Updates and Reminders

Transcription

1 Welcome!

2 Updates and Reminders Prize List Coming next week via March 21 Webinar on Matching Funds March 30 Nonprofit registration closes April 3 Deadline to make updates to your profile; Deadline to return Matching Gift Forms April 11 Facebook Contest Looking for Something? Check givelocalccf.org/events-tools

3 Foundation s Give Local Communications and Marketing Efforts Website over 29K visits between January-June 2017 Donor Communications s and postcards to previous event donors; sponsor outreach to business community Radio Promo spots and interviews on WATR, WZBG and iheart Radio Print and Digital Ads appearing in Republican-American, Voices, New Milford Spectrum, Middlebury Bee, Heritage Villager Social Media (#givelocalgwlh) paid ads on Facebook, Instagram, Twitter; event updates tweeted in real-time These outreach efforts are made possible with the support of our presenting sponsor: Ion Bank Foundation

4 Ready Set GO-GO for

5 In this workshop, you ll learn how to: Getting your social networks, online and off, primed and ready to rock Campaign Strategy Before, During & After 3 things you must do to convert your new Giving Day donors to ongoing supporters The Big Ideas Nonprofits thrive with three types of capital financial, human, and social Social networking builds social capital Social networks can be built systematically, with strategic intent Give Local should be a campaign that plays a part in our networking strategy

6 Now really, what are giving days? A community-wide social networking event A time when many people in the community are open to learning about nonprofits A time nonprofits can enhance online and offline social network building skills

7 Let s Not Confuse the Concepts

8 Easy to Broadcast But Too Few are Listening

9 Consider People 4x more likely to buy when referred by a friend Word-of-mouth generates 2x more sales than paid advertising

10 New Donor Appeal Response Rate And New Donor Acquisition PEER OUTREACH 25% STEWARDED LIST 5.00% PURCHASED DIRECT MAIL LIST 0.50% PURCHASED LIST 0.25% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% New Donor Appeal Response Rate

11 Social Power versus Content Power =>75% =<25%

12 What are Social Networks? 6 Degrees of Separation

13 Social Network Analysis is Disciplined area of study used to understand things social including: how diseases spread and where to focus efforts to minimize contagion how fads and fashions rise and fall how to maximize contagion How to run a successful peerto-peer or crowdfunding campaign, online or offline.

14 Building Your Social Networks, Systematically Primary Connections 2 Connect Connections 3 Cluster Bonding 4 Net-building Bridging Clusters Influencer Engagement

15 1. Primary Connections

16 Identify 5+ primary connections that are serving (will serve) on your Give Local campaign committee.

17 1 2 3 Great to include your up-and-comers Good role for the teen-age/college kids of board members (a Habit of the Heart) Mix and match New to this year, last year and the committed. 3 Tips for Building Your Committee

18 2. Connect Connections

19 Examples of Connecting Connections Board Meetings & Board Committees Galas and Social Annual Meetings Conversations on Social Media Pages and Groups GIVE LOCAL CAMPAIGN COMMITTEES

20 Is Your Committee Scheduled to Meet Yet

21 Cluster Bonding (Teaming)

22 Ask your committee members to identify 3-5 clusters/affinity groups where they have friends Ask these friends to be cluster team leaders Role of CCFGDCCM is to excite, activate and

23 You ve Seen This Before

24 Identify 3+ affinity groups that really must tap to win.

25 Creating The Network Buzz You Need a Campaign Mentality Good news unlike presidential elections, it s only 6 weeks But voting day is still voting day And it s the buzz, that get people off their buns.

26 Putting Together a Campaign A clear challenge to overcome A multi-channel communication calendar A compelling ask Pledge to participate Game-day gift Your definition of a win

27 The Ask is Key!!! We do good so give only works on the converted. The tale of impact is important for the campaign, but not yet enough You need to articulate the compelling ask!

28 What Makes a Compelling Nonprofit Ask? Giving for what? Why now? Does it satisfy donor needs? Is it contagious?

29 Appeal to Impact

30 The Match -Give Local Bonus Funds -Give Local Prizes -Board/Donor Challenges

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34 Why are Giving Days good New Donor Days It s about donor psychology Low monetary ask, easily transacted and official seal of approval make it easier to give for the 1 st time.

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36 Consider a Pledge Page. Or a Facebook Pledge Post

37 Getting Word-of- Mouth Action Jumping into the extended reaches of a social network

38 Case Study: The Ice Bucket Challenge Organized around a compelling story Core network built over years Powerful reason to act now

39 Designed for Contagion (Word-of-Mouth) Primary contacts asked to nominate 3 people to take action Accept challenge in 24 hours or pay What is scripted and requires video proof The challenges asked to challenge 3 others during the pour & state that they are donating Upload to social media with #tags Tag those you challenged Add donation link

40 Social Network Analysis Fun Fact Friends of friends have more friends than friends imission Institute

41 Another Social Network Fun Fact Top 5% of influencers within an online network reach 85% of your extended online reach.

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43 A Handful 4% when one person looked up at a 6 th floor window 40% when 15 people looked up 5 people induced close to the same response as 15 Social Network Research Fun Fact

44 Tip: Communicate with Each Person Through Multiple Channels list to custom audiences in social and search opt-in opportunities and reasons on social

45 Game Day

46 What s In Your Funnel? From Game Day to Major Donor

47 Solutions Strategic Resource Planning Donor Acquisition and Development Digital Advocacy & Grassroots Mobilization Nonprofit Branding Services Web Development Social and Search Marketing Technology Selection & Implementation Donor Targeting Capacity-building office phone: chapel st New Haven CT