Growing Your Online Presence

Transcription

1 Growing Your Online Presence Downloads available at NonprofitRD.com/BGCA-SLC Rich linkedin.com/in/richdietz 1

2 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. 2

3 But you MUST start now The best time to plant a tree was 20 years ago. The second best time 3is now. -Chinese Proverb

4 More help is on the way! Currently in development: Exclusively for BGCA Online Fundraising Master Class Today is a survey course The online class will be more like graduate work 4

5 Rich Dietz Founder of Nonprofit R+D Director of Fundraising Strategy at Abila Richard has 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. 5

6 Volunteers 1. Name / Club 2. What do you want to learn from this session? OR What is your challenge with technology or online fundraising? 6

7 Agenda 1. Introduction 2. Overview of Online Fundraising 3. Donor Loyalty & Engagement 4. Storytelling 5. Specific Strategies ** 1. Website Fundamentals ** Many more to come! 7

8 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 8

9 What you talkin about Willis? HTML, CSS, jquery ROI, API, SEO wysiwyg Open-Source Blah, Blah, Blah 9

10 Best Practices = what works for your org. It s like a buffet Focus on high ROI activities (Don t fill up on bread) 10

11 2. Overview of Online Fundraising 11

12 Online vs. Offline But. Isn t relationship fundraising more effective? Yes it is! 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 12

13 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. 13

14 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 14

15 You Need a Strong Foundation 15

16 Maslow s Hierarchy of Needs 16

17 Online Hierarchy of Needs *E.T. = Emerging Technologies Need a strong Foundation 17

18 3. Donor Loyalty & Engagement 18

19 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 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 19

20 The First gift from a donor is not money: It s attention - Tom Ahern 20

21 Why Focus on Donor Loyalty 21

22 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 22

23 Donor Engagement The Path to Donor Loyalty 23

24 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 Engaged donors do more More frequent donations, larger donations Take more actions Tell more people about your organization Engage friends and family AND they become Loyal Donors 24

25 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 25

26 Link to study - NonprofitRD.com/BGCA-SLC 26

27 How donors feel most engaged? 27

28 Generational Differences 28

29 Millennial Engagement Millennial Impact Report They are really looking for engagement 29

30 A Few Ideas to Increase Engagement 30

31 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 Start simple (forward this ) Move on to more involved actions (volunteer) 31

32 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 32

33 Give them what they want Best way to do this? Stories! 33

34 4. The Power of Storytelling 34

35 Why Stories? Stories show your passion Get a nonprofit 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 35

36 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. 36

37 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 Stories make them feel more engaged (ranked #3) (Abila Donor Engagement Study) 37

38 Stories can show the Why A Reason Why 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 38

39 Why inspires ACTION Simon Sinek 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) 39

40 How to Tell Your Story 40

41 10 Laws of Storytelling My future bestseller! Maybe not The Ten Immutable Laws of Storytelling, by Andy Goodman My summary of the 10 laws included in downloads: NonprofitRD.com/BGCA-SLC 41

42 Craft better stories Highlight the visual AND emotional content Focus on images that create emotion Watch TV commercials for clues Remember, emotion first >> then rationality Individual stories are more powerful Always relate back to the individual Eg./ Malaria 42

43 Craft better stories Stories don t tell They Show Paint a vivid picture Share all 5 senses Use photos and video.. Of course. Stories should be fixed in time and space Gives audience their bearings so they can paint the picture Today, last week, 5 years ago -- Austin, New York, California? Allows us to engages the emotional brain 43

44 Craft better stories Audiences bore easily Hook them early, keep their attention Use the Cliffhanger Start stories but don t finish them now 44

45 Use them everywhere Website Social Media Video Events Across all channels Use the same stories 45

46 Campaign for Equal Justice cej-oregon.org 46

47 Impact and Success Stories bgckenosha.org/ - Kenosha, WI 47

48 ** 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 48

49 5. Specific Strategies 49

50 Website Fundamentals 50

51 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. 51

52 (A Few) Website Fundamentals Most Wanted Response Prominent Donate Button Capture Images and Video 52

53 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 Too many choices = No action (Jam Study) V2 samples but no purchase Make those actions easy to find Above the fold Big buttons or easy to find pathways 53

54 Most Wanted Response (MWR) 54

55 Most Wanted Response (MWR) Metro Denver 55

56 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? 56

57 Prominent Donate Button - Silicon Valley 57

58 Capture #1 way to raise money and engage your audience online still >> Landing Page Opt-in box 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 58

59 Capture bgcclifton.org Clifton, NJ 59

60 Images and Video Best way to tell a story Most likely to be shared 5-10x more shared over text 50x easier to get page 1 ranking with video Forrester Research 60

61 Images and Video cej-oregon.org 61

62 Images and Video Bgcb.org - Boston 62

63 ** 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? 63

64 What s Next? 64

65 Top 3 Takeaways It s all about Engagement Use stories in everything you do Test and take action 65

66 Online Fundraising Masterclass Keep an eye on your for more news Tell me what topics you want/need. 66

67 If failure is not an option, then neither is success. - Seth Godin 67

68 Downloads available at NonprofitRD.com/BGCA-SLC Rich linkedin.com/in/richdietz 68