Getting your donors       to fall in love            with you                     #donorlove     Eric Rubin & Farra Trompe...
bigducknyc.com
#donorlove@farra@bigduck@rubinericp@salsalabs              bigducknyc.com
What we’ll discuss•  Why this matters•  Ways to tell if your donors love you•  How to get donors to fall in love with you•...
Why are you here?                    bigducknyc.com
Tell each other•  Name•  Organization•  One adjective: How does your org feel   about its donors?•  One adjective: How do ...
Why are we here?                   bigducknyc.com
bigducknyc.com
Use your brand to drivefundraising communications•  Feature your ‘big idea’ and personality•  Bring your audience into the...
http://www.businessinsider.com/how-to-pick-up-a-co-worker-carefully-2011-3                                                ...
Keeping donors is harderthan getting them.•  First year donor retention is 29.3%.•  Fundraising email response rate is 0.1...
“Improving donor retention byjust 10% can double the lifetimevalue of your donor database.”~ Adrian Sargeant, fundraising ...
Are your donors inlove with you?                     bigducknyc.com
1. She spends her money andher time.                         bigducknyc.com
2. She gives to you on aregular basis.                           bigducknyc.com
3. She acts when you ask,and asks when you act.                            bigducknyc.com
4. She raises money for you too.                            bigducknyc.com
5. She reads what you send.                              bigducknyc.com
6. She answers when you call.                           bigducknyc.com
7. She comes to your parties.                            bigducknyc.com
8. She wears it on her sleeve.                             bigducknyc.com
9. She knows where hermoney goes.                         bigducknyc.com
10. She thinks giving to youis easy.                               bigducknyc.com
11. She talks about what you do.                            bigducknyc.com
Ways to tell if she’s in love…1.  She volunteers.2.  She gives regularly.3.  She takes action.4.  She asks friends to give...
How to do it…                bigducknyc.com
Use tools to managefundraising communications•  CRM/donor database•  Customizable donation pages•  Email blasts and messag...
bigducknyc.com
What is                             ?The Salsa Platform is…A single, fully-integrated, online platform thathelps any nonpr...
Case Study:ForestEthics               bigducknyc.com
ForestEthics	  used	  their	  fight	  against	  tar	  sands	  in	  Canada	  to:	  • 	  Engage	  and	  grow	  their	  base	 ...
1)	  Signup	  to	  Speak	  We	  invited	  BriCsh	  Columbians	  to	  sign	  up	  to	  speak	  at	  official	  Enbridge	  pub...
2)	  Submit	  a	  Public	  Comment	  
3)	  Engage	  via	  a	  Microsite	  and	  PeCCon	  
4)	  Rally	  to	  Show	  Support	  &	  Connect	   In	  rally	  city:	  Supporters	  were	   asked	  to	  rally	  against	 ...
5)	  Share	  News	  We	  shared	  news	  coverage	  of	  the	  government’s	  outrageous	  response	  with	  our	  support...
6)	  Query,	  Segment,	  Target	  • 	  Queried	  supporters	  based	  on	  demographics,	  geography,	  past	  acCons	  ta...
7)	  Test	  A/B	  Split	  list	  tested	  subject	  lines	  and	  send	  Cmes	  on	  their	  acCon	  alerts	  and	  donaCo...
8)	  Track	  Followed	  mail	  summary	  reporCng	  on	  opens,	  clicks,	  conversions,	  etc	  all	  in	  real	  Cme	  t...
9)	  Leverage	  Matching	  Grants	  Encouraged	  supporters	  to	  donate	  with	  match	  and	  Cght	  deadline	  (<	  24...
10)	  Ask	  for	  Specific	  Support	  When	  they	  announced	  the	  launch	  of	  ‘ForestEthics	  Advocacy’	  and	  aske...
11)	  Encourage	  Monthly	  Giving	  DonaCon	  page	  allows	  donors	  become	  monthly	  sustainers	  
12)	  Drive	  Supporters	  to	  Tell-­‐a-­‐Friend	   Tell-­‐a-­‐friend	  pages,	  Facebook,	   Twioer,	  LinkedIn,	  and	 ...
13)	  Find	  Your	  Influencers	  
Takeaways            bigducknyc.com
Build a foundation for successYour donors need to…1.  Exist2.  Know who the heck you are3.  Expect communications from you...
Communicate often – andwhere they arehttp://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf            ...
Understand why they give•    I believe in the cause                                                  [65%]•    I want to h...
Ask why they care – and use ithttp://www.parentprojectmd.org                                 bigducknyc.com
Shift your thinkinghttp://www.ssireview.org/articles/entry/the_permanent_disruption_of_social_media                       ...
Make it easy to get involved –beyond donatinghttp://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf    ...
Collect data and target andsegment asksSegment               Criteria                         GoalKey multi-year        At...
So tell us…What is one thing you will try?                    bigducknyc.com
Resources            bigducknyc.com
Posts and Books•    The Duck Call Blog: www.bigducknyc.com/blog     - Five approaches to keep your donors engaged     - 11...
Research•  AFP: Fundraising Effectiveness Project   http://www.afpnet.org/files/ContentDocuments/   FEP2011FinalReport.pdf...
Articles•  "I Do." Engaging in a Committed Online Relationship•  Thats Engaging: Keep Supporters Engaged Year   Round•  Ho...
Contact Big Duck  bigducknyc.com  bigducknyc.com/blog  facebook.com/bigduck  twitter.com/bigduck                         b...
Contact Salsa  salsalabs.com  salsalabs.com/blog  facebook.com/salsalabs  twitter.com/salsalabs                           ...
Upcoming Workshops2/19 Webinar: Brandraising3/21 Bagels at Big Duck: Advanced Social     Media Training4/11 NTEN Conferenc...
Upcoming Workshops2/21 Salsa Live! From like to LOVE: Get     more Action from Social Media…    Book Launch Party: Social ...
bigducknyc.com
Getting Your Donors To Fall In Love With You
Getting Your Donors To Fall In Love With You
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Getting Your Donors To Fall In Love With You

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Workshop I co-presented with Eric Rubin, Salsa Labs, at Foundation Center-DC. Together we discussed how important it is to not just attract donors, but to keep them. We explored 11 ways you can tell if your donors love you and a case study of ForestEthics. More resources here: http://bit.ly/donorlove

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  • FIRST, BE CLEAR ON WHAT YOU”RE TALKING ABOUT: Know your own brand. Make sure everything you say or do reinforces a coherent and compelling identity. Our model for understanding how your brand informs all communications.BUT YOUR BRAND IALONE SN’T ENOUGH.
  • Show parts of these infographics?http://www.nonprofitmarketingblog.com/comments/the_great_donor_exodus_and_what_to_do_about_ithttp://www.nonprofitmarketingblog.com/site/why_donors_stop_their_support
  • rgb(202, 220, 216)rgb(199, 217, 212)rgb(178, 202, 206)rgb(185, 207, 202)
  • While this webinar isn’t a product demonstration, a key component of our awesome online toolset called SALSA is the advocacy package. It contains tools for easily setting up petitions, letters to the editor, and other online actions directed at your target(s) of choice.
  • HIGH LEVEL ASK – 4,000 people signed up!Method: Sent targeted emails -- first to people who submitted a public commentThen emailed the list about speaking (salsa makes it easy to target the people who signed up and communicate with them directly)People who signed up we printed out all their registrations and hand delivered them.
  • EASY ACTIONForestEthics had been running a campaign targeting Enbridge – the oil company who wanted to build the pipeline -- for a while. Our online supporters had been sending emails to Enbridge and we’d done significant on the ground postcard collection. But then, a public comment period opened up and created an outstanding opportunity for supporters to have an even bigger impact by submitting official public comments.“We created a communications arch that engaged supporters. We started with easier actions like petitions then targeted actions, and moved gradually into high-threshold acts like event sign ups and donations,
  • We shared this response with members and to galvanize support for our cause created a petition they could sign to fight back against the government’s bullying tactics. We worked with Radical Designs to create a microsite that gave our petition a little extra oomph. We emailed our supporters and asked them to sign it.
  • Next, we gathered our supporters up for a bigger action: a live rally. We also collected signatures at the rally and uploaded them into our account on Salsa.
  • Canada’s government was outraged so many people were raising concerns about the pipeline and, that so many had signed up to speak in hearings and blamed environmental groups. This was when all of us at ForestEthics were labeled “enemies of Canada.”The government began a crackdown on environmental organizations and labeled those opposed to the Enbridge pipeline “radicals” and “eco saboteurs.” Hinted at more serious actions that would attack npo funding.
  • Canada’s government was outraged so many people were raising concerns about the pipeline and, that so many had signed up to speak in hearings and blamed environmental groups. This was when all of us at ForestEthics were labeled “enemies of Canada.”The government began a crackdown on environmental organizations and labeled those opposed to the Enbridge pipeline “radicals” and “eco saboteurs.” Hinted at more serious actions that would attack npo funding.
  • Canada’s government was outraged so many people were raising concerns about the pipeline and, that so many had signed up to speak in hearings and blamed environmental groups. This was when all of us at ForestEthics were labeled “enemies of Canada.”The government began a crackdown on environmental organizations and labeled those opposed to the Enbridge pipeline “radicals” and “eco saboteurs.” Hinted at more serious actions that would attack npo funding.
  • Canada’s government was outraged so many people were raising concerns about the pipeline and, that so many had signed up to speak in hearings and blamed environmental groups. This was when all of us at ForestEthics were labeled “enemies of Canada.”The government began a crackdown on environmental organizations and labeled those opposed to the Enbridge pipeline “radicals” and “eco saboteurs.” Hinted at more serious actions that would attack npo funding.
  • As our petition signatures grew, evidence surfaced that the CA government was keeping enemy and ally lists in their campaign to push the pipeline through. One of the allies was the National Energy Board conducting the public hearings that we’d asked our supporters to submit comments to, and sign up to speak for earlier. We filed a motion to demand that these hearings would be fair and democratic. Then we asked our supporters for money to help us win this fight.
  • As our petition signatures grew, evidence surfaced that the CA government was keeping enemy and ally lists in their campaign to push the pipeline through. One of the allies was the National Energy Board conducting the public hearings that we’d asked our supporters to submit comments to, and sign up to speak for earlier. We filed a motion to demand that these hearings would be fair and democratic. Then we asked our supporters for money to help us win this fight.
  • As all of this engagement has been going on, we’ve been building increasing enthusiasm for our cause with our own members, but we also wanted to grow our base of supporters. So, we did a few things to help grow that base: At the rally, we asked participants to sign our petition. We uploaded these supporters into our Salsa account.After the rally, we reported back to our members and asked them to help build on our momentum. We told our members about a matching grant that would support their efforts to invite friends to support our cause. For each new signature, they would generate a $1 donation for FE. About 22% of online petition signers were newWe asked rally participants to sign our petition and uploaded them into our Salsa account. We partnered with Care2 and Change.org to promote our campaigns to their members. We did this by running our petition on their websites to give members an opportunity to join ForestEthics’ list. Paid acquisition was something newer for ForestEthics and so we did several small targeted buys to test out performance and each time we saw good returns. In terms of actions taken, we have seen our paid acquisition names deliver over 5 times the number of click-throughs that on-the-ground collection has generated. Sometimes more.
  • As all of this engagement has been going on, we’ve been building increasing enthusiasm for our cause with our own members, but we also wanted to grow our base of supporters. So, we did a few things to help grow that base: At the rally, we asked participants to sign our petition. We uploaded these supporters into our Salsa account.After the rally, we reported back to our members and asked them to help build on our momentum. We told our members about a matching grant that would support their efforts to invite friends to support our cause. For each new signature, they would generate a $1 donation for FE. About 22% of online petition signers were newWe asked rally participants to sign our petition and uploaded them into our Salsa account. We partnered with Care2 and Change.org to promote our campaigns to their members. We did this by running our petition on their websites to give members an opportunity to join ForestEthics’ list. Paid acquisition was something newer for ForestEthics and so we did several small targeted buys to test out performance and each time we saw good returns. In terms of actions taken, we have seen our paid acquisition names deliver over 5 times the number of click-throughs that on-the-ground collection has generated. Sometimes more.
  • Show parts of these infographics?http://www.nonprofitmarketingblog.com/comments/the_great_donor_exodus_and_what_to_do_about_ithttp://www.nonprofitmarketingblog.com/site/why_donors_stop_their_support
  • Getting Your Donors To Fall In Love With You

    1. 1. Getting your donors to fall in love with you #donorlove Eric Rubin & Farra Trompeter Big Duck | Salsa Labs Foundation Center DC February 14, 2013 bigducknyc.com
    2. 2. bigducknyc.com
    3. 3. #donorlove@farra@bigduck@rubinericp@salsalabs bigducknyc.com
    4. 4. What we’ll discuss•  Why this matters•  Ways to tell if your donors love you•  How to get donors to fall in love with you•  Resources bigducknyc.com
    5. 5. Why are you here? bigducknyc.com
    6. 6. Tell each other•  Name•  Organization•  One adjective: How does your org feel about its donors?•  One adjective: How do your donors feel about you? bigducknyc.com
    7. 7. Why are we here? bigducknyc.com
    8. 8. bigducknyc.com
    9. 9. Use your brand to drivefundraising communications•  Feature your ‘big idea’ and personality•  Bring your audience into the story•  Consistently connect your messaging across channels bigducknyc.com
    10. 10. http://www.businessinsider.com/how-to-pick-up-a-co-worker-carefully-2011-3 bigducknyc.com
    11. 11. Keeping donors is harderthan getting them.•  First year donor retention is 29.3%.•  Fundraising email response rate is 0.13%.•  67% of donors plan to eliminate or reduce support to nonprofits that over‐solicit.•  Recurring gift donors only account for 10% of all U.S. donors.http://www.npengage.com/nonprofit-research/5-troubling-nonprofit-statistics/ bigducknyc.com
    12. 12. “Improving donor retention byjust 10% can double the lifetimevalue of your donor database.”~ Adrian Sargeant, fundraising researcherhttp://www.etsy.com/listing/57289587/dollar-origami-mini-double-valentine bigducknyc.com
    13. 13. Are your donors inlove with you? bigducknyc.com
    14. 14. 1. She spends her money andher time. bigducknyc.com
    15. 15. 2. She gives to you on aregular basis. bigducknyc.com
    16. 16. 3. She acts when you ask,and asks when you act. bigducknyc.com
    17. 17. 4. She raises money for you too. bigducknyc.com
    18. 18. 5. She reads what you send. bigducknyc.com
    19. 19. 6. She answers when you call. bigducknyc.com
    20. 20. 7. She comes to your parties. bigducknyc.com
    21. 21. 8. She wears it on her sleeve. bigducknyc.com
    22. 22. 9. She knows where hermoney goes. bigducknyc.com
    23. 23. 10. She thinks giving to youis easy. bigducknyc.com
    24. 24. 11. She talks about what you do. bigducknyc.com
    25. 25. Ways to tell if she’s in love…1.  She volunteers.2.  She gives regularly.3.  She takes action.4.  She asks friends to give.5.  She cares what you have to say.6.  She answers the phone.7.  She attends events.8.  She buys and wears your goodies.9.  She feels good about giving to you.10.  She gives to you --- again.11.  She understands you and talks about it. bigducknyc.com
    26. 26. How to do it… bigducknyc.com
    27. 27. Use tools to managefundraising communications•  CRM/donor database•  Customizable donation pages•  Email blasts and message scheduling•  Peer-to-peer fundraising•  Event ticketing and promotion•  Advocacy campaigns•  Social media integration bigducknyc.com
    28. 28. bigducknyc.com
    29. 29. What is ?The Salsa Platform is…A single, fully-integrated, online platform thathelps any nonprofits & political campaigns ofall sizes to fundraise, advocate,communicate and organize anytime,anywhere. bigducknyc.com
    30. 30. Case Study:ForestEthics bigducknyc.com
    31. 31. ForestEthics  used  their  fight  against  tar  sands  in  Canada  to:  •   Engage  and  grow  their  base  •   Raise  money  • …and  WIN  (?)  
    32. 32. 1)  Signup  to  Speak  We  invited  BriCsh  Columbians  to  sign  up  to  speak  at  official  Enbridge  public  hearings  via  a  Salsa  signup  page.    
    33. 33. 2)  Submit  a  Public  Comment  
    34. 34. 3)  Engage  via  a  Microsite  and  PeCCon  
    35. 35. 4)  Rally  to  Show  Support  &  Connect   In  rally  city:  Supporters  were   asked  to  rally  against  the   pipeline  in  Vancouver.     Supporters  signed  up  via  a   signup  page.   Outside  rally  city:  We  asked   supporters  to  sign  our  peCCon,   which  we  printed  and   displayed  at  the  rally  flowing   out  of  a  faux  pipeline  (leV).  
    36. 36. 5)  Share  News  We  shared  news  coverage  of  the  government’s  outrageous  response  with  our  supporters  and  encouraged  them  to  fight  back.   “  Unfortunately,  there  are  environmental  and  other   radical  groups  that  would  seek  to  block  this  opportunity   to  diversify  our  trade(…)   These  groups  threaten  to  hijack  our  regulatory  system  to   achieve  their  radical  ideological  agenda.  They  seek  to   exploit  any  loophole  they  can  find,  stacking  public   hearings  with  bodies  to  ensure  that  delays  kill  good   projects…”  –  Joe  Oliver,  Minister  of  Natural  Resources    
    37. 37. 6)  Query,  Segment,  Target  •   Queried  supporters  based  on  demographics,  geography,  past  acCons  taken,  donaCon  history,  etc  •   Set  simple  scoring  algorithms  •   Created  group  segments  and  “smart  groups”  for  targeCng  over  Cme  
    38. 38. 7)  Test  A/B  Split  list  tested  subject  lines  and  send  Cmes  on  their  acCon  alerts  and  donaCon  asks  
    39. 39. 8)  Track  Followed  mail  summary  reporCng  on  opens,  clicks,  conversions,  etc  all  in  real  Cme  to  track  how  emails  were  performing  
    40. 40. 9)  Leverage  Matching  Grants  Encouraged  supporters  to  donate  with  match  and  Cght  deadline  (<  24  hours)  
    41. 41. 10)  Ask  for  Specific  Support  When  they  announced  the  launch  of  ‘ForestEthics  Advocacy’  and  asked  supporters  for  financial  support  (not  tax-­‐free),  they  donated  at  record-­‐breaking  rates.  
    42. 42. 11)  Encourage  Monthly  Giving  DonaCon  page  allows  donors  become  monthly  sustainers  
    43. 43. 12)  Drive  Supporters  to  Tell-­‐a-­‐Friend   Tell-­‐a-­‐friend  pages,  Facebook,   Twioer,  LinkedIn,  and  other  share   opCons  share  the  campaign  with  an   exponenCal  number  of  new  and  old   supporters  
    44. 44. 13)  Find  Your  Influencers  
    45. 45. Takeaways bigducknyc.com
    46. 46. Build a foundation for successYour donors need to…1.  Exist2.  Know who the heck you are3.  Expect communications from you4.  See you where they already are5.  Know why their support is needed6.  Trust that you’re legit7.  Be able to help easily8.  Be big enough to justify the expense bigducknyc.com
    47. 47. Communicate often – andwhere they arehttp://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf bigducknyc.com
    48. 48. Understand why they give•  I believe in the cause [65%]•  I want to help make change happen [30%]•  I have friends/family who support it [20%]•  I know someone who has recvd services [19%]•  The charity asked for my help [18%]•  I want to set a good example [16%]•  I want to connect with others… [15%]•  I have recvd services from this org [12%] http://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf bigducknyc.com
    49. 49. Ask why they care – and use ithttp://www.parentprojectmd.org bigducknyc.com
    50. 50. Shift your thinkinghttp://www.ssireview.org/articles/entry/the_permanent_disruption_of_social_media bigducknyc.com
    51. 51. Make it easy to get involved –beyond donatinghttp://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf bigducknyc.com
    52. 52. Collect data and target andsegment asksSegment Criteria GoalKey multi-year At least one gift over the Upgrade/automaticdonors previous two years recurring giftNew/one-time A sign gift within the past Second gift, multi-donors 18 months year donorLapsed donors Last gift > 18 months Reactivation giftNondonors Never given First gifthttp://www.pursuant.com/blog/10-ingredients-that-produce-wildly-successful-appeals-%E2%80%93-audience-segmentation/ bigducknyc.com
    53. 53. So tell us…What is one thing you will try? bigducknyc.com
    54. 54. Resources bigducknyc.com
    55. 55. Posts and Books•  The Duck Call Blog: www.bigducknyc.com/blog - Five approaches to keep your donors engaged - 11 ways you can tell your donors love you - Engaging your supporters with online actions•  The Salsa Blog: salsalabs.com/blog•  Books: - Building Donor Loyalty by Adrian Sargeant and Elaine Jay - Keep Your Donors: The Guide to Better Communications & Stronger Relationships by Tom Ahern and Simone P. Joyaux bigducknyc.com
    56. 56. Research•  AFP: Fundraising Effectiveness Project http://www.afpnet.org/files/ContentDocuments/ FEP2011FinalReport.pdf•  Blackbaud: Charitable Giving Report https://content.blackbaud.com/ CharitableGivingReport.html•  NTEN: Nonprofit Donor Engagement Benchmark Study http://www.nonprofitdonorengagement.com/ CD_Nten_BenchmarkReport_Final.pdf•  Urban Institute: Donor Retention Matters http://www.urban.org/UploadedPDF/412731-Donor- Retention-Matters.pdf bigducknyc.com
    57. 57. Articles•  "I Do." Engaging in a Committed Online Relationship•  Thats Engaging: Keep Supporters Engaged Year Round•  How A Donor Communications Program Keeps Donors Giving and Giving•  A Consumers Guide to Low Cost Donor Management Systems•  Email Service Provider Comparison•  5 Steps to Finding the Right Email Service Provider•  A/B Testing on Constant Contacthttp://bitly.com/donorlove bigducknyc.com
    58. 58. Contact Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck bigducknyc.com
    59. 59. Contact Salsa salsalabs.com salsalabs.com/blog facebook.com/salsalabs twitter.com/salsalabs bigducknyc.com
    60. 60. Upcoming Workshops2/19 Webinar: Brandraising3/21 Bagels at Big Duck: Advanced Social Media Training4/11 NTEN Conference: Campaigns as An Experience of Your Brand4/23 Training: How to Get Campaign Readyhttp://www.bigducknyc.com/resources/workshops bigducknyc.com
    61. 61. Upcoming Workshops2/21 Salsa Live! From like to LOVE: Get more Action from Social Media… Book Launch Party: Social Change Anytime Everywhere10/9 Salsa Community Conferencehttp://www.salsalabs.com/events bigducknyc.com
    62. 62. bigducknyc.com

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