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Donor Experience 101 Marketing For Nonprofits

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Ten great tips for nonprofit marketing professionals.

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Donor Experience 101 Marketing For Nonprofits

  1. 1. Donor Experience 101 1 0 + M a r k e t i n g E v e r y N o n p r o f i t M a r k e t e r S h o u l d K n o w . Donor Experience 101 Bridget L. Brandt
  2. 2. HELLO! Bridget L. Brandt Donor Experience 101 #bridgetlbrandt I don’t know everything, but I am usually right. 
  3. 3. How to Market a Great Nonprofit … 1 Why do I need to be in this class? 2 How do we do it? 3 Examples
  4. 4. Why am I here?1
  5. 5. How Do I/We Get Better?2
  6. 6. Tip 10: Make A Plan
  7. 7. Tip 9: Where can I get awareness?
  8. 8. Tip 8: Story Time --10 Facts/ 1 Story
  9. 9. Tools: Mail Chimp, Constant Contact, Marketo, Eloqua Tips: 1.Double check your subject line. (Headline Analyzer) Avoid spam filters DO NOT USE: RE:, FW:, Hello, Free, Special Offer, Text in ALL CAPS, Exclamation points!!! 2. Design for mobile. ExactTarget research has shown that more than half of consumers (53%) use a smartphone to check email. • Format text to increase pixel size for smaller devices. • Format images to auto-adjust to the size of the screen instead of a fixed pixel dimension. • Consider what’s most relevant Put your most important information in the upper left. Research proves that the human eye scans email in an “F” pattern. Plan for blocked images. 60% of email clients block images by default. Test—and test again. The best way to determine whether or not your email design is effective is to test across multiple email clients. Statistically, 69% of B2B and 27% of B2C subscribers view their email with a preview pane, so look for proper rendering and preview pane views. Remember—your brilliant email design is only valuable if your subscribers can see it. Tip 7: E-mail Marketing http://image.exct.net/lib/fe641570776d02757515/m/2/EN-5ProvenEmailPractices.pdf
  10. 10. Tip 6/5: Web Marketing & Donation Pages
  11. 11. #bridgetlbrandt What do people want to see:  The organization's mission, goals, objectives, and work.  How it uses donations and contributions. The donation-killers:  47% were usability problems -site design, cluttered pages, and confusing workflow.  Amazingly, on 17% of the sites, users couldn't find where to make a donation.  53% were content issues related to writing for the Web, including unclear or missing information and confusing terms. http://www.nngroup.com/articles/donation-usability/ & https://www.nngroup.com/articles/donations-nonprofit-charity-online/ Donor Friendly Websites
  12. 12. Other things to consider: 1. Use Real Photos & Video • 50X more likely to get to page 1.* 2. Readability- No long paragraphs 3. Streamline the donation process 4. Follow the F (*Forester Research)
  13. 13. Does this site meet the need? Does Yours? Graphics One click to Donate Interaction Involvement
  14. 14. Everything Matters: Every touch point matters. Take nothing for granted. Signage: All elements need to work together, to tell your story. Storytelling: Invite someone touched by your organization to share their story. Volunteers: Make sure all volunteers are trained. They should all be able to answer basic questions about the event and mission of the org. Speakers/Entertainment: A notable act or speaker will help draw people to the event and create buzz about the organization. These too should tie to the purpose of the organization. VIP: Holding special activities for special guests will make them feel more closely tied to the organization. Make sure these activities are of the highest quality, valuable, entertaining and allow for networking with peers. Event Themes: Themes for your event can be fun, resist the temptation of going off brand. All events should be aligned with your core brand values and messaging. The theme should never outweigh the prominence of your brand. Follow-Through: The speed and authenticity of your follow-up activities with your audiences after the event also have a tremendous impact on brand perception. Plan for how to manage contacts and thank- you’s after the event. Audiences should be contacted as close to immediately after the event as possible. Social Media Integration: Social media activities and audience engagement should be planned for and executed before, during and after the event. Tip 4: Retention- Events
  15. 15. Tip 3: Social Media
  16. 16. CANVA.COM
  17. 17. Tip 1: Hand Written Thank you!!!
  18. 18. Your Turn!3
  19. 19. Bridget L. Brandt bridgetlbrandt@gmail.com DonorExperience101.com

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