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Love and Happiness: Building Community with Smart Communications


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Almost every organization struggles with getting new supporters—donors, members, volunteers, or others—and keeping old ones. Luckily, both problems can be solved with smart communications.

This session at the 2017 Nonprofit Technology Conference introduced strategies for building a brand that supporters love, so that they not only engage with your organization once, but do so repeatedly and ultimately encourage others to do so. We discussed ways to clearly communicate with audiences so they better understand who they are supporting and why—and so they’re more likely to come back. Drawing from real-life examples, we explored how you can get supporters to connect with work being done thousands of miles away using creative tools like virtual reality. We also discussed how stories, images, and diverse voices can help your supporters develop deep ties to your work. Finally, we touched on ways to empower your supporters to raise money for you as the ultimate brand ambassadors.

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Love and Happiness: Building Community with Smart Communications

  1. 1. Love and Happiness: Building Community with Smart Communications #17NTClove
  2. 2. Who we are… Jazmyn Henry International Planned Parenthood/WHR @jaztea Amy Sample Ward NTEN @amyrsward Farra Trompeter Big Duck @farra Michael Wogoman Conservation International @ConservationOrg
  3. 3. Please take notes and tweet! Collaborative notes: Session hashtag: #17NTClove
  4. 4. How can you use communications to be the organization that people want to join and continue to be part of?
  5. 5. What is the problem?
  6. 6.
  7. 7.
  8. 8.
  9. 9.
  10. 10. 53% of supporter leave due to lack of communication
  11. 11. “You don’t have what I need.” Problem:
  12. 12. Long distance relationships
  13. 13. “You don’t know why I decided to support you...” Problem: “Or why I won’t support you...”
  14. 14. What can you do about it?
  15. 15. Start with your brand
  16. 16. Clarify your brand strategy
  17. 17. Develop a plan
  18. 18. Set a communications goal
  19. 19. Set your strategies
  20. 20. Create personas: Elle the Environmentalist
  21. 21. Ask… Thank… Report… Repeat...
  22. 22. Show them they = the mission
  23. 23. Develop strong messaging
  24. 24. Tell them what happened
  25. 25. Make them feel special
  26. 26. Share the story
  27. 27. Make your members the star
  28. 28. And keep them in the spotlight
  29. 29. Connect your supporters
  30. 30. Share the love “Dear Heidy and colleagues, thank you so much for the incredibly important and life-saving work you provide to women and families in Guatemala. Know that there are people around the world who support and appreciate the necessary work you do. Lots of love.” “Go for it! You are models of determination and courage.” “Strong women rock! Thank you!” “Good work. We need more people like you!” “I admire your courage and dedication immensely. Thank you for everything you do!” “People like you make the world a better place.” “Love is the message.”
  31. 31. And remember love’s a two-way, omni-channel street
  32. 32. Explore new vehicles
  33. 33. Give your supporters the most unique experiences
  34. 34. Take them to places they’ve never been!
  35. 35. Don’t just tell the story, find ways to help them feel it
  36. 36. Empower supporters to be ambassadors
  37. 37. Engage your audiences
  38. 38. Tap into your members and donors love for you
  39. 39. ...and give them a way to express their feelings
  40. 40. Bonus: Make it easy for them to recruit others to support you
  41. 41. What will you do about it?
  42. 42. What ONE THING will you do?
  43. 43. Questions?
  44. 44. Resources
  45. 45. Resources • Fundraising Effectiveness Reports • Brandraising • 7 Fundamental Rules of Amazing Donor Communications ns/ • What Donors Want When It Comes to Communication ation/ • Money for Good report • Annual Reports: Walking the Talk • Why Donors Stop their Support
  46. 46. How’d we do? Please evaluate. Evaluations: Session name: Love and Happiness: Building Community with Smart Communications
  47. 47. Thank you