This document provides tips for non-profits to create a pipeline of donor support. It recommends developing a diversified fundraising plan with multiple streams of income. It also stresses optimizing websites for conversion and creating customized donor journeys through segmentation. Additional tips include focusing on recognition and stewardship of donors, developing engaging content, asking for donations multiple times a year with a thank you in between, and establishing do-it-yourself fundraising events. Data shows non-profits that implement these tactics see increased donations over time. The presentation aims to help non-profits strengthen online fundraising as an important pipeline for growth.

1. Tips for Creating a
Pipeline of Support
Danielle Johnson Vermenton, CFRE
Internet Fundraising Workshop

2. Danielle Johnson Vermenton, CFRE
Principal Consultant
13 yrs at Nonprofits
4 ½ yrs at Blackbaud
Speaker ● Blogger ● Mom ● Author
Former RE & Luminate customer
Guilty pleasures: Grimm, Castle & Bones
@DJVermenton
#nptech

3. What are you doing today?

4. Major
Gifts
Events
Fundraising
Goal
Grants
Planned
Giving
Direct Mail
Board
Gifts
Online
What does your current
budget look like?
Are you dependent on one or
two sources of income?
What’s the projected growth
for the next 2-3 years?
Where are there opportunities
and what are the threats
to your success?
THE PLAN SHOULD BE DIVERSIFIED

5. # of Nonprofits
43% since 2001
What characterizes these organizations?
nimble  multichannel  technology driven
Source: Giving USA
THE STRATEGY & TACTICS
MUST BE COMPETITIVE

6. They want to hear from you online
More than half of donors want to get information
from their favorite charity’s website and by email
Donors aged 50+ preferred visiting the website
and receiving email to stay in touch with
their favorite charity
NTEN & Charity Dynamics Benchmark Study
NO LONGER A TREND, IT’S REALITY

7. Online is Your Pipeline for Growth
Online
Middle &
Major Gifts
Direct Mail
Planned
Giving
Corporate
Giving
Special
Events
Grants &
Foundation
Sustained
Giving
@djvermenton

8. 6 TIPS FOR GETTING
DONORS IN THE PIPELINE
Create a customer journey through segmentation
Focus on recognition, stewardship & engagement
Develop awesome content
Optimize your website for conversion
Ask, thank, then ask again
Establish a DIY event

9. OPTIMIZE YOUR WEBSITE
FOR CONVERSION
Responsive design
Focused on visitor journey
Clear call to actions (CTA)
Multiple touch points
Content & images tell a story
@djvermenton

11. CREATE A CUSTOMER JOURNEY
THROUGH SEGMENTATION
Image source: everypageispageone.com

12. CREATE A CUSTOMER JOURNEY
THROUGH SEGMENTATION
Your entire database is not your audience
Identified segments are your targeted audience
Communications (email, web, social) should target the audience
The general public is not your audience

13. Read it out loud
If it sounds like a commercial,
go back to the drawing board

14. Source: http://www.afpnet.org/Audiences/ReportsResearchDetail.cfm?ItemNumber=20015
For every 100
new or returning
donors
105 were lost and
gave nothing
For every $100 in
new, renewed or
increased support
$96 was lost from
lapsed and smaller
gifts
AFP FEP Study
FOCUS ON RECOGNITION &
STEWARDSHIP

16. We live in a world where people want to express their ideas,
share opinions and participate in the conversation.
When they’re engaged – they feel rewarded & satisfied.

17. I took the pledge!

18. DEVELOP AWESOME STORIES
FOR YOUR AUDIENCE (NOT YOU)
Be strategic, have an integrated plan for the entire
year, coordinate the timing, channels & messages
Stop talking about how great you are,
instead focus on stories & impact that the
audience can relate to
Focus on content that moves people
to take action, engage them in the mission

20. ASK, THANK, THEN ASK AGAIN
Integrate campaigns across channels
Say thank you often
Solicit several times a year
Run multi-message appeals
Segment messages

21. Raise 3-4x more
Sent just before holiday
raised 19%
Sent Early- Dec raised
25% of total
Sent on December 30/31st
raised 56% of total
Kick-off ePostcard
2 versions
Last Chance
Source: analysis of 17 multi-part end-of-year fundraising campaigns

22. Finding Success
2011
Direct mail $10,000
2012
Direct mail $25,000
2013
Direct mail + Online
$40,000
Google analytics spike
when email goes out

23. ESTABLISH A DO-IT-YOURSELF EVENT
Tips for Do It Yourself Fundraising via npENGAGE
http://npengage.com/nonprofit-fundraising/yourself-fundraising/
Have a platform to do it online,
it needs to be easy for the user
Establish a conversion strategy for
event donors/participants
Give people the power to
fundraise for your mission

25. @djvermenton

26. NEXT STEPS
Be realistic about what you can change/implement
Put a plan together with a timeline
Don’t rush change or success
Turn the GPS on, know where you are starting
Celebrate milestones throughout the year
Evaluate and add in new tactics

27. Q
A

28. SAVE THE DATE
Blackbaud Internet Fundraising Summit
Thursday, July 30
Atlanta Zoo
A full day of learning, networking and it’s free!

29. Keep the conversation going
Best Practices, Trends, Thought Leaders
Reports & eBooks
www.npengage.com
Check out my past presentations
http://www.slideshare.net/Danielle_JJohnson
Join us at BBCON
Oct 26-28 in Austin, TX
http://bbconference.com