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

1. Katya Andresen
Supersize My Online Savvy:
Surefire Steps to Fundraising &
Social Success 1
www.networkforgood/npo

2. Speakers
Katya Andresen, Chief Strategy Officer,
Network for Good
Lindsay Nichols,
PR and Social Media Marketing Manager,
GuideStar USA, Inc. (moderator)
#surefiresteps 2
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3. Why do
we give?
A poll!
Tell us about
the last time
YOU donated
and why
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4. We gave, yes we did
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5. Good fundraisers think like donors.
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6. Supersize Tip #1
Switch from asking for money to giving
people a way to make a difference.
Online and off.
#surefiresteps 6
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7. 7
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8. 8
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9. It’s not what you said, it’s how they felt.
#surefiresteps 9
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10. Tip #2:
Spend at least half of your digital time
on your website.
#surefiresteps 10
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11. What to worry about most
• Overall Impact
• Content
• Navigation
• User Experience
• Findability
• Socialability
Source: Wikibrands
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12. 12
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13. 13
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14. Tip #3:
Put a stronger focus on images.
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15. Gift of Life
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16. 16
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17. Tip #4:
Instill trust with the right messengers.
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18. Which do you trust? The ad or the review?
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19. Old world: In marketers we trust.
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20. Percent of consumers who say they
believe marketers’ claims*
6%
*Forrester, 2009
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21. New: In each other we trust.
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22. Make your champions your messengers.
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23. Tip #5
Use social proof in all your online
engagement.
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27. #surefiresteps
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28. 28
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29. Tip #6:
Be mobile friendly.
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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
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32. Be Accessible Anywhere, Anytime
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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”
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34. Tip #7:
Make your Donate page one click away
– and short and sweet.
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35. http://www.thenetworkforgood.org/t5/Elements-of-a-
Fantastic-Donation/bd-p/FFWebsiteDN 35
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36. Tip #8:
Don’t neglect email. It still drives most
donations.
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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
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38. Tip #9:
Don’t write off slacktivists.
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39. What is it?
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42. Momentum of compliance
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43. Tip #10:
Don’t forget the most important rule of
a fundraiser: Keeping the donors you
have.
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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
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45. It’s about the donor getting credit
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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
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47. katya.andresen@networkforgood.org
www.nonprofitmarketingblog.com
Twitter: @katyaN4G

48. Connect with GuideStar
• Facebook.com/GuideStarUSA
• Twitter: @GuideStarUSA
• Google +: +GuideStar
• Pinterest.com/guidestar/
#surefiresteps
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