
Putnam Valley, NY 10579
9...
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AFP Westchester NPD 2013 Delivering Integrated and Organic Donor-Centric Communications - Kelly Albanese / Joseph Ferraro, CFRE

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Kelly Albanese CCS
Joseph Ferraro, CFRE
PULSE Marketing, Development & Communications [PULSE-MDC]

Strong communications build awareness for your organization and mission while also providing trust and credibility. In an age where transparency is more important than ever, and the competition for philanthropic support is fierce, regular communications and an open dialogue with supporters can positively impact an organization's bottom line. But, how can your organization create communications that not only reach your target audience, but also engages them? The key to transforming your communications into effective cultivation tools is to adopt a donor-centric model that demonstrates impact while also making the reader an important part of your organization’s narrative. This session will review the key principles of communication for fundraising; identify the latest tools and trends; and share best practices for turning constituents into impassioned advocates and donors for your organization.

LEARNING OBJECTIVES/TAKEAWAYS:
Session participants will:be reminded of the key principles of communication for fundraising; learn about the latest tools and trends being used today for fundraising communications; and discuss best practices for bringing constituents and donors closer to their organization with a strategic and thoughtful communications plan for fundraising.

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AFP Westchester NPD 2013 Delivering Integrated and Organic Donor-Centric Communications - Kelly Albanese / Joseph Ferraro, CFRE

  1. 1. Delivering Integrated and Organic Donor-Centric Communications Presented By: Joseph Ferraro, CFRE, President PULSE Marketing, Development & Communications Kelly Albanese, Assistant Vice President CCS Thursday, November 7, 2013
  2. 2. The Donor-Centric Model How does their gift help? Your Ask Your Donor SOURCE: John Haydon, Your Donor is Not a Tomato Plant, www.johnhaydon.com/2011/01/how-break-downbarrier-between-your-donor/ Who are you talking to? Your Cause ■2
  3. 3. The Donor-Centric Model 1. Informed by Donor Preferences 2. Shaped by Donor Point of View 3. Encourages Dialogue 4. Empowers Donors ■3
  4. 4. Developing the Donor-Centric Communications Strategy 1 Get to Know Your 2 Speak Their Constituents 3 Make Your Story Language DonorCentered Model 4 Put Into Action Theirs ■4
  5. 5. 1. Research: Get to Know Your Constituents Donors as Individuals  Demographics Donor Preferences  Interests  Behaviors ■5
  6. 6. How Do You Collect This Information? ■6
  7. 7. Fundraiser as Matchmaker Your Organization’s Strategic Goals Donor’s Interests and passion Win-Win for Everyone ■7
  8. 8. 2. Message: Speaking Their Language Perspectives ■8
  9. 9. The Donor Journey Newcomer Event Attendee Interest First-Time Donor Learn Repeat Donor Evaluate LYBNT Justify Volunteer Leader Donate What is your donor’s motivation at each stage? What questions is your donorasking at each stage? Key Messages and Value Propositions Most Likely to Respond to… (Calls to action) ■9
  10. 10. 3. Engage: Foster a Donor Community ■10
  11. 11. 4. Empower: Turning Donors into Evangelists & Fundraisers ■11
  12. 12. Tips for Implementation: Structure  A donor-centered model: – It is a mindset – it is a philosophy of engagement – Part of a comprehensive program that breaks down internal walls to avoid the silo mentality of “my donor, not yours.” – Uses direct response/annual fund information to segment donor files for use as feeders for higher levels of cultivation (major gifts, planned gifts, volunteer leadership, events, etc.) – Says Thank you….Thank YOU….THANK you….AND THANK YOU!!!! ■12
  13. 13. Tips for Implementation: Technology  Consider teaming with MG/PG departments to provide ALL direct response support for their operations – it educates your DR team as to what else is going on within development and it may also make it possible for you to keep charge of all fundraising mail calendars to ensure unity of messaging.  In the age of online communities/email/txt messaging, don’t forget the power of telemarketing, national and regional space ads (including online) and broadcast media.  Use media intelligently – some messages work better than others for certain efforts and channels. When using multiple channels in an integrated outreach effort, be sure that the message rings true and is authentic in demonstrating the impact of your mission. ■13
  14. 14. Tips for Implementation: Technology (cont’d)  Specific Online Tips:  Drive Traffic from all other channels  Make content outwardly-focused  Be sure content it compelling  Every success story must lead to call to action  Call to action must be clear  Appropriate use of real estate ■14
  15. 15. Tips for Implementation: Messaging  Multiple tracks of touch-points and communications strategies must be implemented to maximize donor-engagement with the mission and its outcomes.  Being “donor-focused” removes the institutional thinking from the donor relationship enhancing communication. Your organization simply becomes a conduit – a facilitator – for what the donor or prospect already wanted to do. You just gave them an opportunity to make it happen.  Organizations and their communications messaging must be compelling and engaging and above all must be flexible and “donorfocused” in approach to meet individuals where they are and not force individuals to meet the organization where it is.  Mini-Campaigns offer a chance to be part of something important. ■15
  16. 16. Tips for Implementation: Messaging  Make the most of donor newsletters. Don’t send an institutional piece that is already being printed by your communications/PR team to donors. Donor desires for results demand a specific donor stewardship publication that serves as yet another thank you for their support. It is a report back to donors on results (results that are possible thanks to donor gifts). It engages donor in your successes. The most effective newsletters (that improve donor-engagement and increase income) are usually short, timely and NOT glossy magazines.  Communication style must feel as if you know your donors. Remember, you are writing to ONE person at a time – NOT hundreds of thousands or more.  Use data you have in your database to truly personalize your appeals far beyond “Dear Ms. Sally Samplename,” ■16
  17. 17. Tips for Implementation: Messaging  Why do you ask? What’s your mindset? How do I advance relationship? – It is not just like last year – Nobody cares it is the end of your fiscal year – You don’t NEED money – You know people who can help – You can join with other to fight/promote/end/fix/solve _____________ ! – You are the conduit – You are the vehicle – YOU are the chosen one. – You are offering an opportunity to change the world ■17
  18. 18. Questions & Discussion ■18
  19. 19. Joseph Ferraro, CFRE President PULSE Marketing, Development & Communications 15 Briar Hill Drive Putnam Valley, NY 10579 914.419.5945 ferraroja@pulsemdc.com www.pulsemdc.com THANK YOU! Kelly C. Albanese AVP, Marketing Communications CCS 461 Fifth Avenue | 3rd Floor New York, NY 10017 646.572.7610 kalbanese@ccsfundraising.com www.ccsfundraising.com

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