Alliance 2017 - Creative Ways to Fundraise
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Presented by Dean Carrotte on January 26th, 2017. Learn about cause marketing and how to better engage your donors and employees.
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Alliance 2017 - Creative Ways to Fundraise
- 1. 1 CREATIVE WAYS TO FUNDRAISE # A L L I A N C E 2 0 1 7
- 2. 2 FUNDRAISING By the Numbers # A L L I A N C E 2 0 1 7
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- 8. 8 Key Findings from Last Year Overall giving grew approximately 1.6 % On Line Giving grew 9.2% On Line Donations were 8% of all giving #GivingTuesdays was up 52% Over 15% of all On Line giving was done using a mobile device
- 9. 9 Overall Giving Trends by Sector
- 10. 10 On Line Giving by Sector
- 11. 11 Look Legit Do you have a professional looking website? Do you have photos and names of people working there? Do you have stories and photos of your work? Are you active on social media? Are you set up to receive online donations? Is the giving page easy to find? Is your physical address and annual report listed and easy to find?
- 12. 12 Go where the donors are Twitter Ads to those following similar causes
- 13. 13 Ticket sales opened: 4:00pm SOLD OUT: 4:04pm Bookings opened: 10:00am FULLY BOOKED: 10:02am Help them give time, then money.
- 14. 14 Find them in unlikely places Cause Marketing – make it about them Employee Engagement Make it easy to partner with you
- 15. 15 Cause Marketing made easy
- 16. 16 59% of Millennials give through their work
- 17. 17 Loyal Donors are your best recruiters
- 18. 18 A tweet is worth its weight in gold
- 19. 19 How do I go viral? Unpredictable, but can be primed Need to have strong social media Be unpredictable, yet simple Find your “sneezers” People with large networks that will share your message How do you engage and inspire them? Clear and Specific Call to Action “do this or donate $100” Create urgency “complete this in 24hrs”
- 20. 20 Don’t wait the 3 days to call Send your thank you as soon as possible 53% of online donors identified “achieving and communicating measurable results” as what drives them to donate again Invite them out again, but a soft ask Follow us on social media Check out this blog and subscribe Share this with a friend - https://clicktotweet.com/
- 21. 21 A Photo can make all the difference People are obsessed with images 350 million new photos are uploaded to Facebook each day Tweets with an image get 35% more retweets on average Capture their experience and share it with them Photos of the volunteer day A photo of how their funds are being used Photos of your team processing the donation An image makes the experience concrete Videos too!
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- 24. 24 Thank you’s that tell a story “Dear Rachel- The screams and squeals from the girls were positively deafening when they found out that, thanks to your generous support, they were going to get to tour the nation’s capital. Thank you!” Vs “On behalf of the staff, board and volunteers of XYZ organization…”
- 25. 25 It’s all about them • Listen to them on social media • Make sure you retweet stuff that is important to them • They get a notification when you do!
- 26. 26 Remember & Celebrate Milestones
- 27. 27 Data that helps you segment & personalize • Everyone isn’t the same, and they now “expect” to be treated differently • Create personas to understand different types of stakeholders • What questions would you ask to determine which persona they belong to? • What data are you going to action on? • What data truly differentiates them?
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- 29. 29 Less wasted marketing effort. • Your email clicks and opens will improve • More donations with less emails • Build more trust • Less likely to appear as SPAM
- 30. 30 Segmenting your data • New vs Regular Donors • You don’t talk to an acquaintance the same way as an old pal • Annual Giving Level • Not more important, but want to see bigger impacts/strategy • Potential major gift donors • Who is already engaged with similar organizations? • Matching gift donors • Have an employer match program at work • Event Attendees
- 31. 31 Segmenting your data • Geography • If national, do you share stories that are more local to them? • Age group • Affects finances, way they communicate, etc. • Job/Employer • Do they have skills that are valuable as a volunteer? • Does their employer have matching or volunteer days?
- 32. 32 Keep your data clean Bounce rates can affect your overall ranking Don’t waste sending mail to people not there Time and effort is costly
- 33. 33 Was sent out at intermission of the show and had a 67% open rate! Followed up by a call, 50% purchased another ticket
- 34. 34 Before you click send Why am I sending this? Who will receive this email? Does a segment deserve a different message? Am I missing a group that would care? What’s in it for them? Where am I sending them after? How am I using personalization?
- 35. 35 Things learnt from the business world Customer service is the most important thing It’s harder to acquire a new customer than retain one you have 5% of donors leave because they think the nonprofit doesn’t need them. 8% of donors leave because the nonprofit didn’t share how money will be used. 9% of donors leave because they don’t remember giving. 13% of donors leave because the nonprofit didn’t say thanks. 18% of donors leave due to poor service or communication.
- 36. 36 CREATIVE WAYS TO FUNDRAISE # A L L I A N C E 2 0 1 7
- 37. 37 EVALUATIONS P L E A S E T A K E 5 M I N S T O C O M P L E T E A S E S S I O N E V A L U A T I O N . WIN ME! One lucky survey will take home a Ecobee Smart Wi-Fi Thermostat
- 38. 38 THANK YOU FOR LISTENING @ S P A R K R O C K I N C W W W . S P A R K R O C K . C O M
Notas del editor
- MOBILE TECH WILL TRANSFORM FUNDING Today, it is 3.7 billion. WHAT DOES THIS MEAN…. WEB COMMUNICATIONS: By 2020, 90% of Internet traffic will be mobile. EMAIL FUNDRAISING: More than 55% of emails are now opened on a mobile device DONANTIONS: 14% of donations are ALREADY BEING made on a mobile device SOCIAL MEDIA: 54% of Facebook users log in exclusively on a mobile device and 83% of Twitter-ers are mobile users Be Mobile Ready !!!
- Last Year the 30 largest peer-to-peer fundraising programs raised more than $1.5 billion. And beyond the top 30, we saw great growth across all orgaizations using peer to peer fundraising. For peer-to-peer fundraising, your success isn’t driven by the type of event you run, but rather your ability to produce excellent experiences for volunteer fundraisers. You no longer have to be the largest or most established organizations to successfully raise money through peer-to peer fundraising. To be successful, you need a relentless focus on stewardship. The most successful organizations invest heavily in identifying and stewarding the power participants. They communicate with them regularly with personal messages and offer meaningful challenges and rewards. They provide support. They make them feel welcome and wanted. Example: Cdn Diabetes Association and their peer to Peer Marathons. (https://secure2.convio.net/cdano/site/SPageServer/?pagename=teamd_homepage)
- REACH OUT TO NEW FOLLOWERS. Tweet them. Ask them questions. Retweet them. The result? An army of loyalists who share your content without being asked. TREAT SOCIAL MEDIA AS A CUSTOMER SERVICE ARM ... AND TAKE IT SERIOUSLY. Interact with the tweets and Facebook comments. . Answer any question asked of your organization on social media. ACTIVATE INFLUENCERS TO SHARE YOUR CONTENT. influencers as one of three people: 1. A celebrity—this can be anyone from your local newscaster to Barbara Walters herself 2. Anyone with a social following of more than 3,000 3. Anyone who frequently shares your content Reach out to these influencers. Foster the relationship.
- Only 29% of first-time donors renewed their gifts Getting your donors to renew their gifts is the easiest way to raise money for any nonprofit. Focus on CREATING A DONOR LOYALTY PROGRAM
- THE WRONG WAY TO KEEP YOUR DONORS GIVING: Use language that is all about you, for example: Please help. Give Today. Attend our event. THE RIGHT WAYS TO INSPIRE YOUR DONORS TO STICK AROUND: Talk about the impact their gifts helped you make. Use communication to cause people to feel something. Our brains are wired so that we must feel something before we can make a decision. Cause me to feel happy, sad, proud, angry, or worried; the emotion doesn’t matter
- We are now past the mobile tipping point when it comes to digital giving. Consumer behavior and donor behavior are linked as we move into the future of giving. Nonprofits must continue to invest and perfect how they engage donors using the right channel on the right device at the right time.
- There were four sectors (Human Services, Higher Education, Public and Society, and K–12 Education) that experienced year-over-year declines in overall fundraising. Giving to International Affairs organizations went from a decline in 2014 to the largest growth percentage in 2015. This is primarily driven by the disaster relief support in 2015 the natural disasters. (Earthquake in Nepal, Flooding in Bangladesh, and India)
- There was a decline in Human Services, Higher Ed and K-12 in overall fundraising, but a significant increase in the growth of on-line giving in these sectors.