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New Year, New Donors
The document provides tips for nonprofit organizations to engage donors in the new year through more personalized communication strategies. It recommends focusing marketing communications on the individual donor and their impact rather than on the organization. Specific tips include collecting donor stories, using high-quality images that bring the donor's impact to life, testing different communication channels and content, and creating project plans to guide input and keep messaging focused. The overall goal is to strengthen donor relationships and stewardship through more personal and targeted communications.
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New Year, New Donors
- 1. New Year, NewDonors DonorPerfect 12.13.12
- 2. New Year, NewDonors How can creative, direct marketing and technology work to show donors you know and love them?
- 3. New Year, NewDonors Flip the Focus Its about YOU the donor. • Who did YOU help • What did YOU make happen • What can’t be done without YOU • Why is YOUR gift critical Credit: Tom Ahearn Look for WE, US and OUR in your copy and change to YOU
- 4. New Year, NewDonors Flip the Focus Make 2013 the Year of Donor Stories • Deputize every board member and volunteer as “story-collectors” • Make it part of everyone’s role to find stories • Keep an eye on your social sites. Follow up on comments that could turn into stories • Create an official monthly plan to gather a new story • ASK! people love to share their story!
- 5. New Year, NewDonors G G Get action not just eyeballs
- 6. New Year, NewDonors Gather Great Images Get eye-level and close up
- 7. New Year, NewDonors Gather Great Images Make Images Sharable
- 8. New Year, NewDonors Gather Great Images Tie images to you – add your branding on images posted to social sites
- 9. New Year, NewDonors Using images to engage: Invite donors, volunteers and participants to post event pictures to photo galleries on Facebook, Flickr, Pinterest, Instagram.
- 10. New Year, NewDonors Work your Images Turn pictures into video http://animoto.com/education/case_studies#civilrights
- 11. New Year, NewDonors Work your Images • Turn pictures into mini- marketing • Share your story online • Re-purpose in print • Add to your annual report • Create an email series • Include in direct mail • Build recognition by using a consistent style https://www.facebook.com/ThePhiladelphiaFoundation
- 12. New Year, NewDonors Build a Photo-story • Thank you gift • Document a capital project • Personalized “brochure” • Major donor presentations • Event keepsake • Incentive for giving levels
- 13. New Year, NewDonors Make it Personal Respect your List • Eliminate duplicates • Check spelling – Cathy is not Kathy • Note email unsubscribes in your main database • Add a form to update addresses to your website • Create a process for getting new contacts into the database • Segment
- 14. New Year, NewDonors Make it Personal Tactics for personalization • Cold call vs friend call • Add personal notes from board members and volunteers • Variable data — giving history, specific interests • Friends asking friends • Volunteer led events
- 15. New Year, NewDonors Make it Personal Tactics for personalization • Cold call vs friend call • Add personal notes from board members and volunteers • Variable data — giving history, specific interests • Friends asking friends • Volunteer led events
- 16. New Year, NewDonors Opportunities What is the BEST way to connect with donors? • Direct Mail OFTEN! • Email • Website • Social Media • Events
- 17. New Year, NewDonors If you haven’t tried everything you may not know what could work • Test • To test you need a list – a big list • To get your own big list: – Invite people to join – Research prospects – Rent lists
- 18. New Year, NewDonors How do you test? • Make only one change at a time • Provide that option to a portion of your list • Track the different response
- 19. New Year, NewDonors Or try major changes on small projects • Experiment with different email content and formats • Consequences of “failure” are low and you will learn things you can apply to “ask” communications
- 20. New Year, NewDonors Or try major changes on small projects • Experiment with different email content and formats • Consequences of “failure” are low and you will learn things you can apply to “ask” communications
- 21. New Year, NewDonors Or try major changes on small projects • Experiment with different email content and formats • Consequences of “failure” are low and you will learn things you can apply to “ask” communications
- 22. New Year, NewDonors Email Process: • Monthly story meeting, quarterly visit to take pictures • Writer develops 2-8 new stories balancing content and keyword optimization • Stories posted on website in “news” (blog area) • Content excerpted and linked to create social posts for the month • Three stories selected to be highlighted in monthly enews that goes to people who have contacted the school for more information • All stories include links back to site to engage visitors
- 23. New Year, NewDonors What Gets In Your Way? Project Process - Breakdown Ahead • Design by committee • Content by volunteers • Approval by board Lots of opinions = watered-down message
- 24. New Year, NewDonors What Gets In Your Way? Project Process – tools to guide you • Communication Plan • Action Plan • Creative Brief • Selected Representatives Planned Input = feedback stays focused
- 25. New Year, NewDonors Communication Plan
- 26. New Year, NewDonors Action Plan Details the purpose, timing and steps required to deliver the communication
- 27. New Year, NewDonors Creative Brief Outlines the direction, style and message
- 28. New Year, NewDonors What’s Next? No One Way Works for Everyone • Check and double check for more YOU than US • Be specific and personal • Keep growing and updating your lists • Test creative, message and timing …Until you find the best combinations that connect and balance results with effort
- 29. New Year, NewDonors Thank You Beth S. Brodovsky, President Iris Creative | Communications Build Community 610-567-2799 Connect at: beth@iriscreative.com www.iriscreative.com www.linkedin.com/in/bethbrodovsky www.twitter.com/bethbrodovsky www.facebook.com/iriscreative