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How to Turn Your GivingTuesday
Donors into Loyal Supporters
and Followers
Cindy Younan
Charity Marketing Manager at Canada...
A Charity Helping Charities
We connect donors to all Canadian registered charities
through our popular online portal for g...
Join Canada’s 2nd
GivingTuesday
this December 2,
2014.
A National Day when Canadians, charities and
businesses come togeth...
Kick-off a GivingTuesday fundraising
campaign.
GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
Or consider a volunteer and donor
appreciation campaign.
GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
It’s the perfect time to prime your
donors for the holidays and cultivate
relationships.
GivingTuesday, co-founded in Cana...
Agenda
• The key drivers of donor loyalty
• What to communicate to your donors
• How to communicate with your donors
• How...
Common Concerns
• I don’t want to overwhelm my supporters by asking for donations on
GivingTuesday.
• I don’t have an outr...
Why turn GivingTuesday
donors into followers?
• It costs less to retain an existing donor than
it does to attract a new on...
Why Donors Stop their Support
The following items make up more than 50% of the
reasons why donors leave:
• Poor service or...
Satisfaction
Key Drivers of Donor Loyalty
Donor
Commitment
Trust
How satisfied are donors
with the quality of service
prov...
Key Drivers of Donor Loyalty
Satisfaction
How satisfied are donors
with the quality of service
provided by your team?
Givi...
Key Drivers of Donor Loyalty
Ask yourself:
• What are your donors’ top expectations?
• Are you clearly and consistently
co...
Key Drivers of Donor Loyalty
Consistent communication
helps to achieve trust and
to build top-of-mind
awareness.
Your
char...
Key Drivers of Donor Loyalty
Donor
Commitment
Is there a genuine desire
on the part of your
donors to maintain a
relations...
“Your donation of $25 will
provide 25 lunches for
children who would
otherwise go without.”
GivingTuesday, co-founded in C...
Key Drivers of Donor Loyalty
Trust
Are you actively
providing feedback and
transparency in order to
build more trust?
Givi...
How and What to
Communicate
to your Donors
GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
Create an email communications
strategy.
Benefits of using email to
communicate with your donors:
• Email is the most cost...
Create an email communications
strategy.
Define your objectives
for each email.
• Is the goal to get
people to donate,
vol...
Five Basic Types of Emails that Every
Non-profit Should Have
1.Welcome Email
2.Fundraising
Events
3.Internal
Communication...
Emails for Donor
Retention
• Report back on someone’s
donation.
• Revisit past major initiatives
• Stories
• New videos
• ...
Consider a blog.
Excellent for SEO and pulling people
back to your charity’s website.
Consider a blog!
GivingTuesday, co-f...
Creating blog
content is easier
than you think!
Evergreen: posts that cover all
the basics including the role you
play, th...
GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
Facebook
Great examples of
charities’ Facebook
pages:
• Charity Water
• Mercy Corpse
• BC and Alberta
Guide Dog Society
• ...
Twitter
Hint: Use bitly.com
to shorten your
URLs.
Twitter
• Visit Tendsmap.com or
Whatthetrend.com to see
what hashtags are trending.
• Join conversations relevant
to your ...
Twitter
Join the
GivingTuesday
conversation on
Twitter!
Use the hashtag
#GivingTuesdayCA
Last year,
#GivingTuesdayCA
trend...
Instagram
The charity Dallas Pets Alive launched a
campaign and used the hashtag
#muttbombing successfully.
Learn more abo...
Pinterest
GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
LinkedIn
GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
Use effective calls-to-action:
• Clear
• Actionable
• Contextual and relevant
• Aligned with the landing page
Ensure effec...
What are some
key things to
communicate?
GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
SAY THANK YOU!
Express your
sincerest thanks.
Tell the donor how
they are making a
difference. What is
the tangible impact...
SAY THANK YOU!
A free, easy tool for
creating great videos.
GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
SAY THANK YOU!
Prioritize Outreach
• Segment based on length of time as a loyal donor and size of gift.
• You may not be able to personal...
Provide a
GivingTuesday
recap following
GivingTuesday.
What were your
GivingTuesday
results?
What are some key things to
c...
What are some key things to
communicate to your GivingTuesday
donors?
Consistently tell compelling
stories and communicate...
What are some key
things to
communicate?
Annual report
GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
Letters of Hope campaign by Art à la Carte
Art à la Carte is a charity based in Calgary, Alberta and
they bring art, joy a...
Ask your supporters questions.
• Ask your supporters questions on social media, in your blog posts, during
events, etc. Ke...
What are some key ways to engage
your donors?
Provide interesting,
content that they will want
to share with their
network...
Include eye-catching, beautiful and
inspirational imagery with your content.
PicMonkey.com is a free, easy-to-use photo-ed...
Ask your supporters to share their
giving stories.
Get creative with social
media. Ask your
GivingTuesday donors to
share ...
Ask for other types of support including
volunteering or signing petitions.
GivingTuesday, co-founded in Canada by GIV3 an...
Start thinking about your end-of-year holiday
campaign!
25% of December donations and 8% of annual
donations through Canad...
How do I know it’s working?
Set objectives, then measure and track:
• New vs. repeat donors
• Website visits through to co...
Takeaways
• Report back to your donors and tell inspirational and compelling stories.
• Say “Thank You!” and let them know...
Enable your donors to get involved!
The more your donors engage with you, the more loyal they’ll
become. Ask your donors t...
• It’s how you build awareness and education.
• It’s how you can really connect with your
donors.
• It’s how you inspire a...
• Make longer communications easy to skim with strong
headlines that pull readers in and increase readership
• Avoid the “...
www.CanadaHelps.org
403 – 173 John Street
Toronto, ON M5T 1X4
1-888-787-4264
Cindy Younan
Manager, Charity Marketing
cindy...
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How to Turn Your GivingTuesday Donors into Loyal Followers

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It costs less to retain an existing donor than it does to acquire a new one. Learn strategies for converting your #GivingTuesdayCa donors into loyal followers and supporters. We'll discuss the key drivers of donor loyalty and how to retain your donors through the use of an effective email and social media communications strategy. We'll also take a look at some of the creative ways charities engaged and inspired supporters during last year's #GivingTuesdayCa . 

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How to Turn Your GivingTuesday Donors into Loyal Followers

  1. 1. How to Turn Your GivingTuesday Donors into Loyal Supporters and Followers Cindy Younan Charity Marketing Manager at CanadaHelps cindyy@canadahelps.org GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  2. 2. A Charity Helping Charities We connect donors to all Canadian registered charities through our popular online portal for giving, fundraising and donor engagement . We democratize access to technology giving small and medium-sized charities affordable online fundraising tools and high-quality free education on how best to use them. We work with almost 16,000 charities and have facilitated online donations for nearly a million Canadians. Trusted for 14 years. Since 2000, we’ve been serving charities and building technology capacity in the charitable sector. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  3. 3. Join Canada’s 2nd GivingTuesday this December 2, 2014. A National Day when Canadians, charities and businesses come together to celebrate giving. • A day for the soul the Tuesday right after two massive days of commerce: Black Friday and Cyber Monday. • Over 1,300 partners joined the movement! • Mass media coverage: over 42M media impressions • 169% increase in donations through CanadaHelps: 225% increase for participating charities! Join Canada’s 2nd GivingTuesday this December 2, 2014. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  4. 4. Kick-off a GivingTuesday fundraising campaign. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  5. 5. Or consider a volunteer and donor appreciation campaign. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  6. 6. It’s the perfect time to prime your donors for the holidays and cultivate relationships. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps. No matter what you decide to do, make sure that you’re participating this GivingTuesday and that you’re maintaining your share of voice.
  7. 7. Agenda • The key drivers of donor loyalty • What to communicate to your donors • How to communicate with your donors • How do you know if it’s working? GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  8. 8. Common Concerns • I don’t want to overwhelm my supporters by asking for donations on GivingTuesday. • I don’t have an outreach budget to spend on acquiring new donors this GivingTuesday. • I don’t have enough resources to maintain a relationship with each individual donor. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  9. 9. Why turn GivingTuesday donors into followers? • It costs less to retain an existing donor than it does to attract a new one. • In 2012, every $100 gained was offset by $96 in losses through gift attrition. • Every 100 donors gained was offset by 105 lost donors through attrition. Source: The Association of Fundraising Professionals, The Effectiveness Project 2013 GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  10. 10. Why Donors Stop their Support The following items make up more than 50% of the reasons why donors leave: • Poor service or communication • Were never thanked for donating • Had no memory of supporting • Were not provided with information on how donations were used • Felt that the charity did not need them or their gift GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  11. 11. Satisfaction Key Drivers of Donor Loyalty Donor Commitment Trust How satisfied are donors with the quality of service provided by your team? Is there a genuine desire on the part of your donors to maintain a relationship with you in the future? Are you actively providing feedback and ensuring transparency in order to build more trust? GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  12. 12. Key Drivers of Donor Loyalty Satisfaction How satisfied are donors with the quality of service provided by your team? GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  13. 13. Key Drivers of Donor Loyalty Ask yourself: • What are your donors’ top expectations? • Are you clearly and consistently communicating with donors about how you are meeting their top expectations? • How satisfied are your donors? GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  14. 14. Key Drivers of Donor Loyalty Consistent communication helps to achieve trust and to build top-of-mind awareness. Your charity GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  15. 15. Key Drivers of Donor Loyalty Donor Commitment Is there a genuine desire on the part of your donors to maintain a relationship with you in the future? GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  16. 16. “Your donation of $25 will provide 25 lunches for children who would otherwise go without.” GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  17. 17. Key Drivers of Donor Loyalty Trust Are you actively providing feedback and transparency in order to build more trust? GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  18. 18. How and What to Communicate to your Donors GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  19. 19. Create an email communications strategy. Benefits of using email to communicate with your donors: • Email is the most cost-effective way to stay connected with your donors. • Immediacy for your communications and quick results. • Online tracking gives your key insights on your constituents. • Email platforms make it easy to segment your email lists and personalize your messages. Email provides immediacy and quick results! GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  20. 20. Create an email communications strategy. Define your objectives for each email. • Is the goal to get people to donate, volunteer, sign a petition, etc.? • Knowing your objective will help you include a clear call-to-action in each email. Establish an email deployment schedule. • Synchronize online with offline marketing programs • Coordinate within your organization Test your ideas. • Ask for feedback from your supporters. • Email service providers like Mailchimp make email testing easy (i.e. testing subject lines to see which results in the most opened emails. • Some important metrics to track include email open rates, unsubscribe rates and click- through-rates. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  21. 21. Five Basic Types of Emails that Every Non-profit Should Have 1.Welcome Email 2.Fundraising Events 3.Internal Communications 4.Thank You Email 5.High Value Constituents GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  22. 22. Emails for Donor Retention • Report back on someone’s donation. • Revisit past major initiatives • Stories • New videos • Upcoming media coverage • Close the loop on urgent asks • First-to-know announcements • Related news of the day • Urgent! • Open their eyes • Take action! GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  23. 23. Consider a blog. Excellent for SEO and pulling people back to your charity’s website. Consider a blog! GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  24. 24. Creating blog content is easier than you think! Evergreen: posts that cover all the basics including the role you play, the need, the facts, etc. Perennial: things you talk about every year (i.e. holiday campaign, spring fundraising “thon”, etc.) Community happenings: an uplifting story about someone you and your supporters have helped, a pressing need, etc. News: new statistics or insights related to your cause, new programs you’ve launched, milestones reached, etc. Creating blog content is easier than you think! GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  25. 25. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  26. 26. Facebook Great examples of charities’ Facebook pages: • Charity Water • Mercy Corpse • BC and Alberta Guide Dog Society • WWF • Connected in Motion GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  27. 27. Twitter Hint: Use bitly.com to shorten your URLs.
  28. 28. Twitter • Visit Tendsmap.com or Whatthetrend.com to see what hashtags are trending. • Join conversations relevant to your organization by including hashtags in your tweets. • When creating your own hashtags, keep them short and descriptive. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  29. 29. Twitter Join the GivingTuesday conversation on Twitter! Use the hashtag #GivingTuesdayCA Last year, #GivingTuesdayCA trended in 2nd position on social. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  30. 30. Instagram The charity Dallas Pets Alive launched a campaign and used the hashtag #muttbombing successfully. Learn more about this campaign at www.muttboming.com. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  31. 31. Pinterest GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  32. 32. LinkedIn GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  33. 33. Use effective calls-to-action: • Clear • Actionable • Contextual and relevant • Aligned with the landing page Ensure effectiveness: • Test • Optimize Communications that Work GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  34. 34. What are some key things to communicate? GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  35. 35. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  36. 36. SAY THANK YOU! Express your sincerest thanks. Tell the donor how they are making a difference. What is the tangible impact of their donation? Set the level of expectation for donor communications. Is it a weekly newsletter? Monthly? Encourage them to follow you on social media.
  37. 37. SAY THANK YOU! A free, easy tool for creating great videos. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  38. 38. SAY THANK YOU!
  39. 39. Prioritize Outreach • Segment based on length of time as a loyal donor and size of gift. • You may not be able to personally call and thank all donors and take the time to hear what they have to say, but doing this for as many of your top donors is very wise. • Collect as much information as you can— how they came to support your cause, what they think of your work, what they’d like to know more about, etc. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  40. 40. Provide a GivingTuesday recap following GivingTuesday. What were your GivingTuesday results? What are some key things to communicate to your GivingTuesday donors? GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  41. 41. What are some key things to communicate to your GivingTuesday donors? Consistently tell compelling stories and communicate the impact that your charity is making. Vital elements for brilliant storytelling: • Build suspense • Foster aspiration • Drive empathy • Harness emotion Ask yourself: Do your donors feel like they are an integral part of your team? GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  42. 42. What are some key things to communicate? Annual report GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  43. 43. Letters of Hope campaign by Art à la Carte Art à la Carte is a charity based in Calgary, Alberta and they bring art, joy and conversation to the bedside of acute care patients. Challenge: Their programs must be delivered by trained volunteers who have met all the registration requirements of the medical institutions that receive their services. Strategy: a letter-writing campaign asking their community for messages of hope to patients and caregivers. Results: The patients were deeply touched by this act of giving and the people in their community became much more engaged in their mission. Media supporters at Global TV ran a segment on both local and national TV. Several local publications also featured the story. http://globalnews.ca/news/1024165/calgary-cancer-patients-receive-letters-of-hope “I share these words of hope with you as the mother of cancer survivor myself. He was nine-years- old. Recently we celebrated his 29th birthday. During his initial round with chemo, I clung to stories of long-term cancer survival. It is with great joy I share this message of hope. My son is now a university graduate and I will be dancing at his wedding next year. Peace, love, joy.” What are some key ways to engage your donors? GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  44. 44. Ask your supporters questions. • Ask your supporters questions on social media, in your blog posts, during events, etc. Keep the conversation going by responding quickly, especially if on social media. • Include surveys or short questionnaires in your donor communications. Ask some interesting questions and share some of the survey results when appropriate. People love to learn about the results from surveys. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  45. 45. What are some key ways to engage your donors? Provide interesting, content that they will want to share with their networks. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  46. 46. Include eye-catching, beautiful and inspirational imagery with your content. PicMonkey.com is a free, easy-to-use photo-editing tool that lets you add filters, frames, text and effects. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  47. 47. Ask your supporters to share their giving stories. Get creative with social media. Ask your GivingTuesday donors to share their giving stories. Share those photos on your social pages. Then post the contributions on your social media channels. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  48. 48. Ask for other types of support including volunteering or signing petitions. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  49. 49. Start thinking about your end-of-year holiday campaign! 25% of December donations and 8% of annual donations through CanadaHelps are made on December 30th and 31st. Ask Again Offer multiple ways to support your organization. GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  50. 50. How do I know it’s working? Set objectives, then measure and track: • New vs. repeat donors • Website visits through to conversion rate • Track your email metrics: • email list size growth • unsubscribe rates • click-through-rates • open-rates • Social channels • growth • level of engagement: comments, shares, likes, etc. • Number of inbound calls and reason for calls • % of inbound calls versus proactive outbound calls • Survey results • Evaluate your communications GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  51. 51. Takeaways • Report back to your donors and tell inspirational and compelling stories. • Say “Thank You!” and let them know the tangible impact of their donations. Make them feel like they are a part of your team. • Communicate consistently by developing a donor communications strategy which can include a social media and email communications strategy. • Create open 2-way lines of communication and engage them. Provide content that they will want to share with their own networks. • Regularly ask for feedback • Provide different ways for people to support your organization GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  52. 52. Enable your donors to get involved! The more your donors engage with you, the more loyal they’ll become. Ask your donors to: • Join your email list • Follow you on social channels • Share who you are and the importance of your work with others • Volunteer for your organization • Consider different levels of support • Give you permission to include them in your recognition/thank you program GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  53. 53. • It’s how you build awareness and education. • It’s how you can really connect with your donors. • It’s how you inspire action: whether to give, volunteer, share or a combination. • It’s also how you organically grow via SEO. Why is content so important for donor loyalty? GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  54. 54. • Make longer communications easy to skim with strong headlines that pull readers in and increase readership • Avoid the “we/us” — make it about them • Whenever possible, use complimentary photos, videos and graphics • Educate and inspire through stories • Include news and updates on stories and impact Communications that Work GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.
  55. 55. www.CanadaHelps.org 403 – 173 John Street Toronto, ON M5T 1X4 1-888-787-4264 Cindy Younan Manager, Charity Marketing cindyy@canadahelps.org Thank you! Contact me with any questions. www.vimeo.com/canadahelps www.twitter.com/CharityLifeCA www.facebook.com/canadahelps GivingTuesday, co-founded in Canada by GIV3 and CanadaHelps.

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