This document provides tips for non-profits to better connect with donors through storytelling and fundraising efforts. It recommends using social media to share stories, photos, and videos of dogs in need of adoption. It also suggests building a fan base through reviews on the website and hosting fundraising events. Specific online fundraising strategies are outlined, including creating donation forms, selling merchandise, and leveraging Giving Tuesday. The overall message is that highlighting individual animal stories and demonstrating fundraising needs can inspire donors to give.

1. How to help your Non-Profit
(or Non-Profit clients)
connect better with donors
@michelleames
@WPCoffeeTalk

2. • Using WordPress 10+ Years
• Head of Customer Success at GiveWP
• Founded WordCamp Rochester
• Podcast Barista at WPCoffeeTalk
• Author, Blogger, Speaker, Serial
Volunteer, Words With Friends
Enthusiast, 11th Hour Expert, Public
Servant, Mother, Cat Staff, Coach,
Photographer, Yadda Yadda Yadda…
About Me

3. “You think dogs will not be in
heaven? I tell you, they will be
there long before any of us.”
-Robert Louis Stevenson

4. WPShelter
Wanda’s Puppy Shelter
•Mission
•Provide care for
ownerless dogs
•Find them fosters and
forever homes

5. Good Boys Have Needs
• People
• Fosters
• Web Maintenance
• Poop Patrol
• Laundry
• Meal Prep & Serve
• Play Companions
• Walkers
• Clean Crates and Cages
• Things
• Food
• Leashes/Harnesses
• Towels
• Blankets
• Toys
• Beds
• Crates
• Vet Care (Immunizations,
spay/neuter, etc.)

6. Needs Cost Money
Wanda Needs Money

7. Wanda Needs to Connect with Donors
•Storytelling
•Use reviews to
stand out
•Build a fan base
•Events and the media
•Online fundraisers
•Leverage
Giving Tuesday

8. Storytelling: Uncover the Stories
•Every dog has a story
•The shelter has a story
•The founders have stories
•Fosters have stories
•Adopters have stories
Every story is motivation &
inspiration for donors to give!

9. Storytelling the Right Way
•Social Media - Images, Links, Video
•Blog posts - Write them up!
•Photos - A picture is worth 1000 words
•Video - Tugs at ALL the heartstrings

10. Key Story Components
•Identify the Mission
•Show How You Fulfill It
~THEN~
•Demonstrate the Need
•Inspire them to Contribute

11. Identify the
Mission
Show how
your shelter
matches pets
with new
owners

12. Demonstrate the Need
Inspire the Giving
Adoptable pet photos -
make them look cute,
lovable, like a new
potential member of the
family NOT pathetic.
However…pathetic
works in before/after
video and photos.
It’s a balancing act.

13. Use Reviews to Stand Out: Build a Good
Reputation (Social Proof)

14. Post Good Reviews on Your Website
Suzanne Nugent
12/07/2019 via Google
They work to place all the adoptable pet into forever homes or rescue. A whole lot of love and effort by staff and volunteers goes into ensuring a happily
ever after for all the animals who come this shelter.
Arthur Radzinski
09/07/2019 via Google
Great veterinary practice. They take very good care of my puppers, and there's always multiple vets staffed, so there isn't much of a wait.
Kate Hawkes
03/07/2019 via Google
I adopted my Annie from RAS. The staff were so kind and patient. Wonderful operation in the heart of the City.
Mike Hinkley
03/06/2019 via Google
Found a cat tried to take care of it for a few days something was wrong with it right front paw so we took it to this place and they probably fixed it and put
it up for adoption he also taking dogs and adopt put them up for adoption check it out the wall is fall full of... Read more
Lisa Clemens
03/06/2019 via Google
Attended the Fast And Furriest. Loved it so much we will return next year. They WILL see an Australian Shepherd, not a lab, win the hotdog bobbing
contest!

15. Build a Fan Base
• Use social media, newsletters, your blog
• Post cute photos
• Share adoption/success stories
• Hold contests

16. Events & Media
(I.e., “I want to pet the dogs”)
• In-person events
bring people in to
see for themselves
• Adopt-a-thon
• Dog Walking
• Dog and Car Wash
• Happy Yappy Hour
• Pet Picture Day
• Puppies on Parade
• Dogs in Costume Party

17. Online Fundraisers
• E-Commerce
• Sell T-shirts
• Create a Dog Calendar to Sell
• Online Donation Forms
• Easy to Find on Your Site
• Tell a Story (images/video)
• No distractions (no pop-ups, contact forms, social feeds)
• SSL Certificate
• Only Fields You Need
• Thank You Page
• Email Receipt
• Consider a Goal Bar
• Tribute Giving
• Recurring Giving

18. Inspire Giving Online: Be Creative
Spring
• Online
“Dollar Jar”
Voting for
Cutest Dog
Summer
• Dog Days of
Summer with
thermometer
goal bar
Fall
• Dog Costume
Photo Contest
(Pay an Entry
Fee)
Winter
• Printable
Download
with Every
Donation

19. Giving Tuesday:
One Day. Year-round Planning.
• Giving Tuesday falls on the Tuesday after American
Thanksgiving
• Thousands of nonprofits vie for donations
• Millions of dollars are donated
• Shared on social media (Facebook promotes this heavily)
• Global movement

20. Planning Begins in Spring
• Create a branded “event”
• Images
• Messaging
• Colors
• Decide on a timeline
• When to start campaigning through social media
• When to send email
• Postcards? Letters?
• Facebook Live

21. Organize and Mobilize Your Team
• Better results when tasks are divided
• Weekly meetings to stay on task and discuss any setbacks,
questions, concerns
• Be creative
• Have fun with it

22. Follow-up
• Transparency: share how well you did and if you made your
goal.
• Didn’t make your goal? Tell people to inspire more giving.
• Make sure your donors receive a proper thank you and feel
your gratitude.
• Debriefing meeting with the team: what went well? what can
you do differently next year? Who is responsible for what follow-
up?
• Ride the wave of engagement. Newsletter signups. Volunteer
opportunities. Adoption opportunities.

23. Be Human
•Mistakes are OK. Learn from them.
•Connect.
•Encourage.

24. Wanda’s New Website Inspires Giving
The Site:
• Includes a blog
• Includes links to social media
• Has great quality images
• A few good videos
• Includes reviews
• Tells a story
• Has a calendar of fundraising events
• Has great online donation forms

25. In the end…
this is all
that matters…

26. This is Maddie.
Rescued in 2015.
WonderPup.

27. Your site can inspire.

28. Or it can stink.

29. Michelle Ames
• Head of customer success, Impress.org
(Give, WP Business Reviews)
• Podcast: WPCoffeeTalk.com
• Website: WorksByMichelle.com
• Twitter, Slideshare, Instagram:
@michelleames
Thank you for having me!