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Valley Gives: Communicate your message
- 1. Communicating Your Message toDonors Eric Phelps RAINMAKER Consulting
- 2. RAINMAKER Consulting • FundraisingConsulting • Strategic Planning • Executive Coaching • Organizational Development
- 3. Today We Will… •Meet Each Other • Review Valley Gives Opportunities • Learn the SUCCESs model • Practice Storytelling • Imagine reaching new donors • Explore Channels of Communication/Video • Q&A • Write a First Draft of Message – Feedback – Sharing • Q&A 2 • Next Steps • Adjourn
- 5. What is thepossibility of individual giving? Total Giving in US 2015? $373.25 Billion – a record year! Up 4.1% from 2015 Individual Giving makes up 72% ($264.58B) 87% if you add Planned Giving More people in US gave to charity than voted! Source: Giving USA 2016 Report
- 6. What could ValleyGives funding enable you to do?
- 7. Valley Gives Review •9,596 donors • 4,476 NEW donors to Valley Gives • 19,391 Online donations • 454 Participating Organizations (with primary offices in 54 towns/cities)
- 8. • CFWMA – 185,000in Prizes/Grants • Leveraged $1,613,725 – $1,193,863 Donations – $322,341 in Outside Matching Money – $70,022 in Donated Fees Valley Gives Review
- 9. Location, Location, Location •68 out of 70 towns/cities • 202 Towns outside PV (77% of MA) • 50 States + DC and Puerto Rico • 8 Countries
- 10. Valley Gives Insights •Average Donation? – $25.00 – 22% of all donations – Only 37 donations of $1,000+ • Not a large dollar event – You can FOCUS ON new donors, small donations that add up
- 11. Valley Gives Insights •Average donations per organization – 39 • Organizations located in: – Hampshire – 38% – Hampden – 36% – Franklin – 17% – MA – 6% – Other States – 3% • Organizations that raised $1,000+ – 54% Room To Grow Adults Gave to VG Reminiang Adults
- 12. Valley Gives Goals •Increase breadth of participation • Continue to attract high number of first-time donors • Increase number of VG donors under 40 • Create clear messaging that engages folks
- 13. Not so longago in a city far, far away…
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- 16. Campaign Review Pro-gress • Urgent –Deadline – In plenty of time to make a difference • Relevant – Election – National Republicans are running TV ads against me • Clear ask (x 3) • “P.S. Message” Con-gress (or Senate) • Addresses the audience from a position of weakness – Kochs are after me – Fighting $400M campaign • Does not tell a story • Does not make a case for support • Did not engage “Matterness” – “Top target list” for $25.00? • Looks amateur in Courier
- 17. New Approach • Simple •Unexpected • Concrete • Credible • Emotional • Stories • (short) • SUCCESs!
- 18. “Stickiness”… • Gets attention •Is memorable • Inspires people to act (purchase, share, discuss, donate, petition)
- 19. Our Campaigns Tend to… •Talk about ourselves with internal jargon • Talk about our outputs • Tell a good story, then… (See above) • Include too much information • Forget the Matterness • Yadda yadda yadda Could… • Make connections to donors • Make a case for our impact • Tell a good story (Stop) • Include enough information • Include Matterness • That’s it!
- 20. Simple • Don’t “Burythe Lead” • “If you say three things, you don’t say anything” • Names, Names, Names – Local Connections • Core + Compact • Use Generative Analogies – Jaws on a spaceship (Alien)
- 21. Polemo Schema A polemois the largest citrus fruit. The rind is very thick but soft and easy to peel away. The resulting fruit has a light yellow to coral pink flesh and can vary from juicy to slightly dry and from seductively spicy-sweet to tangy and tart. A polemo is a super-sized grapefruit with a very thick, soft rind.
- 22. Simple Help is afour-legged word Our vision doesn’t require sight Finding a cure now… so our daughters don’t have to
- 23. Make Meaning • KennethL. Peters, the Principal of Beverly Hills High School, announced today that the entire high school faculty will travel to Sacramento next Thursday for a colloquium in new teaching methods. Among the speakers will be Margaret Mead, college president Dr. Robert Maynard Hutchins, and California governor Edmund “Pat” Brown. • There will be no school next Thursday!
- 24. Unexpected • Surprise brow, https://www.youtube.com/watch?v=pRh1xH_oB Oo •Create curiosity – Gap Theory – Gaps start with some knowledge – Start now with providing knowledge and lead to May 3 • Use joke structure: “One of these things is not like the other” • Be creative!
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- 27. Tie Gift to Impact •Meals provided • Clients/patients served • Jobs created • Carbon offsets • Change • This is especially noted for Millennials Goat - $50 No kid-ding here—this gift is an invaluable resource for rural communities.
- 28. Credible 0.0% 10.0%20.0%30.0%40.0% 50.0%60.0% 70.0% 80.0% 90.0%100.0% Rating of Patient Care Would Recommend This Hospice Providing Emotional Support Treating Family With Respect Support fro Religious & Spiritual Beliefs National State HFH Level Source: DEYTA/Medicaid
- 29. Emotional • Video, Lovehas No Labels • https://www.youtube.com/watch?v=PnDgZuGIhHs
- 30. Data & Emotion 2004Study • Informational Appeal • $1.26 • Story Appeal • $2.38 • Mixed Appeal • $1.14 • Primed for Emotion • $2.41
- 31. Your life hasbeen woven with so many surprises. So many lessons that can benefit others. So many insights. So many moments. Some you’ve revealed in the stories you tell today. But many others will be revealed in the stories you will tell tomorrow.
- 32. A story isa journey with a twist, taking us from one place to another where a change occurs.
- 33. Good Stories Are… •Retellable and Memorable • Have a… – Beginning (Set up/Context) – Middle (Crisis) – End (Resolution) • Brief (or can be told in short form) • “Viral” (Jokes, Urban Myths)
- 34. Types of Stories OriginStories • Often very effective – they demonstrate your DNA & are well-rehearsed • Depict your beginnings (Raison d’etre, early successes & struggles) • They show what you’ve learned • Create connection with supporters • Examples can be found everywhere
- 35. Types of Stories ImpactStories • Can be in parallel with Origin Story • Must demonstrate change • Are BEST from someone other than YOU! (Don’t brag) • Shows how funds are used • Are more effective as “power of one”
- 36. Types of Stories VisionStories • Show where you are going – Future Plans – New Building – New reach • Imagines a world… • Example: MLK’s “I Have a Dream” speech
- 37. Eric’s Story One dayduring a meeting at work, I noticed a flash appearing out of the corner of my eye. I thought it was a reflection from the overhead lights, but then it happened again when I went home. It even happened when I closed my eyes – so I knew I needed to see an optometrist. The next day, I made the appointment, but it required a referral from my primary care physician.
- 38. Eric’s Story (Cont.) SoI called his office as formality and to address the problem with my vision. It turned out that I had not had a full physical in quite some time (which my doctor was quick to point out). In exchange for the referral, I agreed to have him check me out the following week…
- 39. Eric’s Story (3) Myheart began racing when I heard, “Everything checked out fine, except that I felt something on your prostate.” Incredulous, I said, “But I came in for my eye!” From the beginning, Cancer Connection provided me with support, answered my questions, and made me feel like I had people to talk with who had gone through what I was facing…
- 40. Share Pair Exercise Sharea story about your organization that incorporates SUCCESs-ful principles
- 41. A Few WordsAbout Video • 85% of web traffic is driven by video • Videos are “Sticky” • YouTube has over 1 Billion users – almost 1/3 of all ppl on internet • 81% of Millennials use YT • Videos are mostly viewed on mobile • 300 hours uploaded every minute
- 42. A Few MOREVideo Pointers… • Videos can.. – Ask – Thank – Report • But don’t do more than 2 of these in 1 video • Scripts can help, but don’t read from one • Brevity is the soul of wit – shorter videos get more views!
- 43. SUCCESs-ful Videos • FollowThe Frog • Charity: Water • Alex: Childhood Cancer Slayer • Anti-bullying PSA “Who Will Stop The Bullying?” • First World Problems • Africans for Norway
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- 45. One Size… • UseData Segmentation to customize your messages • Consider in cultivation, solicitation, stewardship • Consider what people want to hear…
- 46. Millennials Report Reminders 1.Don’t Neglect Core Supporters – It is easier to retain than gain – And our goal is to GAIN 2. Engage Millennials Early and Consistently – Use Video & social media – Prompt them to “share” 3. Engage Millennial Online and OFF-line – Consider an engagement event for younger donors 4. Clearly show where money is going/will go 5. Use an authentic voice 6. Feature a peer (volunteer, client) 7. Encourage Millennial employees to share
- 47. Campaign Goals &Focus • Matching Grants (Board, Business, Major Donor) • Particular programs • Incentivize campaigns (EOY, balance budget, complete a campaign) • Stay unrestricted • Amplify success • Peer Network Fundraisers
- 48. Channels • Email • SocialMedia • Facebook • Twitter • LinkedIn • Live events • Video (Vimeo, YT, others) • Your web site • Peer Fundraising
- 50. Draft or Outlinea letter that incorporates SUCCESs-ful Principles
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- 52. No, Seriously… • Amongthose who didn't renew their annual contribution, many cite the fact that they were not thanked as a primary reason (2012 Giving Survey) • Individualized stewardship is easy, fun, and perfect for participants or board members! (Be sure to get their name right!) • People cannot be “over-thanked”! • Go “old school” and use a pen, paper, postcard. • It is not too late to thank someone…
- 53. Thank You! Eric Phelps eric@rainmkr.com Twitter@rainmkr @ericlphelps