Fundraising and Market Research:

Transcription

1 bigducknyc.com Fundraising and Market Research: Knowing the Odds Prospects Will Say Yes Before You Even Ask #afpfc

2 Sarah Durham CEO, Big Duck Sarah President, @BigDuck #brandraising

3 Mary Deyns Brandão Director, Strategic Marketing & Corporate Partnership, Wildlife Conservation

4 Nick Guroff Deputy Director, Communications and Foundations, Corporate

5 How can nonprofits use market research to build awareness and fundraise?

6 Donor Ladder of Engagement

7 Awareness is the first step in fundraising

8 What can awareness do for fundraising? Immediate name recognition Ability to launch campaigns with no explanation of who you are Higher levels of trust Opens the door to make an ask

9 Name recognition beats impact. Source: Camber Collective s 2015 Money for Good report

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12 Mission WCS saves wildlife and wild places worldwide through science, conservation action, education, and inspiring people to value nature. Emily Darling/WCS

13 WCS is not the panda.

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15 Comprehensive strategic plan and leadership buy-in first steps of this two-year initiative.

16 STRATEGIC BRANDING OUTCOMES By 2020, WCS is the most known and respected voice in wildlife conservation in New York City and the nation, and is sought by leaders/influencers/funders to solve conservation challenges. Define WCS s unique brand meaning, personality, & positioning Expand awareness and enhance reputation Grow unrestricted revenue Launch national supporter base Build a movement Attract new trustees 16

17 What s a brand, anyway? The idea you stand for in people s minds the promise you make Define made real by what you do the experience you deliver Relate and expressed through a visual and verbal style the image you communicate Communicate

18 Key audiences CONSUMERS FEELER MINDSET CONSUMERS TRUSTEES DEVELOPMENT AGENCY THINKER MINDSET ALL-IN FOR WILDLIFE ZOO/ AQUARIUM VISITORS FUNDERS PARTNERS PHILOSOPHER MINDSET FUNDERS STRATEGIST MINDSET

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36 Consumers: psychographic insights WE ARE ALL ANIMALS NEED FOR CONNECTION We saw a shared belief that there is no separation or difference between animals and humans. Wildlife and wild spaces should be treated with respect. We heard all participants state that as social creatures, our need for connection is primal. And that we currently lack a connection between wildlife and humans that causes tension. TIME FOR A MOVEMENT SCIENCE IS NOT ENOUGH Everybody recognized that we need to take action if we re going to create change, and people are calling for an authentic, inspirational effort that galvanizes the masses. All participants articulated that they are not invested in learning about the scientific what, but they are interested in how their efforts will make a difference. They also all stated that science aside, cute and cuddly is powerful.

37 BRAND FOUNDATION WHAT S SPECIAL ABOUT YOU WCS BRAND IDEA WHAT THE WORLD NEEDS Saving the last of the wild Science-driven conservation Measurement + data In-field implementation Deeply committed + passionate Connecting people to wildlife Saving the last of the wild Real outcomes + transparency Experiences that inspire action Digestible information Access to wildlife

38 Core Brand Strategy PREMISE: You first have to build a unique & lovable consumer brand to engage and activate wildlife advocates Capture hearts and minds by being: BOUNDARYLESS COOL SCIENCE CONNECTION TO WILDLIFE

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40 Property ofaccountability Corporate Corporate Accountability International, International

41 Contents Branding history Current rebrand Surveying Polling Takeaways Property ofaccountability Corporate Corporate Accountability International, International

42 Origin INFACT Quote here. Lorem ipsum dolor sit amet nonummy Sit dolor amet lorem ipsum dolor. Corporate Accountability International, 2014

43 Evolution Corporate Accountability International

44 Today Creating & Seizing Culture Shift

45 Analytics 2.0 Our foundation: a good handle on endpoint or high level metrics Needed: better handle on factors motivating increased giving/engagement Needed: clearer sense of compounding factors compelling initial affiliation Property ofaccountability Corporate Corporate Accountability International, International

46 Supporter surveying Organic and necessary given our mission Critical research round before going live Segmenting Core questions? s expanding on core Demographic questions Behavioral questions Property ofaccountability Corporate Corporate Accountability International, International

47 Polling Property ofaccountability Corporate Corporate Accountability International, International

48 Insights From polling: Significant room for growth in brand awareness Impressive mission affinity Translating affinity into donation likelihood a place to focus Trustworthiness control = good, for those aware = really strong Property ofaccountability Corporate Corporate Accountability International, International

49 Insights From survey: What was most differentiating Most common ports of entry What our supporters do with regularity Who to recruit as ambassadors Property ofaccountability Corporate Corporate Accountability International, International

50 Takeaways Overall: Invested key stakeholders Built confidence for decisionmakers Informed rebrand Set critical new baselines Insight into facilitating metrics to set Identified new leaders Property ofaccountability Corporate Corporate Accountability International, International

51 CONTACT ME StopCorporateAbuse.org 10 Milk Street, Suite 610, Boston, MA (Twitter) /nickguroff (LinkedIn) Corporate Accountability International, 2017

52 Evaluation How will you know if you re successful? Consider how you ll measure before you begin Set quantitative and qualitative targets Create benchmarks based on past or industry Retention rate Dollars raised Donor pyramid activity % growth in list

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54 Organizations with high levels of awareness

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57 Organizations with low levels of awareness

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60 So what does this mean? Awareness is the first (but not only) step in raising money You have to engage those who know you in order to move them towards donating Research can help you understand who has heard of you (and who hasn t) so you can begin engaging them

61 Engaging your audiences

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64 53% of supporters leave due to lack of communication

65 Talk to them Interview donors by phone Ask quick questions at events Send out a survey Invite them to give feedback on a Donor Advisory Board

66 Get to know your donors Develop donor personas Age, Gender, Ethnicity, Location Education, Occupation, Family Connection to organization Charitable interests What s/he wants What your organization wants How your communications help

67 Ask Thank Report Repeat...

68 Ask donors to act

69 Make it easy for them to share

70 And share their stories too!

71 Offer approaches to connect

72 Provide many ways to join

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75 Help donors be fundraisers

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81 Thank You!