Develop a 6 month Countdown to Christmas NonProfit Fundraising Content Strategy

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Seminar presented at ESCHouston.org
Title: Now's the Time to Get Ready for Your Holiday Fundraising - Come Make a 6 month Content Marketing Plan!


35% to 42% of online giving happens in November and December each year. The average gifts donated at the end of the year are also significantly higher than donations received any other time of the year.

Nonprofit organizations that are most successful at converting holiday spirit into donations recognize these campaigns don’t just happen by accident. The success of your fundraising campaigns is dependent on more than just the message and content - the time spent on research and planning ensures that you identify and promote the campaign to ensure it gains necessary traction starting now.

In this seminar, we’re going to go through the steps of planning out a 6 month content marketing strategy that will build momentum leading up to your end of year fundraising programs.

Key Takeaways:

You’ll learn how to:
* Research your donors and prospective donors to uncover engaging content themes that motivate donors to give more and more often.
* Connect your end of year fundraising goals with your fundraising and marketing programs over the next 6 months and incorporate them into a strategic marketing plan,
* Translate real life case studies and best practices onto your organization’s fundraising goals to apply what you’ve learned for immediate results,
* tips, tricks and more…

Find out how to leverage the holiday spirit of giving throughout your campaigns to increase donations across all quarters, not just the end of year with a strategic content marketing plan!

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Develop a 6 month Countdown to Christmas NonProfit Fundraising Content Strategy

  1. 1. Let’s Make a 6 Month Fundraising Plan!
  2. 2. @sarahmworthy | sarah@worthytech.com | +SarahWorthy 15+ years helping people get things done on the Internet
  3. 3. Create Your 6-Month Editorial Calendar Getting Context Right for Each Donor Segment Write Down Your Fundraising Goals 4 Q&A and Bonus Round (time permitting) @sarahmworthy | sarah@worthytech.com Here’s What We're Going to Do Today
  4. 4. We’re going to do some hard work this morning…
  5. 5. Strategy = Plan
  6. 6. Content = Stories
  7. 7. GOALS Write down SMART goals for what you want to accomplish with your fundraising campaign. How Can Content Grow Your Constituency? TASKS Write down the different types of activities that you believe need to be done in order to reach your Goals. RESOURCES Write down the resources you need to implement your Tasks (money, hours of a person’s time, materials, education/training to fill skills gaps) EVALUATION Write down specific milestones or dates for when you will stop and evaluate your progress. What metrics do you need to be collecting?
  8. 8. Let’s Begin. Step 1: Write Down Your Fundraising Goals
  9. 9. Group Exercise - Write Down Your Top Goals Goal #1 ______________________________ Goal #2 ______________________________ Goal #3 ______________________________
  10. 10. Tactic what tactics will you use ? Tactic what tactics will you use ? Tactic what tactics will you use ? Event Marketing Strategy [High Level] Strategic Planning Content Marketing Strategy Member Retention Marketing Strategy Top 1 or 2 Goals for your .Org’s website. http://www.slideshare.net/sarahmworthy/presentations
  11. 11. [High Level] Strategic Planning
  12. 12. You CAN please everybody all the time… But only if you Segment your Audience. Step 2: Getting Context Right
  13. 13. Two Parts to Your Content: #1) What you’re willing to give #2) What you’re asking for in return
  14. 14. Two Parts to Your Content: #1) What you’re willing to give #2) What you’re asking for in return Basically, this is just your promise.
  15. 15. Two Parts to Your Content: #1) What you’re willing to give #2) What you’re asking for in return This is your Ask or Call to Action
  16. 16. Two Parts to Your Content: #1) What you’re willing to give #2) What you’re asking for in return Use core emotional drivers to personalize your promise.
  17. 17. 18 From the research report “Money for Good” by Hope Consulting 6 Behavioral Segments
  18. 18. Social Motivations Material Motivations Ideological Motivations Giving is Emotional
  19. 19. 20 From the research report “Money for Good” by Hope Consulting 3 Emotional Motivators Materia l Social Social Idealogic al Materia l Idealogic al
  20. 20. 21 From the research report “Money for Good” by Hope Consulting
  21. 21. Segmentation and Content Development Repayers (material) Personal Ties (social) See the Difference (idealogical) • demonstrate impact of your .Org’s mission • provide ways to elevate their sense of importance/value • Provide professional benefits/solutions • Share personal stories from your .Org • Provide ways to invite/include friends and family • Share leadership tools/tips • show how 1 gift makes a big difference • Share interesting research and articles about their beliefs and values • validate their idealogical beliefs
  22. 22. Interests, Problems, Needs by Segment
  23. 23. Two Parts to Your Content: #1) What you’re willing to give #2) What you’re asking for in return Use Relationships to personalize your Ask or Call to Action
  24. 24. Your .Org Members Donors Major Donors Corporate Grants Sponsors Partners Volunteers Service Providers Board Staff Infinite Relational Segments
  25. 25. Segment’s Help Prioritize 26From the research report “Money for Good” by Hope Consulting
  26. 26. Segment Role Channel(s) Emotional Driver(s) Rank (1-6) Repayers major donor gala,phone,email material 1 Casual Givers individual donor website,events material 6 High Impact volunteer email,facebook idealogical 4 Faith Based staff email,facebook social 5 See the Difference, Staff Board website,events idealogical 2 Personal Ties, Volunteers staff email,facebook social 3 1 = most important, 6 = least important Prioritize and Pick Most Important Segments
  27. 27. Top 3 Behavior Segment Relationship Segment Channel(s) Core Motivator(s) #1 #2 #3 Write Down Your Top 3 Donor Segments
  28. 28. Name Segment(s) Channel Profile(s) Amount Donated Recency/F requency Pick 3 Example Members/Donors
  29. 29. Researching Your Audience Interests, Problems, and Needs Bonus: Persona Research Demonstration
  30. 30. 31 https://www.linkedin.com/in/styler1010
  31. 31. Look for common themes among popular conversations and common people/Brands.
  32. 32. Influencer Source List Source Name URL Segment Appeal Theme/Topic Netsquared http://twitter.com/netsquared social nonprofit tech ESCHouston http://eschouston.org material npo leadership
  33. 33. Example Non- Profit Annual Budget 10% - Marketing 20% - Admins/Operations Expenses 70% - Programs RESOURCES AND BUDGET REQUIREMENTS
  34. 34. Proposed Budget for Content Marketing Content Type/Medium Activity Costs Hours Addl notes Blog Post research, write $25 4 expenses like Email Newsletter curate and design $15 3 meals, graphics software, etc.
  35. 35. Step 3: Creating Your Editorial Calendar
  36. 36. 37 From the research report “Money for Good” by Hope Consulting
  37. 37. 38 From the research report “Money for Good” by Hope Consulting
  38. 38. Goal: Get 5 new volunteers for this year’s big conference Hero/story: Mary, this month’s volunteer who referred two new volunteers and 5 new donors last month Segment: social volunteers | personal ties Resources: photos of Mary, time to interview Mary and friends and write a blog post (est 8-10 hours), volunteer intake form/process Milestones: Interview/Research Mary’s story, Write Mary’s story, distribute Mary’s story to current volunteers with call to volunteer, measure volunteer forms and track volunteer signups. Core Driver: social, do community work with friends and family Results: success or failure? if you didn’t reach the goal, why not? did you not have the resources you needed? did you not get the level of engagement you expected?
  39. 39. Consistency is Key Weekly Monthly Daily
  40. 40. Site Traffic Facebook Likes Blogger Referrals Same Story, Different Ways to Read It.
  41. 41. Goal: Hero/story: Segment: Resources: Milestones: Core Driver:
  42. 42. Your Need Who? (Segment) Core Driver Content Delivery Method How do they complete the goal? Content Gap? Increase donation s Repayer Impact of mission email newsletter donate on website donation page fill volunteer positions Personal Ties have fun with friends email, social media register for an event event page increase donation s See the Difference impact story of 1 individual blog donate on website blog post attract new donors Personal Ties fundraise from friends&famil y social media, email peer fundraising contest/site peer site design Frequency: Social Media Posts Per Day Event Per Month Email Newsletter Per Week Blog Posts Per Month 1 32 1
  43. 43. Your Need Who? (Segment) Core Driver Content Delivery Method How do they complete the goal? Content Gap? Frequency:
  44. 44. Social Media and PR/Public Speaking Corporate Sponsorship Fundraising Monthly Friday Morning Breakfasts Thought Leadership and Educational Blogs Weekly Nurturing & DB Emails JUL GOALS Volunteers and Volunteer Prospects Major Donors & Corporate Sponsors Repayers who’ve given at least one cash gift [High-Level] Planning for 6 Months JUN AUG SEP OCT NOV DEC EVENTS AUDIENCE & SEGMENTS ONGOING AVERAGE / MONTH •2 emails •2 blog posts •1 live event •90 social shares Event Volunteer Drive Christmas Event 6-Month Countdown to Christmas - Fundraising Goal is $250,000! Fill Volunteer Positions Story Series - monthly volunteer showcase Corporate Major Gifts- year end tax savings Create Peer Site Staff Training Announce Drive Announce DriveTHEMES Fireworks and Cause Summer’s Ending Apple a Day HealthFair Oktoberfest Pumpkins Thanksgiving Football Last Chance to Give! Event Measure Monthly Event Staff HolidayVolunteer Event Final Push Another thing
  45. 45. JUL Goals: [High-Level] Planning for 6 Months JUN AUG SEP OCT NOV DEC EVENTS AUDIENCE & SEGMENTS ONGOING THEMES
  46. 46. EDITORIAL CALENDAR AND TASKS http://bit.ly/editorial-template
  47. 47. Step 4: Experiment Examples, Tips, Tricks, Questions (Answers)
  48. 48. bit.ly/eschipul-storytelling
  49. 49. Visualize Their Impact
  50. 50. Reasons to Volunteer Depelchin.org
  51. 51. <- Goal = Increase New Memberships Goal -> Increase membership renewals ThinkLA.org
  52. 52. Goal -> Automate content cmhouston.org
  53. 53. CMHouston.org <- Goal = increase email sign-ups Goal -> Decrease the number of phone calls about
  54. 54. Integrate Events/Face time with online messages for max impact • launch volunteer drive party - thank last year’s volunteers with a pool party/cinco de mayo is good for those who time warp, ask your volunteers how they’d like to be thanked • ask them at the party to volunteer again - give them insight into this upcoming drive to fundraise, get them ramped up - let’s try something fun (get a silly physical game for them) • ask them to tell their friends and family to volunteer, give them discounts for their F&F as a thanks, don’t ask them to give you money if they’re giving you time (right now - that can come later on, kk?)
  55. 55. Local Houston Resources www.eschouston.org www.netsquared.org www.meetup.com/NET2Houston+FABdigitalmarketing http://amahouston.net/
  56. 56. Additional Resources www.nten.org www.idealware.org www.aspirationtech.org www.bethkanter.org
  57. 57. Questions? Download The Slide Deck: http://www.slideshare.net/sarahmworthy
  58. 58. Thank You! Presented by Sarah M. Worthy @sarahmworthy | sarah@worthytech.com

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