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How To Communicate With Supporters Before, During and After a Fundraising Event with John Haydon
- 1. © Constant Contact 2017 How to Communicatewith Supporters Before, During and After a Fundraising Event With nonprofit expert John Haydon 1
- 2. © Constant Contact 2017 Your Host: Bria Sullivan Webinar Content Developer Constant Contact
- 3. • Helped Komen Greater NYC increase their online fundraising by 30%. • Helped the Ellie Fund win a national online fundraising contest ($53,000 in 24-hours). • Helped Twin Cities Habitat for Humanity raise over $215,000 during a #GiveMN event. John Haydon is one of the most sought-after digital marketing experts for nonprofits and charities. He has helped hundreds of nonprofits realize their best marketing and fundraising results. John helps nonprofits, charities and community foundations get more from their digital investments with strategic coaching, consulting, and training. He is also the author of Facebook Marketing for Dummies, and Facebook Marketing All-In-One (Wiley). 3
- 4. Agenda 4 1. How to craft a compelling pitch 2. How to identify and segment your audience 3. How to drive fundraising event registrations 4. How to identify best times to send donation emails 5. How to retain more donors with email
- 5. 5 How to craft a compelling pitch for your eventAgenda
- 6. How to craft a compelling pitch for your event Your sales pitch should cut through the clutter 6 Noise Lack of attention Competition
- 7. How to craft a compelling pitch for your event Find out what is important to your supporters 7 Social media In email metrics Through survey responses Listen to comments on:
- 8. How to craft a compelling pitch for your event 8 Consider your survey questions carefully
- 9. What makes a pitch compelling? How to craft a compelling pitch for your event 9
- 10. 10 How to craft a compelling pitch for your event The 4 Elements of a Compelling Pitch Story Contrast What’s in it for me? (WIIFM) Urgency
- 11. Story How to craft a compelling pitch for your event 11
- 12. Contrast How to craft a compelling pitch for your event 12
- 13. WIIFM How to craft a compelling pitch for your event 13
- 14. Urgency How to craft a compelling pitch for your event 14
- 15. To get your email opened!Your subject line has one job… How to craft a compelling pitch for your event 15
- 16. To get your email opened! How to craft a compelling pitch for your event 16
- 17. What is it? Post this: Recency to offline interaction How to craft a compelling pitch for your event Recency to online interaction Recognition of the sender Subject line Relevance Factors that influence open rate 17
- 18. To get clicks!Your email message has one job… How to craft a compelling pitch for your event 18
- 19. To get clicks! How to craft a compelling pitch for your event 19
- 20. The 3 P’s of a Perfect Email Message Payoff Problem People How to craft a compelling pitch for your event 20
- 21. How to craft a compelling pitch for your event Go tell it on the mountains and in the valleys YOUR PITCH 21
- 22. 22 How to identify and segment your audienceAgenda
- 24. • Donors • Volunteers • Advocates • Marginal interest • Event attendees • Sweepstake participants • Newsletter subscribers All supporters are not created equal 24
- 25. • First-time donors • Returning donors • Monthly donors • Major donors • Gave over a year ago • By donation amount • By program All donors are not created equal 25
- 26. What is it? Post this: First-time donor How to craft a compelling pitch for your event Returning donor Monthly donor Major donor Lapsed donor Segment based on actions, interest and participation By donation amount By event By program 26
- 27. • How to identify/segment your audiences Topics Types of emails Email frequency Let your supporters choose: 27
- 28. Target more highly relevant subscribers with timely marketing emails How to identify/segment your audiences Online donation Volunteer signup Newsletter subscriber Pledge signer Event registrant Survey taker Other actions 28
- 29. NOTE: The “trigger” is the action that kicks off a drip campaign, like joining your list, opening or clicking. How to identify/segment your audiences Use automated messages to communicate in a timely way The Trigger Someone registers for your event 29
- 30. How to identify/segment your audiences Use timed messages to stay top-of-mind Day 1 Day 3 Day 5 Message 1 Message 2 Message 3 “Thank you for registering for our event! Invite your friends.” “Event news, please share.” “Other ways you can help…” 30
- 31. 31 How to drive fundraising event registrations
- 34. Invitepeoplewho: Love the cause Love the community Love the activity Love the sponsor Love the organization 34
- 35. SET UP - 3 months PROMOTE - 1 month REMIND - 1 week INSPIRE The big day! THANK + 1 day WHAT’S NEXT? + 1 week Mobile friendly event page Drive traffic with direct mail Update event page with social proof Close registration and add important details for registrants Update page with event pics (link) Thank again, tell registrants what’s next Develop stories and content Engage community with stories Ask registrants to share top stories with friends Encourage participants to share on social during event Feature event pics Share stories for next event Write email drip campaigns Early registration email campaigns Send 1-2 FOMO emails Email last-minute details to registrants Send email blast with event pics Thank again, tell them what’s next Assemble ambassadors Ambassadors start promoting Ambassadors last-minute push Encourage ambassadors to share on social during event Thank by phone and postcard Coffee and bagels Google Analytics Native ad retargeting Target friends of event registrants Stop all ad campaigns Thank all participants in thank you video Debrief metrics How to drive fundraising event registrants What to do before, during and after an event: a checklist 35
- 36. 36 How to identify best times to send donation emails
- 37. • Easy to send • Promote events, advocacy actions, volunteer opportunities, etc. • Lets you measure engagement • Lets you segment subscribers Examples: • Newsletters • Action alerts • Campaign launch How to identify the best times to send donation emails Blastingyourlist 37 The good
- 38. How to identify the best times to send donation emails • Can be an interruption • Engagement rates can be low • Difficult to drive multiple actions • Competing action calls The bad 38 Blastingyourlist Examples: • Newsletters • Action alerts • Campaign launch
- 39. How to identify the best times to send emails Thebenefitsoftriggeredemails Triggered by subscribers Timely and relevant Repeatedly invites action Engagement rates are higher 2 1 3 4 On-boarding emails Follow-up series Action triggers Retention series 39 Benefits Types
- 40. How to identify best times to send donation emails How to lowerunsubscribesusing opt-outmessaging 40
- 41. How to identify best times to send donation emails 41 MoreTipsforReducingOpt-outs
- 42. How to identify best times to send donation emails 42 Timingis everything 2 1 3 Right people Right content Right time
- 43. How to identify best times to send donation emails 43 Speakto the mostinterested 2 1 3 People interested in events People who downloaded a resource People who joined a campaign
- 44. How to identify best times to send donation emails 44 Alwaysaimto be helpfulto yoursupporters 2 1 3 How can you empower them? How can you connect them with outcomes? How can you be useful?
- 45. 45 How to retain more donors with email
- 46. How to retain more donors with email 46 7 FactorsThatInfluenceDonorRetention Donor feels important Donor feels appreciated Donor gets updates about their impact Donor feels your organization is effective in achieving its mission Donor knows what to expect with each interaction Donor receives sincere and timely ‘Thank You’ Messages Donor has opportunities to make her views known
- 47. 47 On-Boarding Email #1) Say Thanks B A C Message tone: Thank them with no strings attached. Be encouraging and express appreciation. Timing: Immediately after donation. Testing: Create 2-3 variations to split test. This will help you discover the best approach.
- 48. 48 On-Boarding Email #2) Report back about their gift A C Message tone: Talk about what their donation did, not what your organization did. Be encouraging and express appreciation. Timing: If your donor system allows, create a rule to automatically send these messages 30 and 90 days after the gift was made Testing: Create 2-3 variations to split test. This will help you discover the best approach. Also test timing (30 and 90 days). B
- 49. 49 On-Boarding Email #3) Invite donors to give again A C Message tone: Thank them for their support, here’s a new challenge. Timing: Within the first 90 days increases retention. Testing: Create 2-3 variations to split test. This will help you discover the best approach. Test variations with 10% of the list, then use winning elements for 90%. B
- 50. 50 1. Craft a Compelling Pitch a. Story b. Contrast c. WIIFM d. Urgency e. Focus on the 3P’s People, Problem, Payoff 2. Segment based on interest and actions a. Let supporters choose their timing and interests b. Rely on automated emails for more timely messages 3. Drive registrations by preaching to the choir a. Focus on those who already love the cause, supporter, organization b. Make sure you have everything set up before promoting event 4. The best time to send is when your message is most relevant a. Timing is everything b. The most interested are those most engaged with content c. Messages will be welcomed if they are helpful to supporters 5. Retention a. Thank the donor b. Inform them about their gift c. Make the donor feel appreciated Takeaways Summary
- 51. Learn to communicate better with your base Free Email Fundraising Course https://johnhaydon.lpages.co/email- fundraising-basics-ebook/ Stop blasting your list. Start raising more money. 51
Editor's Notes
- BRIA If you’re joining us for the first time, allow me to introduce myself. My name is Bria Sullivan and I’m the Webinar Content Developer here at Constant Contact. I am joined today by a very special guest who I’d like to introduce you to. [CLICK TO NEXT]
- BRIA [READ INTRODUCTION ON SCREEN] [CLICK TO NEXT]
- Cut through the clutter. Attention is at a premium. Noise Lack of attention Competition
- You have to understand your people. If you want to have a successful, compelling event you have to speak their language and understand what their motivations are. Surveys are best conducted in anticipation of an event but make sure it’s timely and relevant. You’ll know when the wrong time to survey is. You want to find out what your supporters are thinking which can help you coordinate for your event.
- If you do survey them, ask the right questions at the right time and be careful what you ask. Don’t be vague. Don’t ask your supporters what you should already know. Don’t make them tell you what they gave.
- Story
- Your subject line has one job...[CLICK] to get someone to open that email!
- Your subject line has one job...[CLICK] to get someone to open that email!
- Your subject line has one job...[CLICK] to get someone to open that email!
- Your subject line has one job...[CLICK] to get someone to open that email!
- Promote your fundraising event. Email is a core part of it. But don’t forget that you need a multi-channel support effort. Should be on: Website Videos Social media posts Commercial ads Prints ads Word of mouth etc
- Some of these people are regulars. Some think it’s the last time they eat there. You want to treat them in different ways.
- If you want people to take any kind of action, you have to understand what motivates them to act!
- The more you can record this information in a contact record the better you can tailor repeat requests for donations.
- (pull from open rates, click rates, surveys, polls) Segment using tags or list based upon their behavior. How much they gave, what programs they gave to, what events they attended. First-time donor Returning donor Monthly donor Major donor Lapsed donor By donation amount By program By event
- Segment based upon these selections Email frequency Type of emails Topics
- Segment based upon these selections Email frequency Type of emails Topics
- You don’t have to send 3 messages, but you could send three.
- Invite people who already: Love the cause Love the community Love the activity Love the sponsor Love the org
- This is a promotional guide with all the things you need to have set up before the event. Also contains info what to do during and after the event
- The best time to send is when they DO something. You can set up different drip, triggered emails or series in order to communicate at the right time for the right people. This is why segmentation is important it comes into play here.
- Setting the expectation in the confirm opt-in message. Here’s what you can expect next: About frequency and content On your thank you page In your follow-up email
- Right people Right content Right time
- People interested in events People who downloaded a resource People who joined a campaign etc.
- How can you empower them? How can you connect them with outcomes? How can you be useful?
- Another example from Charity Water, this one a Thanksgiving appeal. Donor feels important. Donor feels appreciated. Donor gets updates about their impact. Donor feels your organization is effective in achieving its mission. Donor knows what to expect with each interaction. Donor receives sincere and timely thank yous. Donor has opportunities to make her views known.
- Message tone: Thank them with no strings attached. Be encouraging and express appreciation. Timing: Immediately after donation. Testing: Create 2-3 variations to split test. This will help you discover the best approach.
- Message tone: Talk about what their donation did, not what your organization did. Be encouraging and express appreciation. Timing: If your donor system allows, create a rule to automatically sends these messages 30 and 90 days after the gift was made Testing: Create 2-3 variations to split test. This will help you discover the best approach. Also test timing (30 and 90 days).
- Message tone: Thank them for their support, here’s a new challenge. Timing: Within the first 90 days increases retention. Testing: Create 2-3 variations to split test. This will help you discover the best approach. Test variations with 10% of the list, then use winning elements for 90%.