Growing Your Online Presence

Transcription

1 Growing Your Online Presence Downloads available at wpcause.com/conference Rich Dietz @RichDietz linkedin.com/in/richdietz 1

2 Get all the resources mentioned wpcause.com/conference Including the chance to enter our current giveaway. Prizes include consulting and WordPress support. 2

3 Volunteers 1. Name / Club 2. What do you want to learn from this session? OR What is your challenge with technology or online fundraising? 3

4 Rich Dietz Nonprofit guy first, tech guy second Over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley. NonprofitRD.com wpcause.com 4

5 This is not easy There s no doubt that you ll need to work harder than ever to cultivate strong relationships with your constituents if you re going to compete effectively for donor dollars. 5

6 But you MUST start now The best time to plant a tree was 20 years ago. The second best time 6is now. -Chinese Proverb

7 More help is on the way! Almost complete: Exclusively for BGCA Online Fundraising Master Class Today is a survey course The online class will go much more in depth 7

8 Agenda 1. Introduction 2. Overview of Online Fundraising 3. Donor Loyalty & Engagement 4. Storytelling 5. Specific Strategies ** 1. Website Fundamentals ** Many more to come! 8

9 1. Introduction My Beliefs 9

10 Text Heavy Slides oh no! I promise I do not just read the slides Boring! Why text heavy slides You don t have to take notes the info is there for you later You can focus on the ah-ha moments They will still make sense 6 months from now wpcause.com/conference 10

11 What you talkin about Willis? HTML, CSS, jquery ROI, API, SEO wysiwyg Open-Source Blah, Blah, Blah 11

12 Best Practices = what works for your org. It s like a buffet Focus on high ROI activities (Don t fill up on bread) 12

13 Technology Training? This class is not really about technology Technology just helps us do more in less time 13

14 If failure is not an option, then neither is success. - Seth Godin So you need to jump in and try things! 14

15 2. Overview of Online Fundraising 15

16 What is Online Fundraising? Online Fundraising is NOT a Donate Button We see Online Fundraising as: a coordinated, multi-faceted process of soliciting donations using online tools, including but not limited to websites, , Search Engine Optimization (SEO), video, social media, etc. 16

17 Why Online Fundraising? Online giving is the fastest growing channel Growing fastest for small organizations Double digit growth year over year since 2009 (13-75%) 87% of orgs had at least one online gift of $1, % said they will make an online gift this year Young donors (86%), (68%), Over 65 (53%) Direct mail donors 29% made their gift online blackbaud.com/onlinemarketingstudy 17

18 Online vs. Offline But. Isn t relationship fundraising more effective? Yes it is! 18

19 Online vs. Offline Online is still all about relationships We use technology to leverage our time and effort Still building strong relationships and engagement Much easier then taking all donors out to coffee 19

20 You Need a Strong Foundation 20

21 Abraham Maslow ( ) American Psychologist Most know him for his theory of psychological health: Maslow s Hierarch of Needs 21

22 Maslow s Hierarchy of Needs 22

23 Online Hierarchy of Needs *E.T. = Emerging Technologies Need a strong Foundation 23

24 3. Donor Loyalty & Engagement 24

25 What is Donor Loyalty? Definition: the ongoing process of engaging with your donors so that they contribute with donations and time to your organization over the long term. Also called donor retention, donor engagement, donor cultivation 25

26 What is Donor Loyalty? Key is to think about the lifetime value of your donors And then build relationships with those donors Maximizing lifetime value is something you do FOR donors Increase use 26

27 The First gift from a donor is not money: It s attention - Tom Ahern 27

28 Why Focus on Donor Loyalty 28

29 Why Donor Loyalty? Easy way to stand out from the crowd Vital for long-term health of your organization 10% improvement in attrition can create a 200% increase in projected value (Sargeant and Shang Growing Philanthropy in the United States 2011) Real life example NJ Institute of Technology Lifetime value is not always obvious 29

30 Donor Engagement The Path to Donor Loyalty 30

31 What are engaged donors? Engaged Donors are those who are taking ACTIONS Donate, Attend Events, Volunteer, Recruit New Donors More cost-effective to renew a donor than find a new donor 31

32 Why Donor Engagement The key to ALL fundraising Donor Engagement Donor Loyalty More Donations This will be the basis for everything you do online. Every strategy or tactic should focus on one of those two things 32

33 Link to study - wpcause.com/conference 33

34 How donors feel most engaged? 34

35 Generational Differences 35

36 Millennial Engagement Millennial Impact Report They are really looking for engagement 36

37 The Social Engagement & Fundraising Platform for Causes real-world activities and challenges two-way social media integration gamification for competition and/or recognition peer-to-peer fundraising and interaction

38 Acquire Motivate Empower Make it fun and easy for people to get involved. Social media listening and replies list building Peer networks Give supporters compelling reasons and rewards to stay involved. Variety of activities Leader Boards Contests Matching gift promotions Real-time progress Feedback and tips Give supporters more ways and better tools to do more for you. Run Walk Rides & wrap-around events 3 rd -party/sponsored Events Host Your Own Events Create Your Own Challenges Memorials and Tributes Donate Occasions

39 A Few Ideas to Increase Engagement 39

40 Mind the Gap The Engagement Gap The gap between a first time donor and an engaged donor What do you do with your first time donors? Need a graduated offering of actions Multiple ways for them to get involved (see our giveaway) Start simple (forward this ) Move on to more involved actions (volunteer) 40

41 Engagement Gap wpcause.com/conference Rafflecopter.com Free version is all I am using 41

42 Thank you NOTES & CALLS Want to stand out from the crowd? 21% say they were never thanked Thank them multiple times throughout the year Thanks and show impact Next Level Thank You s» Phone calls, hand written notes, cards from the kids Again, it s what they WANT Better engagement than even live events 42

43 Give them what they want Best way to do this? Stories! 43

44 4. The Power of Storytelling 44

45 Why Stories? Stories show your passion Get a person talking about successes Passion Ask them to write an Boring Always write your own content/stories Stories are memorable We are hard wired to respond to stories 10 facts/1 story people remember the story Oxytocin the Trust hormone 45

46 Why Stories? Stories create an emotional connection Emotion >> Rationality Buy based on emotion / Rationalize it later with facts Stories about individuals are best Example: danariely.com 14,000 blah, blahs 12,456 blahblah s Etc. etc. etc. 46

47 Why Stories? What donors want to hear about: Organizational Impact (80%) Success Stories (74%) More details about the organization (71%) Info on financial accountability (43%) Community Philanthropy 2.0 survey 47

48 Why Stories? Stories make them feel more engaged Across all generations! 48

49 Craft Better Stories 49

50 Start with the Why If they buy into the Why, more likely to follow and take action. 50

51 Stories can show the Why Any Why will help Xerox study, Langer, Blank, and Chanowitz (1972) Cut in line to make copies 60% ---> 93% using only because A good reason was about the same 51

52 Why inspires ACTION Why is compelling and gets action MLK I have a dream not I have a plan Apple Think Different We challenge status quo.. We just happen to make great computers wanna buy one? Simon Sinek: How great leaders inspire action (TED Talk) 52

53 Craft Better Stories Highlight the visual AND the Emotional 53

54 Craft Better Stories Stories about individuals are more powerful 54

55 Craft Better Stories Stories don t tell They show. All 5 senses, time and place 55

56 Craft Better Stories Audiences bore easily Need to hook them early. 56

57 Craft Better Stories Use the Cliffhanger 57

58 Use them everywhere Website Social Media Video Events Across all channels Use the same stories 58

59 Examples rememberme.ushmm.org 59

60 Examples Metro Denver 60

61 Examples bgckenosha.org/ - Kenosha, WI 61

62 ** Action-Based Learning ** Activity / Worksheet Create a Story Highlight the visual AND emotional content Individual stories are more powerful Audiences bore easily Stories don t tell THEY SHOW Fixed in time and place 62

63 5. Specific Strategies 63

64 Website Fundamentals 64

65 Direct Response Website We re not talking brochure websites 5-10 pages, static, boring, does not lead to action Direct response website key is to get action signup, donate, call, register, etc. 65

66 (A Few) Website Fundamentals Most Wanted Response Prominent Donate Button Capture Images and Video 66

67 Most Wanted Response (MWR) What do you want folks to do when they reach your site? Who visits your site What are they looking for What do you need them to do Make those actions easy to find Above the fold Big buttons or easy to find pathways 67

68 Most Wanted Response (MWR) The Jam Study Too many choices = No action Make them easy to find Above the fold Big buttons or easy to find pathways 68

69 Most Wanted Response (MWR) 69

70 Most Wanted Response (MWR) Metro Denver 70

71 Prominent Donate Button Could be your MWR Big, bold and easy to see Don t make supporters work for it On Homepage and EVERY page Every click loses conversions Where s the checkout? 71

72 Prominent Donate Button - Silicon Valley 72

73 Capture #1 way to raise money and engage your audience online still >> Landing Page Need to get the Opt-in Incentive to sign up What s in it for them? Easiest way to connect and follow-up 7 touches marketing principle Follow up is the key to donor loyalty 73

74 Capture bgcclifton.org Clifton, NJ 74

75 Capture 75

76 Images and Video The single BEST way to tell your story Creates a more emotional connection Utilizes more senses 5-10x more likely to be shared (go viral) 50x easier to get page 1 in Google (Forrester Research) 76

77 Images and Video rosebudbgc.org Rosebud Reservation 77

78 Images and Video Bgcb.org - Boston 78

79 ** Action-Based Learning ** What is your Most Wanted Response? Who visits your site? What are they looking for? What do you want them to do? What are your top 3 MWR s? 79

80 What s Next? 80

81 Top 3 Takeaways 1. It s all about Engagement 2. Use stories in everything you do 3. Test and take action 81

82 Online Fundraising Masterclass Keep an eye on your for more news Tell me what topics you want/need. 82

83 Get all the resources mentioned wpcause.com/conference Including the chance to enter our current giveaway. Prizes include consulting and WordPress support. 83

84 If failure is not an option, then neither is success. - Seth Godin So you need to jump in and try things! 84

85 Downloads and Giveaway: wpcause.com/conference Rich linkedin.com/in/richdietz 85