GuideStar Webinar (05/16/12) - Supersize My Online Savvy: Surefire Steps to Fundraising and Social Success

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GuideStar webinar on 05/16/12.

Presenters: Katya Andresen, Chief Strategy Officer, Network for Good, and Lindsay Nichols, PR and Social Media Marketing Manager, GuideStar USA, Inc.

http://www2.guidestar.org/rxg/news/webinars/webinar-archive.aspx

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GuideStar Webinar (05/16/12) - Supersize My Online Savvy: Surefire Steps to Fundraising and Social Success

  1. 1. Katya Andresen Supersize My Online Savvy: Surefire Steps to Fundraising & Social Success 1www.networkforgood/npo
  2. 2. Speakers Katya Andresen, Chief Strategy Officer, Network for Good Lindsay Nichols, PR and Social Media Marketing Manager, GuideStar USA, Inc. (moderator) #surefiresteps 2 www.networkforgood/npo
  3. 3. Why do we give?A poll!Tell us aboutthe last timeYOU donatedand why 3 www.networkforgood/npo
  4. 4. We gave, yes we did #surefiresteps 4 www.networkforgood/npo
  5. 5. Good fundraisers think like donors. #surefiresteps 5 www.networkforgood/npo
  6. 6. Supersize Tip #1 Switch from asking for money to giving people a way to make a difference. Online and off. #surefiresteps 6 www.networkforgood/npo
  7. 7. 7www.networkforgood/npo
  8. 8. 8www.networkforgood/npo
  9. 9. It’s not what you said, it’s how they felt. #surefiresteps 9 www.networkforgood/npo
  10. 10. Tip #2:Spend at least half of your digital timeon your website. #surefiresteps 10 www.networkforgood/npo
  11. 11. What to worry about most • Overall Impact • Content • Navigation • User Experience • Findability • Socialability Source: Wikibrands #surefiresteps 11 www.networkforgood/npo
  12. 12. 12www.networkforgood/npo
  13. 13. 13www.networkforgood/npo
  14. 14. Tip #3:Put a stronger focus on images. #surefiresteps 14 www.networkforgood/npo
  15. 15. Gift of Life #surefiresteps 15 www.networkforgood/npo
  16. 16. 16www.networkforgood/npo
  17. 17. Tip #4:Instill trust with the right messengers. #surefiresteps 17 www.networkforgood/npo
  18. 18. Which do you trust? The ad or the review? #surefiresteps 18 www.networkforgood/npo
  19. 19. Old world: In marketers we trust. www.networkforgood/npo
  20. 20. Percent of consumers who say theybelieve marketers’ claims* 6%*Forrester, 2009 www.networkforgood/npo
  21. 21. New: In each other we trust. www.networkforgood/npo
  22. 22. Make your champions your messengers. 22 www.networkforgood/npo
  23. 23. Tip #5 Use social proof in all your online engagement. #surefiresteps 23 www.networkforgood/npo
  24. 24. www.networkforgood/npo
  25. 25. www.networkforgood/npo
  26. 26. www.networkforgood/npo
  27. 27. #surefiresteps www.networkforgood/npo
  28. 28. 28www.networkforgood/npo
  29. 29. Tip #6:Be mobile friendly. #surefiresteps 29 www.networkforgood/npo
  30. 30. www.networkforgood/npo
  31. 31. Mobile Giving Is On The Rise 20% of US adults have made a charitable contribution online 9% have made a charitable contribution using text messaging on their phone www.networkforgood/npo
  32. 32. Be Accessible Anywhere, Anytime www.networkforgood/npo
  33. 33. NTEN mobile-friendly emails “13 of the 14 messages with the mobile template performed better, by an average of 2% increase in open rate” www.networkforgood/npo
  34. 34. Tip #7:Make your Donate page one click away– and short and sweet. #surefiresteps 34 www.networkforgood/npo
  35. 35. http://www.thenetworkforgood.org/t5/Elements-of-a-Fantastic-Donation/bd-p/FFWebsiteDN 35 www.networkforgood/npo
  36. 36. Tip #8:Don’t neglect email. It still drives mostdonations. #surefiresteps 36 www.networkforgood/npo
  37. 37. How to improve conversion • Right subject line • Start with story • Say less • Go easy on the eyes • Ask for one thing, explicitly • Obvious and multiple links for action #surefiresteps 37 www.networkforgood/npo
  38. 38. Tip #9:Don’t write off slacktivists. #surefiresteps 38 www.networkforgood/npo
  39. 39. What is it? www.networkforgood/npo
  40. 40. www.networkforgood/npo
  41. 41. www.networkforgood/npo
  42. 42. Momentum of compliance www.networkforgood/npo
  43. 43. Tip #10:Don’t forget the most important rule ofa fundraiser: Keeping the donors youhave. #surefiresteps 43 www.networkforgood/npo
  44. 44. Thank you template• Address the donor directly• Vivid image or mini story of what the donor made possible• THEN say thank you and give the donor credit• Express gratitude for the specific gift amount, noting the date plus language on tax deductibility.• Tell the donor when and how you’ll be in touch and share contact information• Thank them again and sign a real person’s name #surefiresteps 44 www.networkforgood/npo
  45. 45. It’s about the donor getting credit #surefiresteps www.networkforgood/npo
  46. 46. The Personal Touch The typewritten part of the note I received from Ocracoke Child Care is about as short as you can get, something close to “Thanks for the donation. We really appreciate it. This letter is your receipt.” But the letter is still on my desk because of what fills up all the white space left under that short official note — this drawing. #surefiresteps -Kivi Leroux Miller www.networkforgood/npo
  47. 47. katya.andresen@networkforgood.orgwww.nonprofitmarketingblog.comTwitter: @katyaN4G
  48. 48. Connect with GuideStar • Facebook.com/GuideStarUSA • Twitter: @GuideStarUSA • Google +: +GuideStar • Pinterest.com/guidestar/ #surefiresteps 48 www.networkforgood/npo

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