How Attention-Focused Fundraising Can Work for You!
Ian Adair I Build Successful Nonprofits and Fundraise by Winning Donor Attention. Creator of Attention-Focused Fundraising 3X Nonprofit CEO @IanMAdair Strategy27.com
Variable of Success In a 24/7, 365 information overloaded world, winning donor attention is a must in order to achieve fundraising success.
Where is Donor Attention? Donors are focusing their attention more and more on mobile devices, emerging digital outlets, and social platforms. Podcasting, blogging, YouTube, social media, live stream video, and group messaging apps
Active Mobile & Social Users
Remote Control of Our Lives!
Attention-Focused Fundraising Fundraising is now about the supply and demand of donor attention, where ATTENTION is the commodity and DONOR TIME is the currency nonprofits need to survive.
Importance of Attention & Time
3 Biggest Mistakes Nonprofits Make Communicating to Their Donors 1) Communicating primarily through "push messages." 2) Leadership believes their programs are so important that they "deserve" a donor s attention, time, and money. 3) Consistently ask for more donations without trying to establish a relationship, build trust, or provide transparency.
How Do I Win Attention? Go to WHERE your audience is and Provide Value! Be respectful on the platforms Engage consistently Build up social equity over time Remember to Give, Give, Give, Give, before attempting an Ask
Mobile has our Attention
Daily Social Media Use Daily usage continues to rise. Your job is to find out where your donors spend their time.
4 Strategies of Attention-Focused Fundraising 1. Become a Media Company 2. Have a Mobile Strategy 3. Create Attention Grabbing Content 4. Create a Community Around that Content
Become a Media Company. Create content with only one goal in mindto provide value to your audience. Most Platforms have no barrier to entry. Data proves: pictures, info-graphics, and video content are read and shared significantly more than content without them.
Have a Mobile Strategy Mobile devices are the one thing we give so much of our attention to without even thinking about it. Texting and Facebook messenger have become preferred methods communication, but very few nonprofits utilize either.
Create Attention Grabbing Content Videos, colorful graphics, infographics, GIFs and memes. Individualize your content to each platform by knowing the CONTEXT of each. Document, over Create!
Create a Community Around Your Content By engaging your audience, listening for when/how you can provide value. This will also build the trust and the social equity you need with your audience before asking them to give their time or money. Stewarding ALL donor levels and volunteers.
From ROR to ROI
3 Steps to Get Started Make sure your website is optimized for mobile use (more than 60% of nonprofit websites are not!) Stop treating social media ONLY as a distribution channel. Do the research to find what social platforms have your target audience's attention and go add value there.
Ian Adair I Build Successful Nonprofits and Fundraise by Winning Donor Attention. Creator of Attention-Focused Fundraising 3X Nonprofit CEO @IanMAdair Strategy27.com