NTC 2017 Growth Hack Your Marketing Plan
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You’re working on a marketing plan for the coming fiscal year and trying to determine where to focus. You may be thinking to yourself, “How can I communicate the critical needs of my mission on such a scrappy marketing budget? How do I prioritize and know that I’m focusing in the right areas?” Join online fundraising and marketing nerd Taylor Shanklin as she walks you through the steps to build out an effective marketing and communications plan. Having worked with nonprofits large and small, Taylor has built online fundraising and marketing plans on a variety of scales and budgets.
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NTC 2017 Growth Hack Your Marketing Plan
- 1. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan Swahili Verb Run Fast Growth Hack Your Marketing Plan SESSION HASHTAG: #17NTCgrowthplan
- 2. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan Sr. Manager, Product Marketing Taylor Shanklin T-Shank Taking it one deep breath and one glass of wine at a time. @KimbiaInc @tshankcycles Session Hashtag #17NTCgrowthplan • Nonprofit tech nerd: Implementing, Participating, Marketing P2P events for dozens of organizations • Mother of two very loud and very social children • Loves: Writing, COFFEE!!!, Karaoke, Queso • Hates: My weakness for queso • W Email: taylor@kimbia.com Follow Kimbia at kimbia.com and on Twitter @KimbiaInc Follow me @ www.tshank.co AND growthhackers.com (get a sneek peak now!)
- 3. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan “SOUNDS LIKE ANOTHER BUZZ WORD.”” STARTED IN THE STARTUP WORLD IN 2010 by Sean Ellis, now CEO of GrowthHackers.com AS A MEANS TO 1. Accelerate growth 2. And, recognize that modern software products are different than traditional, and therefore their distribution is different.
- 4. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan • Limited resources • You might wear a lot of hats • The dollars you spend on tools & infrastructure are donor dollars • That can make decisions to spend money • more emotional • and scary • New programs – how do you project budget based on no historical income? • Communication across teams can be fragmented • You may be using a lot of different software tools across departments that essentially do similar things • Data could be in many places
- 5. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan THE GREATEST ERA FOR FUNDRAISING
- 6. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan Growth Hacking For Good #1: USER EXPERIENCE • Catering to the donor needs in a changing technology landscape #2: VALUE & MESSAGING PLATFORM • Your Image and Value message #3: SOCIAL ENGAGEMENT • Using creative ways to engage for little $ #4: TECHNOLOGY TOOLBOX • Taking an analytical approach for little $
- 7. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan
- 8. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan #2: USER EXPERIENCE
- 9. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan WE ARE IN THE AGE OF EASE
- 10. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan ATTENTION ARBITRAGE
- 11. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan User Experience Funnel Your Chance At A First Impression On mobile, people don't search, they discover for the first time Increase in visual communication Shift from desktop to mobile “If you’ve time to kill, you want to be entertained. It’s a great moment for discovering new things.” - Ed Couchman, Talk at Content Marketing Summit
- 12. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan Source: Study by Direct Buy
- 13. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan Our solution make it easier for your supporters to engage across their networks directly from their mobile device. Channels The percentage of donations made on a mobile device continues to grow year-over-year. Mobile Donations On The Rise GROWTH & OPPORTUNITY Data based on Kimbia customer online fundraising Mobile Fundraising
- 14. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan Demographics & Usage Source: CDWSource: Dunham and Company
- 15. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan Donor Preferences Source: Abila Donor Loyalty Study
- 16. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan Donor Preferences Source: Abila Donor Loyalty Study
- 17. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan MAKE IT EASY TO GIVE AND GET OUT OF YOUR OWN BOX
- 18. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan EASY REGISTRATION
- 19. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan EASY FUNDRAISING / EASY LOGIN Mobile First – Responsive Fundraising Center Make It Easy To Login To Fundraising Center
- 20. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan o A fun theme makes it stand out in a crowd and will make it easier for your participants to share an interesting story o Keeping it uplifting is important! o Success is intoxicating Theme / Make Your Campaigns Interesting! CASA of Travis County: Superhero Run CASE STUDY #17NTCgrowthplan
- 21. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan By The #’s / 400 700 1100 1350 2600 2500 2300 2800 3350 $22,500 $16,000 $8,000 $21,000 $27,675 $35,500 $48,255 $54,000 $47,000 $8,500 $12,500 $23,000 $28,500 $64,000 $63,000 $58,870 $69,940 $91,380 $8,500 $6,500 $19,500 $30,500 $40,503 $61,727 $53,630 $55,500 $79,730 $39,500 $35,000 $50,500 $80,000 $132,178 $160,000 $160,000 $180,000 $218,000 2008 2009 2010 2011 2012 2013 2014 2015 2016 Runners Sponsor Total Reg Total P2P Fundraising Total Grand Total CASE STUDY: USER EXPERIENCE CASA of Travis County: Superhero Run Fun Theme Switched Platform Central Location!
- 22. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan #2: DEFINING THE VALUE YOU BRING
- 23. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan WRITE DOWN YOUR ANSWER: What Is The Value Your Nonprofit Provides?
- 24. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan The Point for A Value Messaging Exercise • Clarify brand, specific value and competitive positioning in market • Message to prospective donors based on their needs, in their language • Lead with value statements, follow with program details • Ensure consistent messaging across media and programs • Across departments • Build a foundation for campaigns & creative resources • We’ll talk tools!
- 25. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan • Products (Programs) and services deliver fundamental elements of value that address four kinds of needs (of your supporters): 1. Functional 2. Emotional 3. Life changing 4. Social impact. More elements = more loyalty to your brand Elements of Value
- 26. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan Value Element Benefits Importance to Donor Related Ways They Can Be Involved / Programs Level of Differentiation Saves Time •You can easily donate online, or to our Facebook page, or via mobile High Sign up for an event and start fundraising High Makes Money •Offer a variety of ways to give Medium Online donation, integrate your campaigns into corporate social responsibility programs High Reduces Risk •Reduce your carbon footprint, and stop climate change High Become a sustaining donor and give regularly to help us reduce emissions through legislation Medium Quality •Every x $ goes to High $25 / month feed 5 kids every week High Integrates •Meets the donor where they are, i.e. engage with audiences in their space whether email, phone, social media. Integrate into the donor’s day-to-day workflow High Talk to us on Facebook Tell us your preferences – content survey High Connects •Connects organ donors to those in need Medium Be the match program High Design/Aesthetics •Easy to give, obvious how to become involved •Website or social engagement provides a real connection to the cause through mission moments High High Supporter Value: Examples
- 27. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan <TARGET>: Who is the actionable group of potential donors you are going after that you can identify and communicate with? <SEGMENT>: Within your target, what is the characteristic of the segment of supporters that are most likely to donate? While you may have visions of serving larger markets in the future (e.g. friends of donors/peer-to-peer), be as narrow as you can at this point (e.g., For people caring for a loved one affected by breast cancer.) <BRAND>: Your organization’s name. <CATEGORY>: A competitive frame for the donor – the short cut they can use to understand what you do. Just be careful about who you compare yourself to and make sure it’s a category your audience understands. <DISTINCTION>: Within the above category, what is it that sets you apart? What makes you unique? More specifically, why are you better? This is what you alone can do for your supporters, and it’s the reason they should care about you. <PROOF>: What is the proof to your claim? This doesn’t need to be complex and data based, but it’s what will convince your supporters and prospects that you can deliver on your promise – why you’ll be able to do what you say you can do. Building A Positioning Statement
- 28. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan Let’s Put A Message Map Into Practice Benefitting GRUMPY CATS UNITED, nonprofit organization
- 29. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan Positioning Statement Messaging Pillars Supporting Statements We place more cats into forever homes than any other adoption service in the surrounding area. Fast, easy online cat to potential owner matching service. 9.5/10 cat to owner matches prove successful 85% of all charitable contributions go directly to the mission. Easy search for potential adopters and social network sharing Our large network of volunteers and donors works together to socialize. Our Facebook match service easily helps to locate potential owners and provide a way to vet matches. For cat lovers who want who want to provide forever homes to elderly and often grumpy cats, Grumpy Cats United provides the most effective cat adoption matching service giving new hope to grumpy cats who would otherwise have no place to go. We invest in technology so we can match more effectively and accurately Easy posting for those who have found stray cats who need a home We work effectively so that our donor’s dollars reach as far as possible. Network of over 150 volunteers We are proud to partner with Petco to place cats all across the country Put Your Value Into Message Map
- 30. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan ABOUT GRUMPY CATS UNITED Grumpy Cats United provides cat adoption matching services that are effective for matching grumpy cats to loving owners. WAYS TO GIVE Donate Online Donate easily and quickly on our website to put grumpy cats in loving homes. Join the Network Join our online community to help expand the reach of grumpy cats, and connect them to loving homes. Participate In Events Participate in and fundraise with our annual cat walk. It’s fun and for a great cause! Join the Cat Club By joining our monthly donor program, you’ll get special access to all the grumpy cat photos you could ever wish for
- 31. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan Campaign Description When Offer/CTA Audience Website Updates Add more video and update messaging April Donate / Learn how to become involved Inbound (via website) Social Media Advertising Social media ads on LinkedIn, Facebook and Twitter Continuous, evergreen campaigns Join the online cat network Target to large cat lovers as an interest area, people who have liked other cat pages on Facebook Sustainer Nurture Campaign Nurture target prospect lists with weekly outreach May launch Become a monthly donor Donors within the past 6 months Event Participant Coaching People who have registered for the catwalk 8 Weeks prior to event Donate to yourself and recruit a friend to walk with you Registered participants and prior year participants Volunteer Network Post your own adoption stories April launch Share your story with the network Volunteers Then, Map the Value To Your Campaign Plan
- 32. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan Primary Buyer Persona Website engaged, social media follower Received marketing qualification score as potential donor Those who we pass to development (example major donors) Major Gifts SITE VISITORS And Build Marketing Funnels w/ Goals Per Month or Quarter goals 3,000 / month 1500 / mo 500 / mo 100 / mo
- 33. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan #3: SOCIAL ENGAGEMENT
- 34. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan WHO USES SOCIAL MEDIA? EVERYONE! http://www.pewinternet.org/fact-sheet/social-media/
- 35. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan WHICH SOCIAL MEDIA? LET’S LOOK AT STUDIES FROM SOME EXPERTS http://www.pewinternet.org/fact-sheet/social-media/ http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social- media-research/ https://www.comscore.com/Insights/Blog/Snapchat-Breaking-into-the-Mainstream-as-it-Posts-New-Highs-Across-Age- Segments
- 36. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan DO SOCIAL USERS GIVE MORE? Across all four relevant networks, the average gift size was more than double the population’s average gift. LinkedIn $115.10 Facebook $107.00 Twitter $110.74 Klout $114.19 Average Gift ALL Participants* $54.19 *YES – Even when gifts over $1,000 were excluded CASE STUDY CASA of Travis County: Superhero Run
- 37. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan DO SOCIAL USERS RAISE MORE? Across all four relevant networks, the average P2P raise amount was more than double the population’s average raise amount. * YES – Even when gifts over $1,000 were excluded LinkedIn $307.75 Facebook $263.17 Twitter $283.05 Klout $305.24 Average Raise ALL Participants* $123.06 YES (excluding raise amounts > $1,000) CASE STDUDY CASA of Travis County: Superhero Run
- 38. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan DO SOCIAL ADVERTISING FACEBOOK ADS ARE ATTENTION ARBITRAGE • A massive content explosion has resulted in a decline in the organic reach of Facebook Pages. • Publishers used to reach 16% of their fans back in 2012 • As per March 2015 Locowise report, the average organic reach of Facebook pages with over a million likes is 2.27 %. – Niel Patel • Facebook wants to increase the engagement in its News Feed. So, its algorithm ensures that only the most relevant and high-quality (300 or so) stories appear in a user’s feed.
- 39. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan BUT, WHAT ABOUT…? LET’S TALK PREDICTIONS OVER THE NEXT FEW YEARS & WHAT YOU SHOULD DO Keep emailing More visual Video Keep mailing the RIGHT generation Look for efficiency here Focus on social Think about social advertising to promote events
- 40. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan ALSO, DON’T HATE ON THE OLD SCHOOL Some of the old tried and true methods are still powerful, maybe even more now because they are rare A Personal Story / Case Study • Handwritten notes • Personal direct messaging on social media outlets, and via email (not just mass marketing) • Want to meet up for coffee when I’m in your neck of the woods?
- 41. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan THE ROBOTS ARE HERE
- 42. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan LinkedIn Google+ Charlie Norbert COMMUNICATE! COLLABORATE! • Get out of the inbox • Share a common channel and online planning tool • Collaborate! Get everyone talking together at the same time • Build culture
- 43. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan LinkedIn Google+ Charlie Norbert USE GOOGLE TOOLS
- 44. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan CHECK ‘YO SELF W/GOOGLE THINK TOOLS TO TEST YOURSELF
- 45. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan LinkedIn Google+ Twitter Charlie Norbert “ZAP”
- 46. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan GRAPHICS CANVA: $12.95 / Month with branding theme options Hire a designer on Upwork or Fiverr
- 47. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan WEBSITES THE MKTG. DEPT CAN DO IT’S EASY AND INEXPENSIVE TO BUILD A BEAUTIFUL WEB PRESENCE FOR YOUR ORGANIZATION
- 48. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan VIDEO ANIMOTO SNAPCHAT SPECATACLES MUSIC.LY APP
- 49. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan USABILITY TESTING CRAZY EGG SUMOME WORDPRESS PLUGIN
- 50. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan LinkedIn Google+ Twitter Charlie Norbert STRATEGY TOOLBOX Johnhaydon.com FOR REGULAR TRAININGS ADSPRESSO: Facebook ads training http://www.nptechforgood.c om/2016/04/11/how-to-get- your-nonprofit-started-on- snapchat/ Listen to podcasts when commuting, cooking, etc.
- 51. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan LinkedIn Google+ Twitter Charlie Norbert GET MEANING FROM DATA $168 for a whole year! https://www.salesforce.com/ products/einstein/overview/ SALESFORCE EINSTEIN Klipfolio: for all in one dashboards $24/mo Cyfe: for all in one dashboards: I have a discount code on this one http://ssqt.co/m5bQ5fn
- 52. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan BUZZ WORDS! ARTIFICIAL INTELLIGENCE BIG DATA The theory and development of computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages. Big data alongside artificial intelligence is simply going to help us look at donor data in a more meaningful way (without having to be data scientists or break the bank.) Extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions.
- 53. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan LinkedIn Google+ Twitter Charlie Norbert THIS TURNS INTO THIS
- 54. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan THANK YOU!!! If Elle Woods could become a lawyer, we can certainly growth hack our causes! DOWNLOAD OUR LATEST EBOOK on Kimbia.com Homepage written by yours truly Free webinars: Kimbia.com > Resources If you want more of this, GO SUBSCRIBE TO growthhackers.com and I’ll notify you when Season 1 launches in April Contact me: taylor@kimbia.com
- 55. @KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan ABOUT KIMBIA Driven by the donor experience. Kimbia provides online fundraising software that is fast and easy for the donor to use, driving more engagement and revenue. OUR SOLUTIONS Everyday Giving Reduce barriers, engage donors, turn one-time donors into repeat donors Peer-to-Peer Increase donations by empowering supporters with easy-to-use tools Events Maximize your event ROI with an exceptional supporter experience Giving Days Deliver effective one-day crowdfunding events with ease Reporting and CRM Integration
Notas del editor
- OK so what the heck is growth hacking anyway? Show of hands, who here is familiar with the term? Who thinks it sounds like a buzz word? In the startup world, their marketing world doesn’t revolve around budgets, conversions and funnels. It’s grow or die Therefore, growth hackers have to approach things in a very analytical, inexpensive, creative and innovative ways to exponentially grow This fairly new concept is mostly applied in the world of startups. They don’t have big marketing budgets, so they can’t rely on Super Bowl ads or Times Square billboards. That’s why they must find cheaper ways to market themselves and scale. What they often do have is a very scalable product. I THINK IT’S ALSO ABOUT BEING CUTTING EDGE, and being cutting edge is something that I think is so applicable to peer-to-peer fundraising as we see participants wanting more excitement, more adventure. How do you take your walk and make it interesting? How do you launch something as fun and viral as a mud run or an ice bucket challenge? I think this is HIGHLY applicable to our nonprofit world here.
- Second…. Nonprofits share a lot of similarities to startups. Who feels like this sometimes? Who feels like this a lot? Limited resources Wearing a lot of hats eeling like this.
- So how does this start-up concept applicable to me? How is this applicable to my role at a nonprofit doing peer-to-peer fundraising? It’s two-fold. Here’s the thing, guys. First…. We are living in the greatest technological era. I believe we are living in the greatest era for fundraising (and maybe even scariest time…because it’s all new and things are changing at a hundred miles an hour.) It is easier than ever before to harness the power of technology, the crowd, and automation to raise money for your cause. I truly think we are on the brink of the great automation revolution since the automobile assembly line.
- So all of this being said, I think this is where you can focus your efforts. Today what I’m going to do is walk you through tools and examples of what I’ve either personally found success with, and or seen clients find successful. Some of what I’m going to show you will help you better market your peer-to-peer campaigns and events, to truly growth hack your fundraising efforts Recognize that the technology landscape is changing and user experience will either make or break you Don’t be afraid to get creative and try out new technologies. You’ll find that there is acccess to so much now that is really incredible and the price tags will blow your mind Take an analytical approaach
- So that hopefully you’ll walk away feeling excited and a little less like this lady. I want you to walk away with VERY tactical tools you can start using right away when you get back to your offices after the conference.
- Show of hands – who has been to Disney World or Disney Land? What do you like about it? What do we love about Disney? What’s successful about it? It’s magical, right? I took my kids to Disneyland for the first time just this past summer. It’s $100 per person per day. And, yet people are going in droves for the Disney experience. It’s because the experience is magical (for the most part). It’s so good that people will spend $100 / PER PERSON PER DAY for their families to go to this. And I know some people that go for 4-5 days. That’s how important and how changing user experience can be.
- Disney is getting with the program in the changing technology landscape. They are making the experience even more magical with these wrist band things that let you cut in front of everyone. Now I’m “thrifty” so I didn’t pay up for that, but lots of people do. Because people want EASE of use. They want instant gratification. They have short attention spans and they just don’t want to stand around in an hour-long line. Think about this when you are creating your online registration or donation experience for your events. The same people that want an easy experience at Disney, are going to want an easy experience when they are engaging with or giving to your cause.
- And because of that, our attention spans are short. We are having to play this new game of attention arbitrage. Anyone ever listen to Gary Vee? We need to cater to our donors attention spans
- There is a major shift happening that is actually very exciting. Because people are so connected all of the time on their mobile devices, they are spending more time discovering new things. Those new things could be your cause. Those new things could be a friend sharing a post on Facebook about how they are participating in and fundraising for your walk or a memorial campaign for your organization.
- So let’s look at some reports from our industry
- So with all of that being said, think about your content in a mobile-first, mission friendly manner
- Make registration easy. I love this example from Houston Women’s Center, one of the clients we work with. Because, it’s not necessary incredibly graphical or shiny looking, but it’s simple. It’s one page to register. THIS IS IT. THIS IS ALL ON A SINGLE PAGE. It’s Easy. Don’t ask extra questions unless you are truly going to use the data. Don’t ask questions that are going to scare people away. Ask yourself “Do we really need to know this?” Or, if you need to ask it, consider doing a survey after registration, as part of your coaching. But, try to first get them through the door quickly and as easily as possible.
- Make registration easy. I love this example from Houston Women’s Center, one of the clients we work with. Because, it’s not necessary incredibly graphical or shiny looking, but it’s simple. It’s one page to register. THIS IS IT. THIS IS ALL ON A SINGLE PAGE. It’s Easy. Don’t ask extra questions unless you are truly going to use the data. Don’t ask questions that are going to scare people away. Ask yourself “Do we really need to know this?” Or, if you need to ask it, consider doing a survey after registration, as part of your coaching. But, try to first get them through the door quickly and as easily as possible.
- Easy access. Make it easy to login. Make it easy to fundraise on a mobile device. If you cannot do this with your current fundraising platform, is there an app for it. If you want to consider a different way, come talk to us. We do this all out-of-the-box with Kimbia’s peer-to-peer tools. No extra apps, no extra services fees. We just have it available to anyone doing P2P with Kimbia.
- Taylor and Callie talk show
- Theme Really Matters Taylor and Callie talk show 2010 IS WHEN THE THEME CHANGED, AND SINCE THEN WE HAVE SEEN HUGE GROWTH In 2008 and 2009 the theme was Speak up for kids In 2010 we decided to change the theme to Superhero to make it more interesting.
- So that hopefully you’ll walk away feeling excited and a little less like this lady. I want you to walk away with VERY tactical tools you can start using right away when you get back to your offices after the conference.
- So that hopefully you’ll walk away feeling excited and a little less like this lady. I want you to walk away with VERY tactical tools you can start using right away when you get back to your offices after the conference.
- Clarify brand and competitive positioning in market, Yes, competitive positioning even for nonprofits Message to customers based on their needs, in language that makes it clear that we understand them Lead with value statements, follow with features Ensure consistent messaging across media and programs Build a foundation for creative resources
- Yes, your programs are a product
- For those interested, I will upload a full list of the value elements for you to do as a team exercise when you go back to your organization
- <TARGET>: Who is the actionable group of buyers you are going after that you can identify and communicate with? <SEGMENT>: Within your target, what is the characteristic of the segment of buyers that are most likely to buy? While you may have visions of serving larger markets in the future (e.g. all small businesses), be as narrow as you can at this point (e.g., For small businesses who are hiring ten or more people per year). <BRAND>: Your company name. <CATEGORY>: A competitive frame for the buyer – the short cut they can use to understand what you do. Just be careful about who you compare yourself to and make sure it’s a category your audience understands. <DISTINCTION>: Within the above category, what is it that sets you apart? What makes you unique? More specifically, why are you better? This is what you alone can do for your customer, and it’s the reason they should care about you. <PROOF>: What is the proof to your claim? This doesn’t need to be complex and data based, but it’s what will convince your customers that you can deliver on your promise – why you’ll be able to do what you say you can do.
- So that hopefully you’ll walk away feeling excited and a little less like this lady. I want you to walk away with VERY tactical tools you can start using right away when you get back to your offices after the conference.
- Has anyone in here ever done a messaging map exercise? These are our messaging pillars, that you always want to hit upon when discussing how we are different elderly cats – example of be specific
- Then, make it into your “pitch” that your marketing team can use. And an even shorter 5-second pitch, single sentence pitch so that when anyone asks you what your organization does, you can say…. This can be used in slide presentations such as sales presentations or webinars
- TAYLOR MEL 2017 Goal: 5,155 (1,288 per quarter) MQL 2017 Goal: 1,377 (344 per quarter) We want to frontload the year Question: MEL and MQL are just for new deals, but this plan also includes activities for current customers….to fix this I just didn’t include MEL and MQL on customer only activities
- MEL – Marketing Engaged Lead Those who respond to a marketing campaign by filling out an online form, downloading information, attending a tradeshow or a webcast. Sales follows up with all who fit our profile. (need agreement on definition) MQL – Marketing Qualified Lead MELs that fit the profile and qualification criteria. An MEL may be automatically fast tracked to MQL if they fill out a demo request form or hit the lead scoring threshold. SAL – Sales Accepted Lead A Marketing Qualified Lead (MQL) that the sales team has determined is worthy of pursuing and BDR has qualified via title/budget. After becoming an SAL, the sales process begins. (what is SFDC indication?) SAL is same as first sales stage which will be Qualifying SQL – Sales Qualified Lead An SAL that is moved into the opportunity stage. (what is SFDC indication?) SQL would be same as second sales stage (meaning they past qualifying and were accepted and being worked) which is Discovering in new stages
- Technology is changing, user experience expectations are high and the way we engage socially is changing.
- PEW institute These things may not work in a year from now, but they do now.
- Pew research
- We just recently finished up a study with one of our clients.
- Jamie
- Every time we donate to Texas State University, we get a hand-written, personal thank you note. And, we donate every time they call Every time I donate to my alma mater, we don’t get a personal note, we just get more phone calls at terrible hours of the evening, and I’ve stopped donating
- This will change the way we think of data integration and data migration It will open up the doors to new opportunity of adopting systems, and integrating them, porting data into your database of record, or your email marketing system so that you are sending messages to the right people at the right time. It will save you time. It will relieve some of the current data mining nightmares that we all face. I’m not standing up here today as someone who knows exactly how all of this works, or can explain it from a technical perspective. But, I do stand here as someone who knows that the capabilities that this sort of technology brings to us will continue to grow and be astounding, and so my message to you today is to start to study these technologies. Play around with them and get to know what’s possible. Keep your eye on them so that you can be ready and agile and effective in your role
- This will change the way we think of data integration and data migration It will open up the doors to new opportunity of adopting systems, and integrating them, porting data into your database of record, or your email marketing system so that you are sending messages to the right people at the right time. It will save you time. It will relieve some of the current data mining nightmares that we all face. I’m not standing up here today as someone who knows exactly how all of this works, or can explain it from a technical perspective. But, I do stand here as someone who knows that the capabilities that this sort of technology brings to us will continue to grow and be astounding, and so my message to you today is to start to study these technologies. Play around with them and get to know what’s possible. Keep your eye on them so that you can be ready and agile and effective in your role
- So what can you do to test yourself and improve? You can test your website. Find out if it’s working well on desktop vs mobile. This tool is completely free.
- This will change the way we think of data integration and data migration It will open up the doors to new opportunity of adopting systems, and integrating them, porting data into your database of record, or your email marketing system so that you are sending messages to the right people at the right time. It will save you time. It will relieve some of the current data mining nightmares that we all face. I’m not standing up here today as someone who knows exactly how all of this works, or can explain it from a technical perspective. But, I do stand here as someone who knows that the capabilities that this sort of technology brings to us will continue to grow and be astounding, and so my message to you today is to start to study these technologies. Play around with them and get to know what’s possible. Keep your eye on them so that you can be ready and agile and effective in your role
- Don’t be burdened by cumbersome CMS systems. You can now pick anything you want and integrate your other systems into it.
- Turn spreadsheets into Personas Segments - based on behaviors and patterns And turn that into action
- At Kimbia, my team and I are focused first and foremost on the donor and participant experience, whether that’s through everyday online donation forms, peer-to-peer DIY campaigns or events, or time-based giving days. So, in that spirit, I’ve had this idea about putting together trainings, writings, books about growth hacking and how that relates to the nonprofit space and your jobs as fundraisers, event coordinators, marketers, IT, etc.. So today we are going to talk about things that will help you create a good experience for your donors and participants, and a better day-to-day “get stuff done” experience.