Slides from the webinar that Stayclassy and Heller Consulting presented on March 27th, 2014 on how to engage both new and casual donors. Nonprofit organizations can expect to learn about how to more efficiently communicate with donors and how to strategize and plan a year-long engagement calendar for your organization.

1. Engaging New
And Casual Donors

2. Jenn Smith
VP Digital Agency
jsmith@teamheller.com
For 17 years Heller Consulting
has focused exclusively on building
technical and strategic solutions for
nonprofits to connect their systems,
team, and community.
TeamHeller.com
Mike Spear
Director of Business Development
Mike@stayclassy.org
We help leaders of Nonprofit
organizations build successful
online fundraising programs
& increase their overall impact.
StayClassy.org

3. Who are we talking about
when we mention “New and
Casual” donors?

4. They’ve donated,
but that’s pretty
much all we know.

5. Known information:
• Name
• Sex
• Address
• Campaign
• Program
• Behavioral tracking

6. But who are they
really?

7. First,
a
li*le
background
90%of first-time donors give for
emotional reasons.

8. First,
a
li*le
background
70%Will not give again
the following year.

9. Why is this?
The vast majority of donor
attrition can be traced to lack of
effective communication is
easily preventable.

10. “Increasing donor retention
by just 10% can double the
lifetime value of your donor
base.”
Adrian Sargeant
Professor of Fundraising
Indiana University

11. Donor retention’s compounding effect:

12. A few things to consider…

13. Consideration #1
All Donors are NOT Created Equal

14. Consideration #1
All Donors are NOT Created Equal

15. Consideration #1
All Donors are NOT Created Equal

16. Consideration #1
All Donors are NOT Created Equal

17. Consideration #1
All Donors are NOT Created Equal

18. Consideration #1
All Donors are NOT Created Equal

19. Every donor you
acquire is an
opportunity to
create a major
donor and lifelong
evangelist.
Casual Donor
Engaged Donor
Recurring Donor
Fundraiser
Lifelong
Fundraising
& Major
Gifts

20. Today’s Focus:
Engage NEW
donors and
maximize their
value over time.
Casual Donor
Engaged Donor
Recurring Donor
Fundraiser
Lifelong
Fundraising
& Major
Gifts

21. Consideration #2
Fundraising is about
Building Relationships
(So don’t be afraid to make it personal)

22. Relationships
are about trust,
connection,
and pursuit of
a common
purpose.

23. It’s easy when
you have a lot
in common…

24. But what
about when
you’re not
sure what you
have in
common?

25. What about when you’re physically far
away from each other?

26. The Team Rubicon Story

27. Appreciation is Viral

28. Consideration #3
Treat your donors like customers.

29. Your donors are
not just
throwing money
away.
They’re buying
something.

30. Donor ROI:
• Positivity
• Impact
• Social proof
• ???

31. Find what they want most for themselves
Try and help them achieve it through
your organization.

32. Remember:
It is 5-10x more
expensive to find a
new customer than
keep an old one.

33. Consideration #4
Embrace serendipity.

34. Mike Sells his
Snowballs

35. Mike Sells his Snowballs

36. Consideration #5
Find your WOW.

37. Wow: /wou/
1. Exclamation: Expressing of
astonishment, wonder, pleasure, or
admiration
2. Noun: A Sensational success
3. Verb: To impress or excite someone
greatly. To Thrill.

38. The fact is:
We remember things in our lives
that are out of the ordinary.

39. Be remarkable.

40. MailChimp:
Solve for
customer
delight.

41. When return on investment is
measured by delight instead of
sales or conversions, there’s a
lot more freedom to be
creative, to be bold, or maybe
even to be creative and bold.
It was liberating…

42. Zappos!
Powered by
Service

43. Zappos! Core Values:
1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and A Little Weirdness
4. Be Adventurous, Creative, and Open Minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships with
Communication
7. Build a Positive Team and Family Spirit
8. Do More with Less
9. Be Passionate and Determined
10. Be Humble

44. K’Naan &
Coca Cola

45. K’Naan & Coca Cola

46. The Mama Hope Example

47. In summary…

48. Nothing happens in a vacuum…
Take stock of where you are and what
you’ve learned, and use it to make
your next appeal that much more
effective.

49. The only way to
win is to learn
faster than
anyone else.
- Eric Ries

50. Learn
BuildGrow

51. Create Synergy
Use more than one tactic on each
persona type. Just take a targeted
approach… like K’naan.

52. Avoid Burnout
People want variety. Give it to
them.

53. Empower
People want to do good. Help them do
so through your organization.
You’re not just making an ask, you’re
creating an opportunity for them to
achieve what they want for
themselves.

54. Include & Unite
People are giving in good faith. Be
transparent, and make them feel in
partnership with your organization and
other community members.

55. And finally…
Don’t forget to have a little fun. J

56. Ideas into Action
Jenn Smith
VP Digital Agency – Heller Consulting

57. How can you better engage with your supporters?

58. Isolated Approach
• Siloed
Systems
• Same
cons7tuents
in
different
systems
• Miscommunica7on,
missed
opportunity,
poor
rela7onships

59. A better approach
• Step
back
from
data
and
systems
• Put
your
Cons7tuents
at
the
center
• How
do
we
want
to
relate
to
our
cons7tuents
and
staff?
• How
do
we
want
them
to
relate
to
us?
• How
can
we
do
more
together?

60. The ideal approach
• Interactions and
initiatives are guided
by an overall
strategy
• Systems are aligned,
one record per
constituent
• Each effort within the
strategy is related to
and influenced by
the other parts
Online
Engagement
Donor
Mission

61. Now that you have all that figured out…
How do you engage with your new (peer-to-peer) donors
year-round?

62. Let’s start with Post-event
This
is
your
staff….
These
are
your
donors….

63. 3 Strategies and Tactics
A
calendar!
Too
simple?
Hardly
done.
Spread
engagement
resources
across
mul7ple
channels
Iden7fy
key
audiences,
map
pathways

64. Your calendar
• Ignore your restraints (for a moment).
• Write out each way you would like to engage
with your new donors each month (or quarter).
• Think about what gifts you can offer, and what
you’ll need to ask them to do.
• You own the calendar, that calendar doesn’t own
you.

65. Iden%fy
key
audiences,
map
pathways

66. Spread
engagement
across
mul%ple
channels
• You are one organization. Does your left
hand know what your right hand is
doing?
• Use your CRM to track how you are
engaging across multiple channels.
• Remember – these are two-way
conversations.

67. More Info: TheConnectedCause.com
The Connected Cause has several whitepapers available that
cover the topics of CRM and Software Solutions written by
Heller Consulting and Idealware.org
Heller Consulting
Integrated Suites
For Nonprofits
Heller Consulting
The New World of
Donor Management
Apps for Nonprofits
Heller Consulting
Insights into CRM
for Nonprofits
Idealware.org
A Consumers Guide
to Donor
Management Systems

68. Thank You!!!
Contact our team:
sales@stayclassy.org
(619) 961-1892
Create a free trial:
www.stayclassy.org/
signup
Contact Jenn Smith
jsmith@teamheller.com
(510) 841-4222
Visit Us Online
www.TeamHeller.com